2023 has been the most turbulent year in SEO since the Penguin and Panda updates. The rise of large language models, Google’s Search Generative Experience (SGE), and the evolution of E-E-A-T are reshaping what it means to rank.
AI Content: The Good, The Bad, and The Undetectable
AI-generated content has flooded the web in 2023. Google’s position: AI content is not inherently a violation of its guidelines. Content that is helpful, accurate, and original is welcome — regardless of how it was produced.
E-E-A-T: Experience Is the New E
Google’s addition of a second “E” for Experience signals that first-hand experience is now a quality signal. Author bylines with verifiable credentials, personal case studies, original data, and hands-on product reviews demonstrate this quality.
SGE and the Future of the SERP
Search Generative Experience replaces the traditional blue-link SERP with AI-generated summaries for informational queries. Brands must optimize for citations within SGE responses — a new form of visibility that traditional rank tracking doesn’t capture.