Google's experimental AI-powered search interface that generates conversational answers directly in search results.
Search Generative Experience (SGE) was Google's experimental AI-powered search feature that generated conversational, multi-source answers directly within search results. Launched in Google Search Labs in May 2023, SGE used large language models to synthesize information from across the web and present it as a cohesive response at the top of the results page. In early 2024, Google evolved SGE into what it now calls AI Overviews, making AI-generated answers a permanent feature of the main search experience rather than an opt-in experiment.
Understanding SGE matters because it established the template for how AI-generated content appears in search results and set the precedent for the broader shift from link-based results to answer-based results. The patterns SGE introduced, including cited sources, expandable details, and follow-up question suggestions, now define how AI Overviews and competing answer engines present information.
Why It Matters for AI SEO
SGE fundamentally changed the relationship between search engines and content publishers. Before SGE, Google's primary job was directing users to websites. With SGE and its successor AI Overviews, Google began answering queries directly, often reducing the need for users to click through to any website. Studies during the SGE experiment showed that AI-generated results appeared for over 80% of informational queries, and early data suggested click-through rates to organic results dropped by 20-40% when an AI answer was present. For SEO professionals, SGE represented a wake-up call. Optimizing exclusively for traditional blue-link rankings was no longer sufficient. Content needed to be structured in ways that AI systems could parse, cite, and reference. This spawned entirely new optimization disciplines like Generative AI Optimization (GAIO) and Answer Engine Optimization (AEO), both of which focus on getting content cited within AI-generated responses. The transition from SGE to AI Overviews also signaled that AI-generated search answers are not a passing experiment but a permanent fixture. Every major search platform, from Bing with Copilot to Perplexity and SearchGPT, now offers AI-synthesized answers, making SGE-era optimization principles essential knowledge.
How It Works
SGE and its successors work by processing a user's query through a large language model that has access to Google's search index. The system identifies relevant web pages, extracts key information, and generates a natural language response that synthesizes findings from multiple sources. The response typically includes inline citations linking back to the source pages, an expandable section with additional details, and suggested follow-up questions. The content selection process favors pages that demonstrate expertise, provide clear and direct answers, use well-structured formatting with headers and lists, and include up-to-date information with proper citations. Pages that already rank well in traditional organic results are more likely to be cited, but SGE also surfaced content from pages ranking outside the top 10 when they provided uniquely relevant information. To optimize for SGE-style AI answers, focus on creating comprehensive content that directly addresses specific questions with clear, factual statements. Use structured data and schema markup to help AI systems understand your content's context and authority. Build topical depth through content clusters that establish your site as an authority on interconnected subjects. Include original data, expert quotes, and specific examples that give AI systems unique information worth citing.
Common Mistakes
The biggest mistake is assuming SGE and AI Overviews have replaced traditional SEO entirely. While AI answers change the landscape, organic rankings still drive the majority of search traffic, and pages that rank well organically are more likely to be cited in AI responses. Another common error is creating content that simply rephrases what competitors say, which gives AI systems no reason to cite your page as a source. Focus instead on providing unique insights, original research, and expert perspectives that make your content a valuable and distinct source for AI synthesis.