The Google Search Generative Experience (SGE), or AI overviews as most people know them, has transformed the SEO landscape forever. It’s allowed searchers to gain answers to their queries without ever clicking on a link.
It’s already having an enormous impact, with a Pew Research Center study finding that when an AI summary was present, just 8% of people clicked on a traditional search link. In short, marketers are panicking because AI search is draining traffic at an unprecedented rate.
So, what does this mean for businesses, and how can organic and paid search marketing strategies adapt to the SGE era?
What is SGE and Zero-Click Search?
SGE is Google’s answer to ChatGPT. It’s advanced generative AI woven directly into SERPs. Queries now appear with an AI answer at the very top of the screen, with traditional SERP links following below. See the example here:
Essentially, it’s broken the link between queries and web clicks because searchers often get the answers to their questions from SERPs directly. It’s estimated that AI-generated answers have resulted in 60% of searches resulting in zero clicks.
It’s not difficult to see what impact this has on organic and paid listings. Fewer clicks, fewer conversions, and a lower ROI. Although many argue that your content appearing in the AI snippet itself is a benefit, the impact of SGE on digital marketing there’s little evidence that the majority of users actually click these links.
How to Adapt Pay-Per-Click (PPC) to SGE
Previously, PPC listings were a way to gain the most valuable real estate space at the top of the page. The problem is that paid search listings have been shoved down, which means there’s even more competition to be seen.
So, how can you adapt your PPC strategy for SGE?
Aim for the Very Top
The AI summary means there are even fewer spots at the top. Securing that top placement means PPC ads must be tweaked even further, with a focus on ad ranking factors, including quality score, expected CTR, bid strategy, and landing page experience.
Marketers should focus more on high-quality ad copy but tweak it to mirror the conversational style used to trigger SGE. Likewise, ad extensions will become even more critical, including structured snippets and callouts, because these will enable you to eat up as much SERP space as possible. Essentially, the goal is to leapfrog SGE.
Embrace the AI-Driven Ecosystem
Google has been pushing advertisers into campaign types that engage with its AI-driven ecosystem. An example would be Performance Max, which uses Google’s automated systems to distribute ads across not just Search but Gmail, YouTube, and Display. The optimization measures used are often the same as those used for SGE.
Making the most of Google’s all-in push on AI includes changing your PPC strategy for SGE with actions like:
· Feeding in images, headlines, and videos.
· Using Customer Match lists for better targeting accuracy.
· Reviewing asset group reporting to determine what’s resonating.
Strengthening Your Shopping Ads
One of the interesting quirks of SGE is that visual ad units and product carousels often still place above AI overviews on Google. It’s one of the few areas where paid SEO can continue to beat out SGE. For how long? Nobody knows, but it’s well worth taking advantage of in the meantime.
So, what’s the key to success with these ads?
· Visual-Heavy – High-quality images, multiple angles, and several image options.
· Local Inventory Ads – Capture those “near me” searches with local inventory ads. This is one area where SGE often still defers to traditional local results.
· Real-Time Updates – Maintain pricing, availability, and promotions in real-time to reduce lost impressions.
Shopping ads aren’t just beneficial for e-commerce. They’re a protective measure to defend your visibility in areas where SGE still doesn’t dominate.
The Importance of Adopting AI-Forward Content Frameworks
SEO isn’t dead, and AI isn’t going to wipe it out. What it has done is forced a reinvention of traditional SEO. As far back as March 2024, SGE already appeared in over 91% of search responses, indicating that success in SEO means adapting to the AI, rather than pushing back against it.
Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO)
SEO is still a thing, but it must incorporate AEO and GEO to be successful in the AI era. Here’s what they mean:
- Answer Engine Optimization (AEO) – AEO is the idea that content is styled in a Q&A format and uses a conversational tone with a clear structure. This typically means using AI overviews on Google as your structure.
2. Generative Engine Optimization (GEO) – GEO is the discipline of making your content discoverable by AI. Without a focus on GEO, Google won’t be able to cite your content in its summaries. This means AI-specific citations, metadata, and structure.
What Does SGE Want from Your Content?
Adapting to SGE means increasing your citation potential. And, yes, this does mean transforming your approach to developing content ideas and how they’re deployed. Luckily, the same principles that make traditional SEO content successful remain relevant to optimizing for Google SGE.
In short, your content should be:
· Detailed
· Backed by authoritative sources
· In-depth and going beyond the straightforward
Leveraging diverse formats is another way to grow your citation potential. Building out content hubs with images, charts, and videos, which was a green flag for effective SEO before, will be the way forward, particularly those aligned with targeted long-tail queries.
Is it Time to Abandon Traditional SEO?
SEO professionals have panicked about the impact of SGE and whether it means traditional SEO is finished. The truth is that traditional SEO hasn’t died, and it makes little sense to abandon the strategies that worked before. Instead, the best way to think of SGE is traditional SEO with an AI overlay.
Strategies like backlinking to build authority, keyword optimization, and value-driven content remain equally valid for both AI and traditional search results.
Conclusion
The sudden arrival of the zero-click search experience and the heralding of the SGE era caught many by surprise. In terms of SEO, the basic Google principles of EEAT continue to apply. Now, it’s about embracing AI and its role in answering search queries. The brands that’ll win will be the ones that adapt to it.
Separating yourself from the pack in this era of marketing volatility has never been more crucial. At OMCP, we support marketers in getting certified and proving their expertise to their clients. To learn more about how to get certified, contact us today.
Easton Smiskey
As a copywriter and brand strategist, Easton helps tongue-tied brands find their voice. She is endlessly curious about what makes people tick and loves guiding them toward who they are at their core. Branding became her medium because a brand is often someone’s baby — it deserves that kind of care and attention.
When she is not shaping stories for clients, you’ll probably find her writing poetry, on the golf course, lifting weights, experimenting with biohacking, mixing herbs, or diving deep into psychology. Connect with Easton on LinkedIn: linkedin.com/in/eastonsmiskey.