Google’s Search Generative Experience (SGE) and its impact on Ecommerce.

The introduction of Google's latest innovation, the Search Generative Experience (SGE), marks a transformative shift in how we interact with search engines, integrating AI-generated responses directly into search results. In today's fast-paced world of digital marketing, staying ahead of these technology trends is crucial for success. 

Table of Contents

This post explores what SGE is, its impact on ecommerce, and strategic approaches businesses can adopt to harness its full potential effectively.

What is Google’s Search Generative Experience?

Google’s Search Generative Experience, or SGE, introduces cutting-edge AI technology into Google Search, enabling users to ask complex, descriptive questions and receive not just links, but concise overviews and relevant data directly in the search results. The goal is to enhance the user experience by minimising the need to navigate through multiple web pages, making information retrieval quicker and more efficient.

Source: Google.

The Impact of SGE on ecommerce

SGE is transforming online shopping by integrating deeper into the ecommerce funnel. For online retailers in Australia and globally, this means adapting to a platform where potential customers might reach purchase decisions quicker and more confidently.

  1. Changing Online Shopping Behavior

From product comparisons to detailed feature explorations and review aggregations, SGE assists users in making faster and more informed purchasing decisions directly from the search results page. This streamlined approach reduces the need for visiting multiple websites, potentially decreasing organic traffic for ecommerce sites.

  1. Shift in SEO Dynamics

The SGE algorithm appears to prioritise different factors than the traditional Google search algorithm, with 43% of SGE sources not ranking in “old Google” for the given query. That means existing rankings don’t guarantee visibility in SGE searches. Just 17% of SGE-enabled queries reference pages currently ranked #1-3 for the given query. 

Early research suggests there’s a marked preference for sites that are lightweight and fast-loading, essentially focusing on content in the HTML body of your website, ignoring JavaScript and complicated code structures.

The need for well-crafted Product Description Pages (PDPs) and related guide content about the products to enhance topical authority and the overall E-EAT (experience, expertise, authority, trust) score will likely also be a crucial factor in optimising for SGE inclusions.

  1. Implications for Paid Advertising

As SEO dynamics shift, there may be a greater reliance on paid advertising to maintain visibility. The introduction of SGE is likely to increase the cost-per-click rates due to more competition for ad space, especially during the transition period as businesses adjust to the new search environment.

How to Adapt to SGE

Adapting to SGE requires a shift in how businesses approach SEO and online content creation:

  1. Optimise for Speed and UX

To make your website SGE-friendly ensure your website loads quickly and is easy to navigate. That involves:

  • Reducing reliance on heavy JavaScript.
  • Making key content visible without requiring additional clicks or interactions.
  • Focusing on fast loading times and lean website design.
  1. Content Strategy Overhaul

Since SGE supports complex queries, optimising content to answer long-tail keywords can give your site an edge over competitors. This means:

  • Creating concise content that aligns closely with user intent
  • Utilising formats that promote quick consumption, such as bullet points or step-by-step guides.
  • Prioritising quality over quantity when it comes to content. 
  1. Enhance Product Pages

Product descriptions and related content should be crafted to enhance your site’s topical authority and E-EAT (Experience, Expertise, Authority, Trust) score. This includes:

  • Optimising product pages not just for SEO, but for usability and information accessibility.
  • integrating effective Schema markup to improve visibility and interaction.


Google’s SGE is setting the stage for a new era in ecommerce. By understanding and adapting to these changes, Australian businesses can ensure they not only survive but thrive in this new era of search. Adopting a holistic approach to website and content optimisation, focusing on speed, efficiency, and user-focused enhancements, is essential. As SGE continues to evolve, staying agile and informed will be key to leveraging its capabilities for your ecommerce success.

FAQs About Google’s SGE and ecommerce.

  1. How does Google’s SGE enhance the user search experience?
  • SGE allows users to interact more conversationally with Google Search, providing quick summaries and relevant links without the need to navigate away from the search results page.

  1. What should ecommerce businesses do to adapt to SGE?
  • Ecommerce sites should focus on optimising their content for speed, visibility without extensive user interaction, and relevance for complex, descriptive queries.

  1. Why is it crucial to optimise product description pages for SGE?
  • Well-crafted product descriptions enhance topical authority and relevance in SGE’s AI-driven search results, directly influencing visibility and user engagement.

  1. How might SGE affect traditional SEO strategies?
  • Existing SEO rankings may not directly correlate with visibility on SGE, demanding new SEO strategies focused on content optimisation and user intent.

  1. Can optimising for SGE also benefit regular SEO?
  • Yes, the optimisations for SGE—such as speed enhancements and content visibility—are beneficial for traditional SEO as they improve user experience and site performance.

  1. How can businesses measure the impact of SGE on their online presence?
  • Businesses can track changes in their search traffic and user engagement levels, analyse SERP positioning, and use tools designed to evaluate performance across both traditional Google Search and SGE.
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Louisa Ingelheim

Louisa is a leading digital marketing consultant with over a decade of experience in Google Ads management, Facebook Ads management, and (technical) SEO.

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