Google's Search Generative Experience will transform content

"One of the key announcements was that of Google's Search Generative Experience (SGE), essentially a generative AI functionality that will be much more adept at answering more complex, conversational, and multi-clause queries than traditional search. In the future, you'll be able to ask, as per the example Google demonstrated, "what's better for a family with kids under three and a dog: Bryce Canyon or Arches", rather than breaking that search down into possibly three separate searches: 'family days out', 'dog-friendly days out', or 'Bryce Canyon vs Arches', as you might expect today."

"A typical search interaction evolves from a relatively simple, often single-clause keyword query, into a much more immersive experience, for example: Recommend a dress for a wedding reception in Majorca that can be delivered next day. Results: Formal dresses that would be comfortable to wear in warm weather from retailers with next-day delivery options."

Google's Search Generative Experience (SGE) introduces generative AI to handle complex, conversational, multi-clause queries more effectively than traditional search. SGE will present AI-generated answers above traditional results and enable users to dig deeper, ask follow-up questions, and engage in a conversational mode with an AI chatbot. Search interactions will shift from single-clause keyword queries toward immersive, multi-turn dialogues that surface contextual recommendations and transactional options. Marketers must rethink keyword research and content formats, prioritizing conversational intent, snackable content, and formats that support discovery within AI-generated summaries. This shift will affect SEO tactics and content strategy.

Read at The Drum