Screenshot of Google SGE in action for the query 'how will sge impact search marketing'..

What Google SGE means for SEO and E-commerce

Jonny Fox, Head of Digital Marketing at Seventy7.
Jonny FoxHead of Digital Marketing

Google's Search Generative Experience (SGE) is set to revolutionise the digital landscape by changing how search results are shown and accessed. Businesses, especially those in e-commerce, need to prepare for significant changes in SEO strategies because of the upcoming rollout.

Let's delve into the key insights from the recent updates on SGE and how they will reshape the SEO landscape.

Updated Google search results.

With Google’s official date announcement being kept undercover, there have been rumours that there will be an announcement on May 14th, SGE promises to enhance Google's search engine results pages (SERPs) with dynamic and interactive content. Its rollout before Q4 indicates a swift transformation in how users interact with search results.

Effect on Featured Snippets

SGE's arrival will replace 97% of current feature snippets, showing a shift towards visually appealing content. This change underscores the importance of adapting SEO strategies to accommodate this new format.

Statistic image.

Inclusion of Rich Media

With 71% of SGE results featuring YouTube videos, integrating video content into SEO strategies becomes imperative for securing visibility in SERPs.

Organic Traffic Impact

Experts project that SGE will affect 87% of e-commerce organic traffic. This means businesses will need to reassess their SEO strategies to maintain relevance and quality in search results.

Source Dynamics

Currently, 43% of SGE sources do not appear in regular search results. This provides more opportunities for content creators.

Statistic image.

High CPC Queries

SGE's presence in 98% of queries with a Cost Per Click (CPC) of $5 or more underscores its significance in high-value search terms.

Adapting SEO Strategies for SGE Success

As we’ve realised, search pages will see some huge changes with the newest update. This means that SEO strategies will need to be adapted to or even completely redone to continue or strengthen result page growth.

Optimising PDPs is crucial for achieving high rankings in SGE, emphasising the importance of product-focused SEO strategies. Category pages have once been considered the workhorse of ecommerce SEO and while they'll still be important to establish E-E-A-T, research suggests product pages will see more prominence in SERPs with SGE.

E-E-A-T Optimisation

Enhancing Experience, Expertise, Authoritativeness, and Trustworthiness is paramount in the era of SGE, requiring businesses to establish credibility and authority in their respective domains.

Structured Data and FAQ Content

Leveraging structured data and FAQ sections can enhance content visibility and relevance in SGE, aiding a better understanding by Google's algorithms.

Positive Product Review Strategy

Implementing strategies to accumulate and showcase positive product reviews can bolster visibility and credibility in SGE results.

Updated Google search results.

Strategic Approaches to Leverage SGE

Optimise Content for AI Understanding

Ensure content is easily interpretable by AI, employing clear structure and schema markup where appropriate. It is helpful to utilise AI for automated content optimisation, keyword suggestions, and generating data-driven insights to get higher search visibility and better user experiences.To make your content easily recognisable for AI, the Alt text must be clear and easily understood to what is included.

Focus on E-E-A-T Principles

Demonstrating expertise, confidence, and trustworthiness is essential for content visibility in SGE-generated responses.

Monitor and Adapt

Continuously monitor content performance within SGE and adjust strategies accordingly to align with evolving search paradigms.

Engage in Conversational SEO

Anticipate and address casual queries to align with the shift towards more natural language search.

Leverage Diverse Content Types

Diversify content formats to cover a wide range of queries and user intents.

As Google's SGE reshapes the search landscape, businesses must evolve their SEO strategies to thrive in this new era. By embracing richer content formats, prioritising E-E-A-T principles, and staying agile in response to SGE updates, brands can secure visibility and relevance in the ever-evolving digital ecosystem. Prepare for the SGE revolution and position your business for success in the dynamic world of online search. Need help navigating your way through Google’s new changes? Our SEO experts are here to help you navigate your way to the top!

Say Hello


The Old School House,
Thirsk St.
Ardwick Green, Manchester
M12 6PN
+44 (0) 161 273 7551

Get directions

The Piper Building
Peterborough Road,
+44 (0) 20 7751 8600

Get directions

03, Siddhi CHS Ltd,
Mhada Malad East
near Wageshwari Temple,
(W) Mumbai

Get directions
Hey there
Want to speak to our team of experts?