In May last year, Google announced the next evolution of its search engine, something called SGE or the Search Generative Experience.

This was pitched as something that would transform the way that people use Google, allowing us to have conversations with the search results all powered by generative AI.

Well, here we are more than a year later.

What happened to SGE, and what should you be doing about it’s successor?

SGE – From Announcement to Launch

After its announcement, Google tested various formats of SGE with users, including product recommendations, follow-up conversations, and AI-refined search results.

Google’s leadership was very confident in SGE’s potential, telling us that users love this new form of search.

Within six months, the team here at Thinkplus had already developed strategies to optimise content for SGE rankings.

Despite initial enthusiasm, SGE faced several challenges.

It was easily manipulated by SEO experts, sometimes provided inaccurate information, and occasionally pulled in sarcastic or out-of-context user-generated content.

In May 2024, a year after its initial announcement, Google officially launched SGE under a new name: AI Overviews. However, the launch was not without issues.

There were viral cases of AI Overviews providing nonsensical advice, such as suggesting to glue cheese on pizza or eat rocks.

This led to Google cutting back on the percentage of searches triggering AI Overviews, from 50% during testing to just 10% post-launch.

Current Status and Improvements

Google has continued to refine AI Overviews. In August 2024, it launched in more countries, including the UK.

The current version emphasises the AI-generated answer to the searcher’s question with less prominent website links, especially on mobile devices.

To enhance safety, Google has implemented a few different things:
– Increased reliance on top-ranking websites for information
– Reduced use of user-generated content from sites like Reddit
– Clear attribution for potentially unreliable sources

While it’s too early to fully assess the impact of AI Overviews on website traffic, early indications suggest shorter customer journeys and new opportunities for businesses to optimise content to be included in the AI Overviews.

What’s Next For SEO?

Google’s AI Overviews represent a big shift in search technology, blending traditional search results with AI-generated content.

Businesses and SEO professionals must adapt our strategies to remain visible and relevant in this new search landscape.

This summary was compiled by Jess Percival and, in part, with Claude, an AI chatbot.

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