From our 2024 archive. This is a historical announcement. Context and links reviewed on 18 September 2026; the information below relates to the original publication period.
When we wrote about SGE in January 2024, Google was testing a more conversational search experience. SGE stood for Search Generative Experience, rather than “Search Generative Engine” as our original article described it.
What the experiment explored
The idea was to help people explore questions with generated responses and links, rather than relying only on a familiar list of search results. It was an experiment, so the experience, availability and eventual product names could change.
Where to look now
For today’s website planning, read our guide to Google AI search. That covers the current distinction between eligibility and guaranteed visibility.
Our original suggestions that particular markup or formats would secure richer placement were too definite. Useful content and sound technical foundations matter, but no format guarantees that a page will be selected by an AI feature.
If you need help reviewing an existing site, see our SEO services.
