Google's Gen-AI Search Is Powering 84% of Queries, Study Finds

In some cases, brands risk losses of 20% to 36% of total organic traffic to SGE

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A new report shows that 84% of queries on Google search will be shown a result powered by Search Generative Experience—the tech giant’s artificial-intelligence-powered search engine—disrupting huge chunks of brands’ and publishers‘ search traffic.

Search-engine-optimization marketing company BrightEdge—which sells SEO expertise—has been tracking patterns with SGE results since last fall (when Google introduced SGE), measuring more than 1,000 keywords across nine industries such as healthcare, ecommerce and business-to-business technology, among others.

“Brands that are performing well, most of their traffic comes from organic search,” said Travis Tallent, vice president of SEO at Brainlabs.

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