It’s getting harder and harder to find Google Search results that don’t include Search Generative Experience (SGE) results. Across three industries (education, B2B technology and e-commerce), SGE appeared in 98% of queries in the last 30 days.
Additionally, SGE appears to have been activated in three new countries: Romania, Poland, and Turkey, although Google has yet to announce this expansion.
These findings (and more below) come from enterprise SEO platform BrightEdge and its Generative Analyzer, which has tracked the behavior of Google SGE across 1 billion queries across nine industries.
Why we care Recently, many SEOs were hoping that Google SGE would not happen. However, Google is still investing heavily in SGE research and development, testing continues, and the SGE footprint is growing, not shrinking. The big questions remain: when will SGE be launched and what will the impact be, sector by industry.
Fewer SGE states “None” found. When a query does not trigger SGE, it is considered a “None” status. It seems like we’re getting closer and closer to having, well, none of those “no’s.”
The change in “None” states is particularly “dramatic” in three industries, where less than 2% of inquiries trigger an SGE result:
education trade B2B technique.
This likely means that Google is satisfied that SGE is providing value to users in these queries, according to BrightEdge.
More SGE breaks. A new version of an “unordered” list now appears in SGE. The format includes images, descriptions and sources cited.
More YMYL notices in SGE. Since January, Google has increased SGE warnings for sensitive topics such as medical queries. As an example, [broken foot x-ray] includes the disclaimer: “This is for informational purposes only. This information does not constitute medical advice or diagnosis.”:
More places on SGE. Already one of the most popular SGE modules, Places is now showing for 45% of location queries, up from 30% in January. This includes searches related to restaurants and travel.
SGE Product Viewers. Google has experimented with many formats and seems to have settled on a mix of visual and informational content when these are enabled in SGE.
The clothing viewer type is the most common: it includes reviews, prices, images, and the merchant on each listing.
SGE presents fewer Cons. Google has also been testing the removal of Cons from the Pro and Con boxes in SGE. That means searchers will only see professionals, and it looks like those tests will run for a week at a time, BrightEdge said.
Other experiments. Google has also been testing:
An SGE review module, obtained from Google Business Profiles. This module appeared mostly for travel and destination keywords, in less than 1% of keywords. A listen button. So searchers can hear the answers, as part of Google’s push to provide multimodal (text and image) search and results.
SGE expanding to more countries. Users have started enabling SGE in Search Labs in Romania, Poland and Turkey. These three countries are not listed on Google Where search labs and experiences are available page Although the lab icon does not appear on the Google home page, some users have activated it by going to labs.google.com.
Dig deeper. Google’s CEO talks about the future of SGE, Gemini, Ads and AI Search
the report BrightEdge now tracks live SGE updates as part of its resource, The definitive guide to Google SGE.
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