Artificial intelligence

Search is no longer a game of just links and keywords. As Google experiments with its Search Generative Experience (SGE), we’re beginning to see how deeply conversational AI is influencing visibility, click behavior, and local business discovery. For marketers, this could be both an advantage and a disadvantage. 

Let’s unpack SGE’s fundamental features, examine its impact on small business SEO and local search, and share actionable strategies to help you adapt and grow respectively.

In May 2023, Google launched Search Generative Experience (SGE) in its Search Labs. SGE AI provides snapshots, summaries, and follow-up conversational prompts at the top of search results.

Today, in 2025, SGE is no longer an isolated experiment. This tech is changing the way users discover, explore, and click through to reach small businesses online. This is especially important because now, SEO specialists and small business owners are wondering:

• Will SGE steal clicks that would otherwise land on your site?
• How do you optimize for AI-driven overviews instead of (or in addition to) traditional rankings?
• What role will your Google Business Profile (GBP) and structured content play in ranking higher?

SGE may just be Google’s first step in moving past its classic blue-link result system. SGE uses large language models to overview:

• Generate AI-powered snapshots summarizing key information (e.g., product comparisons, travel tips).
• Offer follow-up question prompts, carrying context in a conversational flow.
• Surface multimodal insights, combining text, images, and links.
• Highlight diverse sources while driving traffic to the underlying pages.

So it’s safe to assume that SGE is not about replacing web links. It’s about enhancing discovery and context. Google ads remain in dedicated slots, and you can drill down to original sources for deeper research.

Here are some of SGE’s core features that build on its roles:

1. AI Snapshots:
   • Provide bite-sized summaries that answer user intent instantly,
   • Draw links from multiple domains, increasing competition.
2. Follow-Up Prompts & Conversational Mode:
   • Guide users through related queries without returning to the main SERP,
   • Prioritize sites that appear in contextually relevant overviews.
3. Expanded Local Packs:
   • SGE’s local “5-Pack” shows five business profiles plus AI-generated descriptions,
   • Traditional 3-Pack still appears below, but is often overshadowed by the AI section.
4. Multimodal & Shopping Overviews:
   • Combines images, text, and reviews for richer product or travel queries.,
   • Leverages Google’s Shopping Graph, prioritizing up-to-date listings.

If you own a local business, then you may have already gotten a taste of this new tech. The most immediate result may be a noticeable fall in your website’s click-through rate (CTR), but let’s talk about how that isn’t necessarily a bad thing.

So, nearly half of SGE queries already include a Places module (think of this as a local pack, but better). What this means is that even if your website traffic drops, your visibility within Google’s own interface may increase. That is if your business details are clean, optimized, and trusted.

And that’s an opportunity! Not necessarily more traffic, but better traffic. If users do click, it’s because they already trust what they’ve seen. And if they don’t click, they might still visit you offline because your contact details, reviews, or visual assets made it into the Places module or AI-generated summaries.

Marketers are entering a world where visibility without clicks is becoming more common. SGE and AI-overviews aim to be helpful, not just referential. Your presence in that environment may not generate a traffic spike, but it could still bring you a lead, a store visit, a phone call, or a brand impression that shapes future decisions.

Success in this new landscape means optimizing for discovery, credibility, and clarity across all surfaces, from your website and blog to your local listings and even image alt text. 

And no, the old “10 blue links” model won’t cut it anymore. Instead, you must prepare for something more complex, but potentially more rewarding for brands that understand how people (and machines) now find, filter, and trust information.

Here are some strategies to employ if you plan on facing Google’s SGE head-on! 

SGE often pulls local business information directly from Google Business Profiles (GBP), which means even if your website is stellar, a weak or outdated GBP can hold your local SEO back. In fact, in many SGE queries, the “5-Pack” appears first. Above organic listings, maps, or even ads. 

And that pack gets its information from AI summaries using your reviews, business details, and photos. So:

• Keep your hours, services, and contact info up to date.
• Use high-quality images of your business and offerings.
• Encourage happy customers to leave reviews regularly.
• Respond to reviews to build trust (machines notice this too).

If you’re missing from the 5-Pack, don’t.  You need it for discovery as a local business, even if you’re ranking well in traditional results.

SGE relies heavily on structured data to understand and summarize your site. In other words, Schema.org markup isn’t just for technical SEO anymore; it’s for visibility.

If your product, service, or location info is clearly tagged, you’re more likely to be cited in an AI snapshot. That includes:

• LocalBusiness schema with location, hours, and geo-coordinates.
• Product schema with pricing, reviews, and availability.
• FAQ and HowTo schema that answers common queries.
• Review schema tied to verified testimonials.

This is your way of telling Google’s AI: “Here’s what I do, who I serve, and why I’m trustworthy, show me!”

SGE is built to help people, not just list sites. That means AI will favor content that clearly and directly answers user intent. Start thinking beyond keywords and create content that mirrors how people talk. Instead of writing for search engines, write to be helpful.

• Use natural language headings and subheadings (“What should I look for in a wedding photographer?”)
• Add Q&A sections that break down core concepts
• Focus on clarity, brevity, and usefulness

The better your content answers user questions, the more likely it get surfaced, even in condensed, AI-generated form.

SGE wants to show information that’s helpful, factual, and reliable. If your website lacks Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), you’re less likely to be selected for summaries.

Here’s how to get into your E-E-A-T element:

• Add detailed About pages and author bios,
• Link out to reputable sources when you make claims,
• Use HTTPS, clear navigation, and professional design,
• Keep your blog and content regularly updated.

Think of E-E-A-T as your AI résumé. Google’s systems use it to decide if you’re worth listening to or not!

If your content is too detailed or too direct, SGE might summarize it so well that users don’t need to click. While being helpful is the goal, you also want to guide users to your full site when appropriate. So:

• Tease core points, but invite deeper reading
• Use partial answers to encourage engagement
• Include internal links to related content
• Create layered content: top-level answers + in-depth deep dives

Balance is key. You want to be helpful, but not disposable!

Google’s Search Generative Experience is not an experiment anymore; it’s a preview of what’s about to come. For small businesses, the lesson here is clear: the fundamentals of SEO still apply, but the tactics must evolve to meet AI-driven discovery.

Don’t let AI-driven search leave your business behind. Momentum helps small businesses like yours stay discoverable through smart local SEO, structured data, and AI-aware content strategies.

We specialize in AI-integrated SEO strategies, local optimization, and content that knows people and machines. Let’s talk about how you can secure those top SGE slots and keep your rankings strong. Book your free strategy session today and find out how to win in the world of generative search.