It's becoming increasingly difficult to find Google search results that don't include Search Generative Experience (SGE) results. In three industries (Education, B2B Technology, and E-Commerce), his SGE appeared in 98% of queries in the past 30 days.
SGE also appears to have started operations in three new countries: Romania, Poland, and Turkey, although Google has yet to announce this expansion.
These findings (and details below) come from enterprise SEO platform BrightEdge and its generative parser, which tracks Google SGE behavior across 1 billion queries across nine industries.
why do we care? Many SEOs recently expected Google SGE not to happen. However, Google is still investing heavily in SGE research and development, testing continues, and SGE's footprint is growing rather than shrinking. The big questions remain: when will SGE be launched and what will be the impact on different industries?
Fewer 'None' SGE states found. If a query does not trigger an SGE, it is considered to be in the “none” state. We seem to be moving closer and closer to this “nothing” state.
The change in the “None” state is particularly dramatic in three industries, with less than 2% of queries triggering SGE results:
- education.
- Eomase.
- B2B technology.
According to BrightEdge, this likely means that Google is satisfied that SGE is providing value to users on these queries.
More SGE breakout. A new version of the “Breakout” unordered list has appeared on SGE. This format includes images, descriptions, and sources.
Increased YMYL warnings in SGE. Since January, Google has increased SGE warnings for sensitive topics such as medical questions. As an example, [broken foot x-ray] Contains the warning “''.This is for informational purposes only. This information does not constitute medical advice or diagnosis.“:
Other places in SGE Already one of the most popular SGE modules, Places now appears in 45% of location queries, up from 30% in January. This includes searches related to restaurants and travel.
SGE Product Viewer. Google has experimented with many formats and appears to have settled on a combination of visual and informational content when triggered by SGE.
- The Apparel Viewer type is the most common, with each tile containing reviews, prices, images, and sellers.
The feature of SGE is that it has few disadvantages. Google is also testing removing cons from the SGE Pros and Cons box. BrightEdge says this means searchers will only see professionals, and these tests seem to be done for him for a week at a time.
Other experiments. Google also tests:
- SGE Reviews module sourced from Google Business Profile. This module mainly appeared in travel and destination keywords, making up less than 1% of the keywords.
- Listen button. This is part of Google's push to provide multimodal (text and image) search and results.
SGE is expanding to more countries. Users are starting to enable SGE in search labs in Romania, Poland, and Turkey. These three countries are not listed on Google's Where Search Labs and Experiments are Available page. The Labs icon doesn't appear on the Google homepage, but some users enable it by visiting labs.google.com.
Let's dig deeper. Google CEO talks SGE, Gemini, advertising, and the future of AI search
Report. BrightEdge currently offers live SGE update monitoring as part of the resource “The Ultimate Guide to Google SGE.”