{"id":4371278,"date":"2024-04-25T19:23:02","date_gmt":"2024-04-25T17:23:02","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/say-goodbye-to-the-serp-as-we-know-it-preparing-for-googles-sge-launch\/"},"modified":"2025-12-08T13:36:32","modified_gmt":"2025-12-08T11:36:32","slug":"say-goodbye-to-the-serp-as-we-know-it-preparing-for-googles-sge-launch","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/say-goodbye-to-the-serp-as-we-know-it-preparing-for-googles-sge-launch\/","title":{"rendered":"Say goodbye to the SERP as we know it: Preparing for Google\u2019s SGE launch"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tSay goodbye to the SERP as we know it: Preparing for Google\u2019s SGE launch\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tJonathan Lister\t\t
\n\t\tSr. Director – SEO\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t25 April 2024\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\n\t\tOver the last year or so, Google has been testing its latest major iteration of the search engine results page (SERP), called Search Generative Experience (SGE). For months, only a small subset of users have had the opportunity to opt into the AI-powered experience. But as the rumored full roll-out approaches, it promises to be a seismic shift in search results, affecting all brands’ SEO and SEA strategies.\u00a0

As this change ticks closer and closer, should you change marketing, content, or media<\/a> efforts when AI comes to page one?\u00a0\t<\/p><\/div>\n\n
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\n\t\t\n\t\tWhat is SGE, and why should marketers care?\t<\/h2>\n\t\t\t\t\t
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\n\t\tSGE is Google\u2019s incorporation of generative AI into its search results.<\/a> The AI is \u201cgenerative\u201d in that it learns from user inputs or queries to deliver answers that include both text and a variety of media, like videos, and images. SGE is not Google Bard or a ChatGPT look-alike. Instead, its framework incorporates multiple large language models (LLMs), known Google quality\/ranking factors, and new signals unique to its performance.\u00a0

SGE is reported to become the default search experience for all users\u2014not just those who opt-in. When this happens, it will upend traffic and revenue opportunities across paid media and SEO, impacting any brand that relies on search traffic \u2026 so, just about every brand.\u00a0

The entire Google digital marketing playbook could soon be out the window. From the value of ranking #1 in search results to the most efficient paid media bid strategies, SGE will change what \u201cgood\u201d performance looks like across the Google ecosystem.\u00a0\u00a0\u00a0\u00a0\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t