How Google’s SGE Will Impact SEO Over the Next 12 Months
- oslezovic
- Aug 18
- 2 min read
Google’s Search Generative Experience (SGE) is changing how people interact with search and how businesses need to think about SEO in 2025. Instead of clicking links, more users are finding their answers directly in Google’s AI-generated summaries. That shift has big consequences for traffic, content, and strategy.
Less Traffic, More Zero-Click Searches
SGE snapshots take up prime space on the results page. For many informational queries, users get what they need without ever leaving Google. Industry studies suggest organic traffic could fall by 35–50% for some topics. If your business relies on clicks, you’ll need to rethink how you measure success.
Quality Over Quantity
Thin content won’t survive. Google’s AI rewards detailed, well-structured material that provides clear answers. Adding schema markup and breaking content into digestible formats, like tables and concise summaries, will help your content surface inside the snapshot.
E-E-A-T Takes Center Stage
Experience, Expertise, Authoritativeness, and Trustworthiness are more important than ever. To stand out, brands need to back content with first-hand insights, credible sources, and user signals like reviews or testimonials. Building topical authority is the new SEO moat.
Optimising for Conversational Queries
People are asking Google questions the way they’d ask a friend. That means content needs to target natural-language searches and solve specific problems. Schema and technical SEO also become essential so AI can easily interpret and feature your content.
Competing Inside the AI Snapshot
Ranking on page one is no longer enough, the goal is being cited inside the AI response. That’s where unique formats like original research, tools, or video walkthroughs come in. These are harder for AI to replicate and more likely to be included in generated answers.
Local SEO Evolves
SGE is blending traditional local listings with AI-curated content, pulling in reviews, images, and directions. Consistent branding and strong customer reviews will be critical for local visibility.
Preparing for the Next Year
Shift focus to long-tail queries, structured data, and authority signals. Measure visibility and engagement, not just traffic. And above all, create content that delivers genuine value—because that’s what SGE is designed to amplify.
The next 12 months will be about adapting to this new search reality. Those who embrace AI-driven SEO early will have the best chance of staying visible.
If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.
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