What is SGE?

What is SGE?

ROAST • 27/07/2023

What is Google’s SGE?

Search Generative Experience (SGE) is developed by Google, and it uses artificial intelligence (AI) to generate answers to questions. SGE uses AI in three ways to enhance the user’s experience. It includes AI snapshots, vertical experiences, and conversational mode.

What is Google’s SGE used for?

SGE can be used in three different ways, such as AI snapshots. It is used to generate a summary for longer content and queries. Conversational mode is used to answer follow-up questions and it still retains the context of the original search question. And lastly, vertical experiences provide the user with a preferred list of features and additional product details in commercial searches.

What does the new Google SGE look like?


Image Source

Vertical experience is shown above. You can use the conversational mode by clicking the converse button at the top left corner.

How can you sign up for Google’s SGE?

Currently, SGE is not open to the public and requires you to sign up for Google’s Search Labs. However, Search Labs is only available to a limited number of people, and it is only available in English and in the US. There is a waiting list you are able to join.

Using our ROAST SGE Ranking tool we have gathered the top question key phrases in the Insurance industry vertical.

What data do the SGE Ranking Reports provide?

  • Key phrases (questions) asked 
  • The response given by Google / ChatGPT 
  • The type of response 
  • Format of the response (text, table, pro’s & con’s, numbered lists etc) 
  • 3 other data points  

The above is provided in a raw CSV format and a visual dashboard. Reports run over a 6-month period with 3 data pulls. 

What services are included with the SGE Ranking Report?

  • Key phrase research (we can use an existing list you may have) 
  • Data gathering 
  • Report generation  
  • Introduction to SGE session and optimisation recommendations 
  • 2 updates of the data in month 3 and 6 

Reports can be run in multiple languages (ones that the platforms support) and different locations.


SGE (Search Generative Experience) is evolving. Google have now added links to websites that are the source of the generated text.

Users click twice, once on the quote, and a second time to open the website.

This is a positive move from an SEO / organic traffic point of view as this will result in more organic traffic to your website if you are quoted in the SGE result.

However, it’s still early days on the testing on this, some screenshots like ours above show a “quote” mark, while others show the domain name with an external link icon.

To learn more about SGE results head over the link in the first comment to download our latest whitepaper on SGE which used our SGE ranking report tool to track SGE.


View all of our SGE Ranking Reports here.


Download our lastest SGE Ranking Report: Insurance below.

SGE Ranking Report: Insurance

"*" indicates required fields

Opt-in checkbox*
By downloading our whitepaper you consent to receiving marketing communications such as Whitepapers, resources and event invites from TIPi Group (ROAST, Kitty and Rabbit & Pork) . You can unsubscribe at any time.
This field is for validation purposes and should be left unchanged.

If you would like to find out more, please feel free to contact us here.