An examination highlights the potential impact of Google’s AI-driven Search Generative Experience (SGE) on brand exposure.
A recent analysis conducted by Authoritas unveils the potential repercussions of Google’s AI-infused Search Generative Experience (SGE), presently undergoing testing with a select user base. The study suggests that this innovation could potentially diminish brand visibility and organic search traffic.
Key revelations include:
Expanding an SGE box leads to a significant drop of over 1,200 pixels on average for the top organic result, drastically reducing visibility. Approximately 62% of SGE links originate from domains outside the top 10 organic results. Sectors such as ecommerce, electronics, and fashion witness substantial disruptions, although impacts are felt across all verticals. To adapt to generative search, a shift in SEO strategies may be necessary, prioritizing long-form content, expert insights, and multimedia formats.
As Google persists in advancing AI-powered search capabilities, the Authoritas study provides early insights into the potential challenges and opportunities that lie ahead.
Widespread Adoption & Industry-Wide Implications The analysis encompassed 2,900 keywords related to brands and products across 15 industry verticals, revealing that Google presents SGE results for 91.4% of all search queries.
This pervasive presence of SGE results suggests a broad impact across diverse industries.
Examination of the typical composition of SGE results indicates an average of 10-11 links per SGE element, sourced from approximately four distinct domains. This underscores the necessity for brands to secure multiple links and listings within these AI-generated results to sustain visibility and traffic.
Moreover, the study suggests that prominent, well-established platforms like Quora and Reddit are likely to outperform smaller websites and lesser-known brands in SGE results.
Altering Landscape of Organic Search Results With SGE results dominating the entire first page, websites currently occupying top positions may experience a substantial decline in traffic and click-through rates.
Upon expanding an SGE element, the study observed an average drop of 1,255 pixels for the #1 ranked organic result, potentially relegating it to the second page despite its top ranking.
Emergence of New Competition from Unanticipated Sources The study reveals that SGE frequently presents links and content from websites not featured in the top organic rankings.
On average, only 20.1% of SGE links correspond directly to URLs from the first page of Google search results. An additional 17.9% of SGE links originate from the same domains as page one results but lead to different pages. The remaining 62% of SGE links are sourced from domains beyond the top organic results.
Challenges in Brand Term Optimization & Local Search SGE results for branded terms may include competitors’ websites alongside the brand’s own site, intensifying competition for brand visibility.
Laurence O’Toole, CEO and founder of Authoritas, remarks:
“Brands are not immune. These novel generative results introduce additional opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”
Furthermore, local businesses may encounter similar hurdles, as SGE results could feature competing local brands even in searches for specific brands within a regional context.
