You should expect to see “some erosion of current traffic levels” from brand-related terms as a result of Google’s Search Generative Experience, according to a new Authoritas analysis.

Why we care. Today, Google announced that it is rolling out SGE to users who aren’t opted into Search Labs, under the name AI overviews. We’re still uncertain about how significantly the AI-generated answers will affect organic traffic. And, as Authoritas stated in their analysis:

• “These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Google SGE displayed for 91.4% of all search queries. Only 8.6% of keywords in this analysis lacked an AI-generated response.

Quora doing well in SGE. The question-and-answer platform Quora ranked “in the top 20 performing generative domains in 11 of 15 categories,” according to Authoritas.

Wikipedia was another standout, appearing in the top 20 across all categories – including being the top or second-best performing domain in 11 of the analyzed categories.

SGE links. On average:

• 10.75 links were included in SGE answers.
• 4.3 unique domains were featured per answer.
• 62% of generative links came from sources outside the top 10 ranking organic domains.
• 20.1% of generative URLs directly matched a page 1 organic URL and 17.9% showed a different URL from the same organic ranking domain.

PPC ads. Over 50% of keywords included paid search ads. These ads appear above SGE 51% of the time and beneath 49% of the time, on average. Here’s a chart offering a more detailed breakdown by industry:

Shopping Ads, meanwhile, are positioned below SGE 64% of the time, on average.

About the Analysis. It evaluated 2,900 keywords for 251 prominent U.S. brands across 15 industry verticals. You can read it here: SGE Research Study – The Impact of Google Search Generative Experience on Brand and Product Terms

Dig deeper:

• Google SGE testing and development is ongoing, growing
• 94% of Google SGE links are different from organic search results, study finds
• Google SGE impact by industry and emerging features
• New Google SGE insights: Content formats, YMYL, product views
• How Search Generative Experience works and why retrieval-augmented generation is our future
• Preparing for Google SGE: Essential guide for marketers
• How Google SGE will impact your traffic – and 3 SGE recovery case studies
• Google patent describes how the Search Generative Experience works

The above is the detailed content of Google SGE a top threat to brand and product terms, study finds. For more information, please follow other related articles on the PHP Chinese website!