Thanks to artificial intelligence and the introduction of the Search Generative Experience (SGE), Google is redefining the way users find and interact with content. For companies and brands, this means adapting SEO strategies to a new ecosystem dominated by AI answers, contextual sources and conversational interactions.
What is the Search Generative Experience (SGE)
SGE is an experimental evolution of Google Search that uses generative artificial intelligence to provide synthesised, complete and contextualised answers starting from the user’s queries.
Key features:
- AI-generated answers directly in the search results
- Source highlighting consulted by the algorithm
- A more conversational experience, similar to a chatbot
- A focus on high-quality content and reliability
The impact of generative AI on SEO
What changes in practice for businesses?
- Fewer clicks on traditional organic links: the answer given by the artificial intelligence can satisfy the query without the user visiting a site
- Greater visibility for those cited in the artificial intelligence’s sources
- Content becomes more important than metadata: quality, authority and structure will be decisive
To support companies in this transformation, Ventisette Digital offers advanced services for AI content creation and strategic assistance, ideal for making the most of the new market dynamics.
Benefits for those who adapt early
- Being cited in generative results boosts authority
- More visibility in contexts with low CTR but high awareness
- An opportunity for brands to position themselves as an “AI-friendly” source
Practical tips for companies and agencies
1. Analyse how you appear in the answers given by artificial intelligence
Search for your services on Google (or integrated AI tools) and check whether you are cited. If you are not there, ask yourself: why?
2. Optimise your content for SGE
- Use FAQs, well-structured paragraphs and content rich in data and insights
- Answer your users’ most common questions concisely
3. Create content with real value
- Articles, guides, case studies: offer concrete answers to specific problems
- Don’t write for SEO, but write for the user… with SEO in mind
How SEO changes with artificial intelligence
1. Semantic optimisation
- A focus on search intent and natural language
- Use of keywords, synonyms and related key phrases
- Clear content structure: well-organised titles, subheadings and paragraphs
2. E-A-T and evergreen content
- AI rewards expertise, authoritativeness and trustworthiness
- Write in-depth content, well-referenced, with a professional tone of voice
- Keep your content strategy up to date with articles that last over time
3. Technical optimisation
- A fast, mobile-friendly and well-structured site
- Correct use of structured data (Schema.org)
- An up-to-date XML sitemap, a user-friendly interface
Impacts on Google Ads: how paid visibility changes with SGE
The introduction of SGE is redefining the layout of ads in Google’s SERP, significantly affecting the performance of paid campaigns.
Main changes:
- Ad placement: text ads can be pushed down or placed below the AI-generated answers, reducing their immediate visibility.
- CTR and CPC: a drop in click-through rate (CTR) and an increase in cost per click (CPC) is observed on informational queries, due to the greater prominence of AI answers
Recommended strategies:
- Keyword segmentation: concentrate investments on transactional keywords with high purchase intent and reduce the budget on informational queries.
- Use of Performance Max: integrate Performance Max campaigns to broaden coverage across channels such as YouTube, Gmail, Discover and Display.
- Continuous monitoring: constantly analyse impressions and CTR to assess the impact of SGE and adapt strategies accordingly.
Conclusion: SEO + AI = new opportunities (for those who know how to seize them)
Generative AI is not the end of SEO, but an evolution. Those who can adapt their content and technical strategy will have an advantage in an increasingly complex and competitive digital landscape.
Ventisette Digital is already applying these strategies to real projects in SEO and advertising, adapting approach and content to the evolution of AI. Discover some of the projects developed by Ventisette Digital for companies that want to grow online with method and innovation.
FAQ – Frequently asked questions about SEO, AI and the Search Generative Experience
What is Google’s Search Generative Experience (SGE)?
SGE is an experimental evolution of Google Search that uses generative artificial intelligence to provide synthesised, contextualised answers directly in the SERP, reducing the need to click on organic links.
What is the impact of generative AI on SEO?
Artificial intelligence changes the rules of the game: the authority of content, its structure and the ability to answer queries clearly become even more decisive factors for being visible online.
How can I optimise my content for SGE?
To adapt to SGE, focus on well-structured content, rich in insights, up to date and centred on the user’s search intent. The use of FAQs, structured data and clear editorial formats is essential.
Are Google Ads campaigns affected by SGE?
Yes. Paid ads can be pushed further down the SERP because of AI answers. It is therefore important to review your strategy, focusing on high-intent keywords and multichannel campaigns.
What services does Ventisette Digital offer to tackle these changes?
Ventisette Digital supports companies with services dedicated to SEO, AI-driven content, advertising and tailored digital strategies to position yourself effectively in the era of generative search.
