
Optimizing Pages for Google’s (Potentially Upcoming) SGE
The Ultimate Way to Modern SEO
I have a newer, more up-to-date article on the topic of AI search engines. I suggest you read that one if you’re looking to learn about how to optimize your site for AI-based search.
SEO changes constantly. And just as you start to understand it, search engines switch up the rules of the game.
In today’s SEO world, there are rumors of a new way Google will mix up search engine experiences: with AI-powered search generative experiences.
What is Google SGE?
Google’s Search Generative Experience (SGE) will likely be the most powerful modern-day search engine format.
I picture it as a futuristic search engine that offers AI-compiled search results. It would do this by scraping possible answers to users’ queries from authoritative websites and put them together to generate a “master answer”, if you will.

In a purely hypothetical scenario, SGE could be defined as a search engine that leverages artificial intelligence and user-centric design to create a more seamless and relevant search experience.
Why is this “purely hypothetical,” though? You see, SGE hasn’t been rolled out yet, so no one actually knows how to go about optimizing for it.
Nonetheless, the possibility of “AI search” becoming reality is staggering, so forward-thinking marketers are scrambling to find out as much as they can to prepare themselves.
For quite some time now, SEO has been mostly about user experience (UX) – that’s no secret. But NOW, with the onset of AI, making users feel “at home” when visiting your website is even more important. So, it’s time to step up the game.
Now, rather than tell you all the steps to do modern SEO, I’ll simply present the differences between classic SEO and modern, SGE-oriented search engine optimization.
SGE-Optimization vs. Traditional SEO
As previously stated, SGE is still only theoretical. But if I’d have to optimize for it (and I am doing so with every site I manage), I’d pay attention to the insights in this article.
In my humble opinion, SGE-optimization would differ from traditional SEO done right in several key ways:
- Focus on User Experience: SGE-optimization prioritizes a positive user experience by understanding user intent and offering highly relevant, engaging content that directly addresses users’ needs. This means going beyond keyword stuffing and prioritizing in-depth, valuable content.
- Intent-Driven Ranking: Traditional SEO often focuses on keyword placement, while SGE would go deeper, understanding the user’s true intent behind the search query and ranking content that truly fulfills that intent.
- Schema & Structured Data: SGE-optimization might heavily utilize schema markup and other structured data formats to accurately convey the meaning and context of website content, allowing for more precise understanding and ranking based on user needs.
- Content Quality Emphasis: Instead of focusing solely on keyword density, backlinks, and meta descriptions and titles, SGE-optimization would prioritize high-quality, informative, and engaging content that resonates with users and provides significant value. This includes multiple media formats to support the same aggregate of content.
- Engagement Metrics: Traditional SEO focuses on metrics like traffic, inbound links, and other rankings, while SGE might track user engagement metrics like dwell time, on-site click-through rates, and scroll characteristics to gauge user satisfaction and optimize content accordingly.
It’s crucial to remember that this is a purely hypothetical scenario; SGE does not currently exist.
Regardless, it’s safe to say that optimizing your pages for the possibility of SGE becoming a reality is the way to roll in modern SEO.
So, here’s how I’d go about optimizing my websites and pages for Google’s SGE:

How to Optimize for Search Generative Experience
Here are some tips on how to optimize your pages for SGE:
Create All-Encompassing, User-Focused Content:
- Focus on intent-driven content: Understand what users are looking for with their search queries and deliver content that directly addresses their needs. Don’t just stuff keywords; explain concepts clearly and offer solutions. Read your user’s minds and create content FOR THEM – not for search engines.
- Deliver quick answers, then dive deep: Offer a brief yet concrete answer to your users’ query right at the beginning. In my experience, when the query is “What is XYZ?”, it’s best to start your piece of content with “XYZ is …”. Then, expand upon your answer in the following paragraphs to prove you truly know what you’re talking about. In fact, I find it smart to do the same after every H2 title, if possible: <h2>How to do XYZ</h2>, <p>Here’s how to do XYZ…</p> …and then go really deep in the following paragraphs.
- Prioritize quality and comprehensiveness: Strive for well-written, informative, and engaging content that covers the topic thoroughly. Go beyond superficial answers and offer unique insights or value. Offer personal insights and experiences. That’s something AI can’t do.
- Experiment with different formats: Text isn’t the only option. Utilize elements like images, videos, infographics, and interactive elements to enhance engagement and cater to different learning styles. In fact (and in my humble opinion) go above and beyond. This means offering the same information in different media formats – and always delivered differently.

- Optimize for voice search: As voice search becomes more prominent, ensure your content uses natural language and answers potential voice queries concisely and accurately. Yes, deliver your content the way you’d speak, bro.
Improve Technical Aspects:
- Utilize schema markup effectively: Implement relevant schema markup to provide structured data about your content, helping search engines understand it better and potentially improving search visibility. This is truly one of the few technical aspects that has nothing to do with user experience (at least not directly).
- Make your website “easy”: Focus on website speed, mobile-friendliness, and intuitive navigation to make it easy for users to find the information they need quickly and efficiently. Remove pop-ups wherever possible and reduce the number of ads to a minimum. Please. Do it for your users. They will reward you.

- Incorporate interactive elements: Consider adding features like calculators, quizzes, or interactive tools to increase user engagement and dwell time. The same could work by adding videos, FAQ dropdowns, audio snippets from podcasts, and so on. Just add value to increase your users’ time on site.
Use Metrics and Analysis:
- Track user engagement metrics: Go beyond rankings and focus on how users interact with your content. Monitor metrics like dwell time, click-through rate, bounce rate, and user comments to gauge user satisfaction and identify areas for improvement. I’ve gone into a lot more detail in my post about How to Make it Rain Online, by the way. Check it out if you’re interested – the link opens in a new tab, so you won’t lose your progress here.
- Analyze user behavior: Utilize tools like heatmaps and session recordings to understand how users navigate your website and identify pain points or areas for optimization. Yes, this is also one of the best ways to “make it rain” online. Just click the link above to learn more.
- Keep updated: Stay informed about the latest SGE developments and adapt your approach based on new information or potential ranking factors. I’ll be updating this article from time to time, so you can pop in for a re-read in the future if you wish.

Be Strategic About Website Optimization:
- Build trust and authority: Establishing your site as a reliable source of information can be crucial in a user-centric search environment. Focus on high-quality content, accurate information, and positive user reviews. Be the go-to for information on your topic.
- Focus on long-term strategy: Optimizing for SGE likely requires a continuous effort, emphasizing content quality and user experience over quick wins. This has been the trend in SEO for a few years already – and it’s not going to change ever again. In short, Make your content better than anything an AI could ever come up with.
Become the Top Resource for AI-Generated Search Answers
Yes, it’s all about becoming the go-to resource for those AI-generated SGE answers. And to do that, you have to prove to your users (and, in thus, to search engines) that you are the ultimate address for information surrounding your topic of expertise.
By using the tips in this article, you’ll be able to position your website accordingly and you will eventually become the top resource for SGE – should it become part of search.
While these tips can help prepare for a potential AI-generated future of search, keep in mind that SGE doesn’t currently exist, and its actual ranking factors might differ from this scenario.
Just remember, staying informed and adapting to evolving search trends will be key in the future (as always). Regardless of whether SGE becomes a reality, it’s best practice in modern SEO to be UX-focused and offer the best content possible.
SGE-optimization practices are modern SEO best practices, whether and however SGE will come to be.
Resources Used to Write This Article:
Barnard, J., & Artz, M. (2023). Search marketing in the age of AI: Understanding the marketing implications of search, Assistive and answer engines. Journal of Digital & Social Media Marketing, 11 (3), 244-260.
View publication
Reid, E. (2023). Supercharging Search with Generative AI, The Keyword
Read article
Withorn, T. (2023). Google SGE: A new way to search, teach, and resist. College & Research Libraries News, 84(10), 373.
Read article