You’ve probably heard about Google’s new AI-powered search feature called Search Generative Experience (SGE). Google is expanding the classic results list with an AI-based section that is intended to provide answers to complex questions and summarize website content.
In this tutorial, I will show you how you can optimize your SEO for SGE and what it takes to be present in the AI-driven search.
SGE is currently mainly available in the USA and a few other countries. For websites with a target group outside the EU, it is therefore already worth making the right adjustments.
However, SGE has not yet been officially launched in the European Economic Area and it is questionable when and in what form it will come to us.
Nevertheless, you should prepare for this change now so that you can hit the ground running when it is rolled out in Germany and other EU countries. In the following steps, you will therefore learn which content, structures and SEO techniques will help you to play a leading role in the Search Generative Experience.
Many of these tips also apply generally to optimizing for LLMs such as ChatGPT, Lamda & Co. So either way, it’s worth rethinking your current SEO strategy.
Understanding SGE: How it works and the opportunities
To help you understand why optimizing for Google’s Search Generative Experience (SGE) makes sense, let’s first look at the basic principle.
SGE combines AI-based summaries with traditional search results by pulling content from various sources and combining them in an AI panel. This clearly distinguishes SGE from the familiar “featured snippets”, which only show a single text passage.
For which search queries do the AI overviews appear?
SGE appears particularly frequently for search queries that require a direct answer. These include product-oriented questions (e.g. “Which camera is the best for beginners?”), local searches (“Restaurants near you”) or W questions (“How can I make my website faster?”).
In these cases, Google recognizes a specific need for information and presents a compact AI-supported answer at the top of the search results.
References & Carousel
A striking feature of SGE is the ability to display multiple sources. This is done either in the form of a drop-down menu, in which you can expand the individual references, or as a carousel that guides you through several options and perspectives.
This presentation makes pages that appear there more noticeable and benefit from a higher click rate.
How can I prepare for SGE?
Your foundation for a successful SGE ranking is a solid SEO base. Therefore, pay attention to existing rankings, relevant keywords and a technically flawless website.
Check existing rankings
Before you optimize your content for SGE, you should know which keywords are already earning you good rankings.
Above all, top 10 rankings are crucial here, as Google prefers to cite from the top results. A placement in the first search results page is therefore the springboard to SGE visibility.
Keyword research
The next step is to determine the keywords for which the AI overviews are actually displayed. Tools such as SEMrush help you to identify the relevant search queries and target your content marketing accordingly.
This allows you to focus on topics that offer concrete opportunities for an AI-generated ad.
If you don’t know where to start here, take a look at our guide to keyword research.
Technical SEO remains important
Fast loading behavior, a clear page structure and a mobile-friendly display are essential to even make it onto the shortlist. Google devalues sites with a poor user experience – and this in turn reduces your chances of slipping into the SGE. So make sure that your website is technically sound before YOU start fine-tuning the content.
Content optimization for SGE
In order for your content to appear in the Search Generative Experience, you should prepare it in such a way that Google can easily recognize and extract it. Clarity, structure and the right layout are important here.
Inverted pyramid
Put the most important statement or answer right at the beginning. Only then should additional details and background information follow. This allows SGE to find your core statement more quickly and display it prominently.
Example:
“What options do I have to finance a Sartup?”
- Short answer: You can use venture capital, loans or money from family and friends to finance a start-up.
- Detailed explanation: You then go into each option in detail and explain the advantages and disadvantages.
Short and concise
Google prefers compact sections of text because users usually find short answers more helpful. Avoid long nested sentences or irrelevant embellishments and get to the point quickly instead.
Example:
“There are various ways to finance a start-up. Bootstrapping involves using personal savings and income. Angel investors invest capital in return for equity. Venture capitalists offer higher amounts, but also expect high returns. Crowdfunding platforms such as Kickstarter make it possible to collect small contributions from many people. Government grants and loans offer capital without an equity levy. “
FAQ and question-and-answer formats
Structured FAQ areas are ideal for ranking in SGE. If you ask specific questions and answer them briefly, Google recognizes this as a potential snippet candidate – similar to the classic “Users also ask” boxes.
Formatting & structure
Use lists, tables or advantage/disadvantage overviews to make content easy to understand. Google can read these easily and integrate them into SGE. Remember to organize your headings logically and only deal with one topic per section.
Special ranking levers: Carousel, Dropdown & Shopping Graph
Not all SGE elements are equally valuable. Some areas such as the carousel or the product suggestions are particularly visible and can noticeably increase your traffic.
Carousel results
As mentioned above, Google shows the top 3 text excerpts on the respective topic. To appear here, you should provide concise, relevant paragraphs that precisely address the search query. A crisp summary of your key message right at the beginning of the paragraph increases the chance that Google will adopt it as a carousel element.
Dropdown source references
The AI Overview often offers a drop-down function in which Google cites the original sources. A high level of authority and seriousness help to appear in these references. Build up trust signals for this – for example through meaningful backlinks and current specialist articles. This makes it easier for Google to list you as a credible source.
Product suggestions (Shopping Graph)
If you are active in e-commerce, you should optimize your product catalog for the Shopping Graph. With clean product data, structured markups and clear information on prices or variants, you increase the likelihood of appearing directly under “Product suggestions” for suitable queries. This saves users the detour via additional clicks and increases your chances of conversion.
Monitoring & continuous adaptation
To remain successful in AI Search in the long term, you should regularly review and adjust your results.
Accelerate indexing
After each optimization step, it is advisable to submit the relevant page to Google Search Console for re-indexing. This ensures that Google records your changes promptly and can quickly take them into account in SGE.
Performance measurement
Tools such as the Google Search Console, Google Analytics or SEO suites (e.g. Sistrix, SEMrush) are suitable for measuring the success of your optimizations.
In the position tracking of SEMrush, you will also see a new icon if you are displayed for the keyword in the AI snippet:
Frequently asked questions (FAQ)
When is SGE coming to Germany?
Google has not yet officially announced when SGE will be rolled out across the board in Germany. The Search Generative Experience is currently in a test phase, particularly in the USA, where it is being gradually developed further.
In the European Union, the DMA is the main obstacle to the feature. Only time will tell how things will progress here.
Will SGE displace my regular rankings?
Clearly, no. SGE complements the classic search results, but cannot completely replace them. Google continues to use organic ranking factors to assess the relevance of your pages. A solid SEO foundation therefore remains essential in order to be present in all areas – from the conventional SERPs to the AI-supported modules.
How quickly will I see results?
As a rule, Google will update your changes within 12 to 24 hours after YOU have requested indexing via Google Search Console. However, it can take a little longer for Google to display the revised content in SGE. Therefore, remain patient and monitor your rankings over a period of at least one week.
Is link building still relevant?
Definitely. Google still considers the authority of a website when it comes to selecting SGE sources. High-quality backlinks from thematically relevant, trustworthy sites signal to Google that your content is reliable and well-founded. This increases your chances of appearing in the AI-driven search.
How can I test SGE in Germany?
All you need is a VPN. Mac users can find a free one in the App Store “Urban VPN Desktop”. You then connect to the USA, for example. Then open the Chrome browser, create a new account and you can test the new functions yourself.
What’s next for SEO in the future?
If you want to rank in SGE, there is no getting around high-quality, clearly structured content. Use the principle of the inverted pyramid, keep your texts short and concise and rely on a solid SEO foundation. Check your existing rankings, analyze relevant keywords and continuously optimize your site – both technically and in terms of content.
Google’s AI-supported search will continue to evolve. It can be assumed that SGE will become even more intelligent and contextual in the long term. YOU should therefore keep an eye on trends, test new functions and be prepared to adapt your content to changing requirements.
Just try it out: Start by revising a few pages according to the criteria presented here and observe how your visibility in SGE changes. Then adjust your content regularly to benefit from the AI-driven search in the long term and expand your reach. Good luck!
