How to Rank in AI Search: March 2024 Update

Did you know that Google’s AI search engine, SGE, is reshaping how information is discovered online? As generative AI takes center stage, businesses must update their SEO and content tactics to secure prominent positioning.

What Is Google’s Search Generative Experience?

Google’s Search Generative Experience (SGE) represents a fundamental evolution in online search. Rather than presenting ten blue links and snippets, SGE leverages a large language model to generate concise answers sourced from multiple web pages. When a user asks a question—say, “Best budget cameras for travel”—SGE synthesizes relevant facts, images, and follow-up prompts in a unified block at the top of the results page. This approach shifts focus from browsing individual pages to consuming AI-distilled insights, accelerating the search process and altering traffic flows across the web.

Traditional SEO vs. AI-Powered Search

For more than a decade, search engine optimization revolved around keyword targeting, backlink acquisition, and on-page technical adjustments. With SGE, however, the priorities shift. Traditional SEO metrics—like click-through rate on organic listings—remain important for Google’s classic results, but the new generative layer demands direct, context-rich copy and tightly structured pages. Rather than leading with a catchy introduction and keyword variations sprinkled throughout, AI search favors clear, immediate answers. SEO specialists must adapt by combining classic link-building with focused content designed to feed AI algorithms precisely what they need to construct those summary responses.

How SGE Displays Search Results

SGE results usually appear above the standard SERP layout. Key features include:

• A generative answer block: A paragraph or two of AI-written text summarizing the search intent.
• Corroborating links: Dropdown or carousel listings that cite source URLs, each tied to specific sentences.
• Suggested follow-ups: Related questions inviting deeper exploration in the AI chat pane.
• Visual elements: Featured images or video snippets pulled from pages, when available.

Occasionally, Google tests variants: some users see only site links below the main summary, while others get a carousel with thumbnail images. The constant throughout these iterations is reduced organic real estate above the fold, so being cited within that generative block is critical for visibility under AI-powered search.

The Impact on Organic Search Ranking

SGE’s adoption may profoundly affect traffic distribution. An Israeli SEO firm’s projections suggest the average website could lose anywhere from 18% to 64% of its organic visits after full rollout.[verify] In a best-case projection, sites might see an 18% drop; worst-case, a 64% plunge.[verify] However, these are estimates based on early testing and varying user engagement. On the flip side, businesses that learn to optimize for AI answers can gain traffic by capturing clicks that would previously land on multiple competitors’ pages. Early adopters who secure position within the generative block may see net growth, turning potential loss into opportunity.

Identifying SGE Opportunities with SEO Tools

To discover which queries surface SGE results, use keyword research platforms such as SEMrush or Ahrefs:

1. Export a list of high-volume informational keywords (e.g., queries beginning with “how,” “what,” “which,” or “why”).
2. Filter terms where you currently rank on page one of Google (positions 1–20).
3. Test those keywords manually in a SGE-enabled browser or via Search Labs.
4. Note which queries trigger a generative AI answer and which do not.
5. Prioritize reoptimizing pages for keywords with SGE blocks that your site does not yet rank in.

This process helps you focus content updates where they can have the greatest impact on AI search visibility, rather than overhauling your entire site at once.

Three Winning Strategies for SGE Ranking

Optimizing for AI-driven search involves tailored tactics. We recommend three core approaches:

1. Generate Direct Content
   Begin articles with an immediate, context-rich summary that mirrors the style of SGE answers. Place your most important information within the first one or two paragraphs to improve the chance that Google’s AI will select your text as the primary summary.

2. Influence Suggested Queries
   AI chat results often display follow-up prompts under the main answer. By creating dedicated pages or sections addressing those predicted queries, you can funnel users toward deeper engagement with your brand rather than unrelated topics.

3. Utilize Featured Images
   When SGE shows a carousel, listings with compelling thumbnail images stand out. Ensure each target page has a relevant, high-quality featured image correctly tagged with alt text and schema markup to maximize your click potential in image-rich AI results.

Case Studies: Real Examples of SGE Success

Several businesses have already benefitted from SGE-focused optimizations:

• Construction Accreditation Example
A UK accreditation firm targeted “What is C Accreditation UK.” Their blog began with a succinct definition that matched Google’s generative answer. Within hours of updating their page and resubmitting via Search Console, they secured the sole position in SGE above the fold, boosting traffic from that query by over 120% in a single week.

• SEO Fundamentals for Exposure Ninja
Exposure Ninja’s own site lacked SGE presence for “What is a page title?” Despite ranking in standard featured snippets and position eight organically, they rewritten their article’s introduction into an exact match summary. Reindexing yielded a first-page SGE carousel spot and continuous linkage in dropdown sources—demonstrating that targeted copy tweaks alone can unlock AI search visibility.

• Bing Chat Correlation
Optimizing for SGE often improves ranking in other AI assistants. After refining their content for SGE, Exposure Ninja noted a top-3 placement in Bing Chat’s answers for the same queries, with multiple citations from their site across varied ChatGPT-powered sessions.

These examples illustrate that precise, data-backed content adjustments can swiftly secure prime AI search real estate.

Advanced Tactics: Controlling AI-Generated Answers

In certain cases, you can even steer SGE’s factual responses toward your preferred narrative. For instance, when querying “How many books has Tim Cameron-Kitchin written,” the default AI answer cited five titles sourced from large databases. By publishing a brief “exact-match” blog post listing seven books—two of them rare, self-published works—on a personal site and optimizing the introduction, the AI answer updated within five hours to reflect the new total. This demonstrates how dedicated micro-content can overwrite generic AI summaries, a tactic especially useful for reputation and thought-leadership control.

Key Metrics to Track for AI Search Success

After implementing SGE optimizations, monitor these indicators:

• SGE Mentions: Use Search Console and rank-tracking tools to see which pages appear in generative AI blocks.
• Click-Through Rate (CTR): Compare CTR from AI results versus classic organic listings.
• Dwell Time: Track engagement on pages that lead AI summaries to assess whether content meets user intent.
• Relative Traffic Shifts: Identify queries where traffic rose or fell post-SGE to prioritize further tweaks.

Regular analysis ensures you refine underperforming pages and double down on winning strategies.

Adding SGE Into Your Workflow

Integrate AI search into your existing SEO process by:

1. Maintaining core keyword research and technical audits.
2. Scheduling quarterly SGE opportunity reviews.
3. Training content teams on summary-first writing and schema markup.
4. Allocating resources for rapid update cycles as Google refines its generative model.

This structured approach prevents disruption and positions your site to adapt alongside AI-powered search enhancements.

Preparing Your SEO and Marketing Plan

While SGE remains in testing, businesses should prepare rather than panic:

• Educate Stakeholders: Conduct workshops explaining AI search trends and potential impacts on organic traffic.
• Pilot Campaigns: Choose a subset of high-value pages for initial SGE optimization tests.
• Budget for Paid Channels: Ramp up paid search or social to offset any short-term drops in organic traffic.
• Partner with Experts: If internal resources are limited, enlist an agency or consultant experienced in AI search ranking tactics.

Foresight and planning can turn uncertainty into a competitive edge rather than a vulnerability.

Conclusion

SGE marks the biggest evolution in Google search since its inception. By adapting your SEO strategy to include AI-friendly content—direct summaries, curated follow-up coverage, and compelling imagery—you can capture prime placement within generative results and protect your organic traffic.

• Boldly integrate SGE optimization into your regular workflow today to stay ahead of the AI-driven search revolution.