Discover the AI-powered world of Google’s SGE • Yoast

Thanks to AI, search is on the move. Generative AI can help us achieve more in search engines, as Google shows in its Search Generative Experience (SGE). This experimental addition to the search engine gives us a glimpse into the future of search. Let’s take a look and see what it means!

What is Google’s Search Generative Experience (SGE)?

SGE is part of Google’s larger experimental initiative hosted as part of Search Labs. State-of-the-art search functions are tested here. Generative AI, a sophisticated form of artificial intelligence that can create content, is the foundation of this innovative feature.

As announced on Google’s official blog, SGE’s underlying goal is to redefine search experiences, transforming them from passive recipients of information to more interactive and personalized ones.

Google launched Search Generative Experience (SGE) to improve users’ search experience and develop the future of search. To do this, Google uses generative AI to provide quick and concise overviews of search topics and thus improve search results. Or as Google puts it: “We’re testing new ways to achieve more directly through search.”

The GSE provides more context when answering your questions – the arrow drop-down menus display links to sources

Generative AI

Leveraging generative AI, SGE delivers AI-powered overviews that enable users to explore content and quickly grasp key points. Depending on the search, a large block of information appears at the top of the search results. The amount of information offered could result in users no longer feeling the need to navigate to multiple web pages.

The other reason is the generative part of the equation. Google can now develop ways for users to interact with the results and do things no one has ever done before, such as: B. produce something directly in the SERPs.

Key features of Google’s SGE

One of SGE’s newer features is its ability to generate dynamic and interactive visual content. Users are no longer limited to receiving static, text-based results. Instead, with SGE your textual search entries can now be translated into images.

The artificial intelligence system uses your prompts to understand the desired outcome and create representations that match your request. You can now create directly from the SERPs – opens up unlimited possibilities for interacting with search results.

four images of a deer generated by the generative search experience
Generate masterpieces like the one above directly from Google search

Advanced search results

Another key feature of SGE is the ability to customize search experiences based on user preferences and behavior. It integrates user-generated content such as: B. Customer reviews, in search results.

For example, you are looking for an excellent Mexican restaurant in your city. SGE doesn’t just take you to a random list of restaurants. You also get more context, e.g. B. about the specialties and the ambience of the restaurant. Google says it receives data “from the reviews, photos and business profile details that people submit to Google for more than 200 million places in the real world.” You’ll also find links to Yelp, Tripadvisor and more.

A local package generated by Google's search generative experience
Google GSE expands on regular local results and adds more context for users

Interactive results

Google’s SGE is designed for user-friendly navigation. The SGE interface displays information and actively supports users in interacting with search results. Thus, the user interface makes discovery a natural part of the search experience. You can even ask follow-up questions or perform related searches.

Finally, SGE uses different formats to round out search results. Whether it’s news articles, personal blogs, customer reviews, business listings or social media posts, SGE uses different types to ensure a more comprehensive response to your search queries.

Keep in mind that not every query will trigger an AI result.

The impact of SGE on search experiences

The impact of the Search Generative Experience extends to all internet users, creators and businesses and is comprehensively redefining the search experience. Let’s not forget that we’re dealing with the future of how people use Google.

SGE starts with end users and is celebrated for its innovative approach to improving the search experience. According to Google, it is particularly valued by younger users aged 18 to 24, who are more inclined towards digital platforms that offer a mix of interactive and information-rich experiences. Integrating reviews, images, and videos in response to search queries provides a more comprehensive and rich search experience than traditional search models.

A new way of thinking

SGE will change the way our content is discovered, and it could also change what we and our users expect from a search result. However, because SGE handles search queries differently, it could provide us with new ways to reach our audiences.

An example of an essay created by Google GSE
You can also ask SGE AI to create essays

Criticism of the SGE

Google’s Search Generative Experience could potentially harm our SEO efforts. A key point of criticism concerns the possibility of reduced visibility of organic search results.

Because SGE provides AI-generated overviews at the top of search results, users may have to click significantly less. This could result in lower CTR and less organic traffic for websites.

Additionally, some fear possible bias against publishers and reputable sources, which could limit the visibility and exposure of smaller sites and niche content. As a result, some fear that SGE will lead to a complex SEO landscape and may require a change in strategy.

The SGE is an experiment

It is important to note that this feature is still under development. Some users noted that the SGE interface occasionally has performance issues, resulting in slower loading times. Additionally, since this is an experimental feature, the interface and specific features will change as Google continues to improve.

Google’s Search Generative Experience is still experimental. However, the scope and impact are already far-reaching. We can only imagine how this will evolve and reshape Google search.

How to get started with Google’s Search Generative Experience

Google’s Search Generative Experience is an innovative feature that uses artificial intelligence to provide users with unique search results. If you’re keen to try this experiment, here are step-by-step instructions. Please test it to see how and whether your content is included in the SGE.

Visit Google Search Labs to try out SGE

1. Access Search Labs

First, make sure you have a personal Google account and access to Google Search. Next, navigate to Search Labs using your Chrome browser for experimental features and the SGE experience.

2. Log in to SGE

In Search Labs, look for the option to opt-in to the Search Generative Experience. Please note that SGE is an experimental feature and availability may vary. If it’s available, click the option to enable SGE and experience AI-powered overviews. Currently SGE is available in 120 countries (not Europe!) and supports English, Hindi, Spanish, Portuguese, Korean, Indonesian and Japanese.

3. Perform a search

With SGE enabled, you can search Google as usual. Enter your search query in the search bar and press Enter. Click the gray button to access AI-powered results. The search results page now features AI-powered overviews that provide quick and concise summaries of the search topic.

4. Review AI-powered results

At the top of the search results page you will see an AI-powered overview of your search query. This overview provides key information and insights so you can grasp the key points of the topic without having to click on individual search results. Of course you can also find external sources there.

5. Keep exploring

Although the AI-powered overview gives you a comprehensive understanding of the search topic, you may still want to explore more. Scroll through the search results below the overview to find additional information, websites, articles and resources related to your query. Refine your search to see how the results change, or ask the AI ​​more questions.

6. Give feedback

As an experimental feature, Google welcomes user feedback to improve SGE. If you encounter problems, have suggestions, or want to share your experiences, go to the Feedback section in Search Labs. Your feedback can help refine and improve SGE. Google regularly introduces improvements, updates, and new features based on user feedback and advances in AI technology.


Google’s SGE gives us an exciting glimpse into the future of online search. Whether it’s generating images from text clues or providing more options to search results, SGE is all about enriching the user experience.

We’ll have to wait and see what else Google has in store for its search lab. One thing is certain: SGE represents a major step toward making search and content creation more useful. As for the impact on our SEO efforts, we’ll have to wait and see.