A new study by Authoritas suggests that Google’s AI-powered Generative Search Experience (SGE), which is being tested with a limited group of users, could negatively impact brand visibility and organic search traffic .
These findings include:
When an SGE box is expanded, the top organic result drops by more than 1,200 pixels on average, significantly reducing viewability. 62% of SGE links come from domains outside the top 10 organic results. E-commerce, electronics and fashion-related searches experienced the greatest disruption, although all verticals were affected.
Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert knowledge, and multimedia formats.
As Google continues to invest in AI-powered search, the Authoritas study offers an early look at the potential challenges and opportunities ahead.
High penetration rate and industry-wide effects
The to study analyzed 2,900 brand and product related keywords across 15 verticals and found that Google displays SGE results for 91.4% of all search queries.
The prevalence of SGE results indicates that they affect most websites in different industries.
The research looked at the typical composition of SGE results. On average, each SGE element contained between 10 and 11 links from an average of four different domains.
This indicates that brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.
Research also suggests that larger, well-established websites like Quora and Reddit are likely to perform better in SGE results than smaller websites and lesser-known brands.
Dynamic change in organic search results
With SGE results taking up the entire front page, websites that currently occupy the top positions may experience a significant decrease in traffic and click-through rates.
When a user clicks to expand the SGE element, the study found that, on average, the #1 ranking organic result moves 1,255 pixels down the page.
Even if a website ranks first in organic search, it may be pushed down to the second page due to the prominence of SGE results.
New competition from unexpected sources
The study revealed that SGE often shows links and content from websites that did not appear in the top organic rankings.
On average, only 20.1% of SGE links exactly match a URL on the first page of Google search results.
An additional 17.9% of SGE links were from the same domains as the results on page 1, but linked to different pages. The remaining 62% of SGE links came from sources outside of the top organic results.
Challenges for optimizing brand terms and local search
The study reveals that SGE results for brand terms can include competitor websites alongside the brand’s own site, which can lead to increased competition for brand visibility.
Laurence O’Toole, CEO and founder of Authoritas, says:
“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and the related brand and product terms you care about.”
Additionally, local businesses may face similar challenges, as SGE results could include competing local brands even when users search for a specific brand in a regional context.
Methodology and limitations
To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brands + generic terms, brand names + products, generic terms and specific product names. The keywords were distributed across 15 vertical sectors.
The study used a consistent desktop browser view to quantify pixel-based changes in search results. Authoritas also developed a proprietary “alignment score” to measure the degree of overlap between traditional organic search results and new SGE links.
While acknowledging some limitations, such as the set of keywords having to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights have value in preparing brands for the new realities of an AI-powered search ecosystem.
Why we care
The findings of the Authoritas study have implications for companies, marketers and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.
Brands that have invested heavily in SEO and achieved top rankings for key terms may see their visibility and click-through rates decrease due to the prominence of SGE results.
SGE introduces new competition from unexpected sources, as most SGE links come from domains outside of the top 10 organic results. This means that companies may have to compete not only with their traditional rivals, but also with a wider range of websites that gain visibility through SGE.
Because Google is a primary source of traffic and leads for many businesses, any changes to search results can affect visibility, brand awareness, and revenue.
How this can help you
While the rise of SGE presents challenges, it also offers opportunities.
Based on what we learned from the Authoritas study, here are some useful takeaways:
Because SGE favors in-depth, informative content, companies can benefit from investing in comprehensive, well-researched articles and guides that provide value to users. Adding expert quotes, interviews, and authoritative sources to your content could increase the likelihood that it will appear in SGE results. Enriching your content with images, videos, and other multimedia elements can help capture the attention of both users and the SGE algorithm. Building a strong brand presence across multiple channels, including social media, industry forums and relevant websites, can increase your chances of being featured on SGE. Building a trusted brand and managing your online reputation will be crucial, as SGE may have competitors alongside your website.
looking ahead
While the long-term impact of SGE will depend on user adoption and the perceived usefulness of the results, the findings of this study serve as a valuable starting point for companies and SEO professionals.
By proactively addressing the challenges and opportunities presented by SGE, you can increase your chances of success in the new search environment.
Featured Image: BestForBest/Shutterstock
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