How to Optimise for Search Generative Experience (SGE)

If you’ve been keeping up with digital marketing trends, you’ve noticed something significant: Google is shaping how people find information.

The arrival of Search Generative Experience delivers direct answers on Google search results, often before users click through to websites. If you’re wondering how this impacts your business goals, you’re in the right place.

For businesses that have spent years perfecting their search engine optimisation strategy, this presents a challenge. But there’s good news: you can optimise for Google SGE and ensure your own content appears in these AI overviews.

Let’s dive into how to quickly adapt your approach for this new era of search engines. No rocket science required—just a knowledgeable friend walking you through the process step by step.

What Is SGE Optimisation?

Search Generative Experience optimisation (recently renamed from “Search Generative AI” in Google’s documentation) adapts your content strategy to appear in Google’s AI-generated summaries. Unlike traditional SEO, which focuses on ranking, SGE optimisation gets your content featured in AI overviews at the top of Google search results.

Launched at Google I/O in May 2023, this represents Google’s biggest evolution since inception. It’s available through Search Labs in select markets, with broader rollout planned for 2025-2026. Note the month and year of development for your records.

Early data from SEMrush suggests generative AI could reduce organic clicks by 18-64% depending on search queries. That’s significant website traffic businesses can’t afford to lose or offer up to competitors.

However, there’s opportunity. Sites that optimise early will capture AI overview citations and establish authority while competitors scramble.

Why SGE Matters For Australian Businesses

You might think, “This is just another update. I’ll wait.” We hope you reconsider.

That’s a mistake many made with mobile-first indexing. Search Generative Experience represents an even more significant shift in how people find information online. The importance of adapting now can’t be overstated.

Here’s the key points on why you need to care now:

• Zero-click searches account for nearly 60% of all searches (up from 50% in 2020)
• AI overviews create brand awareness even without clicks, elevating visibility
• Early adopters gain advantage as generative AI learns from user engagement
• Commercial search queries are affected, with products research and services being prime territory
• Traditional Google rankings don’t guarantee appearance in AI overviews
• Local businesses and service providers can shine with proper optimisation

For Australian companies running an online store or providing services, while Google SGE is available through Search Labs primarily in the United States, global expansion is planned for 2025-2026. Being prepared now prevents losing ground to competitors who adapted faster. Subscribe to stay informed about the rollout timing and latest developments.

How SGE Differs From Traditional Search

Understanding the difference between traditional search and Search Generative Experience is crucial for developing an effective strategy that attracts organic traffic. It’s a similar process but with different technology driving the results.

In traditional search, search engines evaluate pages based on factors like backlinks, keywords, and performance. The result? Ranked web pages for users to explore. This is called the traditional search engine results approach.

Google SGE works differently. AI models (initially PaLM 2, now transitioning to Gemini) read and synthesise information from multiple sources to generate comprehensive answers, creating a SERP feature above traditional search results. Think of it as AI-driven search that changes the entire mix of how search engine results pages function.

Key differences you’ll face:

• Generative AI combines multiple sources rather than ranking individual pages
• AI overviews written in natural language provide direct answers to user queries
• Users ask follow-up questions without new searches
• Responses include video content, product images, and text
• Supporting content appears as cards users can explore
• The technology reflects more value and context than traditional algorithms

Your strategy needs to shift from “how do I rank first” to “how do I get cited by generative AI.” This means thinking about relevance, connections between topics, and how to boost your content’s likelihood of being selected.

Core Principles Of SGE Optimisation

Based on extensive testing of which content ranks in AI overviews, several core principles have emerged. Master these, and you’ll dramatically increase your chances.

The aim is creating high quality content that generative AI can understand and present to users.

1. Provide Direct Answers Concisely

Generative AI looks for straightforward responses to user questions. Gone are the days of burying solutions 800 words into articles after fluff. Think of it like a game—the secret sauce is directness.

Respond to the main question within the first 100-150 words. Be specific, helpful, and concise. Then expand with additional information, real examples, and statistics.

For example, if someone searches “how long does SEO take,” don’t start with history. Start with direct responses in simple language: “SEO typically takes 3-6 months to show significant results for most companies, varying based on competition, budget, and current state.”

Then expand. This approach helps content meet user intent while making it easier for generative AI to extract. Note that this is important for matching keywords to searches effectively.

2. Demonstrate Clear E-E-A-T

Remember Google’s E-E-A-T guidelines? Generative AI takes this further, specifically looking for signals that valuable content comes from someone with genuine experience.

You need to:

• Include author credentials
• Share specific examples from your work
• Use first-person language when sharing experiences
• Include new data from implementations
• Show the “how” and “why,” not just the “what”

Generic content without experience gets filtered out. AI overviews prioritise relevant content from practitioners who’ve actually done the work.

3. Organise Content For AI Understanding

While generative AI uses advanced technology, you still need to make it easy to understand and extract information. Proper organisation is essential for developing content that works.

Utilise heading hierarchies (H2, H3, H4) that outline content logically. Each part should respond to an aspect of the topic. Break complex subjects into digestible parts with descriptive headings. Add lists wherever appropriate.

The easier it is for humans to scan your content, the easier for generative AI to parse and deliver information accurately.

4. Optimise For Conversational Keywords

People interact with AI search differently. They ask follow-up questions, utilise conversational phrasing, and expect responses meeting search intent.

Your keyword research needs to evolve. Focus on question-based keywords (who, what, where, when, why, how), long-tail conversational terms, and variations.

AnswerThePublic, AlsoAsked, and Google’s “People Also Ask” boxes are goldmines for finding the target audience uses.

Technical Requirements For Visibility

Getting cited in Google SGE isn’t just about great content. There are technical SEO requirements determining whether generative AI can access and utilise your content. This is where SEO metrics, schema markup, and technical seo implementation matter most.

Schema Markup Implementation

Schema markup has always been important for SEO, but for SGE, it’s critical. Generative AI uses it to understand the context, relationships, and key information on your web pages. Think of it as the code that helps search engines and crawlers interpret your content correctly.

Priority types: Article for blogs, HowTo for tutorials, FAQ for questions, Product for category pages and ecommerce, and LocalBusiness for geo-specific sites. Each type serves a different purpose in the system.

Don’t implement randomly. Each property should be accurate and add value. Invalid or misleading implementation can hurt your results.

Page Speed And Core Web Vitals

AI overviews prioritise content from fast-loading, user-friendly websites. If your Core Web Vitals are poor, you’re fighting an uphill battle.

Focus on critical performance metrics:

• Largest Contentful Paint (LCP) under 2.5 seconds
• Interaction to Next Paint (INP) under 200 milliseconds
• Cumulative Layout Shift (CLS) under 0.1

According to HTTP Archive, only 43% of websites meet all thresholds. This gives optimised sites significant advantage.

Mobile And Crawlability

With Google’s mobile-first indexing, content must be perfectly optimised for mobile devices. Testing shows mobile-optimised content appears more frequently in AI overviews, particularly since over 60% of searches come from mobile.

Ensure your site uses responsive design, readable fonts, and touch-friendly navigation. Regular audits help identify and fix crawl errors preventing generative AI from accessing valuable content.

Content Strategies That Win

Now the practical strategies that actually work for optimisation. These tactics are based on analysing hundreds of AI overviews across different query types, industries, and search queries.

If you’re running a project or managing content marketing for your organisation, pay close attention to these strategies. They’ll transform your approach and help you accomplish business goals more effectively.

Create Comprehensive Topic Coverage

AI overviews favour content comprehensively covering topics rather than surface-level articles. This aligns with building topical authority but takes it further. Think of it as creating content pillars that showcase your expertise and establish authority in your field.

A single 1,000-word article won’t cut it. Create content clusters covering topics from every angle: beginner tips, advanced tactics, case studies, how-to tutorials, comparisons, and free resources. Additionally, consider adding infographics, YouTube videos, and podcasts to engage different types of learners.

When generative AI needs to answer complex questions, it looks for sites with deep knowledge across multiple related topics. Thin content from sites with limited coverage rarely gets cited. Obvious, right? But a lot of businesses still make this mistake.

Answer Related Questions Preemptively

AI overviews show “suggested follow-up questions” based on the initial query. If your content answers these, you increase chances of multiple citations in a single search experience.

For every main topic, include sections answering: what it is, why it matters, how to implement it, common mistakes, helpful tools, timing, and costs.

Look at Google’s “People Also Ask” boxes. Each query should have a dedicated section with a clear answer.

Use Scannable Formatting With Bullet Points

Generative AI needs to quickly identify and extract information. Dense paragraphs make this difficult and impossible to scan effectively.

Format for maximum scannability and readability: descriptive subheadings every 200-300 words, numbered lists and bullet points, bolded key phrases, and paragraphs of 2-4 sentences max. This is vital for accessibility and screen readers.

The goal is making it effortless for both generative AI and humans to extract value. Think of your content as having an intuitive layout that makes sense to any searcher, whether they’re browsing on a browser window on their desktop or mobile devices.

Include Original Research

Here’s where you gain competitive advantage. AI search heavily favours content with original research and insights unavailable elsewhere.

If you’re regurgitating information available across the web, there’s no compelling reason for AI overviews to cite your content. But if you have original survey new data, case studies, or performance benchmarks you’ve tested, you become a primary source generative AI needs to cite.

Optimise For Featured Snippets

There’s significant overlap between content appearing in featured snippets and AI overviews. Analysis shows approximately 80% of content cited also appears in featured snippets.

For paragraph snippets, provide a clear 40-60 word answer. For list snippets, utilise properly formatted lists. For comparison snippets, present information in tables.

The difference? Featured snippet optimisation focuses on a single question, while optimising content for AI overviews requires comprehensive coverage of related queries.

Demonstrating E-E-A-T

Google’s Experience, Expertise, Authoritativeness, and Trustworthiness framework is more important than ever. Generative AI specifically evaluates these indicators when deciding which sources to cite.

Show First-Hand Experience

Experience (added December 2022) is essential for Google SGE. Search engines want to see creators have first-hand, real-world knowledge, not just theory. This is where credible sources and other websites stand out from bloggers simply regurgitating facts.

Demonstrate it by featuring unique perspectives and examples, sharing conversion rates and results you’ve achieved, discussing challenges solved, and providing insider insights only qualified practitioners know. Don’t waste time with generic advice—make it informative and actionable.

For instance, instead of “companies should optimise their Google Business Profile,” write “When we optimised 50+ profiles for Melbourne clients in 2024, companies with complete photo galleries (imagine the impact of proper images!) received 40% more views and saw better results.”

See the contrast? One is generic advice; the other features actual knowledge with measurable results. It’s the right one to pick for your strategy.

Establish Authority And Credibility

At sitecentre®, our team of experts feature author profiles with credentials for every article. This isn’t just good practice; it’s an indicator for AI models. Content with author attribution is cited 2.7 times more often—that’s the importance of showcasing qualified expertise.

Authority comes from external validation. Google SGE looks at high quality backlinks from reputable sites and credible sources, domain age with consistent publishing, branded mentions, and trustworthy indicators across the web. Build authority to serve potential customers effectively.

Build it systematically through quality link building, developing content other websites reference, partnering with influencers, and maintaining a strong presence on social media platforms. Don’t worry—it’s a journey requiring commitment, but the results are worth it.

Trust indicators are equally important. Generative AI evaluates HTTPS security, contact information, transparent about pages, privacy policies, accurate fact-checked information, and proper citations. User feedback, customer reviews, and up-to-date reviews from real clients bolster your credibility in a way impossible to fake.

Advanced Optimisation Tactics

Ready to take your SEO strategy to the next level and improve your rankings? These important tips can give you an edge over the competition. Whether you’re working with bloggers, vloggers, or business owners, these tactics work across different audiences and industries.

Build Strong Internal Linking

AI models follow links to understand topic relationships, build connections between pages, and find additional supporting content. A powerful internal linking strategy helps generative AI discover related content and establish authority across your site.

Link from general content to specific guides, and between related topics. Utilise descriptive anchor text with the right words that clearly indicate what the linked page covers. This isn’t just about SEO—it helps users navigate effectively and reach the information they need.

Update Content Regularly And Keep It Fresh

AI overviews prioritise fresh, up-to-date information and recent content that reflects current reality. Content decay is a bigger problem now because outdated information won’t get cited, no matter how well-written.

Review top-performing content quarterly, update statistics to stay current, add new sections covering recent developments and industry trends, and monitor algorithm updates to adjust accordingly. Set prompts or reminders so you don’t forget—consistency is vital.

Search engines detect when content was last updated, and recent updates signal information is current, accurate, and reliable. This directly impacts your chances of being cited in AI overviews and can increase your conversions when users visit your site.

Content Formats That Perform Well

Through analysis of AI overviews, certain formats consistently outperform others. Let’s explore the most effective formats and how they help improve your search results.

Comprehensive Guides And Detailed Posts

Long-form tutorials (2,500-4,000 words) thoroughly covering topics perform exceptionally well. According to Backlinko, cited content averages 2,850 words. This gives you a sense of what’s expected in the field today.

However, length alone won’t help if the content is fluff. Every section must provide more value and genuine insights. Consider adding books, case studies, and different types of supporting resources. Make it fun and interesting—don’t just serve up dry facts.

Step-By-Step Tutorials

How-to content with clear, numbered steps is perfect for AI search. Generative AI can extract the procedure and present information while citing your site as a credible source.

When creating tutorials, number each step with precision, include time estimates, explain why each step matters, and implement HowTo schema for enhanced visibility. Address common questions and confirm each step is correct before moving to the next.

Comparison, FAQ, And Product Content

“X vs Y” content performs remarkably well because these queries have clear informational intent. Articles like “SEO vs Google Ads” help users choose the right direction and compare alternatives for their business.

FAQs are naturally aligned with how generative AI works. Implement FAQ schema and ensure each question has a concise answer (50-100 words) followed by optional expansion. For ecommerce sites, product pages with detailed descriptions, proper schema, and customer ratings help shoppers make informed decisions. Display products with great images, accurate descriptions, and up-to-date pricing to communicate value effectively.

Measuring Performance And Tracking Results

You can’t improve what you don’t measure. Tracking visibility requires SEO metrics beyond traditional KPIs. This is where you comment on success and identify what’s working versus what needs revision.

Appearance Tracking

Currently, there aren’t perfect tools for tracking appearances at scale, but you can monitor manually for priority target keywords. Open your browser and check results—it’s a quick process that provides valuable insights.

Create a spreadsheet of your top 20-30 target keywords and regularly check if AI overviews appear, whether your content is cited, how prominently you’re featured, and what resources are being referenced. Make it a habit to review this monthly—set a calendar reminder or subscription alert.

Zero-Click Traffic Analysis

Utilise Google Analytics to monitor impressions vs clicks ratio, search engine results page rankings vs actual organic traffic, and branded searches. These tools help you accomplish accurate tracking.

If you’re ranking well but seeing declining clicks, AI overviews might be answering queries. The question becomes: are you cited? Developed a systematic approach to track this—integrate it into your monthly reporting to clients or stakeholders.

Common Mistakes To Avoid

As businesses rush to engage with this technology, we’re seeing common mistakes that can hurt your success. Here are the things to avoid—consider this a message from friends who’ve helped hundreds of clients navigate this transition.

Focusing Only On AI

The biggest mistake is optimising content purely for generative AI at the expense of human readers. Search engines still evaluate user engagement and user experience signals. You need to serve both audiences effectively.

If people click through and immediately bounce because website content is formatted awkwardly, you’ll lose rankings. Write for humans first, then optimise for generative AI. Find the right balance and don’t make it easy for competitors to outrank you.

Neglecting Traditional SEO

Google SGE doesn’t replace traditional search engine optimisation; it adds another layer. You still need high quality backlinks, proper technical SEO, mobile optimisation, fast performance, and relevant content across all pages.

Sites with poor fundamentals won’t perform well in AI search either. The foundation you build today determines your results tomorrow—don’t skip the basics or take shortcuts that seem smart but end up costing you in the long run.

Creating Thin Or Generic Content

Generative AI can detect content lacking genuine experience and expertise. Pages get filtered out in favour of high quality content with real human knowledge, concise explanations, and unique viewpoints.

Utilise AI to assist your writing, not replace it. Tools like ChatGPT can help with outlines and prompts, but human experience must come from you. Think of AI as a pen to write with, not the author. The final piece must reflect your own insights and authority.

Don’t copy what others are doing—bring something fresh to the conversation. Share stories, case studies, and real experiences. That’s the best practices approach that wins.

Creating Your Strategy

You now understand the theory. Let’s put it into practice with an effective approach. This isn’t a caveat or nuance to figure out—it’s straight forward first steps anyone can follow.

According to early adopter information, businesses that implemented optimisation in 2023-2024 maintained or grew organic visibility, while those who waited saw traffic declines averaging 25-40% on informational content. Don’t let this be you!

Step 1: Audit Your Current Content

Start evaluating existing web content and target keywords. Does it provide answers quickly? Is there clear experience demonstrated? Is formatting scannable? Are all technical SEO requirements met? This audit will uncover improvements needed and help you predict the impact of changes.

Prioritise updating high-traffic pages first. Focus on pages ranking well but needing optimisation. Lay out a clear plan with a breakdown of what needs attention, and confirm with your team or clients before running forward.

Step 2: Identify Your Target Keywords

Not every keyword triggers AI overviews. Focus on informational queries (how-to, what is, tutorials), comparison queries (X vs Y, best X for Y), and complex questions requiring comprehensive answers. Consider the funnel stage—are you targeting potential customers at the beginning of their customer journey or shoppers ready to make a purchase?

The aim is becoming the go-to resource for your niche. Rely on keyword research tools, analysing competitor performance, and user queries to tailor your approach effectively.

Step 3: Implement Schema Markup

Implementation is crucial for SEO optimisation. At minimum, implement Article schema on all blogs, Organisation on your homepage, Person for authors, and FAQ on any Q&A sections. Don’t throw it together—enter the correct information and validate accuracy.

Validate all using Google’s Rich Results Test before publishing. This web-based tool will clean up any errors and highlight what needs fixing.

Step 4: Monitor And Iterate

Optimisation isn’t a one-time task. Track citations weekly, analyse which formats perform best, and stay updated on Google’s announcements. Monitor SERPs and engine results pages (SERPs) for changes in how AI overviews display your content.

Optimisation Checklist

Utilise this checklist to ensure your content is fully optimised and meets all requirements. Print this out, stick it on the wall, or keep it in mind as you develop content—these are the right words to follow for success.

Content Layout:

• Respond to main question in first 100-150 words
• Utilise H2/H3 heading tags with descriptive titles
• Add FAQ section with schema
• Keep paragraphs to 2-4 sentences for scannability
• Utilise lists and bullet points throughout
• Bold key terms for emphasis
• Add images with proper tags for SEO and accessibility

Technical Implementation:

• Implement relevant types (Article, HowTo, FAQ, Product)
• Optimise Core Web Vitals (LCP, INP, CLS) for performance
• Ensure mobile-friendly responsive design across all devices
• Check crawlability, indexation, and URLs
• Enable HTTPS security and fast loading
• Validate functionality across different browsers

E-E-A-T Indicators:

• Feature first-hand knowledge with real examples
• Add author credentials and expertise
• Cite authoritative external resources and credible sources
• Feature original information and findings where possible
• Showcase unique perspectives and insights
• Build trust through user feedback and reviews

Quality Standards:

• Utilise conversational tone
• Add recent statistics and up-to-date information (last 1-2 years)
• Cover related searches comprehensively
• Provide actionable insights and practical advice
• Make it informative but also engaging and interesting
• Focus on providing more value than competitors

Essential Tools And Resources

Several tools can help with optimisation efforts. These modules and software integrate with your existing system to deliver great results and boost your SEO performance.

Research Tools

Utilise AnswerThePublic to find questions people ask, AlsoAsked to discover related questions and uncover insights, and SEMrush to identify comprehensive topic coverage opportunities. Additionally, explore AI snapshots directly in your browser to see what information competitors rank for.

Consider experimenting with different tools to find the right mix that works for your team and workflow. These provide detailed analytics and help you turn ideas into action.

Performance And Technical Tools

Google’s Rich Results Test validates schema markup implementation and checks accuracy, while Schema.org provides reference documentation. For on-page optimisations and technical SEO audits, these are the best way forward.

For performance, utilise Google PageSpeed Insights to check Core Web Vitals, Screaming Frog for technical audits and crawl analysis, and Lighthouse for comprehensive testing. Don’t leave accessibility unchecked—ensure your site is accessible to all users and functions well on all devices.

FAQs

Will It Replace Traditional Search Results?

No, Search Generative Experience won’t completely replace traditional organic search results or organic traffic. Google will continue displaying the traditional “10 blue links” below AI-generated responses. Don’t throw your traditional SEO out the window—it still matters.

However, the AI snapshot comes first, which means fewer organic users will scroll. Early testing reveals click-through rates drop by 40% on average. This makes it essential to optimise for both AI overviews and traditional rankings to improve your position across the board.

How Do I Know If My Content Is Featured?

Currently, manually check by searching target keywords in different browsers where Google SGE is enabled. Look for the AI snapshot at the top of SERPs and check if your site is cited as a credible source. Set up a manual tracking system using a spreadsheet to monitor priority keywords weekly—it’s a quick and effective way forward.

Additionally, watch for changes in organic traffic and user engagement. If impressions stay high but visits drop, it’s a sign AI overviews are responding to questions without users visiting your webpage.

Does It Work For All Searches?

No, it doesn’t activate for all different types of questions. Current information reveals it triggers for approximately 84% of informational searches, 61% of comparison questions, and only 23% of transactional searches.

It primarily triggers for informational searches, complex questions, and comparisons where users need comprehensive responses from different sources. Simple navigational searches and most transactional searches don’t trigger AI overviews. Local geo questions also see high activation.

How Important Is Schema Markup For Rankings?

Extremely important for both traditional rankings and AI overviews. Schema markup helps AI models understand your website content structure, context, and information. Analysis shows 93% of cited content has proper implementation, compared to only 31% of web pages.

Focus on Article, HowTo, FAQ, Product schema, and relevant types. This gives you a better chance of being cited by generative AI while also improving rankings in traditional search engine results.

Can I Use AI Tools To Create Content?

You can utilise AI tools to assist with keyword research and outlines, but final content must demonstrate genuine human experience. Generative AI can detect purely machine-generated content lacking authentic insights and unique perspectives.

Utilise AI tools to enhance your workflow and make creating content more effective, not to replace experience. Always edit extensively to add your perspective and first-hand knowledge. According to Google’s guidelines (updated February 2023), content is evaluated on quality and helpfulness, not how it’s produced, but generic content without experience gets filtered out. The rest is up to you—put in the effort to create valuable content your audience will appreciate.

Master It Before Your Competitors

Search Generative Experience represents the future of search, arriving faster than most businesses realize. The world of SEO is changing—are you ready to play in this exciting new space?

While Google SGE is still rolling out (with over 10 million users testing as of October 2024), now is the perfect time to optimise your content, implement proper technical foundations, and establish credibility in AI-generated search results. Waiting until full launch in Australia means competing against businesses who were committed to adapting early and now hold significant positioning advantages.

Don’t leave success to chance. Turn this challenge into an opportunity and watch your online visibility grow. With the right mind set and support, you can accomplish great things and elevate your brand above the rest of the competition.

If you need help navigating this transition, our dedicated team at sitecentre® has extensive experience with SEO strategy, content marketing integration, and emerging technologies. We’ve been testing optimisation tactics since launch, and we know what works for Australian businesses, shoppers, and customers alike.

Here’s what we can accomplish together: audit your current website and web content, implement comprehensive schema markup (Article, HowTo, FAQ, Product schemas), identify high-value opportunities and new ways to reach your audience, create optimised content that’s designed to land in AI overviews, deliver measurable results with detailed analytics and performance tracking, provide ongoing support through monthly check-ins and recommendations, and tailor strategies specifically for your industry and business needs.

We serve businesses across Australia—from family-owned shops to large enterprise clients. Our employees are committed to your success and bring energy and precision to every project. Whether you need help with technical SEO, on-page optimisations, or developing strategic content that attracts potential customers, we’re here to help.

Want to talk about your specific situation? Have questions or need info on pricing? Contact us today to request a consultation. You can also download our free SEO resources and subscribe to our newsletter via email to stay updated. Don’t wait—enter the conversation now.

Until next time, stay visible and keep pushing forward! We’re holding a spot for businesses like yours who are ready to shine in the AI-driven search era.

Brodey Sheppard

Brodey is the CEO of sitecentre®, leading his distinguished Australian digital marketing agency using data analytics and Artificial Intelligence in SEO and Paid Advertising. His adept use of machine learning and AI has gained industry-wide recognition, Brodey has received several industry awards for SEO, Web Design and business, including the Young Small Business Champion Entrepreneur 2023 award. With 15 years under his belt, Brodey is amongst Australia’s most influential digital marketers.

Find them on their website: sitecentre®, Facebook and LinkedIn.