How Google’s SGE (Search Generative Experience) Will Impact SEO

How Google’s SGE (Search Generative Experience) Will Impact SEO

In the ever-changing world of digital marketing, SEO has always demanded adaptability. What worked yesterday might not work tomorrow, and that couldn’t be more true with the arrival of Google’s SGE—Search Generative Experience. It’s not just another algorithm update; it’s a significant shift in how search itself works. For SEO professionals, content creators, and digital marketers, this change is both exciting and challenging.

So, what exactly is Google’s SGE, and how will it impact SEO? Let’s explore.

Understanding Google’s SGE

SGE stands for Search Generative Experience, and it’s Google’s way of integrating generative AI directly into the search process. Instead of just providing a list of links as results, Google now offers AI-generated overviews that summarise the most relevant information from across the web. Think of it as your personal research assistant, doing the reading for you and giving a concise answer, right at the top of the page. For example, instead of typing “best digital marketing strategies for 2025” and scrolling through blog posts, users will now see an AI-generated summary of those strategies immediately, based on the content available online. The traditional organic results? They’re still there, but they’re now pushed further down the page. This change is still evolving, and Google has been experimenting with how to best integrate these AI snapshots into the user experience. But one thing is certain: SEO is about to enter a new era.

From Rankings to Relevance

Traditionally, SEO was all about getting your content on page one of Google. Rankings were everything. You researched keywords, optimised your content, built backlinks, and hoped to earn that coveted top spot. With SGE, that dynamic shifts. Now, being “relevant” to the AI becomes more important than being ranked at the top. If your content helps the AI create its summary, you may not get a click, but you will still be credited, sometimes with a link. In other cases, your content may be used without a visible reference. That’s a major change. It means SEO is no longer just about visibility in search results; it's about being part of the answer.

A Threat to Organic Clicks?

Let’s be honest—SGE is going to affect click-through rates. If users get the answer they need without clicking on a website, fewer visits will happen organically. Websites that once thrived on informational content may notice a drop in traffic. This is particularly true for content that answers straightforward questions. Think “what is PPC?”, “how to reset a password,” or “best time to post on Instagram.” In the past, these queries brought in consistent traffic. But now, SGE can answer them instantly, cutting out the need to visit a site. However, not all is lost. Content that’s opinionated, experiential, visual, or in-depth still holds value. AI summaries can’t replace human stories, niche insights, or brand personality. That’s where creativity and authenticity come in—and where agencies like ours at Substance Digital help clients stand out.

The Rise of E-E-A-T Content

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness—a core part of Google’s quality guidelines. With SGE, these principles become even more critical. Why? Because the AI draws its information from trustworthy and authoritative sources. It’s trained to avoid spammy content or sites with questionable credibility. That means content creators will need to double down on quality, relevance, and authenticity. At Substance Digital, we’ve already started working with clients to build content ecosystems that reflect real expertise. Whether it’s expert interviews, case studies, client stories, or technical explainers, the goal is to make your brand the go-to source in your niche, not just for users, but for Google’s AI too.

SEO Strategy in the SGE Era

So what should your SEO strategy look like in 2025? It’s time to go beyond keywords and think holistically:
• Focus on topic clusters instead of isolated keywords. Build deep, interconnected content hubs around your niche.
• Optimise for questions and conversational queries. The AI thrives on natural language, so your content should mirror how people actually talk and ask questions.
• Invest in long-form content that delivers real value. Summaries can’t replace in-depth insights—especially when it comes to B2B, tech, or high-ticket decisions.
• Add real human touchpoints. Use expert quotes, original research, videos, and storytelling. These elements make your content harder to replicate and more likely to be featured or referenced.
In short, SEO is becoming more human—even if the search results are powered by machines.

Brand Building Will Matter More Than Ever

One of the lesser-discussed effects of SGE is how it shifts power toward recognised brands. When the AI looks for trusted sources, known entities with a strong digital presence naturally float to the top. If your brand is cited often, earns mentions, and has high-quality content across platforms, you’re more likely to influence SGE results. For small businesses and new players, this means brand building should be a key part of your SEO strategy. It’s not just about ranking—it’s about being known. Social media presence, thought leadership, and consistent content creation all contribute to this. At Substance Digital, we help our clients create not just content, but a content identity—one that’s consistent, engaging, and aligned with their brand voice. That’s the kind of visibility that matters in a post-SGE world.

The Role of SEO Agencies Will Evolve

For marketing agencies like ours, SGE presents both a challenge and an opportunity. The technical aspects of SEO—like on-page optimisation, site speed, and backlink audits—will still matter, but they’re no longer the whole picture. Agencies will need to evolve into strategic partners—content strategists, data analysts, UX consultants, and storytellers. The goal isn’t just to help clients “rank,” but to help them resonate with search engines, users, and now, AI systems. This evolution is already underway at Substance Digital. We're blending data with creativity, insights with storytelling, and SEO with branding. Because in the world of SGE, the brands that thrive won’t just be optimised—they’ll be unforgettable.