A new study by Authoritas reveals that Google’s planned integration of AI-generated search results, called Search Generative Experience (SGE), will significantly impact organic search rankings and traffic. The study analyzed 1,000 commercial search queries and found that SGE content appears for 86.8% of keywords, pushing down the first organic result by over 1,500 pixels on average.
According to the report, there are two main types of SGE:
- A “generate button” that produces AI results on click (65.9% of cases)
- A “show more” snippet that already contains AI content (34.1%). When clicked, SGE takes up over 100% of the screen height, requiring extensive scrolling to reach organic results.
On average, SGE displays 10 links from 4 different domains.
However, only 4.5% of SGE links matched top organic results.
The vast majority (93.8%) were unique recommendations, indicating that SGE provides supplemental content. Top organic rankings were more likely to be included in SGE, but many non-top-ranking domains also gained prominence.
SGE Also Impacts Snippets and People Also Ask
The study found SGE also impacts other important SEO elements. Featured snippets dropped nearly 1,500 pixels when SGE was expanded. Images and “People Also Ask” boxes likewise plunged down the page. But Wikipedia, prominently cited in SGE content, moved up slightly in rank.
Changing the SERP Landscape
Authoritas concludes that SGE will significantly alter the SERP landscape. Top organic visibility will greatly diminish as users engage AI recommendations above the fold. The magnitude of impact remains unclear, but early estimates suggest possible 8x click-through rate declines.
To adapt, search engine optimization (SEO) must adapt for SGE prominence, not just organic rankings. The opportunity exists to capture new traffic even without strong organic positions. But failure to adjust could mean plummeting visibility.
Overall, SGE represents the biggest SERP shakeup in a decade. 2024 will be a pivotal year as Google rolls out this major update.