An Exploratory Study on the Impact of Generative AI (Search Generative Experience - SGE) on Traditional SEO Strategies”

Author: Pratima Rajpoot / Amity Business School, Amity University Lucknow, Uttar Prades, India

Co-author: Dr. Richa Raghuvanshi (Assistant Professor)/Amity Business School, Amity University Lucknow, Uttar Pradesh, India

Abstract:

The rapid integration of Generative AI into search engines, primarily through Google’s Search Generative Experience (SGE), represents a fundamental shift in how users find and consume information online. This research paper explores the impact of this transition on traditional Search Engine Optimization (SEO) strategies using a secondary data collection method.

The findings indicate that the "AI Snapshot"—a synthesized answer appearing at the top of search results—is significantly reducing the visibility of traditional organic links and driving a rise in "zero-click" searches. Consequently, the traditional SEO goal of ranking in the top ten blue links is no longer sufficient for maintaining digital visibility.

This study identifies a transition toward Generative Engine Optimization (GEO), where success is measured by the ability of a brand to be cited as a trusted source within AI-generated responses. The analysis suggests that while total website traffic may decline for general information queries, there is a new opportunity for high-quality engagement for brands that prioritize "E-E-A-T" (Experience, Expertise, Authoritativeness, and Trustworthiness). The paper concludes with actionable recommendations for marketers to move away from keyword-centric tactics toward a "brand-as-a-source" strategy to remain competitive in an AI-driven search landscape.

Keywords: Generative AI, SEO, SGE, Digital Marketing Strategy, Zero-Click Search, Search Engine Optimization.