How will Google SGE impact your website traffic?

There are some speculations that Google SGE could result in a drop in organic traffic, as users may be less likely to click on links to websites that are not featured in the SGE summary. However, it is also possible that Google SGE could increase organic traffic, as it could make it easier for users to find the information they are looking for. The actual impact of Google SGE on organic traffic will depend on a number of factors, including the quality of the AI-generated content, the user’s preferences, and the way that Google SGE is implemented.

Google SGE (Search Generative Experience) is a new feature that is still under development in beta phase. It is designed to provide users with more comprehensive and informative search results, by generating AI-powered summaries of the top results.

Google SGE could reduce traffic to websites, especially those that rely on organic search traffic. SGE could provide users with the information they need directly on the search results page, without the need to click on links to websites. This could push down or alter traditional SERP features like featured snippets and images.

What is Search Generative Experience?

Search Generative Experience (SGE) is a new way to search the web that uses artificial intelligence to generate new content and responses based on your query.

This means that instead of just retrieving pre-existing information from the web, SGE can provide you with more tailored and informative results. For example, if you ask SGE “What is the best way to cook a steak?”, it might generate a response that includes a step-by-step recipe, cooking tips, and even a video demonstration.

Let’s look at an example of what Google gives in its search results when you search for a query like – “What is data science?”

The first fold of the result is the generative definition of data science along with the set of articles from which it is referring on the right.

It allows you to ask questions follow-up questions based on the generated response.

Followed by this will be the actual SERP results which you saw earlier.

This might lead to an overall drop in the organic search traffic for the SERP results.

Why is SGE introduced by Google?

The main goal of SGE is to help users easily learn new things and understand key concepts while searching online. It aims to simplify the process of finding information, providing quick and clear answers to queries, and eliminating the need to filter through numerous web pages.

From the users’ perspective integrating generative AI into search systems can revolutionize the way users interact with platforms. It can provide more relevant, personalized, and context-aware search results, enhancing user satisfaction and engagement. As AI continues to evolve, such integrations can be pivotal in staying ahead in the competitive landscape of digital platforms.

How does SGE work?

1. Generative AI Capabilities: Google’s Search is integrating new generative AI capabilities to help users better understand and make sense of information on the web.
2. Definitions within AI-generated Responses: When users research a new topic or seek an explanation of a concept, they might encounter unfamiliar terms. With SGE, users will soon be able to hover over certain words to preview definitions and view related diagrams or images on the topic.
3. Understanding Coding Information: SGE provides AI-generated overviews to assist with tasks across various programming languages and tools. For instance, users can find answers to how-to questions and view suggested code snippets for common tasks. New updates will introduce colour-coded syntax highlighting for code segments, making it easier to identify elements like keywords, comments, and strings.
4. SGE While Browsing: An early experiment in Search Labs named “SGE while browsing” was launched to test how generative AI can assist users in navigating online information more efficiently. This feature aims to help users engage more deeply with long-form content, making it easier to locate specific details. On certain web pages, users can tap to see an AI-generated list of the article’s key points and directly access the relevant sections.
5. Respecting Paywalls: The “SGE while browsing” feature is designed to show AI-generated key points only for articles that are freely available to the public on the web. It does not provide key points for paywalled articles, and publishers have control over designating their content as free or paywalled.
6. Feedback and Evolution: Google emphasizes the importance of feedback and plans to evolve the experiment over time based on user and publisher feedback.
7. Access and Availability: Users who have already opted into SGE will automatically have access to the “SGE while browsing” experiment. Those who haven’t can access it as a standalone experiment in Search Labs.

Impact of SGE on Websites

Research conducted by Search Engine Journal on 23 websites shows a drop in the majority of websites’ organic traffic due to Google SGE. However, there are some websites which have potentially shown a gain after the SGE impact.

Image Source: Search Engine Journal

Ultimately, the impact of Google SGE on traffic to websites is still unknown. It will depend on how the feature is implemented and how users interact with it.

Concerning Issues:

Here are some burning issues that you must consider regarding Google SGE impacting website traffic:

Question 1: Is SGE Bad News for Business Competition?

Answer 1: It seems so! Businesses that depend on heavily on organic search traffic i.e., people clicking through from search results might find it tougher to compete. If SGE reduces these clicks, it could be a big hurdle for them, especially when up against businesses featured in SGE. The prominence of SGE could force them to innovate and find new strategies to attract visitors to their websites.

Question 2: Is SGE a Threat to Online Advertising Revenues?

Answer 2: It appears so. With users finding what they need directly on the search page, the traditional advertising models might be at risk. This could push websites to find alternative revenue streams and rethink their advertising strategies.

Question 3: Can SGE Narrow the Spectrum of Diverse Content on the Web?

Answer 3: It might be. The convenience of SGE could potentially discourage users from exploring a wider array of websites, possibly limiting their exposure to diverse viewpoints and ideas. This raises the question of whether the web might lose its rich tapestry of content diversity.

Question 4: Is SGE Creating a Higher Entry Barrier for New Businesses?

Answer 4: It seems likely. New businesses might face an uphill battle in attracting users, as they compete with the high-quality content displayed on SGE. This could challenge them to find innovative ways to make a mark and grow their business.

Question 5: Could SGE be a Catalyst for Diminishing Creativity and Innovation on the Web?

Answer 5: Unfortunately, it might be. By providing users with ready information, SGE might be stifling the necessity for individuals to think critically and explore creatively, potentially leading to a less vibrant and innovative web space.

Question 6: Is the Quality of Web Content at Risk Due to SGE?

Answer 6: Absolutely! SGE, or Search Engine Enrichment, might be a double-edged sword. While it offers information at your fingertips, it could potentially lead to a dip in the quality of content on websites. With users finding what they need on the search results page itself, the traffic to various websites might take a hit, making it a herculean task for them to upkeep and elevate their content quality.

What could possibly happen in future?

It’s too soon to predict how Google’s new SGE feature will affect the number of people visiting websites. But, it’s something that businesses and website owners should definitely keep an eye on. Currently, Google SGE is in its beta phase and is not available for all the searches across the search engine. However, it’s important to note that a big part of Google’s earnings, about 80%, comes from ads. This income is possible because many people create quality content for their websites, hoping to attract visitors and potential customers from Google. If companies stop updating their websites with new information, Google won’t be able to provide good answers to user queries. Websites like Quora might be directly affected by Google’s new SGE. The big question is, will people keep creating content for Google if they don’t see any benefits? It’s a situation that calls for a fair setup where those who create content are properly rewarded.

Assumptions to Consider:

1. Landing a spot in the snapshot carousel guarantees a certain amount of organic traffic.
2. The traffic originating from the snapshot carousel will be comparable to or lesser than the traffic from a similar rank on Google presently.
3. Not featuring in the SGE snapshot carousel yet appearing in the traditional top 10 links might result in negligible traffic (though, realistically, some users might bypass the SGE and opt for the blue links).
4. Your current ranking will remain unchanged if the SGE feature is inactive.

Click Through Rate (CTR) in SGE

The actual CTR for various positions in the SGE snapshot carousel is still unclear.

We could see a drop in CTR if Google uses the current design of SGE. It might result in a huge CTR drop for the Top 3 results which used to gain most of the traffic for a given keyword.

In case Google decides to change the design to use display the generated content is displayed side by side. This might have a relatively lesser drop in CTR on the existing content.

How Google SGE Could Change the Way We Create and Consume Content?

It is possible that Google plans to adopt a payment system similar to what it uses on YouTube. This would mean that Google would pay creators based on the number of views and engagement their content receives. This would incentivize creators to create high-quality content that is relevant and engaging to users.

Google could also use this system to promote websites with top-notch content. By only displaying personalized content that is most relevant to the user, Google could ensure that users are exposed to the best possible content. However, this could be tough on smaller companies that are just beginning to expand. They may not have the resources to create high-quality content that can compete with larger companies.

Here are some of the pros and cons of Google adopting a payment system similar to YouTube for Google SGE:

Pros of Google’s SGE:

• Incentivize and motivate creators to develop content that is both relevant and engaging for users.
• Ensure users encounter only the most excellent content available.
• Promote smaller companies that are known for their high-quality content.

Cons of Google’s SGE:

• Smaller companies might struggle to match the larger firms with more resources.
• The variety of content on the web might take a hit.
• Getting a new business off the ground might become tougher.

It is important to weigh the pros and cons of this system before deciding whether or not it is a good idea. Ultimately, the decision of whether or not to adopt this system will be up to Google.