Google’s Revolutionary Search Generative Experience (SGE)

Google’s Revolutionary Search Generative Experience (SGE)

Search engines have been the cornerstone of digital knowledge gathering for years, and now, Google is set to take another revolutionary leap with its Search Generative Experience (SGE). This new feature represents a transformative step in search technology, utilizing cutting-edge generative AI to completely reshape the search landscape.

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SGE: A New Era in Search

At its core, SGE is a conversational AI designed to provide interactive and intuitive search experiences. SGE goes beyond merely presenting search results; it interacts with the users, understanding their intent, and responding to follow-up queries in a way that mirrors human conversation. With this new technology, Google aims to help users explore topics more naturally and thoroughly than ever before.

The Power of AI-Powered Snapshots

One standout feature of SGE is its AI-powered snapshots. When a user types a query, SGE provides a snapshot of the topic, including a summary and essential points. This feature helps users quickly grasp new topics and navigate a sea of information with ease. The AI does the heavy lifting, extracting and presenting relevant information from across the web to enrich the user’s search experience.

Vertical Experiences with SGE

Google has also been mindful of searches related to verticals like shopping or local searches. These often require exploration from multiple angles or dimensions. SGE enhances these searches by providing in-depth insights to help users make informed decisions. In shopping scenarios, SGE generates snapshots of notable factors to consider and a range of product options, aided by Google’s comprehensive Shopping Graph.

Factuality and Fluidity

Google’s generative AI in Search has been designed with a particular emphasis on factuality over fluidity. Although this makes SGE’s conversational mode less free-flowing than some might expect, it ensures the accuracy of the information it provides. The goal is to balance the conversational nature of the AI with the highest quality of information.

Responsible Application of Generative AI

The introduction of SGE comes with Google’s commitment to apply AI responsibly. As part of this commitment, SGE is powered by a mix of advanced language learning models, including versions of MUM and PaLM2. These models have been optimized to meet the unique needs of users, focusing on delivering high-quality, corroborated information while mitigating known LLM limitations such as inaccuracies or hallucinations.

Human Input and Evaluation

SGE also places a strong emphasis on human input and evaluation. Independent Search Quality Raters and robust human input processes are part of the system’s evaluation and training. These measures ensure that the model improves over time, delivering higher quality and more reliable outputs.

An Insider’s Initial Thoughts on Google’s Search Generative Experience (SGE) – Aleyda Solis

Prominent SEO expert, Aleyda Solis, recently had the opportunity to test Google’s new Search Generative Experience (SGE). After a few hours of rigorous testing, she offered her initial thoughts on the tool. Her observations are insightful for users and developers alike, providing a valuable perspective on the new feature.

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Summary of Observations

Aleyda’s key observations about SGE were:

  1. Content Repetition: She found the SGE snapshot content often mirrored that already present in search features, making it somewhat repetitive.
  2. User Experience: The lists of resources included in the SGE were not clickable, which impeded the user experience.
  3. Simplistic Snapshots: Some SGE snapshots of complex topics seemed oversimplified, resembling “Featured Snippets on steroids” rather than providing comprehensive insights.
  4. Intent Alignment: Certain snapshots did not align with the search query’s intent, undermining their usefulness.
  5. Repetition in Product Searches: SGE displayed similar expanded product carousels in the snapshot for product categories, making it repetitive.

In-depth Observations

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Aleyda conducted tests using several queries. Here are some key findings:

  • Informational Queries: For broad informational queries like “Shoulder Workout,” “email marketing software,” or “how to teach a dog to roll over,” SGE provides a list of exercises or software, but they are not clickable. This can be frustrating for user

shoulder workout SGE

  • Commercial Queries: For broad commercial queries like “Caribbean Cruise” or “Men’s Jeans,” SGE gives an informational summary rather than a commercial one, which might not meet users’ needs.

Caribian cruises search result

  • Localized Queries: For localized queries like “dog park rental” or “nutrition courses,” the SGE results largely duplicate the map pack that Google already features, offering little additional value.

dog park google search

  • Specific, Long-Tail Informational Queries: For queries like “roadmap to learn SEO,” the SGE provides bullet points that seem to be a more robust version of the “Featured Snippet.” However, the steps are not sufficiently detailed, which may leave users unsatisfied.

roadmap SEO SGE search result

These initial thoughts on Google’s SGE from an SEO expert’s perspective highlight several areas for potential improvement. They also underscore the importance of aligning search results with user intent, maintaining depth in the responses, and enhancing user experience with interactive features like clickable links.

Barry Schwartz’s First Impressions of Google’s Search Generative Experience (SGE) – A Twitter Roundup

Search Engine Land’s news editor, Barry Schwartz, recently shared his initial experiences with Google’s new Search Generative Experience (SGE) feature on Twitter. Known for his expertise in the SEO field, Barry provided a series of quick, to-the-point assessments of SGE’s capabilities.

Summary of Tweets

Barry’s tweets showed a range of queries, including personal, professional, and casual. Here’s a summary:

  • Holiday Time: While SGE didn’t provide the specific start time of his holiday, Barry appreciated the ability to expand answers and the presence of clickable, organic links.

holiday SGE search result


  • Haircut Costs: SGE suggested higher prices for haircuts than he usually pays in his area. However, he found the increase from a 3 pack to a 5 pack interesting.



  • Learning SEO and Writing for Search Engine Land: Barry explored queries related to SEO and writing for Search Engine Land, highlighting the usefulness of SGE for such inquiries.



  • ‘How To’ Queries: He experimented with several ‘how to’ questions, showcasing the breadth of SGE’s knowledge base.



  • Your Money Your Life (YMYL) Queries: He found that SGE provided responses to some YMYL queries but not to all, which is in line with Google’s statement.



  • Health/Medical Queries: He observed that Google is willing to provide generative AI answers to more health-related queries.



  • Vanity Searches: Barry indulged in a bit of fun with vanity searches.



  • Sports Questions: He put SGE to the test with several sports-related queries.



  • Shopping: He explored the capabilities of SGE when asked for shopping advice.



  • Marriage Advice: He attempted to seek some playful marital advice from SGE.

marriage SGE google search result


  • Weather and Sports: He found that SGE couldn’t provide weather updates for some reason. He also noted that SGE gives basic answers to sports questions but amusingly stated that it seems to have a favorable opinion of the Mets.



Barry Schwartz’s initial Twitter roundup on Google’s SGE offers a glimpse into the tool’s strengths and areas for improvement. His experiences are a great starting point for those interested in understanding the current state of SGE and how it might evolve. Although this AI system already provides a wealth of information across diverse topics, there are still areas, like personalized weather updates, where it could improve. Overall, Barry’s first impressions indicate that SGE has promising potential as an advanced search tool.

Concerns Around Attribution in Google’s Search Generative Experience (SGE)

Rebekah Edwards

A major talking point in the SEO community around Google’s SGE has been the issue of content attribution. As showcased in the Google I/O ’23 conference, SGE uses advanced AI techniques to generate informative, high-quality responses to user queries. However, some industry professionals have voiced concerns about the way this new feature uses content from the web, specifically in relation to attribution.

A recent Twitter thread initiated by Rebekah Edwards, a Content-Led SEO, underscores this concern. Rebekah raised the issue of plagiarism, pointing out instances where the SGE feature has presented information from the web as part of its response without clear attribution.

Rebekah expressed her discomfort with seeing her content being used without direct attribution or quotation. She suggested that this could potentially lead to legal issues if not adequately addressed before the public rollout of SGE.

Google’s SearchLiaison responded by noting that generative responses in SGE are corroborated by sources from the web and that specific sources are prominently highlighted when content from these sources is included in a snapshot. They further indicated that the feature is still experimental, and feedback like Rebekah’ is essential for its ongoing refinement.

Rebekah, in her subsequent response, clarified that while featured snippets clearly indicate quotes from websites, the SGE’s method of attribution is not the same. It seems more like an aggregate of information sources rather than direct quotes, leading to some ambiguity around credit for the original content.

This discourse highlights an important aspect of the development of AI in search and the ongoing conversation about content ownership, rights, and fair use. As Google continues to experiment with and refine the SGE feature, it’s clear that such issues will continue to be an essential part of the dialogue, underlining the importance of maintaining a balance between technological advancement and ethical use of content.

As we await further developments and refinements in SGE, discussions like these remind us of the complex interplay of technology, copyright, and ethics in the age of AI. It remains to be seen how Google will navigate these waters in the near future.

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Learn from others’ experiences with more perspectives on Search

A collage of four photos centered around the concept of sharing and enjoying others’ perspectives: a smiling person in a striped shirt tapping on a tablet while cutting bell peppers; two people talking in a field of grass viewed from behind; two smiling p

Google, in a continued effort to enhance the user experience, is implementing some new features to Search that are aimed at highlighting more diverse human perspectives and experiences from across the web. This new approach is announced in a recent blog post titled “Google Search Perspectives“.

One of the new additions is a “Perspectives” filter which will become visible at the top of search results when Google thinks a user query could benefit from personal insights and experiences. When this filter is selected, the search results will focus on content shared by individuals across various platforms such as forums, Q&A sites, and social media. This content could be in the form of long or short-form videos, images or written posts. Google will also provide more details about the creators of this content, giving users a clearer context of the source.

A practical example given in the post is if a user is moving to a new city and wants tips on how to make new friends. With the “Perspectives” filter selected, the search results could show personal stories shared through videos or tips given in a forum thread, providing first-hand advice.

Alongside the new “Perspectives” filter, Google is also refining its ranking system to prioritize content from sources with unique expertise and experience. Last year, Google launched a “helpful content system” to favor content created for users over content created just for attracting clicks. This system is being updated to better understand and rank content that comes from personal or expert perspectives.

This improved ranking system will also highlight more of the web’s “hidden gems” – useful information found in less obvious places like obscure blogs, forums, or expert articles. The focus is on content that offers first-hand experiences or deep subject knowledge, underscoring the importance of “experience” in delivering helpful content.

In addition to this, Google is also improving how it ranks review content on Search to emphasize the quality and originality of the information, favoring reviews that are based on first-hand experience or from authors with deep knowledge on the subject.

The end goal of these changes, according to Google, is to better connect users with the wisdom and experiences of people all around the world, ensuring Search remains a helpful, insightful, and diverse resource for users worldwide. As Search evolves, Google is committed to continually refining its systems to present users with a wide array of perspectives, be it in a short video, an in-depth article, or anything in between.

A Deep Dive into Google I/O ’23: Key Highlights and The Future of Tech

Google’s annual developer conference, Google I/O ‘23, was a stunning display of innovation and forward-thinking. Here’s a breakdown of the keynote’s main highlights, focusing specifically on the Search Generative Experience (SGE).

Opening Film and Introduction [00:00 – 01:59]

The conference kicked off with an inspiring opening film highlighting Google’s commitment to harnessing the power of technology to solve complex problems and create a more connected world. The introduction set the tone for the event, emphasizing the theme of innovation, collaboration, and the continuous pursuit of creating helpful and accessible technology for everyone.

Workspace [28:52]

Google introduced some groundbreaking updates to its Workspace suite, further emphasizing collaboration and seamless integration across platforms. They showcased new features that allow users to stay connected and work more effectively in a digital environment.

Search [40:35]

One of the most fascinating segments was about Google’s Search advancements. Here, Google introduced the Search Generative Experience (SGE), an AI-driven feature designed to provide reliable, high-quality, and personalized responses. SGE marks a significant leap forward in the search domain, aiming to make search results more informative and nuanced than ever before.

SGE uses advanced AI techniques to understand a user’s query better and generate responses that offer in-depth information. It’s designed to handle a wide range of queries, from personal to professional, and deliver responses in a fluid, conversational manner. By constantly learning and adapting, SGE aims to make the search experience more intuitive and responsive over time.

Responsible AI [01:09:14]

An important focus of the conference was the role of responsible AI. Google emphasized the importance of developing and using AI technology ethically, underlining its commitment to ensuring that AI benefits all users without causing harm or perpetuating bias. The segment underscored Google’s comprehensive approach to ethical AI development and use.

Hardware: Intro and Pixel 7a, Pixel Tablet, and Pixel Fold [01:35:12 – 02:03:34]

The hardware segment introduced us to the Pixel 7a smartphone, Pixel Tablet, and the much-awaited Pixel Fold. Each device showcased Google’s continued commitment to developing hardware that integrates seamlessly with their software and AI capabilities, offering a more enriching and dynamic user experience.

Close [02:03:34]

As the event drew to a close, the focus shifted to the future. Google reaffirmed its commitment to harnessing the power of technology to create a better and more connected world. It was clear that the advancements unveiled at Google I/O ’23 were just the beginning of a new era of innovation.

Google I/O ’23 was a testament to Google’s relentless pursuit of innovation and commitment to leveraging technology for the betterment of society. The unveiling of the Search Generative Experience (SGE) signifies a significant leap forward in making the search experience more personalized and interactive, a development eagerly awaited by users worldwide. It is indeed an exciting time as we move into a future filled with even more powerful and responsible AI technologies.


Google’s Search Generative Experience (SGE) represents an intriguing and complex advance in search technology, leveraging the power of AI to deliver more dynamic, context-aware search responses. With its ability to provide fluid, conversational responses to search queries, SGE aims to enrich the search experience.

However, these advancements also raise important considerations. Concerns around the duplication of content, user experience, and content attribution are significant. Particularly, the issue of content attribution and potential plagiarism has led to robust discussions in the SEO community. Google’s response, emphasizing the experimental nature of SGE, underlines the evolving nature of this technology and the ongoing need for feedback and refinement.

SGE also poses significant potential impacts on search traffic and SERPs, with the increased prominence of Google’s generative responses potentially shifting traffic away from organic search results. These shifts could have profound implications for SEO strategies and digital marketing as a whole.

Google’s continued commitment to refining SGE through a balance of fluidity and information quality, combined with their adherence to strong policies, suggests a forward-looking approach. As they continue to navigate the balance between technological advancement and ethical content use, their efforts are bound to continue shaping the future of search.

In the ever-evolving world of search technology, it is important to stay informed and adaptable. As the conversation around SGE continues, we’ll undoubtedly gain more insights into how AI is transforming our understanding of search and the broader digital landscape.

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