The google SGE rollout
What is the Future of SEO with SGE?
It is hard to predict the exact future and potential disruptions SGE will have on the search landscape, however, having taken a look at some of the returning SGE results in comparison to existing Google Search it seems clear that a lot of UK companies need to catch-up on 2023 and focus on the content, intent and technical elements of their site pages, whilst also looking a fresh at local SEO.
In addition, the image optimisations are becoming more complex with much greater meta detail being necessary, especially in those reliant on shopping ads and eCommerce product searches… it is no longer just about the title and alt-tag plus image size and format that matters.
Impact of SGE on UK SMEs
• Greater emphasis on content quality: As SGE prioritises understanding user intent and delivering comprehensive answers, high-quality, informative content that directly addresses user queries will become even more crucial.
• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) remains vital: Google will likely continue to favour websites with established expertise in their field. SMEs can focus on building trust by showcasing their knowledge and showcasing positive reviews and testimonials.
• Personalisation: SGE’s potential to personalise search results based on user data might make user intent even more critical. SMEs should tailor their content strategy to address the specific needs and search queries of their target audience.
Big Brands
Likely to dominate
Addressing the dominance of established brands:
- While established brands might benefit initially from SGE due to their existing authority, SMEs can still compete effectively through:
- Long-tail keyword targeting: Focusing on specific keywords relevant to their niche offerings can help the SME attract users further down the purchase funnel who are actively seeking solutions within their domain.
- Building a strong online reputation: Encouraging positive customer reviews, actively engaging with customer inquiries, and maintaining a consistent brand image across various platforms can build trust and user loyalty.
- Leveraging local SEO: Optimising Google My Business profile, incorporating location-specific keywords, and engaging with local communities can significantly improve visibility in local searches.
- Linkbuilding: creating a strong and strategic plan for quality linkbuilding will serve invaluable as increased DA/DR will further serve to improve the trust factor and authority of the site content.
Gearing up for change
Overall, while SGE may present a slight shift in SEO strategy, it is my opinion that the average SME may have to work a lot smarter and harder to gain national or generic search queries of volume.
By focusing on high-quality content, building subject matter expertise, and catering to specific user needs, SMEs can still achieve good search ranking and reach their target audience effectively, it is likely, in my opinion, to allow us to deliver more relevant and engaged traffic, potentially alleviating some of the wildcard search queries that can occur naturally within content.
I think also there will be a more noticeable serving of different media formats depending on the type of query, for those of you nailing the featured snippets and SERPs Features already, you should find the transition a breeze.
I will be updating this post during the coming weeks-months – please do get in contact if you would like to discuss your SEO strategies.
Update – 14 months on
It’s been just over a year since I first wrote this piece on preparing for Google’s Search Generative Experience (SGE) rollout in the UK.
Back then, it still felt experimental — a preview of where search might be heading.
Now, I am calling it AEO (answer engine optimisation) and with more data and a few scars, I’ve had the chance to see how those early predictions held up.
In short: the fundamentals I discussed still hold true — the timeline, less so. Progress has been slower, patchier, and a little quieter than I expected. But directionally, we’re there.
What’s actually happened
Structured data quietly became the star.
Schema accuracy and entity clarity matter more than ever — not just for eligibility, but for how content is understood.
When markup reflects what’s genuinely visible on-page, SGE tends to “trust” that page more readily.GA4 offers the real story.
Traditional ranking visibility is only half the picture. Watching engaged sessions, scroll depth and interaction events over the past year shows where AI summaries divert or retain interest. Behavioural signals are now the truer measure of content resonance.Authority has crystallised.
Google’s preference for known, credible sources isn’t new — but SGE amplifies it.
Smaller publishers can still compete, but only with genuine expertise and consistency. There’s no short-cut schema or E-E-A-T veneer that substitutes for trust.Original thought travels further.
AI-generated summaries flatten sameness. Content with an authentic point of view — whether data-led, idea-led, or technically novel — surface better.
Originality has quietly become a technical ranking signal, not just a creative choice.Search volatility has eased — but transparency hasn’t improved.
Movements feel steadier, but attribution is murkier. You can see change, but not always explain it.
That’s where structured data and GA4 together still offer the clearest window.
And on my own site…
Ironically, I’ve spent much of the year fixing everyone else’s.
A minor hack, too many client projects, and too little weekend left — all very human, and proof that even SEO pros live in the real world of competing priorities.
Yet, the analytics tell their own story: even without constant publishing, pages built on strong structure, intent, and originality still hold their ground. Encouraging, and quietly validating. Although I am always patching and evolving my site – and should take time out to fully rebuild – I have found some very positive evolutions in the security spaces and this a highly appreciated development… more restful nights! If you are considering evolving your own site and not keen on a complete rebuild Rescue and modernise site packages exist!
Looking forward
As I work toward launching and formalising some of my existing digital tools – The SEO Colour Wheel and build-links.club I am also pleased to introduce the AVF Knowledge Hub. These tools exist to help you in your digital marketing tasks and are often an included element within my client work.
This site will continue to exist with lighter pages and stay as open reflections — places to check in, take stock, and show that keeping current isn’t about chasing every update, but about understanding where the patterns lead.
Fourteen months on, I’d say: the predictions stood.
The field evolved — not dramatically, but decisively.
And once again, the differentiator isn’t the “how-to” — it’s the why behind it.
