Two sentences in a Google blog post seem to have convinced more than a few people in the search community that Google’s Search Generative Experience “isn’t going to happen.”
Specifically, SGE won’t launch. It will never be more than an “experiment” in Labs or become part of the default Search experience for all (or the vast majority) of users.
I just don’t buy it. Here’s why.
What is at issue. When Google announced Circle to Search, Elizabeth Reid, Google VP, Search, wrote in a blog post:
These two sentences led to a fairly elaborate interpretation shared by Ross Hudgens, CEO of Siege Media, (in the same post, he even states he is possibly reading too far into it). It reads, in part:
Fishy. Yes, it’s debatable whether SGE, in its current form, will graduate and become the default Search experience. We don’t know Google’s product roadmap or if SGE is even “delayed.”
However, the idea that SGE won’t be released partially or fully – soon or maybe ever – took hold on social media.
To me, though, this looks like the equivalent of putting a cup in the ocean, finding no fish inside the cup and claiming there are no fish in the ocean.
To be clear. Google has not announced SGE may not launch.
Google also has never announced when or if SGE will launch. SGE has to this point consistently been referred to as an experiment.
SGE had an “end date” at one point – December 2023 – but that was removed in December. That “end date” also had zero meaning.
Hopefully, it’s all clear now that the above interpretation (and resulting rampant social media speculation) is based entirely on something Google didn’t say. Which is a sentence I can’t even believe I just wrote.
What we actually know is that Google will “continue to offer SGE in Labs.”
SGE experimentation. Meanwhile, we’ve reported from two separate analyses (from BrightEdge and Authoritas) that SGE is shown for over 80% of queries for users who have opted into SGE. Also, SGE experimentation is ongoing, according to a separate analysis of a billion queries by BrightEdge.
All of this data and ongoing experimentation should be enough proof that SGE isn’t dead. All we know with certainty is that Google has not launched SGE – everything else is unfounded speculation at this point – again based on two sentences of a blog post.
All that said, Google’s earnings call is tomorrow. It will be interesting to see whether SGE is mentioned.
What Google has actually said about SGE. Google has not stated that SGE “isn’t going to happen.” Let’s review:
During the Alphabet Q3 2023 earnings call, Oct. 24, Alphabet/Google CEO Sundar Pichai said:
Interpretation: Google is thinking about the next 10 years. So maybe stop trying to extract meaning from two sentences of a blog post. Also, Google is trying its best to figure out how to make more money here – or at least not lose any more money. And it seems they still haven’t figured it out yet.
Interpretation: Google thinks SGE improves the Search experience, as imperfect as it was at the time. Also, Google definitely went all-in on mobile-first – that happened. Pichai seemed fairly serious about making Search an AI-enhanced experience.
During the Alphabet Q2 2023 earnings call, July 25, Alphabet/Google CEO Sundar Pichai said:
Interpretation: Pichai positioned SGE as an evolution of Search then and I doubt that has changed.
In an interview with Platformer, Dec. 6, about the newly-launched Gemini model, Pichai brought up SGE multiple times, including this:
Interpretation: Google seems to think of SGE as part of the “fundamental value proposition of search.” All I’m not 100% certain about is whether the product Pichai is referring to in the quote above is Search, SGE, or both.
Dig deeper. Google CEO on SGE and Search evolution: ‘We’ll get it right’
False. Were Search Engine Land going full Politifact, we would likely rate this story as “False” if not “Pants on Fire.” While many in search marketing may want the delay or even death of Google SGE to be true, there is no evidence to support this “interpretation” at this time.
Spreading around the idea that SGE isn’t launching and that Google said as much is harmful because misinformation is so easy to spread in our industry. You’re better off preparing for generative search experiences – which aren’t going anywhere.