Google SGE Threatens Brand Search: Study

Google SGE Threatens Brand Search: Study

Among the findings, 91.4% of all search queries triggered SGE; Quora was a big winner, and paid search ads appeared 50% of the time.

According to a new Authoritas analysis, there will be “some erosion of current traffic levels” from brand-related terms due to Google’s Search Generative Experience.

Why we care: Google announced it is rolling out SGE to users who don’t opt into Search Labs under the name of AI overviews. We’re still in the dark about how large of an impact the AI-generated answers will have on organic traffic. As Authoritas put it 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 is displayed for 91.4% of all search queries. Only 8.6% of keywords in this analysis did not have an AI-generated response.

Google SGE Threatens Brand Search: StudyQuora is doing well in SGE. Question-and-answer site Quora finished “in the top 20 performing generative domains in 11 of 15 categories,” according to Authoritas.

Wikipedia was another winner, appearing in the top 20 for every category – including being the top or second-best performing domain in 11 categories examined.

SGE links. On average:

  • 10.75 links appeared 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. Just over 50% of keywords had paid search ads. Those ads appear above SGE 51% of the time and beneath 49% of the time, on average. Here’s a chart showing a more nuanced breakdown by industry:

Google SGE Threatens Brand Search: StudyShopping Ads, meanwhile, appear below SGE 64% of the time, on average.

About the Analysis. It examined 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.