Search Generative Experience (SGE) – How will it impact CTRs?

Reja Rapheekh Updated on: June 20th, 2024

Innovations are changing the way we all work. In digital marketing, technology has the power to determine the future of marketing trends and implement new ways to achieve them. 

Everything is new. People have adapted themselves to using technology and learned to recreate what they have already learned with the power of innovations. 

Imagine the times when we used to interact with online content. And how we came up with new ways to communicate and engage with web content lately.

Search Generative Experience (SGE) is one such innovation that helps users engage with search results while also potentially affecting the key metrics such as click-through rates (CTR). 

In this article, we are going to talk about click-through rates and how SGE might influence them. Let’s see! 

Understanding the concept of Click-Through Rates

It is critical to understand CTR in the current scenario of digital marketing. In simple terms, CTR is a metric used to measure the effectiveness of an online advertising campaign or a search engine result. 

How to calculate the CTR? 

Let’s take the number of times the link is shown as an impression. So, CTR is calculated by dividing the number of clicks a link receives by the number of impressions, expressed as a percentage. 

For instance, if a link is shown 100 times and it gets 10 clicks, the CTR is measured at 10 %. 

A CTR is a critical method as it determines the effectiveness of a campaign and provides insights into how compelling and relevant an advertisement or search result is to viewers. 

A high CTR indicated that the link was relevant and that users found it attractive enough to click on it, suggesting successful engagement. 

What is Search Generative Experience or SGE? 

SGE is a revolutionary change in the way searches typically work. In recent years, Search engines such as Google have been providing accurate information by prioritizing interactive and user-friendly results. It allows users to find answers and data within the search results itself, reducing the need for them to visit other websites as traditional search does. 

How does SGE work? 

In the new feature of SGE,  it uses generative artificial intelligence (AI) to enhance the traditional search process on Google. This technology allows the search engine to provide not just search results but also comprehensive overviews and deeper insights directly related to your queries. 

The responses are more accurate and useful especially when it comes to complex queries. SGE uses large language models such as MUM and PaLM2, which are trained to provide high-quality results by verifying information across multiple platforms. 

For instance, if you search ‘ the best ways to improve sustainability ‘, SGE will deliver information that is collected from various sources. It will be an AI-generated summary of key points, covering everything you need to know. 

Additionally, SGE makes the search results more conversational and appealing by allowing the users to ask follow up questions within the same context. 

For example, you can ask similar questions related to the initial answer within the same context. 

How does the Search Generative Experience impact CTR? 

Assuredly, the search generative experience has a great influence on CTR.  It also affects the overall web traffic. 

  1. Increased engagement on AI Summaries 

The generative AI in Google’s search engine can provide relevant and detailed summaries of topics searched by users. These AI-generated snippets might answer a user’s question immediately on the search results page, potentially reducing the need to click through to a website for more information. 

AI in the search results  answers effectively, leading to lower CTR for websites that traditionally would rank for such queries. 

  1. Higher-Quality Traffic 

It may result in a sudden decrease in the overall traffic, however the traffic that does not click through could be of higher quality. In some cases, the user may be lacking information on a particular topic, or not be satisfied with the AI-generated content, and they are more likely to invest their time in research. They become more vulnerable visitors and get more engaged by clicking through other links.  This can increase the quality of traffic to those websites. 

  1. Encouragement of more detailed Queries

SGE might lead users to refine their searches into more detailed queries. Since the AI can handle complex and multi-part questions, users might be encouraged to ask more specific questions, leading to more targeted search results. This can benefit niche websites that focus on specific topics or industries, as their likelihood of appearing in search results for these detailed queries increases. 

  1. A Balance with the traditional search results

Yes, the search generative experience can impact traffic, but it does not replace the traditional results. Instead, it adds a new layer on top of them. This indicates that the traditional search results are always available. In this way, you can still drive traffic to your sites. 


In summary, while SGE can potentially decrease the volume of clicks by answering questions directly in the search results, it also enhances the quality of traffic and encourages more detailed and informed queries. This shift emphasizes the need for content creators and marketers to adapt by providing richer, more detailed, and highly informative content that aligns with what users and the AI are searching for.