The Effects Of SGE on the SEO Industry: End of an Era?

We cover the implications of Search Generative Experience for search engines and how this technology threatens the $68 billion SEO industry.

This week, I read an article examining the potential impact of generative artificial intelligence (AI) technologies on search engines and the SEO industry. Ravi Sen’s article, published in The Conversation, discusses how this technology threatens the $68 billion SEO industry.

Generative AI and Search Engines

Generative AI, particularly SGE, aims to make the search experience more effective and user-friendly. However, this technology also threatens the SEO industry. The rise of generative AI creates an environment where users can get direct answers. This can render SEO efforts and rankings ineffective.

One of the concepts we need to learn in this process is Retrieval-Augmented Generation (or RAG for short). Michael King’s recent article on Search Engine Land covers this topic in depth.

What is this RAG?

RAG is a technology that aims to present the results of a search query in a more meaningful and contextual way. Essentially, this system acts as a bridge between a language model and a database. The language model understands the search query and pulls relevant information from the database. It then combines this information to produce a more comprehensive and meaningful answer.

Why is RAG Important?

This technology is essential for complex queries. Traditional search engines typically deliver keyword-based results, but RAG deepens these results contextually. That is, it understands not only keywords but also users’ real needs.


For SEO experts, RAG begins a new era in content production. Content can now be produced optimized not only on keywords but also on context and meaning. This improves user experience and can also positively affect search engine rankings.

RAG technology makes the search experience more meaningful and effective. This opens new opportunities for users, digital marketers, and SEO experts. We will start to see the effects of this technology, especially in content production and optimization processes.

Economic Impact of Productive Search Engine Experience

The SEO industry generated $68.1 billion in revenue globally in 2022 and is expected to reach $129.6 billion by 2030. However, the rise of generative AI is jeopardizing these projections.

The Reliability Issue of Productive Search Experience

Generative AI still has some challenges to overcome. For example, it may produce incorrect or made-up answers. It may shake users’ trust in such search engines.

In conclusion;

Generative AI could be a turning point for the search engines and SEO industry. However, it is essential to remember that this technology is still in its infancy and needs to overcome many problems. Still, it is necessary to closely monitor how this technology will affect the SEO industry in the future.

While search engines such as Google and Bing generate billions of dollars in advertising revenue, one naturally wonders why they would risk this with their productive search experience.

I believe an artificial intelligence-powered search engine that understands your preferences and behaviors could effectively serve as a personal assistant. Such a system could be so attuned to your needs and wants that it could influence your purchasing decisions, potentially encouraging you to buy something.”

Therefore, advertisements may be replaced by special sponsored offers. This could generate search engines much more revenue than ads.


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