Example: This blog article earned a featured snippet for “stc rating wall assembly” in a normal Google search.

Example: The same query in SGE resulted in a different synopsized answer. However, the same blog article is linked first as a source.

One thing is certain: Generic keywords will become even harder to rank for, and zero-click searches will rise. As we already see with content appearing in featured snippets, fewer users will click links when the AI-generated answer already gives the searcher what they need. Why would the user progress beyond the SERP for a quick answer if that answer already appears on the SERP? This will lead to less organic traffic for websites, but declining organic search volume isn’t new to seasoned SEO professionals.

Additionally, the way we search is changing rapidly. Gen Zers increasingly use TikTok as a search engine, and answer engines such as Perplexity prioritize giving direct answers using contextual cues.

This means that the organic traffic a website receives is likely to be more qualified. In other words, people who visit your brand’s website to get more information or simply browse are far more likely to convert than users looking for a basic answer.

What does Google SGE mean for content marketing?

Google’s 2024 core updates already showed the importance of original content for success.

AI-powered search aims to get to the gist of a topic more quickly than ever. Yes, Google still serves up links to support that AI-powered answer so users can learn more, but the advent of SGE signals a quick death for content that focuses on answering easy questions — without a lot of unique or particularly useful information.

There is (and will continue to be) a massive demand for content addressing questions that can’t be answered easily or quickly. Let’s go back to the featured snippet example: If you want to write about a specific topic for your website and that topic search currently triggers a featured snippet, AI (in this case, SGE) will likely replace that snippet.

We know people are changing their search patterns, using more natural language and long-tail queries. To rank well in future search results, websites must have high-quality, informative content that addresses user needs and intent.

Generative AI excels at providing answers for high-consensus topics (think “what,” “how” and “best” queries). As a result, ranking for these types of generic searches that can easily be answered by AI will become even more challenging. If your content can be summarized in a YouTube tutorial or a simplified answer, it’s probably not going to survive in a post-SGE world.

Example: Basic “how to” queries, such as “how to use a fire extinguisher,” that can be answered by AI alone are becoming more competitive.

However, humans still enjoy exploring and engaging with content, such as recipes and tutorials. This may explain why TikTok, Instagram and other platforms that provide a one-to-one experience with influencers do not significantly disrupt traditional search. While upper-funnel traffic to brands’ websites may decrease, the human desire to browse such websites is likely to persist.

At the end of the day, SGE is still an experiment. We simply don’t know how users will interact with this new approach to search. The bottom line right now? Content that closely resembles the majority of existing information on a given topic is most susceptible to being replaced by search engine–generated results.

And that’s why marketers should continue to create quality content that helps their audience.

What does Google SGE mean for ads in SERPs?

Almost 80% of Google’s revenue is from ads, with over half of that from paid search. Not surprisingly, Google will continue to find a way to advertise in search environments, even within SGE.

For as long as ads have existed within Google, the company has experimented with blending paid and organic listings in SERPs. That won’t change anytime soon. But Google is beginning to integrate ads into SGE in a way that feels natural to the flow of the SERP. I’ve seen a range of examples, both above and below the SGE result. “You May Also Like” text -– similar to the “People Also Ask” label in current SERPs — encourages users to keep engaging with content.

Example: Similar to normal Google search results, “what are” queries typically do not result in sponsored content in SGE.

Example: Queries with commercial intent will result in different types of displays of sponsored content (e.g., “Here are some sunglasses to consider”).

Much like with organic search, brands should keep trying to reach users with the best, most natural result. Google will likely continue to test ad placements for different query types, at least in the near future. This, in turn, may lead to Google making more decisions on when to show a brand’s ad, leaning into machine learning and AI on the Google Ads platform to do so. This would reduce advertisers’ autonomy but, on a positive note, would also help keep SGE from becoming a jarring experience for users.

How Marketers Can Prepare for Google SGE

Above all, lean into what makes your brand unique and the types of content you can publish that AI cannot match.

Here are just a handful of ways to differentiate your website:

• Use original photography instead of stock photos or AI-generated images.

• Attribute long-form content to a specific author.

• Demonstrate firsthand experience through content that is unique to your brand and valuable to your audience.

Despite the recent skepticism, hand-wringing and even doomsday outlooks within the global search community, I’m optimistic that Google’s SGE and other AI-powered technologies will ultimately improve how we search for information.

Want to learn more about how AI technology is transforming the way people search for information online? Read our other SEO articles.