SGE by Google: what will happen to organic traffic in the coming years

The search ecosystem is going through one of the most significant transitions of the last decade. Built-in generative answers from AI are changing the logic of presenting information to users and their path from query to conversion. For businesses, this is not only a technological issue but also a matter of preserving and optimizing the source of leads and sales. In this article, we will analyze what SGE is, what changes to expect, what are the risks for organic traffic, and how businesses should adapt to minimize losses and find new opportunities.

What is Google SGE and how it works

Search Generative Experience (SGE) is Google’s approach to search that uses generative artificial intelligence to generate concise, coherent answers to user queries. It is displayed instead of or above the traditional list of links to sources with answers. The goal of this update is to provide the user with a quick overview of a topic or a specific answer, with the option to continue the dialog within the search result itself.

What changes will be made to the SERPs now

The classic SERP (Search Engine Results Page) has undergone significant changes due to the introduction of SGE.

1. AI blocks are coming to the fore. Brief summaries, recommendations or instructions that give the user a ready-made answer appear above traditional results, which significantly changes the «visible» top of the search page and reduces the space for classic organic snippets.
2. The number of zero-click scenarios is growing. When the answers fully satisfy the information need, users are more likely to stay on the results page and not go to other sites. This reduces organic clicks for many information queries. Consequently, traditional visibility metrics, such as position in the top 10, lose some of their practical value without additional KPIs.
3. The logic of source selection is different. A generative response is formed based on the results of several sources. As a result, sites that were not previously in the TOP-10 may end up in the attributes of the AI block, and the classic position in the SERP no longer guarantees citation in the review.
4. Various answer formats. In addition to text, an AI block can contain lists, tables, step-by-step instructions, infographics, or generated images, which means that answers become more multimodal and ready to use. This creates a demand for structured, machine-readable content.
5. Changes in the advertising field and shopping. Ad units remain, but their location and appearance can correlate with AI responses. For example, in product queries, SGE integrates with Shopping Graph data, which affects which products and links are shown in the review.

For a better understanding, let’s conduct a practical experiment and enter the following query into the search engine: «Which DSLR camera is better for portrait photography for beginners.»

Previously, the SERP would have shown ads, then a list of organic articles (reviews, comparisons, forums), where the user would have clicked on several sources, read reviews, and compared options.

Now, an AI review can appear at the top of the page, briefly explaining in 3-6 paragraphs what features are important, giving 2-3 recommended models for a beginner, why these cameras are suitable for portraits, giving a brief pro and con of each model, and adding links to sources where there are reviews, manufacturer’s technical pages, and comparison tables. It even includes information about what is most important for portraits. And only then does the user pay attention to links to relevant articles on sites that are closely related to the subject of photography: online stores, photography schools, etc.

Advantages and disadvantages of SGE

Of course, everything has its pros and cons. Let’s take a look at how SGE changes the conditions of visibility and monetization: what benefits can be used quickly and what risks need to be minimized immediately.

SGE brings obvious benefits to the end user: instead of searching and browsing dozens of pages, the system provides a quick, structured answer, which significantly reduces decision-making time. For businesses, this turns into an opportunity to increase awareness and trust: even if the user does not go to the website, the mention and attribution in the AI block builds brand visibility. In addition, multi-stage interaction (follow-up requests) opens up new entry points: properly structured content can become the beginning of a «dialog» with the user, which gives additional chances to engage him or her in the funnel. Finally, the emergence of SGE stimulates the improvement of content quality in general: the demand for verified data, clear tables, and a clear structure pushes publishers to invest in unique research and machine-readable formatting.

At the same time, SGE poses significant risks to traditional traffic and monetization models. First, the growth of zero-click scenarios leads to a decrease in organic clicks, as we mentioned above. Secondly, the lack of transparency of the generation mechanism and possible generalizations increase reputational and legal risks – inaccurate or out-of-context information can harm the source. Thirdly, competition is measured not so much by the position in the classic SERP as by the ability to become a «source» for an AI response. This means that sites with the same or better SEO metrics may lose if their format does not allow the algorithm to easily extract data. Additionally, the risks of regulatory changes should be taken into account: content licensing issues and the attention of antitrust authorities can change the rules of the game.

To minimize the negative and take advantage of the benefits, businesses need to systematically work on the format and credibility of content:

• make a short, clear summary at the beginning of the material;
• present key data in a tabular format and label it with structured data;
• publish primary research and indicate sources and dates.

At the same time, the monetization model should be revised and first-party data collection (subscriptions, tools) should be strengthened to reduce dependence on advertising impressions.

These practices will reduce the likelihood of losses during the transition to the new search format and prepare the site to be selected by the algorithm as the main content.

How SGE will affect organic traffic

The data from the first analytical studies provide specific signals about how SGE changes organic traffic for websites in search results. For example, an analysis of the impact of generative blocks showed that links in SGE responses differ by up to 94% from traditional organic results, which means that users are increasingly seeing completely different sources of information than in the classic SERP. And this directly correlates with a decrease in the number of click-throughs from standard organic positions.

This does not necessarily mean an «automatic drop in all traffic». Studies show a wide variation of results across different sites: some resources may experience a decrease in organic impressions and clicks, while others will be able to adapt and even expand their visibility due to the appearance of links in AI responses.

At the same time, a survey by HubSpot shows that 75% of web analysts expect SGE to have a positive impact on websites, and 68% predict an increase in traffic to their blogs compared to before the advent of generative search. This indicates that experts do not see the introduction of SGE as a threat, but rather as an opportunity to reformat approaches to content and optimization.

Thus, the impact of SGE on organic traffic is heterogeneous and depends on the niche, type of content, and willingness to adapt. It’s important to understand that generative answers reduce some of the traffic for information queries, but at the same time open up new points of visibility. Adapted, well-structured, and expert materials are more likely to be cited and used in AI blocks, which can compensate for some of the losses in traditional clicks.

In the next section, we will look at how to adapt content and SEO strategies to minimize the risks of a drop in organic traffic and use the new opportunities offered by SGE.

How to adapt: SEO and content transformation strategy

Adapting to SGE is not a one-time SEO optimization, but a restructuring of the logic of working with content, analytics, and conversions.

Let’s take a closer look at the key areas that should be emphasized now.

Refocus on intention

In the new environment, the struggle for position No. 1 is losing its former significance. It is much more important to see how well the content meets the user’s real need. Pages should be built around a scenario: question → explanation → solution → next action. This approach increases the likelihood that the material will be used in generative responses and at the same time remain useful for the business.

Structured data and clear sources

SGE prefers content that is easy to «read» by a machine. This means that structure becomes critical: logical subheadings, tables with data, bulleted lists, and clearly defined conclusions. Additionally, you should actively use schema.org markup, as well as openly indicate sources, dates, and authorship. Google in its official blog repeatedly emphasizes the importance of structured data for the correct interpretation of content by search engines, as here, for example.

«High trust» content

One-size-fits-all reviews and superficial texts are becoming less competitive. The value of unique content that is difficult to generate or aggregate automatically is growing: own cases, primary research, analytics based on internal data, expert comments. Such content not only increases the chances of being used as a source for AI reviews but also builds long-term brand trust.

Conversion rate optimization as a response to the drop in clicks

As the share of organic clicks inevitably decreases, it is important for businesses to get more value from each visitor. This means investing in additional points of lead collection: email subscriptions, chatbots, short forms, direct CTAs within the content. Organic traffic is gradually shifting from mass to quality, and this should be taken into account in KPIs.

Constant monitoring and experiments

SGE is a dynamic format that is still changing. Therefore, the winners are those who regularly test and analyze: which pages appear in AI reviews, how CTR changes at stable positions, which formats convert better. It is important not to wait for the final version of SGE, but to work in the mode of experiments and quick iterations right now.

So, we can see that SGE is a game changer. It doesn’t negate the importance of organic visibility, but it requires businesses to be flexible in their approach to SEO, content, and monetization models. Those who rethink content as a source of trust in the form of structured data, unique research, and clear CTAs are more likely to maintain or even increase business results in the new environment. At the same time, you should involve additional channels and analyze real data on the impact of SGE on your niches – there are no universal recipes, only systematic work and adaptation.

Iryna Voitovych

Copywriter

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