How To Adapt SEO Strategies To Better Appear In Google SGE?



How To Adapt SEO Strategies To Better Appear In Google SGE?d-tags
20 March 2024
Supercharging Search with generative AI! ...or so Google says. Is SGE worth all the hustle and bustle? It should certainly interest you if you own your website or are an SEO specialist. Instead of denying the changing landscape (it sounds cliche, we know), you should follow the change. So, let's learn how to adapt SEO strategies to appear in Google SGE!



What Will You Learn?

  • What is Google SGE?
  • How does SGE work?
  • What does implementing SGE by Google mean for my website?
  • What should I do to appear in SGE as a source of information?
  • How will SGE affect my website in the future?

What is Google SGE?

Let’s just briefly explain this part – so we’re all on the same page with the newest Google ideas (which, as you’re probably well aware, are constantly developing).

Google SGE, or Search Generative Experience, is an experimental update to Google’s search engine that leverages artificial intelligence (AI) to provide users with enhanced search results. But how does it work, exactly?

Well, imagine Google giving you a mini-report right on the search page. It’s something like a direct answer that peaked a few years back (if you were in the SEO industry back then, you probably remember fighting for so-called “zero positions”). You get an answer made of information around the web, which is gathered by Google’s AI mechanisms.


Pros? No more jumping through tons of links. Google summarizes answers to your questions so that you can get the gist without all the hassle. Cons? SGE utilizes generative AI to analyze top search results and create concise summaries directly on the search results page – and AI can be wrong. It makes up information, too (even though it shouldn’t).

Google aims to improve user’s search experience, that’s why SGE:

  • Saves time – no more endless clicking!
  • Makes things clear and gets straight to the point in an easy-to-understand way (or so it should).
  • Helps you dig deeper by providing you with sources (in the form of links) if you want to explore more.

Think of it as a preview of the information you seek. It’s not perfect (yet), but it’s useful and easy to use.

Is SGE ready?

It’s still in the early development stages. You can try it out on Chrome or the Google app if you’re in the US and searching in English. For a few months now (since November 2023), SGE is also available in120 new countries, such as India, Japan, or Brasil. Because of Google’s expansion, we can now use SGE in four new laguages: Sanish, Portuguese, Korean an Indonesian. Google might (and most likely will) roll out SGE more broadly internationally and for many languages in the future.


For more news, check out our SEO News section, where you’ll find posts such as Google is Testing New SGE SERPs.

Will SGE kill my website and make SEO efforts pointless?

Not to worry. One good thing about SGE so far, in terms of SEO at least, is the fact that Google chose to stay as transparent as possible and attributes sources to its answers. Yes, it provides links to the original source materials used to generate the summaries. For users, it’s good because 1) such search results are more trustworthy, and 2) they can search further if the short answer isn’t enough.

If our short answer isn’t enough, let’s make it clear: your link will appear at the top of search results if Google uses your information.

This takes us to the core of this article: what do you have to do to actually appear in the SGE? Which sites are in, and which are out, and, most importantly, why? Are there any requirements, or is it random? Or maybe somehow connected to Google guidelines or ranking factors?

Let’s dive in!

How Do You Appear In Google SGE With SEO?

Remember: Google’s Search Generative Experience (SGE) is still under development, and the exact criteria for becoming a source it relies on aren’t fully public. However, we can glean some insights on how to increase your website’s chances of being featured.

Content Quality is King

SGE prioritizes reliable sources. Focus on creating well-researched, informative content that adheres to high factual accuracy standards. Avoid clickbait headlines and ensure your content provides genuine value to the reader. Through its various ranking algorithms, Google can gauge the quality and trustworthiness of your content, making it more likely to be surfaced by SGE.

Example: You run a website on sustainable gardening practices. Instead of generic articles, create in-depth guides on organic pest control methods backed by research from universities or agricultural organizations. Include author bios highlighting your gardening experience.

Don’t get intimidated by AI, on the contrary – learn how to use it for your own needs! Learn more about Content Creation in AI Era and 8 Best AI Copywriting Tools.

Become an Authority

Google really cares about authoritativeness (we’re going to cover that a little bit more later). Establish your website as a trusted authority in your niche. Regularly publish valuable content and leverage SEO best practices to improve your website’s ranking in organic search results. The more prominent your website is, the more likely it is to be crawled and indexed by Google’s algorithms, increasing its discoverability for SGE. To put it shortly: do your best in terms of SEO.

Example: If your website focuses on travel, regularly publish blog posts on travel destinations, incorporating relevant keywords and optimizing for location-based searches. Partner with travel bloggers for guest posts or reviews to build backlinks to your website.

Embrace Structured Data

SGE likely prioritizes well-structured and crawlable data formats. Schema markup is a form of code that helps search engines understand the information on your website. Use relevant schema markup for your content type (e.g., articles, recipes, events) to enhance how your content is presented in search results, potentially making it more appealing for SGE to use. Need an example? No problem!

Example: If you run a restaurant website, use schema markup to specify your location, cuisine type, opening hours, and customer reviews. This can improve your chances of appearing in SGE summaries for searches related to restaurants in your area.

Stay Updated on SEO Trends

SEO is constantly evolving – you’re probably well aware of that, since you chose to read this article. What can you do about it? Keep yourself updated on the latest SEO best practices to ensure your website remains discoverable and relevant. Monitoring Google’s announcements and following SEO thought leaders can provide valuable insights, too!

How to do this? Regularly monitor Google’s Search Central blog for updates on search algorithms and ranking factors. Follow SEO thought leaders on social media or industry publications to stay informed about the latest trends.

Focusing on these aspects can increase the chances of your website being indexed by Google and potentially used by SGE for its AI-powered summaries. Remember, SGE is still in its experimental phase: it’ll likely change change in the future. However, prioritizing high-quality content (in accordance with Google guidelines regarding E-E-A-T and more), building a strong online presence, and staying informed about SEO trends will help you achieve the best results.

E-E-A-T and SGE

We’ve mentioned autoritativeness and E-E-A-T before for a reason. Why? Let’s see how experience, expertise, authoritativeness and trustoworthiness can support your SEO strategy.

  • Experience. SGE likely prioritizes sources with visible experience in the topic area. This could include content created by professionals with relevant experience, websites with a long-standing history in a particular field, or even user reviews that showcase firsthand experiences (yes, social proof is now more important than ever!).
  • Expertise. Expertise goes hand-in-hand with experience. Content should demonstrate a deep understanding of the topic, potentially backed by credentials, affiliations with relevant organizations, or citations from established experts.
  • Authoritativeness. As we suggested before, you should build your website’s reputation as a reliable authority in your field. Regularly (unfortunately for all our spontaneous SEO specialists and site owners out there, consistency is key) publish high-quality content and establish yourself as a go-to source for information within your niche.
  • Trustworthiness. Trust is crucial. Strive to maintain a trustworthy reputation by providing accurate and verifiable information. Avoid misinformation and ensure transparency by citing sources and attributing information properly.

By focusing on these comprehensive EEAT principles, you can increase your website’s credibility and make it more appealing for SGE to use as a source in its summaries.

Prioritizing EEAT remains a sound SEO strategy.

What about other SEO strategies?

Do your job and do it well! Utilize SEO best practices like keyword research, on-page optimization, and link building to improve your website’s ranking in organic search results. A higher ranking makes your website more discoverable for SGE, so as long as you focus on the newest guidelines and algorythm changes, you’re fine.

Pros & Cons of SGE for Your Website

Let’s see where the challenges and opportunities are!


  • SGE may potentially help users discover new websites they wouldn’t have found otherwise through traditional search results (including yours!).
  • SGE can expose your website to a broader audience by featuring it in informative summaries or carousels, even if it doesn’t rank number one for a specific term.
  • SGE tends to present information more interactively, potentially leading to a more engaging experience for users who land on your site from an SGE snippet.
  • With SGE focusing on content quality over pure ranking, you may see a return on investment for creating high-quality, informative content.


  • Over-reliance on SGE summaries could hinder users from understanding a topic more deeply by not exploring original sources.
    Currently, SGE doesn’t always attribute sources properly, which means users might not always land on your site even if your content is featured.
  • The algorythms of SGE are still under development, making it difficult to optimize your website specifically for it.
  • SGE summaries may not always perfectly capture the nuance of your content, and you may have less control over how your site is presented to users.

FeaturePros ✔️Cons ❌
VisibilityIncreased exposure through summaries and carouselsUsers might not always land on your site
User EngagementMore interactive user experienceSGE summaries might not capture content nuance
Content FocusRewards high-quality, informative contentUnclear algorithm makes specific optimization difficult
Attribution(Hopefully, in the future) Clear source attribution leading to increasing your visibilityCurrent lack of attribution can be frustrating
ControlSGE summaries might not capture the content nuanceLess control over how your site is presented in SGE summaries

SGE and SEO. Let’s sum it up!

What can you do to rank even higher in search results, especially AI-generated SGE?

  1. Focus on high-quality, informative content rather than just chasing keywords. Create content (not only written – think outside the box!) that establishes you as an authority. Strive for in-depth content that anticipates user questions and comprehensively covers a topic.
  2. Shift from ranking to visibility – don’t get hung up on achieving the number one ranking for specific keywords. Instead, aim for broad organic visibility across the Search Engine Results Page for relevant searches.
  3. Implement structured data markup to help search engines understand your content better. This can increase your chances of being featured in SGE carousels.
  4. Keep your content user-friendly. Use clear, concise language and break up your text with visuals and formatting to make it easy to read and understand.
  5. Target long-tail keywords. While some keyword research is still important, focus on longer, more specific phrases that users will likely enter when searching for information.
  6. Monitor SGE performance as SGE continues to develop. Why? This will help you refine your strategy over time.

We keep our fingers crossed for your success! And if you need any help – let us know, we’ll be more than happy to advise you.

Ola Drewniak SEO Content Team
Ola Drewniak

Content Specialist

An editor by profession. She has been working in marketing for the past 5 years — first in the social media teams of Krakow publishing houses, then in SEO and copywriting, until she finally decided to excel in content marketing and combine her organizational skills with her extraordinary linguistic sense of style. She works on content projects at Delante, conducting content audits, arranging content plans, and creating content for the most demanding clients. Privately, a cat behaviorist, future dog trainer, and a lover of tattoos and RPG games.

Ola Drewniak SEO Content Team
Ola Drewniak

Content Specialist

An editor by profession. She has been working in marketing for the past 5 years — first in the social media teams of Krakow publishing houses, then in SEO and copywriting, until she finally decided to excel in content marketing and combine her organizational skills with her extraordinary linguistic sense of style. She works on content projects at Delante, conducting content audits, arranging content plans, and creating content for the most demanding clients. Privately, a cat behaviorist, future dog trainer, and a lover of tattoos and RPG games.

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