How Google's Search Generative Experience (SGE) is Changing SEO in 2025

SGE Compared to SEO

SEO is an established field with best practices, while SGE is new and driven by generative AI. SGE will continue to evolve and will have an impact on traditional SEO practices in the future, which is going to require adoption by SEO professionals. 

The Future of SEO

A recent analysis shows that search results pages are now dominated by paid ads and Google-owned pieces, which is pushing organic results further down the page. It is expected the SGE will impact how much traffic is being directed to websites. It is expected that organic results will decline by up to twenty five percent due to Google's ever-evolving algorithms, along with SGE, which is a new experiment.

At the same time, the same analysis determined that only fifty seven percent of links cited by SGE are from the first page of SERPs. Google has driven more traffic to websites each year since it was incepted, even with its ever-changing algorithms. This shows Google continues to capture the largest number of clicks, which shows there is still plenty of organic traffic to take advantage of.

SGE Impact on SEO

SGE is presenting some potential challenges to those used to traditional SEO strategies, including:

• Adapting content strategies – SGE may prioritise quality and context of content differently than traditional SEO, which means focusing on in-depth content 
• Technology understanding – SGE is complex and it's difficult to fully understand how they work and how your content will be presented in search results
• Loss of direct traffic – SGE provides fast answers in search results, which means users don't have to click to visit your website any more. This can reduce website traffic, impacting those sites that rely on visitors for advert revenue 
• Control – when you use SEO you have control over what changes you make to your site, knowing that it may influence your ranking, while SGE provides unpredictability
• Analytics – monitoring your SEO performance will become complicated. Traditional metrics such as keyword ranking or click through rate will not capture the value of your content within the SGE framework 

How SGE is Changing SEO in 2025

As SGE evolves, it is clear it will change the SEO landscape, boosting personalisation and understanding user intent. This will cause a need to adapt SEO strategies towards creating content that addresses user intent, while ensuring it is accessible to algorithm crawlers for crawling and indexing.

Conclusion

Google and your objectives are the same, providing the best answers to users queries. Even as Google improves and updates their algorithms, they continue to provide high-quality content. If you want to boost your online visibility and business growth, get in touch with Genie Crawl today to find out how.