What Is SGE?

How Is AI Changing Google Search?

UPDATED: January 2025

Google and other search engines are experimenting with AI-generated search results known as Search Generative Experience (SGE)—and “Generative Captions” on Bing. Whatever search engine you use, AI-assisted results are likely to become a regular part of the search journey.

Here are some of the most important things to know about artificial intelligence in search.

• SGE aims to offer a conversational search experience by displaying AI-generated answers above regular listings. Marked as experimental by Google, SGE resembles a more robust featured snippet: generative text plus citations take up significant SERP real estate.

• We believe it’s possible websites will experience fewer clicks while rankings stay the same. AI snapshots are designed to keep users on the results page, often pushing traditional organic results further down. That can impact click-through rate without reducing overall effectiveness.

• At LeadsNearby, we’ve prioritized FAQ content for years to earn Featured Snippets. Because these high-profile results capture a large share of clicks, we make it a priority to put clients there. SGE is the next step in that strategy, and our clients are well positioned.

• Use high-quality, relevant images to reinforce topical authority. Engaging titles, content aligned to user intent, and structured data help search engines understand and surface your pages.

• AI pulls heavily from your Google Business Profile. Keeping your GBP accurate and continuously optimized is critical. Our Google Business Profile Management has you covered.

What Is In SGE’s AI-Powered Snapshot?

This screenshot highlights some of the additional information displayed on Google’s SGE SERP (search engine results page).

1.) A short description showing the AI-generated answer to your query—Google calls this a snapshot. The drop-down arrow reveals other snapshots that AI believes are related to your initial search.

2.) Map results similar to the standard SERP map pack.

3.) Links to more AI-generated snapshots for questions Google believes are related to your search.

4.) Services related to your query, listed by company. Expanding shows a new snapshot similar to the top result.

5.) Related questions and an Ask A Follow-Up prompt to continue the conversation.

These features can change rapidly as search engines refine what best serves users—and their bottom line. See how we’re keeping clients ahead of these changes. We’ll continue tracking updates so you always have the most current guidance.

If you have questions about SGE or any changes affecting your business, call or contact us online for a quick consultation about your marketing strategy.