Google lately launched an experiment and it is said to impact the amount of traffic that businesses generate from organic and paid searches. The changes can be better or worse for websites.

It is testing the power of artificial intelligence (AI) to help people find reliable as well as condensed information faster in Google search. Its Search Generative Experience (SGE) is being trialled across the world.

When people search for a topic, AI creates an easy-to-understand summary at the top of the search engine results page. The summary is based on information from multiple websites. The experiment has a conversational element. Google simultaneously suggests follow-up queries to help user dive deeper into the topic.

Google SGE is expected to make searching easier for consumers. However, digital marketing experts speculate about possible downsides for online businesses.

Google snippet box may answer simple queries well and users thereafter don’t need to click on any of the indexed websites, states Sam Shetty, CEO of Sydney-based SEO agency E-Web Marketing. He said that if an internet user finds all the information they need from the Google snippet box, indexed websites may experience a drop in traffic.

However, he further pointed out that the experiment is in its early stages and it is now clear how Google SGE will impact the online visibility of businesses.

Shetty added that the businesses which have optimized their websites for SEO could benefit from higher traffic with Google SGE.

He said that when the experiment is soon to launch in Australia and businesses should try to get their website featured in the prominent source panel. Internet users will now be more inclined to such pages for complex queries that an AI-generated snippet cannot answer.