A new study by Authoritas finds that Google's AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could have a negative impact on brand awareness and organic search traffic. It is suggested.
These findings include:
- Expanding the SGE box reduces top organic search results by an average of over 1,200 pixels, significantly reducing visibility.
- 62% of SGE links come from domains outside of the top 10 organic search results.
- The greatest disruption was seen in e-commerce, electronics, and fashion-related searches, but all sectors were affected to some degree.
Adapting to generative search may require changes to your SEO strategy, with an emphasis on long-form content, expert insights, and multimedia formats.
As Google continues to invest in AI-powered search, Authoritas' research provides an early look at the potential challenges and opportunities ahead.
High penetration rate and industry-wide impact
The study analyzed 2,900 brand and product-related keywords across 15 industries and found that Google displays SGE results for 91.4% of all search queries.
The prevalence of SGE results shows that SGE results influence the majority of websites in various industries.
The study analyzed the typical configuration of SGE results. On average, each SGE element contained 10 to 11 links from an average of four different domains.
This means brands may need to earn multiple links and listings within AI-curated results to maintain visibility and traffic.
In this study, large, established websites like Quora and Reddit are more likely to perform better in SGE results than smaller websites and lesser-known brands. It has also been suggested that.
Changing dynamics of organic search results
Because SGE results take up the entire first page, websites that currently hold top positions may see a significant drop in traffic and click-through rates.
When a user clicks to expand an SGE element, the study found that on average, the first-ranked organic search result drops a whopping 1,255 pixels to the bottom of the page.
Even if your website ranks #1 in organic search, the prominence of SGE results can effectively push it down to the second page.
New competition from unexpected sources
This research revealed that SGE frequently displays links and content from websites that did not appear in the top organic rankings.
On average, only 20.1% of SGE links were an exact match to the URL on the first page of Google search results.
An additional 17.9% of SGE links were from the same domain as the page 1 result, but linked to a different page. The remaining 62% of SGE links came from sources other than top organic search results.
Brand term optimization and local search challenges
The study found that SGE results for brand terms may include competitor websites alongside the brand's own sites, which could lead to increased competition for brand recognition. It became clear.
Laurence O'Toole, CEO and Founder of Authoritas, said:
“Brands are not immune either. These new types of generated results give third-party sites and competitors the opportunity to rank for your brand terms and related brand and product terms that you are interested in. It will increase.”
Additionally, local businesses may face similar challenges, as even when users search for a particular brand in a local context, SGE results may include competing local brands.
Methodology and limitations
To gain these insights, Authoritas uses robust data on 2,900 search terms across a variety of query types, including specific brand name, brand + generic term, brand + product name, generic term, and specific product name. Analyzed the set. Keywords were distributed across 15 industries.
In this study, we leveraged the consistent desktop browser viewport to quantify pixel-based changes in search results. Authoritas has also developed a proprietary “alignment score” that measures the degree of overlap between traditional organic search results and new SGE links.
While we acknowledge that there are some limitations, such as the need for keyword sets to be fully representative of each field and the ever-evolving nature of SGE, we are moving toward the new reality of an AI-powered search ecosystem. Authoritas argues that this insight is valuable in preparing brands for the future.
why do you care
Authoritas' findings have implications for businesses, marketers, and SEO professionals. If Google's SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.
Brands that have invested heavily in SEO and achieved high rankings for important keywords may find that their visibility and click-through rates decrease due to the prominence of SGE results.
Because most SGE links come from domains outside of the top 10 organic search results, SGE introduces new competition from unexpected sources. This means that companies may need to compete not only with traditional rivals, but also with a wider range of websites that have gained visibility through SGE.
Google is a major source of traffic and leads many businesses, so any changes to its search results can impact visibility, brand recognition, and revenue.
How this helps
The rise of SGE brings challenges, but also opportunities.
Given what we learned from Authoritas' research, here are some practical takeaways.
- SGEs prefer detailed and informative content, so businesses can benefit by investing in comprehensive, well-researched articles and guides that provide value to their users.
- Incorporating expert quotes, interviews, and reliable sources into your content increases your chances of appearing in SGE results.
- Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and SGE algorithms.
- Building a strong brand presence across multiple channels such as social media, industry forums, and related websites increases your chances of being featured in SGE.
- SGE may feature competitors alongside your website, so it's important to create a trusted brand and manage your online reputation.
For the future
While the long-term impact of SGE will depend on user adoption and perceived usefulness of the results, the findings of this study can serve as a valuable starting point for businesses and SEO professionals.
By proactively addressing the challenges and opportunities that SGE presents, you can increase your chances of success in the new search environment.
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