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Google’s SGE Could Upend Search Traffic. Here’s How Publishers Are Preparing



In May, Google unveiled the beta version of its Search Generative Experience (SGE) technology—a product that uses artificial intelligence to answer search queries on-page—and the technology has sent publishers scrambling to prepare for a major disruption to their organic search traffic, which typically constitutes their largest source of readership and, ultimately, revenue.

When fully incorporated into search, SGE could reduce publishers’ organic search traffic anywhere from 20% to 80%, according to interviews with media executives, SEO consultants and AI technologists. Some

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