November 30, 2022.

The date when ChatGPT was released.

The date that marked the beginning, according to some, of the AI revolution.

Everything seemed normal until SEO professionals noticed something: a significant number of their queries were being resolved by ChatGPT instead of Google.

This led many to wonder:

  • Will Google and other search engines continue to be the dominant place to search for information on the Internet?
  • Could this be the end of SEO as we know it?
  • Will there still be a demand for SEO jobs and companies in the future?

Even Google recognized the urgency of the situation, declaring a "code red" in what many considered an exaggerated reaction to the threat against their business model.

In response to this challenge and as part of efforts to integrate AI into their products, Google introduced the Search Generative Experience (SGE) on May 10, 2023.

One year later, on April 25, 2024, this is how Google’s CEO Sundar Pichai presented the SGE: “For nearly a year, we’ve been experimenting with SGE in Search Labs across a wide range of queries. And now we’re starting to bring AI overviews to the main search results page. We are being measured in how we do this, focusing on areas where gen AI can improve the Search experience, while also prioritizing traffic to websites and merchants… We’ve already served billions of queries with our generative AI features… Most notably, based on our testing, we’re encouraged that we’re seeing an increase in Search usage among people who use the new AI overviews, as well as increased user satisfaction with the results…”

In short, SGE represents a significant evolution in Google Search by incorporating AI capabilities to enhance user experience. This includes:

  • Faster information retrieval without the need to navigate to specific websites
  • A conversational model built into Google Search, allowing for more complex queries
  • An improved Shopping Experience built on Google’s Shopping Graph, which contains over 35 billion product listings

SGE will change the way users interact with Google.

Powered by an entirely new algorithm, SGE differs fundamentally from traditional Google search and will, therefore, completely redefine SEO.

This change brings uncertainty and fear, but that’s not a solution. 

We must embrace this change as inevitable.

We must test, analyze, and experiment to gain insights and make data-driven decisions.

With this growth mindset, we have conducted a comprehensive research study on search generative experience. 

In this article, we will present the insights and findings that provide a deeper understanding of SGE.

For this research to be most effective, we analyzed keywords across different verticals:

  • eCommerce
  • Software
  • YMYL
  • Informational
  • Local and Visit-in-Person
  • Time-Sensitive
  • Service-Oriented and Professional Sector

In total, we analyzed 100,000 keywords

We’ll now break down the research study for each vertical.

eCommerce SGE - Completely Redefined SERPs

As for all other verticals, granularity helps us to have more precise data and avoid overbroad conclusions. We analyzed 28,000 eCommerce keywords across 14 industries and 10 modifiers.

Industries:

  • Home & Furniture
  • Fashion & Apparel
  • Electronics & Appliances
  • Technology & Gadgets
  • Sports & Outdoor Equipment
  • Beauty & Personal Care
  • Media & Entertainment
  • Garden & Outdoor Living
  • Food & Beverages
  • Toys, Games & Hobbies
  • Health & Wellness
  • Pet Supplies & Care
  • Automotive & Accessories
  • Arts, Collectibles & Antiques

Keyword modifiers:

  • Short-tail keywords without any modifier
  • “best”
  • “buy”
  • “on sale”
  • “cost”
  • “reviews”
  • “cheap”
  • “free shipping”
  • “price”
  • “amazon”

Ways in which SGE can be displayed

SGE result is not available

SGE is enabled only after clicking the "Generate" button

SGE is enabled automatically

Anatomy of eCommerce SGE Result

The layout of SGE results varies significantly across different keyword types and intents. 

We segmented each Search Generative Experience (SGE) result into various components to thoroughly analyze its characteristics, visibility, and other crucial metrics influencing user experience and interaction with Google Search. 

Let’s take a look at the sample SGE result for the keyword “door mats”:

Summary text

Google provides concise summarizations for queries within SGE results, offering a snapshot overview of the topic or product.

These succinct descriptions aim to quickly inform users, while selected references (within Citation parts with links) offer a starting point for deeper exploration.

This refinement of information into bite-sized texts is part of what we examined, assessing their role in improving the search experience.

Product Listings

This part is the single most significant change for eCommerce SERPs

Google now directly aggregates product data from its extensive database, including external sources, to display products within search results.

This integration allows users to view essential product information on Google's interface itself, streamlining the shopping experience by minimizing the need for additional site navigation

Each listed item features a succinct description along with an interactive element. Clicking this element expands the view, providing detailed product insights within the search engine results page.

Single Product Link

This view showcases product images, descriptions, and direct links to up to three or more vendor sites, depending on the product's popularity.

Google displays the price point next to each vendor link, highlighting any special offers or discounts. 

Additionally, Google consolidates user reviews from various platforms, allowing users to easily navigate and assess the product's reputation, informed by a broad spectrum of consumer feedback.

Product Listing Expansion

The SGE result initially offers a snapshot of three products. As the results are expanded, the SGE view provides an overview of 10 or 25 products. Further details on this will be covered later in the research.

Follow-up Questions

This feature transforms user interaction with Google. These prompts intuitively align with the user's next logical step in their search or purchasing journey, facilitating a seamless and guided experience.

“Ask a follow up” Feature

This segment of SGE results showcases the transformative power of generative AI in search. 

It allows users to ask more complex questions beyond keywords, enhancing the depth and breadth of information discovery on the web.

Carousel Links

Google displays links to external sources only in the carousel and citation sections (of course, including product links to vendor sites). 

These collections serve as a comprehensive index of resources that Google has utilized to compile the SGE result.

Featuring prominently in these sections can be a significant objective for SGE SEO strategies, as they are the primary points through which Google directs traffic to external sites.

Study Findings

SGE Enablement

Over 81% of 28,000 analyzed eCommerce keywords (or, more precisely, 22,716 keywords) had SGE results enabled. 

Such a large magnitude of impact.

Types of SGE results

Loading Time

LLMs work behind the scenes to generate SGE results - and as per Google’s employees, this process will get faster over time.

The graph presents a bimodal distribution, characterized by two prominent peaks. These peaks suggest the presence of two significant frequencies or values within the data set. 

The reason for this is obvious: SGE loading time is mainly influenced by the type of SGE result (“button” generated versus automatically generated).

Here are the statistics behind the graph:

Statistic Value
count 22716
mean 5.719976
std 6.727151
min 2.1
25% 3.02
50% 5.75
75% 7.44
max 189.37

Loading time for automatically generated SGE results 

Here are the statistics behind the graph:

Statistic Value
count 9196
mean 3.220242
std 5.311158
min 2.1
25% 2.69
50% 2.91
75% 3.2
max 183.81

Loading time for button-generated SGE results 

Here are the statistics behind the graph:

Statistic Value
count 13520
mean 7.420239
std 7.050552
min 2.76
25% 6.4
50% 7.24
75% 7.91
max 189.37

Text Length (Characters) statistics

Statistic Value
count 22716
mean 199.077434
std 271.129281
min 0
25% 62
50% 119
75% 244
max 9418

Text Length (Words) statistics

Statistic Value
count 22716
mean 32.265848
std 41.921207
min 1
25% 10
50% 19
75% 41
max 1468

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

This data shows unequivocally - when displayed, SGE results take up significant space on the screen - and will significantly affect the CTR of organic results in the traditional SERP!

SGE button-generated results

Statistic Value
count 13520
mean 1461.323225
std 600.720736
min 349
25% 974
50% 1155
75% 2052.25
max 3055

Automatically generated SGE results

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 9195 9195
mean 383.159217 1422.750299
std 51.137199 627.134596
min 280 280
25% 400 932
50% 400 1082
75% 400 2039
max 2056 3031

Follow Up Questions

In 99.38% of cases, the number of follow-up questions per SGE results is 3.

In this image, we can see the distribution of question modifiers across all analyzed follow-up questions:

The most popular question modifier is “What,” and here are the sample questions for various keywords:

  • What is the difference between an air mattress and an inflatable mattress? (keyword: air mattresses)
  • What color bathroom cabinets are timeless? (keyword: bathroom cabinets)
  • What is the downside of a silk pillowcase? (keyword: silk pillowcase)
  • What is the best office chair for sitting long hours? (keyword: office chairs)
  • What is the most efficient way to organize a kitchen? (keyword: kitchen organizers)

The Elvion team will further analyze how Google chooses which questions to ask in this section and their semantic connection to the keyword and the purchasing journey.

SGE Links Analysis - What the new SERP looks like and how many links make it up

There are three sections where Google directs traffic to external sources:

  1. Links from the carousel section
  2. Links from the citation sections
  3. Links from the product result

Let’s dive deeper into each section.

Statistical Overview of Link Counts in Carousel Section 

Statistic Value
count 16456
mean 3.204302
std 2.608626
min 1
25% 2
50% 2
75% 4
max 42

Important note: The carousel section (and therefore links) was not fully available in 27.56% of cases - and in 75% of cases where it was available, the number of links within the carousel section was 4 or less! 

Statistical Overview of Link Counts in Carousel Section 

Statistic Value
count 21945
mean 4.993757
std 3.078702
min 1
25% 3
50% 5
75% 7
max 60

On average, citation sections have more links. However, those links are mostly only displayed after clicking the dropdown button.

Statistical Overview of Unique Link Counts in SGE

This answers the question of how many links are in the total Google features in the SGE section. 

This makes everything more competitive, doesn't it?

Positions Of SGE Links Within The SERPs - eCommerce Vertical

The insight we've all been eagerly waiting for.

Out of 79,992 SGE links we analyzed from 22,716 SGE-enabled results, 79.69% don’t rank in traditional organic SERP, while only 10.26% rank in the top 10 results!

However, this distribution makes sense in the context of SGE. And we'll explain how.

Visibility Study - eCommerce Vertical

Out of 22,716 keywords with SGE-enabled results, we got 79,992 SGE links (URLs ranking in the carousel and/or citation section) from 10,738 unique domains. However, one sample of analyzed keywords contained the “amazon” modifier, which naturally triggers results from Amazon’s domain. We systematically omitted those keywords to eliminate potential bias and uphold the rigorous validity of our analysis.

After that exclusion, we got 70,075 SGE links from 10,297 unique domains. Here are the results of the visibility analysis based on that data set:

This brings us to an important finding: most websites with the highest visibility in the SGE results are not even eCommerce websites. 

Let’s now see how that is connected to the rankings data.  

Previously, you would get eCommerce category pages if you searched for any broad short-tail eCommerce keyword.

But now, Google doesn’t need category pages for product discovery. 

Google wants users to browse and discover products on its platform. 

Google is becoming more like a marketplace rather than solely a search engine. 

This is the breaking point—besides its Shopping Graph data, which has over 35 billion product listings, Google uses one more thing for SGE product listings: external sources.

And those external sources are listicles and review articles.  

This is the statistics behind that pattern.

Interesting, right?

Let’s now take a look at specific cases where articles serve to rank specific products.

SGE results for eCommerce keywords feature listicles and review types of articles, while traditional SERPs feature category pages. That’s the main reason why over 79% of SGE links don’t rank in Google’s search results.

Visibility Study and Statistical Overview of Product Links in SGE

  • 70.95% - The percentage of SGE-enabled results that generate product listings
  • 88.66% - The percentage of SGE-enabled results with 10 products in listings
  • 323,977 - Total count of product links analyzed *
  • 179,193 - Unique product links *
  • 11,332 - Unique domains *

* Note: as for all visibility studies, we systematically omitted keywords featuring the 'amazon' modifier to eliminate potential bias and uphold the rigorous validity of our analysis.

These are the results of our visibility analysis:

As results suggest, Amazon has by far the highest visibility among all other websites

Do you think this is fair? 

We think not, but it will be a reality, and other eCommerce sites will have to perfect their product pages to increase visibility.

Granular analysis across different industries

As we already noted - granularity helps us to have more precise data and avoid overbroad conclusions.

SGE enablement

Types of SGE results

Average loading time for different types of SGE results

Average text length (words) In SGE results 

Analysis of Vertical Movement for Top Traditional Organic Results

Average number of links per SGE result

Statistical overview of SGE links not ranking in organic search results

Statistical overview of enabled product listings within SGE Results

Visibility analysis across different industries

Home & Furniture

Fashion & Apparel

Electronics & Appliances

Technology & Gadgets

Sports & Outdoor Equipment

Beauty & Personal Care

Media & Entertainment

Garden & Outdoor Living

Toys, Games & Hobbies

Pet Supplies & Care

Automotive & Accessories

Arts, Collectibles & Antiques

Granular analysis across different modifiers

SGE enablement

Type of SGE results

Average loading time for different types of SGE results

Average text length (words) In SGE results 

Analysis of Vertical Movement for Top Traditional Organic Results

Average number of links per SGE result

Statistical overview of SGE links not ranking in organic search results

Statistical overview of enabled product listings within SGE Results

“Best” in carousel links’ titles analysis

“Review” in carousel links’ titles analysis

SGE Links visibility analysis across different modifiers

SGE Research Study - Software Vertical

We analyzed 10,000 software-related keywords across different modifiers:

  • Keywords with "software"
  • Keywords with "tool"
  • Keywords with "platform"
  • Keywords with "app"
  • Comparison keywords with "alternative"
  • Comparison keywords with "best"
  • Comparison keywords with "vs"

Anatomy of Software SGE Result

Sample SGE result for the keyword “project management software” (we had to cut a part from the image due to the SGE result’s size!):

They facilitate the discovery of various software solutions and emphasize key decision-making factors in an accessible format.

Summary text

The summary text includes a citation button, which, when selected, reveals all the sources referenced to compile that information.

Selection of software options

This section presents a vetted selection of software options, each accompanied by a concise description to give a snapshot of the product's features and utility.

However, Google does not include direct links to the products' websites but provides images sourced from third-party sites.

This approach emphasizes a visual and descriptive introduction to the software without immediate redirection away from the search results page.

Citation Links

Citation sections are the only places where Google displays links to external sources. 

These collections serve as a comprehensive index of resources that Google has utilized to compile the SGE result.

Featuring prominently in these sections can be a significant objective for SGE SEO strategies, as they are the primary points through which Google directs traffic to external sites.

As shown later in the presentation, unlike SGE results for other types of keywords, Google prioritizes citation sections above carousel links for software-related keywords.

Follow-up Question Features

Study Findings

SGE Enablement

Over 95% of 10,000 analyzed software keywords had SGE results enabled. 

However, not all of the SGE-enabled keywords generated meaningful SGE results. 

Namely, 5.7% of SGE-enabled keywords have SGE results enabled, but SGE is not generated. We call them false positive results. 

This is what a false positive result looks like:

Types of SGE results

Loading Time

Revisiting the data, we see two peaks and two significant frequencies or values within the data set. This pattern correlates with the observation that automatically generated SGE results load faster than those generated on-demand (button-generated).

Here are the statistics behind the graph:

Statistic Value
count 8968.000000
mean 5.896503
std 75.926467
min 2.090000
25% 2.590000
50% 3.060000
75% 5.240000
max 7068.140000

Loading time for automatically generated SGE results

Here are the statistics behind the graph:

Statistic Value
count 5284.000000
mean 3.078166
std 7.021702
min 2.090000
25% 2.450000
50% 2.670000
75% 2.930000
max 210.100000

Loading time for button-generated SGE results 

Here are the statistics behind the graph:

Statistic Value
count 3684.000000
mean 9.938874
std 118.055762
min 2.480000
25% 4.860000
50% 5.580000
75% 6.860000
max 7068.140000

Text Length (Characters) statistics

Here are the statistics behind the graph:

Statistic Text Length (Characters)
count 8968.0
mean 498.061218
std 582.330078
min 0.0
25% 72.0
50% 215.0
75% 809.25
max 3589.0

Text Length (Words) statistics

Statistic Text Length (Words)
count 8968.0
mean 71.614741
std 84.388204
min 0.0
25% 11.0
50% 31.0
75% 113.00
max 579.0

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

SGE button-generated results

Statistic Height after SGE Generation (px)
count 3684.000000
mean 1172.682139
std 276.389861
min 0.000000
25% 973.000000
50% 1149.000000
75% 1385.000000
max 2195.000000

Automatically generated SGE results

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 5284.000000 5284.000000
mean 400.948335 1215.385125
std 31.562373 267.381910
min 85.000000 85.000000
25% 400.000000 1003.000000
50% 400.000000 1205.000000
75% 400.000000 1433.000000
max 1587.000000 2551.000000

Follow Up Questions

In 99.16% of cases, the number of follow-up questions per SGE results is 3.

In this image, we can see the distribution of question modifiers across all analyzed follow-up questions:

The most popular question modifier is “What” (as for all other keyword types) and here are the sample questions for various keywords:

  • What is the best animation program for beginners? (keyword: 3d animation software)
  • What is the best AI tool for sales? (keyword: ai sales assistant software)
  • What is bot detection software? (keyword: bot detection tools)
  • What is the best way to monitor cash flow? (keyword: cash flow management software)

SGE Links Analysis - What the new SERP looks like and how many links make it up

Note: since only 1.44% of SGE-enabled results had featured carousel sections, we didn’t make analyses for carousel and citation sections separately, but rather one, for all types of SGE links. 

Statistic Value
count 8729.000000
mean 7.142170
std 1.746496
min 1.000000
25% 6.000000
50% 7.000000
75% 9.000000
max 20.000000

Positions Of SGE Links Within The SERPs - Software Vertical

A different distribution compared to the eCommerce segment.

Out of 61,668 SGE links analyzed: 

  • 46.43% were not found in Google’s organic SERP
  • 37.92% rank in the top10 positions
  • 15.65% rank in the positions 11-100

SGE Links & Visibility Study - Software Vertical

Out of 8,968 keywords with SGE-enabled results, we got 61,668 SGE links (URLs ranking in the carousel and/or citation section) from 15,427 unique domains.

Here are the results of the visibility analysis based on that data set:

Again, the most popular types of webpages Google features within SGE results are listicles and review articles. Here is the brief statistictics for citation links: 

  • 19.67% contains “Best” in the title
  • 45.33% contains “Review” in the title

Granular analysis across different modifiers

SGE enablement

False positive results

Average text length (words) In SGE results 

Analysis of Vertical Movement for Top Traditional Organic Results

Average number of links per SGE result

Statistical overview of SGE links not ranking in organic search results

SGE Research Study - YMYL Vertical

We analyzed 10,000 YMYL keywords across three main categories:

YMYL Health

  • Keywords with modifiers such as “symptoms”, “treatments”, “side effects”, “causes”, etc.

YMYL Finance

  • Keywords related to investing, taxes, loans, stock market, cryptocurrencies, etc.

YMYL Society

  • Keywords about political events, medical innovations, ethical debates, societal justice, and public resource accessibility.

Anatomy of YMYL SGE Result

Sample SGE result for the keyword “abscess tooth symptoms”.

Summary text

​​The YMYL SGE results offer a structured overview, presenting critical information in clearly defined sections. 

The summary text systematically categorize details into distinct boxes that address various aspects of the user's query. 

This layout is designed to deliver essential information with precision, separating symptoms, treatments, and other details (depending on the YMYL query type) into segmented units for quick reference.

Citation Links

Similar to other keyword types, YMYL SGE results also have a dedicated section that cites the sources and references supporting the provided information.

This collection of links serves as a foundation for the credibility of the SGE content, providing users with a way to access the original information and more context.

Disclaimer Section

Given the very sensitive nature of YMYL queries, SGE prominently features a disclaimer advising users to seek professional assistance.

This serves as an ethical reminder that while the information provided is thorough, it cannot substitute for expert advice.

Follow-up Question Features

Study Findings

SGE Enablement

And this is how SGE enablement looks like across three main YMYL types of queries:

It turns out that Finance YMYL is by far the most “resistant” group. These are examples of Finance YMYL keywords for which there is no SGE result:

  • "$10000 credit card"
  • "$30,000 emergency fund"
  • "15-year refinance rates"
  • "40 yr mortgage"
  • "angel investing for beginners"
  • "apple card credit score"
  • "best bitcoin etf"
  • "best online banks"
  • "best online investing courses"
  • "how does a debt management plan work"
  • "how does a personal loan work"
  • "how to buy corporate bonds"
  • "how to buy cryptocurrency"
  • "how to buy etf"
  • "how to buy gold"

On the other side, both Health YMYL and Society YMYL have only around 24% keywords that aren’t SGE enabled. 

The YMYL Health keyword section is unique because we analyzed several modifiers within it. Here is the graph with the results:

The modifiers “uses” and “dosages” are the “strictest”, with “zero tolerance” for SGE results, followed by “side effects”, where only 0.93% of keywords had SGE results enabled. 

Types of SGE results

Most SGE results are generated automatically, which is unique only to the YMYL segment of keywords. Now, let's see this data across YMYL groups:

YMYL health SGE results are in 96.41% of cases automatically generated! This is an obvious trend, and is similarly present in the other two YMYL groups.

Loading Time

Due to the fact that most results are automatically generated, there aren't two significant frequencies or values ​​within the data set. We spot only one, with a minority continuing without creating a significant peak.

Here are the statistics behind the graph:

Statistic Value
count 6085.000000
mean 5.590154
std 21.602483
min 2.180000
25% 2.550000
50% 2.690000
75% 2.960000
max 183.710000

Text Length (Characters) statistics

Here are the statistics behind the graph:

Statistic Text Length (Characters)
count 6085.0
mean 605.708299
std 639.644640
min 23.0
25% 117.0
50% 276.0
75% 1006.0
max 3867.0

Text Length (Words) statistics

Statistic Text Length (Words)
count 6085.0
mean 93.924076
std 100.682269
min 3.0
25% 18.0
50% 43.0
75% 154.0
max 637.0

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

SGE button-generated results

Statistic Height after SGE Generation (px)
count 783.000000
mean 1027.771392
std 210.737464
min 445.000000
25% 883.500000
50% 1009.000000
75% 1151.000000
max 1927.000000

Automatically generated SGE results

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 5299.000000 5299.000000
mean 400.121721 1100.663144
std 8.860592 194.082682
min 400.000000 400.000000
25% 400.000000 971.000000
50% 400.000000 1091.000000
75% 400.000000 1217.000000
max 1045.000000 2476.000000

Follow Up Questions

In 97.25% of cases, the number of follow-up questions per SGE results is 3.

In this image, we can see the distribution of question modifiers across all analyzed follow-up questions:

Here are the sample questions for various keywords with “What” as a modifier:

  • What are 4 diseases alcohol can cause for the liver? (keyword: alcoholic liver disease causes)
  • What psychiatric disorders are associated with DiGeorge syndrome? (keyword: digeorge syndrome symptoms)
  • What is a good interest rate on a 30-year mortgage? (keyword: average 30-year mortgage rate today)

SGE Links Analysis - What the new SERP looks like and how many links make it up

Again, since only 52 out of 6,085 SGE-enabled keywords featured carousel link section, we didn’t make separate analyses for carousel and citation sections separately, but rather one, for all types of SGE links. 

Statistic Value
count 6060.000000
mean 6.188944
std 1.556159
min 1.000000
25% 5.000000
50% 6.000000
75% 7.000000
max 24.000000

Positions Of SGE Links Within The SERPs - YMYL Vertical

Out of 37,231 SGE links we analyzed in total:

  • (only) 21.25% were not found in Google’s organic SERP
  • 67.04% rank in the top10 positions
  • 11.71% rank in the positions 11-100

Google doesn't play around when it comes to YMYL queries - only authoritative sites that otherwise rank can create an SGE result!

SGE Links & Visibility Study - Finance YMYL

We analyzed 9,255 SGE links (URLs ranking in the carousel and/or citation section) from 2,760 unique domains.

Here are the results of the visibility analysis based on that data set:

SGE Links & Visibility Study - Health YMYL

We analyzed 18,751 SGE links (URLs ranking in the carousel and/or citation section) from 2,269 unique domains.

Here are the results of the visibility analysis based on that data set:

SGE Links & Visibility Study - Society YMYL

We analyzed 9,225 SGE links (URLs ranking in the carousel and/or citation section) from 4,654 unique domains.

Here are the results of the visibility analysis based on that data set:

Interesting that LinkedIn is in second position, isn't it?

We were also surprised. However, when we looked at the actual SGE results, we saw quite a few articles from the LinkedIn Pulse section. Here are some examples:

SGE Research Study - Informational Keywords

We analyzed 30,000 informational keywords across multiple modifiers and industries:

  • "DIY" Modifier Keywords
  • "How To" Modifier Keywords
  • "Types Of" Modifier Keywords
  • "Can" Modifier Keywords (Questions)
  • "What" Modifier Keywords (Questions)
  • IT Industry Keywords
  • Home Improvement Keywords
  • Grammar and Language Keywords
  • Psychology-related Keywords
  • Scientific Nomenclature Keywords
  • Chemistry-related Keywords
  • Warehouse Operations and Logistics Keywords
  • Construction Material Keywords
  • Geography-related Keywords
  • Botanical Names for Plants
  • Botanical Names for Trees
  • Animal Keywords

Anatomy of Informational SGE Result

Sample SGE result for the keyword “how to wash pillows”:

Summary text

SGE Links (Citation and Carousel Section)

Follow-up Questions

“Ask a follow up” Feature

Video Section

Over the past few years, Google has pushed more YouTube videos into organic SERPs as they are more eligible to satisfy user intent for informational keywords.

The video is prominently displayed within the SGE results and grabs the most attention of all the other elements.

Moreover, when a user interacts with a video, it is displayed within Google's ecosystem, not redirecting the user away from the search page. This feature indicates Google's goal to maintain users on its platform, utilizing SGE as an effective means to this end.

Study Findings

SGE Enablement

Over 95% of 30,000 analyzed informational keywords (or, more precisely, 28,562 keywords) had SGE results enabled.

However, 4.15% of SGE-enabled keywords have SGE results enabled, but SGE is not generated (false positive results).

Types of SGE results

Loading Time

Again, we see two peaks and two significant frequencies or values within the data set.

Here are the statistics behind the graph:

Statistic Value
count 27378
mean 6.860202
std 22.787024
min 2.22
25% 2.67
50% 3.1
75% 4.96
max 263.46

Loading time for automatically generated SGE results

Here are the statistics behind the graph:

Statistic Value
count 16603
mean 6.021742
std 23.174448
min 2.22
25% 2.51
50% 2.75
75% 3.00
max 210.35

Loading time for button-generated SGE results

Here are the statistics behind the graph:

Statistic Value
count 10775
mean 8.152169
std 22.115723
min 2.45
25% 4.72
50% 5.11
75% 5.61
max 263.46

Text Length (Characters) statistics

Here are the statistics behind the graph:

Statistic Value
count 27378
mean 645.293338
std 636.110790
min 0.0
25% 65.0
50% 467.0
75% 1062.0
max 5010.0

Text Length (Words) statistics

Here are the statistics behind the graph:

Statistic Value
count 27378
mean 102.076558
std 102.630996
min 0.0
25% 12.0
50% 70.0
75% 165.0
max 933.0

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

SGE button-generated results

On average, the first results in the organic traditional SERP move by 1082.03px.

Here are the statistics:

Statistic Value
count 10774
mean 1082.032764
std 278.367739
min 0.0
25% 881.0
50% 1036.0
75% 1277.0
max 2380.0

Automatically generated SGE results

On average, the first results in the organic traditional SERP move by 399.73px before the full expansion of the SGE result, and by 1008.06px after it.

Here are the statistics:

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 16603 16603
mean 399.734385 1008.060471
std 9.143473 247.211089
min 85.0 85.0
25% 400.0 839.0
50% 400.0 973.0
75% 400.0 1142.0
max 400.0 2380.0

Follow Up Questions

In 95.08% of cases, the number of follow-up questions per SGE results is 3.

Here is the distribution of question modifiers across all analyzed follow-up questions:

SGE Links Analysis - What the new SERP looks like and how many links make it up

Statistical Overview of Link Counts in Carousel Section

Note: only 526 (1.96%) out of all SGE-enabled keywords had links in the carousel section.

Statistic Value
count 526
mean 3.652091
std 2.330474
min 1.0
25% 2.0
50% 3.0
75% 5.0
max 15.0

Statistical Overview of Link Counts in Citation Section

Statistic Value
count 26865
mean 5.961437
std 1.728351
min 1.0
25% 5.0
50% 6.0
75% 7.0
max 15.0

Statistical Overview of Unique Link Counts in SGE Results

Statistic Value
count 26865
mean 6.032942
std 1.795159
min 1.0
25% 5.0
50% 6.0
75% 7.0
max 30.0

Positions Of SGE Links Within The SERPs - Informational Keywords

SGE Links & Visibility Study - Informational Keywords

We got 160,244 SGE links (URLs ranking in the carousel and/or citation section) from 39,199 unique domains.

Here are the results of the visibility analysis based on that data set:

Note: the distribution of the domains across SGE links and results is mainly influenced by the type of keywords analyzed. This type of analysis serves us to see which websites are more eligible to be shown within SGE results.

Granular analysis across different modifiers

SGE enablement

Type of SGE results

Analysis of Vertical Movement for Top Traditional Organic Results

Average number of links per SGE result

Statistical overview of SGE links not ranking in organic search results

SGE Research Study - Local Keywords

We analyzed 10,000 local keywords across two main groups:

  1. Near Me Keywords (examples: "5 star restaurants near me," "best nail salon near me," "coworking space near me," etc.)
  2. Keywords With In-Person Visit Intent (examples: "grand canyon tours," "austin places to visit," "costco opening hours today," etc.)

Anatomy of a Local SGE Result

Sample SGE result for the keyword “24 hour restaurants near me”:

Summary text

SGE Links (Citation and Carousel Section)

Local Pack Results

Google's 'Local Pack' feature is designed to answer localized search queries, prominently displaying results that align with geographic relevance.

This enriched version of the typical SERP local pack includes concise descriptions of each listed place.

Interaction with any of these listings triggers a pop-up window, offering comprehensive insight into the place's Google My Business profile.

Google Maps

Consistent with Google's approach to localized search queries, a Google Maps segment is automatically activated.

This feature emphasizes geographic accuracy and enhances the search experience's relevance by visually representing the proximity of results.

Study Findings

SGE Enablement

Over 86% of 10,000 analyzed local keywords (or, more precisely, 8,630 keywords) had SGE results enabled.

However, 3.2% of SGE-enabled keywords have SGE results enabled, but SGE is not generated (false positive results).

Types of SGE results

Loading Time

Due to the frequency and dominance of button-generated SGE results over automatically enabled ones, the average loading time is drastically higher compared to other types of keywords and verticals.

Statistic Value
count 8354
mean 13.811111
std 37.515117
min 2.25
25% 4.52
50% 5.59
75% 6.34
max 210.55


Text Length (Characters) statistics

Statistic Value
count 8354
mean 406.064161
std 565.894954
min 0.0
25% 108.0
50% 134.0
75% 491.0
max 7385.0

Text Length (Words) statistics

Statistic Value
count 8354
mean 64.093728
std 91.974608
min 0.0
25% 15.0
50% 19.0
75% 79.0
max 1184.0

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

SGE button-generated results

On average, the first results in the organic traditional SERP move by 1,114px.

Here are the statistics:

Statistic Value
count 6422
mean 1114.000311
std 293.283289
min 77.0
25% 905.25
50% 1175.0
75% 1326.0
max 2159.0

Automatically generated SGE results

On average, the first results in the organic traditional SERP move by 399.67px before the full expansion of the SGE result, and by 1209.8px after it.

Here are the statistics:

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 1932 1932
mean 399.673913 1209.797619
std 10.132334 370.815774
min 85.0 85.0
25% 400.0 913.75
50% 400.0 1274.0
75% 400.0 1493.0
max 400.0 2189.0

Local Pack Results Statistics

  • 61.17% - Percentage of SGE enabled results featuring local pack results
  • 90.22% - Percentage of cases when the number of local pack links per SGE results is 5

Follow Up Questions

In 98.71% of cases, the number of follow-up questions per SGE results is 3.

Here is the distribution of question modifiers across all analyzed follow-up questions:

SGE Links Analysis

Statistical Overview of Link Counts in Carousel Section

Statistic Value
count 2711
mean 2.929177
std 3.774668
min 1.0
25% 1.0
50% 2.0
75% 3.0
max 47.0

Statistical Overview of Link Counts in Citation Section

Statistic Value
count 6658
mean 3.945029
std 3.259907
min 1.0
25% 2.0
50% 3.0
75% 5.0
max 47.0

Statistical Overview of Unique Link Counts in SGE Results

Statistic Value
count 6658
mean 5.137729
std 5.260535
min 1.0
25% 2.0
50% 4.0
75% 6.0
max 94.0

Positions Of SGE Links Within The SERPs - Local Keywords

We analyzed 26,813 SGE links (URLs ranking in the carousel and/or citation section) from 7,763 unique domains.

Here are the results of the visibility analysis based on that data set:

Granular analysis across two main keyword groups analyzed

"Near Me" keywords definitely trigger more SGE results than "In-person visit" ones:

And now, very interesting data: "Near Me" keywords are generated on demand (by clicking a button) in 99% of cases, while "In-person visit" ones have an even distribution:

Here we can see the data from the comparative analysis:

Time-Sensitive Keywords - Research Study

We analyzed 2,000 time-sensitive keywords, such as: "austin weather today," "basketball results live," "charlotte events tomorrow," "comedy shows chicago tonight," etc.

In this segment, we have absolutely the same SGE elements as for all other keyword types: summary text, SGE links (from citation and carousel sections), follow-up questions, and "ask a follow-up" feature.

Study Findings

SGE Enablement

Over 91% of 2,000 analyzed time-sensitive keywords (or, more precisely, 1,816 keywords) had SGE results enabled.

However, 2.86% of SGE-enabled keywords have SGE results enabled, but SGE is not generated (false positive results).

Types of SGE results

Loading Time

Again, as for local keywords, the vast majority of SGE results were generated by clicking a button. That definitely affects the average load time.

Also, due to the smaller sample, we do not see significant frequencies on the graph but a more random distribution.

Statistic Value
count 1764
mean 6.342868
std 14.197069
min 2.35
25% 4.35
50% 5.425
75% 6.2
max 210.5

Text Length (Characters) statistics

Statistic Value
count 1764
mean 427.553288
std 445.417024
min 0.0
25% 93.75
50% 286.5
75% 702.25
max 4028.0

Text Length (Words) statistics

Statistic Value
count 1764
mean 68.543651
std 70.088444
min 0.0
25% 13.00
50% 51.0
75% 110.0
max 677.0

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

SGE button-generated results

On average, the first results in the organic traditional SERP move by 1052.5px.

Here are the statistics:

Statistic Value
count 1611
mean 1052.502173
std 434.357457
min 78.0
25% 628.0
50% 1123.0
75% 1432.0
max 2171.0

Automatically generated SGE results

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 153 153
mean 397.941176 1045.562092
std 25.466241 398.149252
min 85.0 85.0
25% 400.0 767.0
50% 400.0 909.0
75% 400.0 1376.0
max 400.0 1990.0

Local Pack Results Statistics

  • 49.83% - Percentage of SGE enabled results featuring local pack results
  • 92.49% - Percentage of cases when the number of local pack links per SGE results is 5

Follow Up Questions

In 99.43% of cases, the number of follow-up questions per SGE results is 3.

Here is the distribution of question modifiers across all analyzed follow-up questions:

SGE Links Analysis - Statistical Overview of Unique Link Counts in SGE Results

Statistic Value
count 1632
mean 2.922794
std 2.802761
min 1.0
25% 1.0
50% 2.0
75% 4.0
max 42.0

Positions Of SGE Links Within The SERPs - Time-Sensitive Keywords

We analyzed 4,340 SGE links (URLs ranking in the carousel and/or citation section) from 1,170 unique domains.

Here are the results of the visibility analysis based on that data set:

Service-Oriented and Professional Sector Research Study

We analyzed 10,000 keywords across multiple modifiers and industries:

    • Legal Industry (e.g. "personal injury lawyer")
    • "For Hire" Service Keywords (e.g. "3D artist for hire")
    • Professional Contractor Keywords (e.g. "roofing contractors")
    • Consulting Services Keywords (e.g. "ecommerce consultants")
    • Professional Advisors Keywords (e.g. "sales strategy advisors")
    • Sector-Specific Services Keywords (e.g. "mobile app development services")
    • Startup Sector Keywords (e.g. "healthcare startups")
    • Professional Firms Keywords (e.g. "asset management firms")
    • Sector-Specific Company Keywords - Singular (e.g. "software development company")
    • Sector-Specific Company Keywords - Plural (e.g. "graphic design companies")
    • Service Agency Keywords - Singular (e.g. "digital marketing agency")
    • Service Agency Keywords - Plural (e.g. "luxury advertising agencies")

Study Findings

SGE Enablement

Over 90% of 10,000 analyzed service-oriented and professional keywords (or, more precisely, 9,045 keywords) had SGE results enabled.

However, 9.3% of SGE-enabled keywords have SGE results enabled, but SGE is not generated (false positive results).

Types of SGE results

Loading Time

We see two peaks and two significant frequencies or values within the data set.

Here are the statistics behind the graph:

Statistic Value
count 8201
mean 5.720099
std 14.102090
min 2.09
25% 2.9
50% 5.02
75% 5.74
max 210.81

Loading time for automatically generated SGE results

Here are the statistics behind the graph:

Statistic Value
count 2697
mean 3.988001
std 13.816086
min 2.09
25% 2.43
50% 2.62
75% 2.88
max 210.23

Loading time for button-generated SGE results

Statistic Value
count 5504
mean 6.568839
std 14.164252
min 2.48
25% 4.98
50% 5.49
75% 5.97
max 210.81

Text Length (Characters) statistics

Statistic Value
count 8201
mean 305.929643
std 428.002154
min 0.0
25% 116.0
50% 136.0
75% 194.0
max 3743.0

Text Length (Words) statistics

Statistic Value
count 8201
mean 42.506402
std 61.401364
min 0.0
25% 15.0
50% 17.0
75% 27.0
max 543.0

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels

SGE button-generated results

On average, the first results in the organic traditional SERP move by 1216.33px.

Here are the statistics:

Statistic Value
count 5504
mean 1216.327580
std 201.538709
min 0.0
25% 1087.0
50% 1238.0
75% 1351.0
max 1874.0

Automatically generated SGE results

The SGE result is so large that we had to reduce the image to fit in this preview!

On average, the first results in the organic traditional SERP move by 400.49px before the full expansion of the SGE result, and by 1099.68px after it.

Here are the statistics:

Statistic Height before SGE Generation (px) Height after SGE Generation (px)
count 2697 2697
mean 400.493141 1099.677419
std 32.322295 241.215314
min 85.0 85.0
25% 400.0 943.0
50% 400.0 1087.0
75% 400.0 1248.0
max 1259.0 2065.0

Follow Up Questions

In 99.58% of cases, the number of follow-up questions per SGE results is 3.

Here is the distribution of question modifiers across all analyzed follow-up questions:

SGE Links Analysis

Statistical Overview of Link Counts in Carousel Section

Statistic Value
count 2205
mean 2.501134
std 2.001275
min 1.0
25% 1.0
50% 2.0
75% 3.0
max 30.0

Statistical Overview of Link Counts in Citation Section

Statistic Value
count 6500
mean 4.835231
std 2.736928
min 1.0
25% 2.0
50% 5.0
75% 7.0
max 30.0

Statistical Overview of Unique Link Counts in SGE Results

Statistic Value
count 6500
mean 5.683692
std 2.997452
min 1.0
25% 4.0
50% 6.0
75% 8.0
max 60.0

Positions Of SGE Links Within The SERPs - Service-oriented and Professional Keywords

We analyzed 31,843 SGE links (URLs ranking in the carousel and/or citation section) from 11,664 unique domains.

Here are the results of the visibility analysis based on that data set:

This keyword segment is very similar compared to eCommerce and Software when it comes to the preferred type of pages in SGE results (listicles, review pages, and marketplace websites).

“Best” & “Review” In The SGE Links’ Titles - Statistics

  • 50.72% of carousel links’ titles contain “best”
  • 54.24% of carousel links’ titles contain “review”
  • 33.32% of citation links’ titles contain “best”
  • 59.35% of citation links’ titles contain “review”

Granular analysis across main keyword groups analyzed

The analyzes clearly show that SGE results are dominant in all keyword categories:

Keywords within the "startup" group have the most false positives, pointing to the fact that LLMs and SGE cannot keep up with the latest information (more on this in future research).

Analysis of Vertical Movement for Top Traditional Organic Results, Measured in Pixels, Across Different Keyword Groups

Without excessive deviations, the values ​​for each category match the global average values:

Once again, the "startup" keyword category has the largest outliers, with nearly 47% of SGE links not ranking in the Google organic SERP.

Methodology

Our study utilizes a JavaScript library called Puppeteer, which simulates a real user by responding to our commands. We use Google Chrome as the browser, and the Puppeteer servers are located in San Francisco, USA. The browser viewport is set to 1920 x 1080 pixels.

The workflow is as follows:

  • A list of 'x' keywords is inputted.
  • For each keyword, the server launches Google Chrome and conducts a search. Initially, it measures the time taken to load and takes a screenshot of the page.
  • Regarding the SGE (Search Generative Experience) section, we identify three states:
  1. Google does not generate any SGE result.
  2. The user must click a button to generate the SGE result.
  3. The SGE result is automatically generated.

Subsequently, the height of the section is measured. If a button is present, Puppeteer clicks it and continues to gather further information. This includes collecting the text from the SGE section, gathering all links (classified as either carousel or citation), collecting suggested queries, hero clips, and cited locations. Following this, the page is screenshotted again. Finally, all product listings are collected if they are present.

Dive deeper into the research with our detailed presentation!
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