Impact of Google AI Search (SGE) on SEO tools, local SEO and SEO agencies

Introduction: Google SGE and the changing search

Google has with the Search Generative Experience (SGE) introduced a new AI-powered search that provides users with summaries and answers directly in the search results. SGE is still in the experimental phase (as of 2024/2025) and is available in many countries via Google Labs. Instead of displaying ten blue links and short snippets as before, SGE combines content from several sources into one AI-generated snapshot together. This development is intended to answer search queries more quickly and solve complex questions conversational form treat . For users, this often means that they without additional click already received answers - a paradigm shift that has a significant impact on search engine optimization (SEO).

Many experts expect SGE to... Click-through rate on organic search results noticeably reduced. Particularly informative search queries (Top-of-Funnel) Google now answers directly on the results page, which could lead to a decrease in classic website traffic by up to 30%. At the same time, the new AI results also offer opportunities: Google is blinding Source links one that interested users can use to “dive deeper.” In addition, several sources are often cited at the same time, sometimes even those that were not previously ranked in the top 10. SGE is expected to become a permanent part of Google Search. Below we look at the consequences of this development in three areas and give concrete recommendations on how to successfully master the change.

1. Change in the relevance of classic SEO tools (SEMrush, Ahrefs, Sistrix & Co.)

SEO tools are not losing their importance, but their purpose is changing. Although SGE puts some traditional KPIs into perspective (e.g. falling click numbers despite high rankings), tools like SEMrush, Ahrefs or Sistrix remain indispensable for measuring and optimizing performance in the new search world. However, providers are adapting their functions to AI search. So the focus has shifted from pure keyword rankings to Content quality and topic coverage relocated. Modern SEO tools increasingly analyze semantic factors: Topic completeness, extractable facts, E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) and structure of the content.

Several tool providers already have special ones SGE functions integrated: Ryte since 2024, for example, has been carrying out analyzes that “Extractability” evaluate content – ​​i.e. how well facts and statements can be captured by AI. Ahrefs has been offering one since Q1 2025 “AI Search Potential”-Score, which estimates how likely a piece of content is to be cited in generative search results. Sistrix in turn introduced new SERP monitoring features at the end of 2024 generative search results (AI snippets, AI boxes) into account in the visibility analysis. These adjustments show: SEO metrics are expanded to be able to measure success in SGE.

Those too use of tools through SEOs is changing. Instead of blindly relying on search volume and keyword rankings, many marketers now look at them first Search intention and thematic relevance . Classic keyword reports are supplemented by questions such as: “Does my content cover all facets of the topic?” and “Do I have a chance of being cited by SGE?” . Win in this context Content audits and semantic analyzes become more important, while the mere keyword density (“keyword density”) becomes less important.

Stay at the same time traditional tasks important, but are prioritized differently. Ranking and visibility tracking remains essential for detecting dips early - for example if a top keyword is suddenly replaced by an AI answer. However, these rankings must be seen in context: One place under The AI ​​box is now worth less than it used to be because SGE takes up a lot of space in the field of vision. SEO tools help with this by, for example: B. make visible where Organic hits are pushed down by SGE.

For SEO teams and agencies This means: You should review your tool landscape and use the new functions in a targeted manner. For example, with Ahrefs’ AI potential Identify specific content that should be further expanded because it is still available from SGE not be taken up. It is also worth using the tools provided Structure and markup recommendations (e.g. integrating tables, lists or FAQ schema), since structured content is preferred by the AI. Overall, SEO tools are here to stay crucial competitive factorto the Performance impact of SGE to monitor and react to it - their role is changing from a pure keyword monitor to a holistic one Content quality and visibility meters in both search worlds (classic and AI-generated).

2. Importance of Local SEO in times of SGE (Google Maps, local search & reviews)

Local SEO remains indispensable and is becoming even more important in some respects. Google SGE often takes local aspects of a search into account directly in the AI ​​response. SGE often displays search queries with a local reference “Places” module a – basically an expanded local hit list within the generative response. A study by BrightEdge found that in February 2024, almost 50% of SGE responses contained such a local module. Similar to the well-known “Local Pack”, local service providers are displayed with their name, rating and essential details. SGE can even do more than the traditional ones 3 local results show – become part 5 results listed, i.e. two additional companies that would previously only have been in “place 4-5”. This would enable local providers that were previously just outside the map pack a new chance to maintain visibility.

Important to understand: For clearly local searches (e.g. “Pizzeria in [city]”) SGE sometimes doesn't appear at all, but continues to be the classic one Google Maps Pack at the top. However, for more complex queries with a local context (e.g. “best family friendly restaurants near me“), SGE uses AI to generate a list from various sources and often shows a map section with pins. In both cases the following applies: Google Business Profile (GBP) is king. A well-maintained company profile with complete information, Current opening times, photos and many positive reviews becomes even more crucial to appear prominently in AI search. Since SGE tries, if possible useful and comprehensive answers To deliver, the AI ​​draws on all available local information - including content from GBP, Reviews and even the texts on your own website.

Reviews play a particularly important role here. SGE often shows up in local results Star ratings and review texts directly with . Google’s AI sometimes pulls Original sounds from user reviews to formulate a short descriptive text about the company. Local SEO experts have observed that SGE e.g. For example, it often highlights what a business is praised for (such as “friendly service” or “large selection of vegan options”) by extracting exactly those terms from the reviews. Positive reviews and high ratings are therefore no longer just “nice to have”, but rather directly influence how attractive a company appears in the AI ​​response . SEO agencies should therefore strongly advise their local customers to be active Review management to operate: Ask satisfied customers for reviews and respond to all reviews professionally and promptly. This signals quality and customer proximity, which convinces both users and the algorithm.

In addition to GBP and reviews also remain classic local SEO factors relevant. Structured data (Schema.org markups) for local businesses, e.g. b. LocalBusiness with address, opening times, aggregate rating etc., help Google to capture hard facts in machine-readable form . Since SGE places great value on accurate facts, it is important to ensure that such details are maintained consistently - on the website and in directories. Likewise, local websites should provide content that frequently asked questions of customers answer. A tip: run one “Question Audit” - list typical customer questions (“Do you carry gluten-free products?” etc.) and answer them in detail on your website. A bakery example: If a local baker notices that many people are asking for vegan or gluten-free options, they should ask for one FAQ page or a blog post create . Such content increases the chance of appearing in SGE as part of a comprehensive answer - or at least in conventional search queries (and People Also Askboxes) to become visible.

In summary: SGE does not make local SEO obsolete, but rather more demanding. Local companies must have their Holisticly optimize your online presence – from GBP to reviews to website content. The Basics (Name-address-telephone number consistency, local backlinks, etc.) remain essential because SGE usually takes over the local results one-to-one from the proven ranking . The Tighten the rules of the game However, it turns out that really every Available information can have an impact: an incomplete profile or few reviews can lead to being left out in the new AI-supported result. Agencies should therefore involve their local customers more GBP optimization, review strategy and local content marketing support. Anyone who acts proactively here will also have a “front row seat” in AI search.

3. Strategic realignment of SEO agencies (SMEs, local service providers, e-commerce)

The changes described mean that SEO agencies adapt their service portfolio in order to continue to successfully provide customers – whether small medium-sized businesses, local service providers or online shops – with visibility. There are central areas of action Content strategy, technical optimization, local search presence and data analysis. Essentially, SEO is moving closer to comprehensive Digital Marketing because pure rankings are less of a guarantee for traffic and factors such as brand awareness, user experience and added value content become more important.

a) Content strategy and on-page optimization:

Agencies should guide clients to move away from superficial “SEO texts”. in-depth, useful content to go. Thin content or purely keyword-driven texts are hardly taken into account by SGE. Instead, you need content Depth and unique selling points: original data, expert insights, different perspectives and real practical experiences. The Google updates of the last few years (e.g. Helpful Content Update) confirm this trend – “People-first” content according to the E-E-A-T principle are rewarded. SEO agencies should therefore expand editorial services: e.g. b. Topic research, interviews with experts, development of infographics or white papersto create content that goes beyond the usual.

It is also important to prepare content in such a way that it... attractive for AI and featured snippet algorithms is. Practical tips for this include: structured headings, concise paragraphs that directly answer questions, and incorporating lists and step-by-step instructions where appropriate. This is similar to optimizing for classic featured snippets – and in fact, it is recommended to make content just as snippet-friendly in order to appear in SGE charts. For example: The agency could write a comprehensive guide for a client and include a section with “Short and sweet: most important facts about X"highlight it as a table or bullet points. Such elements could be adopted 1:1 by SGE. The case EZ CleanUp shows that this works: Through clever snippet optimization (inspired by SEO expert Ricky Kesler) their website achieves ~10,000 visitors per month – “undeterred by SGE” . Success examples like this underline that Quality and structure of content is the key to generating traffic despite AI search.

b) Technical SEO and website performance:

As SGE reads and compiles content, it is more important than ever that websites technically accessible are. Loading time and crawlability play a role: Google apparently prefers “lightweight” websites for AI answers, where the content is directly in the HTML without complicated scripts. Agencies should therefore pay more attention to performance optimization, avoiding render-blocking JavaScript and clean code. For example, an online shop that only reloads its product information via client-side JS risks being overlooked by SGE. Core Web Vitals and fast server reactions are therefore not only relevant for user experience, but also for AI visibility. In addition, must structured data labeling be consistently implemented (product data, FAQ, reviews, events, etc.) so that the AI ​​can pull all relevant facts.

c) Local search presence and online reputation:

For agencies with locally operating customers (craftsmen, doctors, restaurants, etc.). Local SEO now at the center of the offer, not as an additional service. This means: maintaining the Google Business profile, monitoring and generating reviews, local content creation (e.g. blog posts about local events or guides with a local connection) and, if necessary. Business listing management in other directories. Given the described importance of reviews, agencies should even Reputation management offer – i.e. establish processes to obtain feedback from customers and respond publicly to it. These services used to go beyond classic SEO, but in the SGE era they are becoming a success factor for local visibility.

d) E-commerce and holistic user support:

When it comes to e-commerce clients, SEO agencies need to think even more integratively. According to a recent study 87% of eCommerce searches already accompanied by SGE. Google wants to keep users in its own system as best as possible, from the first product comparison to the purchase. Therefore, an agency should help online shops to map this research journey: about through Buying advice, product comparison pages, instructions and user reviews on your own page. Such content can show up in SGE responses and position the store as a resource until the customer is truly ready to purchase. Besides, you should visual content Don’t forget – 71% of eCommerce SGE results examined included a YouTube video. An online shop that offers explanatory videos or product reviews (be it on YouTube or embedded) has a higher chance of being mentioned in the AI ​​overview. Agencies could therefore also use content strategy Video content production and recommend optimization of the brand's YouTube channel.

Last but not least: Branding and diversification become more important. If Google generates answers itself, a website must provide reasons why users should still click - or they must already know and trust the brand. Brand building (e.g. via social media, PR, newsletter) is therefore increasingly part of the scope of advice provided by SEO agencies in order to become more independent of pure Google redirects. Direct access and Brand searches (User searches by brand name) are metrics that agencies are increasingly encouraging their clients to track. An established brand is more likely to be clicked in an AI response if it is mentioned as a source because trust already exists.

Recommendations: Successful SEO strategy in the AI ​​age

Finally, we summarize the most important ones Adjustments for SEO agencies and website operators together to remain successful in the age of SGE. The following table illustrates the paradigm shift and the new priorities:

In addition to this overview, SEO agencies should do the following concrete steps to successfully guide your customers through change:

• Continuous training: The SEO landscape is evolving rapidly. Agencies should train their team on SBU trends and share best practices (e.g. which content formats work, how tools track AI results, etc.). Also official statements from Google – such as emphasizing that helpful, user-centered content continues to be the top priority – it is important to keep an eye on it.

• Customize audits & monitoring: Run regularly SGE audits through. This means that for important keywords, monitor whether an AI answer appears and which sources are mentioned. Check whether your customers' content appears in it in any way. Use new tool metrics (e.g. Ahrefs’ AI score) as leading indicators. Report to customers not only rankings, but also changes in the rankings Click rate (CTR) and Conversion rateto evaluate the quality of traffic.

• Realign content planning: Identify opportunities for transactional and mid-stage content (“Middle of Funnel”). Since short info snippets are often covered by SGE, you should create content that goes beyond: detailed guides, product comparison tables, case studies, local success stories, etc. Such content attracts users after the first information research on the website, if you delve deeper into the topic or are specifically looking for a solution/provider.

• Optimize user experience & conversion: Less traffic means every click becomes more valuable. Make sure the customer landing pages user-friendly and relevant are. If a user is already informed about SGE, what he expects on the website is in-depth information or quick conversion opportunities (e.g. contact form, purchase completion). A seamless user experience and compelling CTAs help convert the pre-qualified visitor into a customer.

• Communication and expectation management: Finally, agencies should proactively inform their clients about the changes. Make it clear that a possible decline in visitor numbers does not automatically mean failure, as long as it does Leads/sales remain stable or increase. Explain what new measures will be taken (such as content upgrades, local optimizations) and what results are realistic. This is how you create trust and position yourself as strategic partner Your customers in a changing search landscape.

Conclusion: The introduction of Google’s AI Search (SGE) is a dramatic change for the SEO industry. Important tools and tactics need to be adapted, but the basic principles – Relevance, quality and user orientation – apply more than ever. Anyone who aligns their SEO strategy holistically, does technical and content homework and takes advantage of new opportunities (e.g. in local results or new content formats) will successfully navigate their customers through the change. SGE may change the playing field, but with agile strategy and a focus on added value you can also AI-generated search shine.