Will Google's imminent AI results page kill click-through? Not if you're prepared

"In 2024, the SEO industry is poised for its biggest shake-up in a decade, with the imminent launch of Google's new AI results page feature, search generative experience (SGE). SGE promises to revolutionize organic search by introducing AI-generated content directly into search results pages. This increases the chance of users finding the answers they're looking for, when searching for information or products, without even clicking on a link."

"Winners and losers As with any major industry transformation, there will be clear winners and losers in the organic search landscape when SGE lands. One significant impact will be felt in product search engine results pages (SERPs), particularly in comparison terms, where Google will generate evaluative content directly onto the SERPs. Q&A and editorial content are also prime targets for SGE, as AI will be able to quickly collate information and provide written responses on the SERPs."

Google's search generative experience (SGE) will introduce AI-generated content directly into search results pages, providing instant answers and reducing the need for users to click through to websites. The feature will likely lower organic click-through rates, posing major challenges for brands dependent on organic search traffic. Product SERPs, comparison queries, Q&A and editorial content are especially vulnerable as Google can generate evaluative and collated responses on the SERPs. The launch of Gemini strengthens Google's AI capabilities and increases the likelihood of widespread SGE adoption. Preparing for SGE requires focusing on useful, unique content and applying EEAT principles: experience, expertise, authoritativeness, and trust.

Read at The Drum