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Over the past few months, I've been analyzing how Google's Search Generative Experience (SGE) is redefining what it means to be visible in search engines, and I think it's such a huge shift that many brands haven't seen it coming. SGE works by generating complete answers using AI instead of just showing links, which means that search engines no longer evaluate you solely on appearing in the top results, but also on whether your content can be directly cited in those automatic summaries.
This has concrete effects: even if you're ranked first organically, if your content isn't designed to answer specific questions, you may no longer get that click. Informational searches are the most affected, because SGE absorbs many of those queries. Therefore, it's now key to optimize for real user questions, use clear, citable paragraphs, and structure articles authoritatively, with fresh data and reliable sources.
It's no longer enough to produce a lot of content; the strategy must focus on quality, accuracy, relevance, and structure. Some elements that seem fundamental to me: demonstrate expertise (E-E-A-T), build content that directly answers questions, keep content updated, and strengthen internal linking to reinforce thematic authority.
This has concrete effects: even if you're ranked first organically, if your content isn't designed to answer specific questions, you may no longer get that click. Informational searches are the most affected, because SGE absorbs many of those queries. Therefore, it's now key to optimize for real user questions, use clear, citable paragraphs, and structure articles authoritatively, with fresh data and reliable sources.
It's no longer enough to produce a lot of content; the strategy must focus on quality, accuracy, relevance, and structure. Some elements that seem fundamental to me: demonstrate expertise (E-E-A-T), build content that directly answers questions, keep content updated, and strengthen internal linking to reinforce thematic authority.