A recent analysis by Authoritas suggests that Google’s Search Generative Experience (SGE) could lead to a decline in traffic levels from brand-related terms. With SGE being rolled out to users who haven’t opted into Search Labs, the impact of AI-generated answers on organic traffic is still unknown. The study showed that SGE appeared in 91.4% of all search queries, with 8.6% of keywords not generating an AI-generated response. These new generative results could mean competitors and third-party sites have more opportunities to rank for brand terms.

Quora and Wikipedia ranked in the top 20 performing generative domains, and on average, 10.75 links appeared in SGE answers, with 62% of generative links coming from sources outside the top 10 ranking organic domains. Over 50% of keywords had paid search ads, and shopping ads were shown below SGE 64% of the time.

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