How to Keep Organic Traffic Flowing in Google’s SGE Era

Google’s new AI-powered Search Generative Experience (SGE) is shaking up how brands capture attention on the search engine results page. With AI-generated summaries (called AI Overviews) now appearing on top of Google’s search results for around 1.28% of keywords in the U.S., organic listings are moving lower on the page - leaving many wondering what this means for their visibility.

If you’ve noticed this new setup and felt concerned about the future of your organic traffic, you’re not alone. We're already on it, shifting our strategies to keep you front and center as Google search evolves (as it always has). Here’s a breakdown of what we’re doing to ensure you keep seeing the traffic and conversions you need.

1. Making Content SGE-Worthy

Google’s AI overview summaries don’t just pick any content—they prioritize content that’s useful, trustworthy, and specific. That’s why we’re adapting your content to meet SGE’s appetite for authority-driven material by focusing on high-value, high-intent search terms. Here’s how:

• Sharpening your content’s relevance to attract SGE's attention requires enhancing its depth and usefulness around high-interest topics.
• Aligning with Google’s E-E-A-T standards (Experience, Expertise, Authoritativeness, Trustworthiness) to boost the chances your content gets pulled into these AI overview summaries.
• Optimizing content through Natural Language Processing (NLP) to help Google understand your content better and therefore place it prominently on the AI Overviews.

Instead of letting your content get sidelined, we’re making sure it has a prime spot in the AI’s selection criteria.

2. Doubling Down on Long-Tail, Transactional Keywords

With SGE shifting some users’ behavior to zero-click interactions (where users don’t click through to sites), we’re rethinking keyword strategy. We’re zeroing in on long-tail, transactional keywords - the detailed searches that signal clear commercial intent, like “best time-tracking software for consultants.”

By doing this, we’re:

• Capturing searches that go beyond general questions, bringing in your target audience looking to act or make decisions.
• Giving website visitors a reason to click through for the full experience that AI overviews can’t provide.

This approach positions your site as the destination for people who want in-depth answers or actionable information beyond the quick AI summary.

3. Expanding Reach Through AI-Driven Audience Targeting

Because search alone isn’t always enough in the age of SGE, we’re also using AI to help you reach targeted audiences beyond Google (think Reddit, YouTube, Podcasts, etc.). Using AI-powered tools for audience targeting and remarketing, we’re finding high-potential customers and connecting with them across channels, boosting brand visibility even if SGE shifts search behavior.

It’s about meeting users wherever they are and making sure your message lands - whether in search results or through strategic ads that keep your brand top-of-mind.

4. Enhancing Technical SEO and Structured Data for SGE

When Google’s AI is busy summarizing and categorizing, a site’s structured data can make all the difference. Here’s how we’re optimizing the technical side to improve your AI overview visibility:

• Creating advanced structured data to make your content easily understood by Google’s crawlers and, therefore, help you appear prominently in the SGE SERP.
• Refining your site architecture to make sure Google’s bots have no trouble navigating and indexing your content.

When your site’s backend is optimized for crawler understanding, Google can easily show your content in the SGE SERP.

5. Cleaning up your Online Identity

With SGE, Google corroborates the information from your website with other web sources. If you want your brand and services to be well represented on SGE, you need to make sure that where you are talked about online, you have your business information up to date. Here’s how you can identify where to start by cleaning up your online identity:

• Go to all major social media networks (LinkedIn, Facebook, Instagram, TikTok, YouTube, Pinterest, Google Business Profile, X) and update your information (Name, address, phone number, and email) to be exactly the same.
• Afterward, go to prominent websites like BBB, Crunchbase, Wikipedia, Zoominfo, Medium.com, Quora, Trustpilot, and Bloomberg and update your information (Name, address, phone number, and email) to be exactly the same.
• Finally, if you want to be included in SGE AI-generated lists and you don’t appear there, you will need to appear on all the listicle websites that mention your competitors. What will happen is that eventually, you will appear in the SGE AI-generated list.  

By updating your online information consistently across all platforms, you’ll boost your brand’s credibility with Google, increasing the likelihood of appearing in AI-generated lists and search results on SGE. Consistency signals to Google that your brand is reliable and relevant, making it more likely that your business is accurately represented and included where your competitors are mentioned.

Our Proactive Monitoring to Keep You Ahead

The Search Engine Results page has always evolved and will continue to evolve. First, Google introduced Ads, then added the Map Pack, then featured snippets became prominent, then the People Also Ask section, followed by video carousels started to appear on the SERP, and now Search Generative Experience. SGE is still evolving, and so is our strategy. We’re continuously tracking its impact on organic search and adapting as we learn. Through monthly reporting and active monitoring, we’re making sure that your organic visibility remains strong, steady, and positioned for growth.

We’re committed to staying flexible, informed, and strategic so that your digital marketing doesn’t just survive but thrives.

FAQs on Google’s Search Generative Experience (SGE) and Organic Search

• What is Google’s SGE, and how does it work?
  • SGE is Google’s new search experience that uses AI to answer questions directly on the results page, often with detailed summaries. It’s designed to give users quick, relevant answers without always requiring them to click on individual websites.
• Will SGE eliminate SEO? 
  • No. In fact, 15% of all Google searches have never been shared before and search traffic is growing by 10% per year, which means that there is more organic traffic to capture every single year. As long as people search for information/products/services, search engine optimization will be important. 

• Will SGE completely replace traditional organic search results?
  • No, but it’s a big shift in how results are displayed. Organic links are still there; they’re just a bit further down the page. By optimizing your content for both traditional SEO and SGE, we’re making sure your brand shows up in both formats.
• How can my business benefit from Google’s SGE rather than lose traffic?
  • By aligning your content with what SGE highlights (by becoming an authoritative source and by providing optimized responses), we can still secure prime visibility. Plus, with the right targeting, your content can capture clicks from users who want more than just a quick summary.
• What strategies work best to capture attention in AI-generated summaries?
  • Optimizing the content using Natural Language Processing, leveraging advanced schema, and having Google’s E-E-A-T signals on the website (strong backlinks and credible authors writing for the website) are key. 
• How does focusing on long-tail keywords support organic growth?
  • Long-tail keywords target niche, high-intent commercial intent searches. This specificity helps us capture visitors ready to engage, making your site the go-to for anyone seeking more than just a surface-level answer.

If you’re ready to talk more about SGE or how our strategies can support your organic growth in this changing search world, check out our SEO services or call us at 512-872-6943.