What We Learned Comparing Google SGE vs. Classic Search
Is Google’s new Search Generative Experience (SGE) really changing how people search? And more importantly — is it changing how they click?
We ran side-by-side tests to compare Google SGE with traditional classic search results, across a range of intent-driven queries. The results? They signal one thing clearly:
“Your old SEO assumptions may not apply in the age of SGE.”
— Ad Loft
In this post, we break down what changed, what stayed the same, and how to rethink your content strategy for AI-powered results.
What Is Google SGE (Search Generative Experience)?
SGE is Google’s AI-powered search feature that surfaces a large, generative answer box above traditional organic results — complete with citations, summaries, and follow-up prompts.
You’ll often see it for:
- Long-tail questions (e.g., “best CRM for freelancers”)
- Product comparisons
- How-to or explainer-style queries
Unlike featured snippets, SGE responses are multi-source and conversational — blending text, links, and calls to action.
📚 For a deeper breakdown, see our guide: Google AI Mode Now Live for All U.S. Users
Our Testing Setup
We ran comparative searches using:
- Google signed-in with SGE enabled
- Incognito sessions with classic search
- Multiple devices (mobile + desktop)
- Query categories: informational, transactional, local, and branded
We tracked:
- Above-the-fold visibility
- CTA placement
- Link source variety
- Time to scroll
Total queries tested: 45
Total SGE activations: 29
SGE vs. Classic: Key Differences We Observed
🔍 Visibility Shift: AI Takes the Spotlight
In most SGE-triggered queries, the entire top fold was consumed by AI content.
- Organic listings were pushed below the fold
- Ads remained visible above or beside SGE content
This means your content may be visible but not seen.
🧠 Content Depth: SGE Favors Contextual Pages
Classic search still rewards relevance + link signals.
SGE, however, rewards contextual depth:
- Long-form, well-structured content with schema performed better
- Pages with FAQs,
HowTo, or step-by-step formatting got cited more often
📌 Need help structuring your content this way? See Heatmaps Don’t Lie: What 1,000 User Sessions Taught Us
🤖 Branding & Authority: Domain Strength Still Matters
SGE doesn’t treat all sources equally. We saw:
- .gov, .edu, and top-tier publishers cited most
- Mid-tier niche brands cited if they had schema + in-depth coverage
If you’re a local business, this is where E-E-A-T and structured data matter more than ever.
Examples: SGE vs. Classic Results
Query: “how to cancel a timeshare contract”
- Classic Search: Forums, blog guides, legal firm websites
- SGE: Summarized answer citing 3 law firm sites + 1 consumer protection agency
Query: “best PPC agency for local businesses”
- Classic: Directories + PPC agency ads
- SGE: Paragraph summary with links to top agency pages, including FAQs
🧭 Related read: Why Google Ads Is Better with a Custom Landing Page
How This Impacts Your SEO Strategy
You can’t “rank” in SGE the same way you rank in classic search — but you can earn citations.
✅ What Helps You Show Up in SGE:
- Structured content (FAQ, HowTo, lists)
- Schema markup (
FAQPage,HowTo,BreadcrumbList) - Topic depth and clarity over fluff
- Authoritativeness + brand trust
⚠️ What Hurts You:
- Thin content or listicles with no real value
- Over-optimized titles with no supporting substance
- Ignoring featured snippet formatting
Need help? See our post: The Real Reason Your Landing Page Isn’t Converting
Final Thoughts: It’s Not Either/Or — It’s Both
SGE doesn’t mean the death of classic search. It means your SEO content now has two layers:
- Classic Optimization: Still essential for rankings, clicks, and evergreen visibility
- AI-Snippet Readiness: Critical for staying visible above the fold
“SGE rewards structured, useful, trustworthy content — the kind of content that actually helps people.”
Want to see how this plays out for paid vs. organic visibility? Read our full guide: Google Ads vs SEO for Local Business