Search behavior: How SGE is transforming the search world

With the rise of generative AI, and specifically Google’s Search Generative Experience (SGE), consumer search behavior is changing. While search engines traditionally offered a list of links as responses to search queries, SGE now provides AI-generated answers that deliver contextual and in-depth information directly to the user. What does this mean for digital marketers, and how can we adapt to this new search reality?

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The rise of generative search

SGE offers a new way of displaying search results. Instead of showing results only based on keywords, SGE presents answers in the form of AI summaries, often allowing users to ask follow-up questions. This shift transforms the traditional Search Engine Results Page (SERP) into a dialogue-driven experience. The key change is that users can find answers faster without clicking through to multiple websites. This requires marketers to focus on visibility not only in the SERP but also within Google’s AI-generated summaries.

In addition to Google’s innovations, other players are also reshaping search behavior. For example, ChatGPT has introduced ChatGPT Search, a Chrome extension that replaces the Google search bar with ChatGPT-generated results. Although currently limited to Plus users, it has the potential to significantly influence SEA performance in the future. Similarly, Perplexity.ai is emerging as a competitive player, with its shopping feature, Shop like a Pro, already rolling out in the U.S.

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The impact on SEO and search strategies

With the introduction of SGE, the rules for SEO are being redefined. Search results will now be more influenced by the relevance and quality of content, rather than just relying on keyword optimization. To incorporate these changes, companies must adjust their SEO strategies. Here are 3 tips to adapt to SGE:

• Focus on in-depth content and natural language: Google’s SGE is designed to understand not just keywords but also context and intent. This means that content written in a natural, conversational style – as consumers themselves ask questions – is becoming increasingly important. Marketers should focus on providing in-depth answers that match the specific search intentions of their target audience.
• Increase your authority and trustworthiness: With AI-generated answers, brands that offer authoritative and trustworthy sources are more frequently featured in Google’s AI summaries. Companies can strengthen their authority and trust by offering in-depth content considered authoritative in their industry. This increases the likelihood of being included in SGE answers.‍
• Videos and social proof as part of search strategy: Changing search behavior also means that video and User-Generated Content (UGC) – such as customer reviews and product ratings – are now used as social proof. Platforms like TikTok and YouTube are already the starting point for searches nowadays, especially among younger generations. Therefore, it’s important to focus on platform-specific optimization: videos tailored to platforms like TikTok (short, playful clips) or LinkedIn (professional content) increase visibility and relevance.

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Adapting to generative search

The rise of SGE and other AI-driven search tools demands a rethinking of how businesses approach SEO and content strategies. Generative search engines emphasize content that is not only relevant but also contextually rich and trustworthy. Optimizing content means going beyond traditional keywords, delivering well-structured, valuable answers that cater to your audience's needs.

Additionally, visual content plays a growing role. Videos not only capture attention but also reinforce your brand identity, especially when strategically deployed on platforms like TikTok or LinkedIn. Whether it’s short, snappy clips for engagement or informative videos to showcase expertise, they’re key to standing out. On the technical side, structured data cannot be overlooked. It ensures your site’s content is understood by AI systems, enhancing visibility in generative search results.

Perhaps most importantly, building brand value is paramount. A strong brand, supported by reliable and high-quality content, has a greater chance of being prioritized by AI algorithms. Generative search is reshaping not just how users search but also how brands are discovered. Now is the time to not just participate, but truly stand out.
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The future of generative search and AI

The rapid adoption of AI in search engines means marketers must continuously adapt. The classic model of organic search results is changing, and with SGE, the focus shifts toward brand authority, content that specifically answers questions, and the ability to provide consumers with reliable information instead of just a list of links.