Search Generative Experience: what is the impact for local search and SEO?

Search Generative Experience, the new version of Google’s search engine, is now available in beta version in the US. It introduces a new way of searching for information and presenting search results, thanks to generative AI. After a query, Google aggregates the results from various sources and presents them in a coloured insert at the top of the page. The system is designed to help web users obtain better results by making their searches more precise and detailed than before. Google then offers additional questions to explore the subject further.

SEO experts are currently testing the SGE from every angle, including local. What impact will this new system have on searches and local SEO? Here are some initial answers.

SGE: the promise of conversational AI

What is the added value of the artificial intelligence built into the search engine? To provide more complete, detailed and precise answers to all queries, even the most complex. The user promise is a good one:

• Ask all the questions you want, even the most complex ones
• Quickly familiarise yourself with a subject, then dig deeper by exploring the relevant links suggested by the AI
• Ask additional questions to delve deeper, thanks to SGE’s conversational mode

However, the Search Generative Experience is no less suitable for basic, local queries, such as “Japanese restaurant near me”.

Search Generative Experience for local searches

Here’s a test carried out by Search Engine Journal beta testers, with a local pack of 5 results displayed:

However, the results can vary, as in this query from BrightLocal.

Here, artificial intelligence pulls up 2 locations, then a bulleted list drawn from the 3 sources pinned to the top right, in a carousel. The “traditional” local pack is just below. However, this doesn’t seem to be the most common display. Instead, Google’s AI tends to push results upwards, as in the first example cited, with an augmented local pack replica.

Here are the main points to take away from the first tests of Search Generative in “local” mode:

• On the whole, results seem fairly similar to those of the local pack, which appears organically below. However, some beta-testers have noted slight differences between results
• Next to each AI-generated result in this new SGE local pack, there’s a brief description of the location.
• On the right-hand side of the screen, Google displays a map with the selected locations pinned, as well as a selection of links used to provide the answer
• At the bottom of the SGE insert, Google suggests that users continue the conversation with a list of additional questions in the form of CTAs. Simply click to restart the conversation with the AI.

What impact will this have on local businesses?

Until now, the Holy Grail for a local business was to appear in the local pack for strategic queries. But will the imminent arrival of Search Generative Experience reshuffle some of the cards? Local AI results take up a lot of space. They’re colorful, comprehensive and don’t necessarily encourage you to scroll down for further information.

However, the arrival of SGE is not a threat, but an opportunity. Most of the time, local search results are similar to those of the local pack, enriched with 2 additional results. Companies that optimise their online presence best, via Google Business Profile in particular, should therefore still find themselves in the front row.

Google’s AI includes business descriptions, photos and reviews in its responses. The key is to ensure that all these elements are complete, up to date and relevant, in order to appear in the SGE. Local SEO specialist Andy Simpson has also found that the AI uses content taken from reviews in its responses. All the more reason to work on your Review Management at a time when reviews are already more important than ever.

The Search Generative Experience is the future of the search engine. It’s a new paradigm that needs to be taken into consideration. While we await the official launch (probably not for several months), it’s best to focus on the fundamentals of local SEO. Being up to speed on these subjects means maximising your chances of being well positioned in the SGE.