How is Google's Search Generative Experience (SGE) expected to impact organic traffic and SEO strategies in 2025?

Search is becoming more “conversational” and contextual. Content strategy will need to reflect that: anticipate follow‑ups, related queries, conversation flows.

Google’s Search Generative Experience (SGE) in 2025 is expected to reduce clicks to traditional organic results since AI-generated answers appear directly in search. This means SEO strategies must adapt by focusing on long-tail keywords, high-quality authoritative content, and brand visibility within AI summaries. Optimizing for user intent, E-E-A-T (Experience, Expertise, Authoritativeness, Trust), and rich media will be key to staying competitive.

According to Adil Raseed, Google’s Search Generative Experience (SGE) in 2025 is expected to reduce organic traffic for some sites, as AI-generated answers appear directly in search results. SEO strategies must shift toward creating highly authoritative, in-depth, and user-focused content to remain visible.

One of my friends in digital marketing was telling me recently how Google’s SGE is shaking things up. He said sometimes their content shows up right in the AI overview and traffic goes up, but other times it doesn’t get picked at all and traffic just dips.

From my side as a developer, what I noticed is Google’s AI seems to rely a lot on how the site is structured. Clean code, schema, and performance make it easier for the AI to pull the right context.