Everyone’s losing their minds about Search Generative Experience like it’s the SEO apocalypse. The panic merchants are out in force, declaring the end of organic search as we know it. Website owners are having kittens, wondering if there’s any point in creating content anymore.
Take a deep breath. We’ve been here before, haven’t we?
What Even Is SGE?
For those who’ve somehow missed the hysteria, SGE (Search Generative Experience) is Google’s AI-powered enhancement to traditional search results. Instead of just showing a list of links, Google now provides AI-generated summaries (AIO, or AI Overviews) that answer your question directly in the search results.
And apparently, this is going to destroy SEO forever. Just like featured snippets were going to kill clicks. And mobile was going to kill desktop search. And voice search was going to kill traditional search. And…well, you get the idea.
Why SGE won’t be the death of organic traffic
Here’s what everyone’s missing while they’re busy planning organic search’s funeral: AI summaries actually make people more curious, not less.
Think about it – when you get a quick summary of something, do you just think “well, that’s me sorted then” and never look into it again? Of course not. You want to verify information, dive deeper into topics, and check multiple sources. It’s human nature to want more than just the basics.
When someone asks ChatGPT something, what do they usually do next? Google it to fact-check. SGE will be no different. It’s creating an appetite for information, not satisfying it completely.
Where do you think SGE gets its information?
Here’s the really obvious bit that panic merchants are missing: SGE doesn’t generate information out of thin air like some digital magician.
It needs quality content to create those summaries. It’s reading websites (probably yours) and using that information to generate its answers. If anything, this makes creating genuinely helpful, authoritative content MORE important, not less.
No content = nothing for SGE to summarise = rubbish answers that nobody trusts. And let’s not forget that answers in AI Overviews now have links to the site they originated from.
The Real Opportunity Here
Instead of lamenting the end of organic search, smart website owners should be asking: “How can I make sure my content is what SGE uses to create its summaries?”
The answer isn’t mysterious:
- Create genuinely helpful, comprehensive content
- Demonstrate real expertise (not just keyword-stuffed waffle)
- Structure your content clearly so AI can understand it
- Answer questions directly and thoroughly
- Provide unique insights that can’t be found everywhere else
Notice how none of that is actually new? That’s because good content has always been about genuinely helping users, regardless of how they find you.
Let’s get some perspective on SGE
Will SGE change search behaviour? Absolutely. Will it reduce clicks for some basic informational queries? Probably. Will it completely replace the need for websites? Not a chance.
There are endless search intents that a quick AI summary simply can’t satisfy:
- Complex purchasing decisions
- Detailed how-to guides
- In-depth research
- Personal experiences and reviews
- Specific local information
And let’s be honest – if your entire business model depends on getting clicks for questions like “What day is Christmas this year?” or “How tall is the Eiffel Tower?”, you probably needed to rethink your strategy anyway.
What Now?
Stop panicking about SGE killing organic search and start thinking about how to create content that’s valuable enough to:
- Be used as a source for AI summaries
- Prompt users to want more information than the summary provides
The sky isn’t falling. Search is evolving, as it always has. Adapt your strategy, focus on genuine quality, and you’ll be just fine.
And for the love of all that is holy, stop listening to SEO doomsayers who predict the death of organic search every time Google changes anything. They’ve been wrong every single time before. This time is no different.
This, and 70-odd other myths, are featured in my new eBook SEO Myths Debunked.
