The impact of Search Generative Experience (SGE) on organic search traffic is a topic of discussion among marketers. While some assumptions about its effects may be realistic, others are more uncertain. This article aims to provide insights into the potential traffic impact of SGE, what we currently know, what we don’t know yet, and how to prepare for it.
Theories on SGE’s Traffic Impact
SGE is expected to have both positive and negative consequences for organic search. However, the exact magnitude of its impact is still unclear. In some cases, organic traffic could decrease by up to 30%, similar to the impact of featured snippets on search results. The extent of the impact depends on various factors such as niche, business model, and keyword types. It’s important to note that there is no specific number that applies universally.
If a query does not have an AI overview, the impact of SGE will be minimal. However, if users are prompted to create an AI overview, a certain portion of them will follow through and generate one. It’s worth mentioning that this behavior change takes time to adopt, so its immediate impact on traffic may be limited. If your site generates an AI overview but doesn’t appear in the response, it will likely experience a negative impact on traffic. Conversely, if your site does appear, the impact will be less severe.
The left part of the AI overview is potentially more important since the human eye naturally focuses on the left side, especially in countries where people read from left to right. Currently, sources are displayed on the right side of the overview, with small dropdown arrows indicating interaction and revealing the sources used. This means that regular organic results will be pushed down when SERP features like SGE are present.
Google has shown a strong commitment to SGE and seems unlikely to abandon it quickly. The company is investing in cloud technology and focusing on revenue from search advertising. While there may be some delay in launching SGE in the EU due to privacy concerns, this creates an opportunity for the SEO community to observe its impact in other regions and adjust accordingly.
Benefits and Potential Outcomes
Despite concerns about traffic impact, there are potential benefits to consider. Ecommerce queries for products are likely to see a spike as products are prominently displayed in AI overviews. High-quality product images can significantly impact click-through rates, similar to the effect of attractive thumbnails on YouTube. Additionally, SGE may lead to more zero-click searches, as users can find their answers within the search results. This trend is already seen with featured snippets and is expected to expand with SGE’s unofficial launch.
Overall, understanding the potential impact of SGE on organic search traffic is crucial for website owners and marketers. By staying informed and adapting strategies accordingly, it is possible to mitigate any negative consequences and leverage the benefits of this new search experience.
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