How will Google’s SGE (AI search) impact SEO?

Future of Search

Google’s Search Generative Experience (SGE) is already changing SEO in 2025.

Key impacts:

(1) Traffic loss from zero-click answers—users often get answers directly in AI summaries.

(2) Higher value of structured data—schema, FAQs, and product feeds now directly fuel AI responses.

(3) EEAT prioritization—Google pulls content from trusted, authoritative sources; weak sites won’t surface.

(4) Content snippets > rankings—appearing in SGE is about being cited, not just ranking #1.

To adapt:

(a) Optimize content for concise, scannable answers.

(b) Use schema markup extensively.

(c) Invest in brand authority (citations, reviews, expert authors).

(d) Track AI visibility across SGE, Perplexity, and ChatGPT, not just Google SERPs.

SEO is shifting from “10 blue links” to “AI-powered discovery”—adapting early gives a competitive edge.

Further Reading: