As Google rolls out its Search Generative Experience (SGE), the SEO landscape is undergoing a seismic shift. For SEO professionals, digital marketers, and small to mid-sized business owners, especially those in Lagos and across Nigeria, the key to staying visible online is to adapt quickly and strategically.
In this guide, OLKA SEO, Lagos’ leading SEO-first agency, breaks down what SGE is, how it’s changing search, and how you can future-proof your SEO strategy using Semantic SEO principles.
What is Generative AI?
Generative AI is artificial intelligence that uses algorithms to create new content based on existing data. Unlike traditional AI, which relies solely on pre-programmed rules and data sets, generative models learn from existing data artifacts and crawl data to generate just about anything, including:
• Images
• Text
• Audio
• Video
• Code
• Speech
• Music
• Design
Sounds familiar? If you’ve used ChatGPT, Bard, and Bing’s Copilot, you’ve already had a taste of generative AI. These tools have had a significant impact on user experience by enabling people to:
• Shorten content creation time.
• Automate routine tasks.
• Analyze and extract large datasets.
• Generate creative materials like art and stories.
• Personalize customer experiences.
• Anticipate and meet diverse business requirements.
Now, we add Google Generative AI to the list. And while it is technically still in the beta phase, SGE Google, now formally known as AI Overviews, is showing a lot of promise. In the next section, we’ll learn more about what is SGE and how it works.
What is SGE (Search Generative Experience)?
SGE, or Search Generative Experience, is Google’s new AI-powered enhancement to search results. It uses generative AI to provide quick, synthesized answers directly in the SERPs, often summarizing information from various sources into an AI-generated snapshot.
Unlike traditional search, where users clicked through blue links, SGE presents conversational, context-aware answers that reduce the need for multiple clicks. It aims to:
- Deliver faster, more accurate answers
- Summarize broad topics efficiently
- Mimic a human assistant’s response
Key Features of SGE:
- AI Snapshots: Instead of just showing 10 blue links, Google now displays a box with AI-generated answers summarizing multiple sources.
- Conversational Prompts: Users can ask follow-up questions or refine their queries within the search interface.
- Contextual Understanding: SGE understands the intent behind complex or vague queries and offers more human-like, accurate responses.
- Interactive Experience: The system engages in dynamic conversation, allowing users to explore topics more fluidly without leaving the search page.
Example:
Old Google Search:
“Best coffee shops in Lagos”
→ A list of links to blogs or maps.
SGE Experience:
“Best coffee shops in Lagos”
→ A generated list of top-rated cafés with reviews, locations, and even personalized suggestions — all without needing to click.
The Impact of SGE on SEO
1. Traditional SEO Rankings
SGE de-prioritizes the traditional top 10 blue links by placing AI snapshots above them. Even if your page ranks #1, it may not be seen unless it’s included in the AI snapshot.
2. Click-Through Rates (CTR)
CTR is now fragmented. Users may never click any link at all, relying solely on the AI summary. This affects organic traffic.
3. User Behavior & Trust
People trust Google’s AI-generated responses more than traditional snippets. To win trust, your content must feed the AI accurate, structured data.
4. Visibility for Local Businesses in Nigeria
SGE pulls location-aware data. Businesses in Lagos, Abuja, or Port Harcourt can gain visibility in snapshots only if their content is semantically rich, locally relevant, and well-structured.
Traditional SEO vs SGE-Era SEO: What’s Changed?
| Aspect | Traditional SEO | SGE-Era SEO |
|---|---|---|
| Ranking Focus | Keywords + Backlinks | Topical Authority + Semantic Relevance |
| Featured Visibility | Featured Snippets & Blue Links | AI Snapshots + Direct Answers |
| Content Structure | Listicles & How-to Posts | Entity-based, Structured Answers |
| Tools for Optimization | Yoast, Ahrefs | AlsoAsked, InLinks, Schema Markup |
| CTR Strategy | Title Tags + Meta Descriptions | Conversational Snippets + Visuals |
The SGE Survival Framework
To stay competitive in this new SEO era, follow this five-step framework tailored for Semantic SEO and SGE-readiness.
Step 1: Run a Semantic & Entity Audit
Why: SGE relies on entities (people, places, things) and how they relate contextually across content.
How to run a Semantic & Entity Audit:
- Identify missing entities and content gaps.
- Analyze your topical authority and content structure.
- Spot thin content that lacks semantic relevance.
Useful Tools:
- InLinks – For entity-based internal linking and topic mapping.
- Surfer SEO – To audit semantic content scoring.
- Google NLP API – For entity extraction.
Step 2: Cluster Content by Topics, Not Just Keywords
Why: SGE looks for topical depth and expertise, not just keyword usage.
How to Cluster Content by Topics:
- Create content hubs with pillar pages and supporting cluster posts.
- Organize pages by semantic relationships (e.g., “Digital Marketing in Nigeria” → SEO, Social Media, Analytics).
Example:
Topic: Business Loans in Nigeria
→ Subtopics: Eligibility, Interest Rates, Local Providers, Repayment Plans, Fintech Lenders
Tools:
- AlsoAsked
- Answer the Public
- Mind mapping tools like Whimsical or Miro
Step 3: Use Schema Markup & Structured Data
Why: Google’s AI needs structured signals to understand and trust your content.
How to Use Schema Markup & Structured Data:
- Add schema markup for FAQs, How-Tos, LocalBusiness, Products, Articles, and Services.
- Use JSON-LD to help Google parse and feature your data in AI snapshots.
Useful Tools:
- Schema Markup Generator (TechnicalSEO.com)
- Google’s Rich Results Test
- RankMath or Yoast SEO (for WordPress)
Step 4: Add Conversational Answers Within Content
Why: SGE favors content that mimics natural, human Q&A formats.
How to Add Conversational Answers Within Content:
- Include question-based subheadings with concise, clear answers.
- Structure your content to match the “People Also Ask” style.
- Use bullet points, tables, and summaries to aid AI comprehension.
Example:
Q: What are the best gyms in Ikeja?
A: The top gyms in Ikeja include XYZ Fitness, Burn Lagos, and FitZone. Each offers personal training, affordable plans, and great equipment. XYZ is known for 24/7 access and outdoor training space.
Step 5: Track & Test for SGE Visibility Weekly
Why: SGE visibility is volatile and must be actively monitored like feature snippets once were.
How to Track & Test for SGE:
- Monitor which of your pages appear in SGE snapshots.
- Test different headline styles, formats, and content lengths.
- Analyze which clusters perform best in AI-generated results.
Useful Tools:
- SGE Radar by Authoritas
- Manual SERP inspection in incognito mode
- Google Search Console + content tagging
Bonus Tip: Optimize for Local SGE Snapshots
Especially for businesses in Lagos, include: \n- NAP consistency (Name, Address, Phone)\n- Local keywords and colloquial terms\n- Geo-specific schema and FAQs (e.g., “Is there a reliable mechanic in Lekki?”)
Case Example: OLKASEO & Local SEO for a Lagos Gym
Before SGE: A gym in Ikeja ranked #2 for “best gyms in Lagos.”
After SGE: Their site disappeared from traffic sources. Why?
- Their homepage lacked structured data.
- No clear answer to “What is the best gym in Ikeja?”
- No entity alignment or schema used.
Solution by OLKASEO:
- Added LocalBusiness schema
- Created cluster content: facilities, trainers, pricing, testimonials
- Added a local FAQ block with conversational answers
Result: Within 4 weeks, their gym appeared in SGE AI snapshot for “affordable gyms in Ikeja.”
Best Semantic SEO Tools for the SGE Era
Free Tools
- Also Asked – Discover conversational queries
- Schema.org Markup Generator – Add structured data
- Google Search Console – Monitor visibility changes
Paid Tools
- InLinks – Internal linking + entity optimization
- Surfer SEO – Semantic content scoring
- MarketMuse – Topic authority planning
- SGE Radar by Authoritas – Track AI snapshot inclusion
How Google Search Generative Experience Started
Google has a long history of integrating AI into its search capabilities.
The tech giant introduced its early spelling correction system in 2001, leveraging machine learning to help users obtain relevant results despite spelling errors or typos.
By 2019, Google had integrated Bidirectional Encoder Representations from Transformers (BERT) into its Search ranking. BERT significantly improved search quality by understanding words in context, enabling users to perform longer, more conversational queries and receive more relevant results.
In recent years, Google deployed the Multitask Unified Model (MUM), a multimodal model that is 1,000 times more powerful than BERT. Trained across 75 languages and multiple tasks, MUM enhances search quality by providing a deeper understanding and organization of information. MUM also helps users find related topics in videos, even when those topics are not explicitly mentioned.
In May 2023, Google introduced the Search Generative Experience, which they had been experimenting with under Search Labs, a program where people can test early-stage Google Search experiences and provide feedback.
Throughout 2023 and the first half of 2024, SGE underwent experimentation and was tested with a select group of opt-in users. It was available in 120+ countries and territories and ran on Chrome desktop and in the Google App for Android and iOS.
Initially, Google had planned to keep SGE in experimentation mode until December 2023. However, in December 2023, Google removed the end date from the experiment page and began displaying AI Overviews to some U.S. users who were not part of the Search Labs program. Google mentioned that this feature was being tested on a “subset of queries, on a small percentage of search traffic in the U.S.”
On May 15, 2024, Google began rolling out SGE under the AI Overviews moniker to all U.S. users. This announcement, along with numerous demonstrations of its features, was made at Google’s 2024 I/O conference.
Source: Google
Here’s a quick video demonstrating Google’s integration of AI Overviews into Search:
How Google Search Generative Experience Works
With the new and improved version of Google Search Generative Experience, users can do more than just search for information. Here are some of the things you can do with this powerful tool:
AI-Generated Summaries
SGE uses generative AI to produce detailed summaries of search results, offering no-click responses that directly address user queries. These snapshots provide links for further exploration so users can dive deeper into content from various sources and make informed decisions.
Source: NoGood
Ask Follow-Up Questions
Google’s Search Generative Experience simplifies follow-up searches by allowing users to tap “ask a follow-up” to refine their queries or explore new directions without restating the context. Users can ask follow-up questions conversationally, and the AI adapts its responses based on the ongoing dialogue.
Source: NoGood
Additionally, users can tap suggested next steps to discover more relevant information or questions. This generates a new overview with extra links to resources for further exploration. This feature is particularly useful for complex or evolving information journeys, as Google generative AI helps users ask follow-up questions without repeating the previous context.
After asking a follow-up question, users will see a new AI-powered overview with links to easily explore relevant content from across the web.
Plan Your Meals and Trips
With integrated planning capabilities, you can make plans for different purposes, such as meals and vacations. For example, if you search for “create a 3-day meal plan for a group that’s easy to prepare,” you will get a variety of recipes from the web to start with.
If you want to make changes, you can easily request adjustments, like switching dinner for a vegetarian dish, and the search results will customize your meal plan accordingly. You can then export your plan to Docs or Gmail quickly.
The meal and trip planning features are currently available in Search Labs in English in the U.S. Later this year, customization options and more categories, such as parties, date nights, and workouts, will be added.
Vertical Experiences
Generative AI Google enhances vertical experiences like shopping and local searches by offering key considerations, product information, and comparisons. Utilizing Google’s Shopping Graph (the world’s most comprehensive dataset of constantly changing products, sellers, brands, reviews, and inventory), SGE provides up-to-date product information, including prices, reviews, ratings, and images.
Additionally, it offers AI-powered insights for local places to make comparisons and exploration easier for users.
Generate Images
With SGE, users can generate images like “create an illustration of a capybara cooking breakfast in a chef’s hat” and receive up to four generated images to choose from:
Source: Google
As part of this experiment, there may also be an option to get AI-generated images directly in Google Images. The hypothesis is that generative AI in Search can help spark inspiration and increase productivity.
The image generation feature is currently available only to individuals 18 or older who opted into the English version of the SGE experiment in the U.S.
Enhance User Experience
Google prioritizes user experience by conducting thorough user research. By incorporating AI into Search via SGE, the goal is to offer a user-friendly experience based on insights into user behavior.
The AI-powered snapshot provides an easily accessible interface for users to explore resources, whether on desktop or mobile. It also helps users transition to conversational follow-ups with clear call-outs and highlighted states demonstrating how to use this new feature.
For instance, during conversational follow-ups, users can observe how the AI connects the query context and its follow-ups to generate an AI-powered overview.
Search Ads
As Search integrates generative AI, Google Ads will remain essential, offering valuable information and helping users find businesses. With SGE, ads will keep their dedicated slots, allowing advertisers to reach customers during searches.
Google will focus on enhancing the ad experience by ensuring transparency with clear “Sponsored” labels in bold black text.
In the Works: What To Expect From Future SGE Versions
As Google continues to improve SGE, users can expect even more exciting features in the future.
Here are some potential developments to look forward to:
Ask Complex Questions
With the custom Gemini model’s advanced multi-step reasoning capabilities, Google’s AI Overviews can address increasingly complex questions. Instead of requiring multiple searches to find answers, users can now pose their most intricate queries with all the nuances and details in one comprehensive search.
For instance, imagine you’re planning a weekend getaway and need a pet-friendly hotel with good reviews, near popular attractions, and within a certain budget. Rather than conducting separate searches for each criterion, you can soon ask, “Find pet-friendly hotels in San Francisco with excellent reviews, close to major attraction,s and under $200 per night.”
Explore AI-Organized Results Page
Finding fresh ideas can take a lot of work, but soon, Search will use generative AI to help you brainstorm and organize results in an easy-to-explore format.
You’ll get helpful results categorized under unique AI-generated headlines, showcasing diverse perspectives and content types.
Initially available for English searches in the U.S., this new AI-organized search results page will start with dining and recipes and then expand to movies, music, books, hotels, shopping and more.
Get Help From AI With Video
Have you ever struggled to find the right words when searching for something online? With SGE, that will no longer be an issue. Thanks to advancements in video understanding, users can ask questions or search for specific items with videos.
Say you recently purchased a vintage camera, but the focus mechanism is jammed, and the shutter button isn’t responding. You can avoid the hassle of figuring out the precise terminology for this problem using a video search. You will receive an AI Overview with step-by-step instructions and resources to help you fix it.
All these exciting features will be available soon for Search Labs users in English in the U.S. and will expand to more regions over time.
Can You Turn On/off “AI Overviews and more” in Search Labs?
To recap: “AI Overviews and more” is a Search Labs experiment that has replaced the SGE (Search Generative Experience) experiment. The experiment aims to enhance Google searches with AI Overviews and additional generative AI features.
Enabling/Disabling AI Overviews in the U.S.
AI Overviews is now enabled by default if you’re in the U.S. However, they only show up on specific search queries, and the format may vary depending on the intent behind the search query.
Unfortunately, there’s no quick way to disable AI Overviews in the U.S. However, for a simpler experience showing just a list of websites, you can click the “Web” tab below the search bar. If “Web” isn’t visible, click the “More” tab and select “Web” from the dropdown.
Note that the “Web” view removes more than just AI features; it filters out web features using Google’s Knowledge Graph data (like local maps and featured snippets).
Enabling/Disabling AI Overviews in Other Countries
If you’re not in the U.S., AI Overviews may or may not be available to you yet. If it’s available and you have Search Labs access enabled, here’s how you can turn on/off “AI Overviews and more” in Search Labs:
1. Open Google Chrome on your device.
2. Make sure you’re signed in to your Google Account with Incognito mode disabled.
3. At the top, click on the beaker representing Labs > Manage.
4. Toggle “AI Overviews” ON or OFF.
| Note: Disabling “AI Overviews and more” in Search Labs won’t turn off all AI Overviews in Google Search, as they are a core feature like knowledge panels and can’t be disabled.Also, this experiment may change your search experience, but it won’t affect how Google works overall. If you feel an AI Overview is unsafe, inaccurate or violating your privacy, you can report it by submitting feedback to Google |
|---|
Final Thoughts: Adapt or Get Left Behind
SGE is not just another Google update—it’s a fundamental shift in how users interact with search. To survive and thrive:
- Embrace Semantic SEO
- Focus on topic authority, not just keywords
- Structure your content like you’re writing for a smart assistant
OLKA SEO is here to help you navigate this shift.
Get Your Free “SGE Visibility Audit” Today
Want to know if your site is ready for SGE? Request a free, expert audit from our Lagos SEO team. We’ll show you exactly what to fix, upgrade, and optimize to appear in Google’s AI answers.
