SGE - Search Generative Experience
Definition
SGE (Search Generative Experience) is Google’s official term for an AI-powered search experience in which the search engine, based on generative artificial intelligence, displays summarized answers, explanations, and further suggestions directly in the search results. Since 2023, SGE has been tested as an experimental feature in Google Search Labs and is intended to expand the traditional search results list with contextual, machine-generated content.
SGE combines traditional web search with generative AI. In response to a query, the system generates a text-based answer that consolidates relevant facts and links to sources. The goal is to provide users with a quicker overview while also enabling deeper research.
Examples of Applications
- Summaries of complex topics (e.g., “What is quantum computing?”)
- Step-by-step instructions directly in the search result
- Product comparisons with highlighted features
- Inspirations for travel, recipes, or purchase decisions
Target Groups
- General internet users
- Content marketing and SEO specialists
- Companies aiming to secure visibility in new search formats
Benefits
- Faster access to information without needing to click multiple links
- Context-rich presentation with direct source linking
- Potential for higher relevance and user engagement
Key Components
- Generative AI engine for text production
- Source integration from indexed web content
- Interactive elements (e.g., follow-up question buttons)
Priorities
- Content accuracy and fact-checking
- Transparent source attribution
- Optimization of one’s own content for SGE integration
Trends
- Expansion to multimodal content (images, video, audio)
- Integration into voice search and mobile apps
- Growing importance for SEO strategies