More personalized search results

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Immersive search experience
By giving the searcher the opportunity to ask follow-up questions, SGE introduces a more interactive search experience.

Here's an example of this in action, if you search for “ how to pack for the beach when flying ”, you'll see an AI-generated answer, but if you scroll down you can ask a follow-up question like “ can you take a towel in hand luggage ” or “ what should I pack for a day at the beach in the UK . ”

Follow-up questions in sge

Google automatically generates these follow-up questions that are relevant to the initial search, but users can also ask their own follow-up questions.

In my opinion, this will require levels of content that the average business website simply doesn't overseas chinese worldwide database have. This is where I see SGE potentially impacting SEO in the future.

- Quentin Aisbett, Search

quentin aisbett

For years, the primary focus has been on content that satisfies the initial search query. But what about the second and third follow-up questions?

Websites with robust support or help subdomains containing hundreds or thousands of Q&As could be well positioned.

By investing in content enhancement, brands can increase their chances of being the source of information in SBU results.


One of the main features we can expect from the launch of Google's SGE is results that are even more specific to the user's search queries.

For example, if you search for “ what gear do I need for bikepacking ,” Google will simply show you a featured snippet with content related to “ how to choose bikepacking bags ” and then the list of regular search results.