If you sell online, you already know that showing up on Google is essential to attracting customers. But what if Google started answering your customers’ questions without them having to click through to your website?
This is already happening with Search Generative Experience (SGE) , Google’s new AI technology that turns search results into complete, interactive answers.
If SEO was already challenging, it has now become even more competitive. What changes for e-commerce? How can you ensure that your store still receives traffic? And how can an audit help? Let's explore all of this now.
What is Search Generative Experience (SGE)?
SGE is a new search experience from Google powered by artificial intelligence. Instead of just displaying a list of links, Google now responds directly to a user’s search , including product summaries, reviews, and even comparisons.
This means your customers can find answers without having to visit your website .
How does the SGE work and what does it analyze?
Search Generative Experience (SGE) is powered by artificial intelligence and advanced algorithms that analyze not just what the user types, but the context of the search, browsing history, and the intent behind the question .
Based on these factors, Google delivers complete and highly relevant answers directly on the results page , without the user having to click through multiple links.
🔍 To assemble these responses, the SGE relies on:
📌 Structured data — Price, stock, reviews, categories, delivery times.
📌 Technical SEO — Site speed, architecture, crawlability, and correct use of markups (schema.org).
📌 Content quality — Well-written descriptions, FAQs, real reviews and comparisons.
📌 Brand reputation and relevance — Domain authority, information consistency, and user experience.
Imagine someone searching for “best smartwatch for running.” Instead of showing just a list of links, Google might show:
– Comparison of popular models,
– Expert assessments,
– Prices in reliable stores,
– And even suggestions on where to buy, with an action button.
All this before the user even accesses your website.
This AI-powered curation reduces clicks and requires stores to be very well prepared — with organized data, optimized pages, and truly useful content .
If your store is not yet ready for this new search format, your competitors may be gaining ground even with products that are the same as yours .
Example: Search for "review Iphone 14 pro"
By doing this search, the SGE can generate a response with the pros and cons of the iPhone , reviews and tests from reliable websites, prices, nearby stores and even open the possibility of talking to the AI to answer more specific questions about the product.
Below that, a block of frequently asked questions (FAQ) appears. By clicking on one of them, the user is taken to a conversation interface — similar to ChatGPT — where they can continue interacting with the search engine to understand whether that iPhone really meets their needs.
How Does SGE Impact SEO for E-commerce?
By closely following Google's tests with Search Generative Experience , we have already been able to identify clear patterns of which factors tend to increase the visibility of an e-commerce in this new scenario .
One of these is the decrease in clicks on traditional organic results , as Google is delivering more complete answers directly in the SERP. At the same time, well-structured content — especially top- and middle-of-funnel content — is being used as a source for AI answers , which can generate more qualified and engaged traffic. This includes everything from detailed product descriptions to the presence of frequently asked questions and conversational content.
Another critical point is the technical quality of the website . Structure, speed, structured data and integration with the Google ecosystem (such as Shopping and Merchant Center) are directly linked to the way information is captured and displayed by AI.
Additionally, we’ve noticed that content optimized for natural language , such as direct questions and detailed comparisons, is more likely to appear in AI-generated blocks.
Finally, brand authority remains the central criterion: stores with consistent reviews, a strong presence and a positive reputation are given greater prominence — whether in the SGE or in any evolution of the algorithm.
All of these signals reinforce something we’ve long argued: SEO, performance, and user experience can’t be treated as separate . They’re connected — and now, more than ever, they directly impact your presence in Google results.
How can a consultative audit help?
With the arrival of Search Generative Experience , Google has changed the rules of the game — and those who don’t adapt lose traffic. Today, it’s not enough to have a good product or a beautiful website. You need to have a technical structure, optimized content, and an impeccable experience to appear in the new AI-powered SERPs.
This shift requires a deep review: will what’s working today still be enough tomorrow? Does your SEO work well with AI? Is your website data organized the way Google expects it to? Is your conversion funnel flowing as it should?
This is where the UX, SEO, CRO and BENCHMARK consultative audit comes in.
Instead of generic reports, you get:
— A detailed diagnosis of your website’s current performance
— Clear and prioritized recommendations , with a focus on real impact
— Cross-analysis of UX, SEO, CRO and benchmark , to understand where the bottlenecks are and where the opportunities are
— A tangible action plan , with guidance for data-driven decision making
This audit was designed for those who want more than a technical opinion — but rather a path to grow consistently , adapt to market changes and make decisions with confidence .
If you feel like you’re doing everything you can, but the results aren’t keeping up with your efforts — it might be time to stop, take a deeper look, and adjust your course.
Auditing is the first step. The next step is to accelerate with focus.
Click here to learn more and prepare your operation to grow intelligently in the new era of search.