Ten blue links are the past. They are neither the present nor future of Google Search. 

So where is Google Search heading? Toward more direct, AI-powered answers. Specifically: Google is evolving in the direction of Search Generative Experience, according to CEO Sundar Pichai. 

Brands, SEOs and content creators remain concerned about potential traffic losses – especially with rumors SGE could launch at Google I/O or sooner. Google’s goal is to provide AI-generated summaries while also sending traffic to website content, Pichai said. However, Google clearly has some work to do in terms of improving the quality of Search results and SGE answers – and we still have no visibility into whether people are clicking on the links/citations in SGE results. 

Fun times. Dig deeper in Google CEO on the evolution of Search and SGE.

Danny Goodwin,
Managing Editor, Search Engine Land & SMX

SEO

Search is evolving toward SGE, says Google CEO Sundar Pichai

Sundar Pichai believes Google can provide AI-generated answers while also helping users navigate to websites for information.

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Google testing People Also Consider label on branded search ads

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Google structured data carousels (beta) clarified for summary pages

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TikTok launches enhanced ad placement controls

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