Content formats, YMYL, product views


Google’s Search Generative Experience (SGE) is now showing for 84% of search queries. SGE has three main variants:

  • Opt-in (68% of the time) where users must request an AI-generated answer.
  • Collapsed (16%) where a truncated AI-generated answer is shown.
  • None (15%) where no SGE is triggered.
Google Sge StateGoogle Sge State
Image credit: BrightEdge

That’s according to new data released by enterprise SEO platform, BrightEdge, and its new experimental tool, BrightEdge Generative Parser. The company shared new data on the most popular Google SGE content formats, warnings being shown in YMYL queries and ways Google is experimenting with product views.

Why we care. SGE is a huge coming shift in Google Search. It could result in big changes in some verticals. For search marketers, many unknown unknowns remain because Google has shared no data with us – either on the organic or paid side. All Google has promised is that they will “get it right.”`

Content formats. Unordered (bulleted) lists appear 48% of the time, and can be shown with or without accompanying descriptions.

  • Another unordered list variant appears 26% of the time. This SGE format includes more detailed “breakouts” including expanded descriptions or interactive features within the list, BrightEdge said.

A location/local module (including maps) appears 38% of the time. Meanwhile, product viewers (for product-related searches) appear 8% of the time.

YMYL warnings. Google has started adding a variety of warnings on SGE answers. These categories include:

  • Age: “This could be unsafe or illegal depending on a person’s age.”
  • Financial: “This is not professional financial advice. Consulting a financial advisor about your particular circumstances is best.”
  • Medical: “This is for informational purposes only. This information does not constitute medical advice or diagnosis.”
  • Legal: “This is not legal advice. You may want to consult a lawyer about this question.”
  • Dangerous: “This could be dangerous. Consider asking a professional for help.”

Product views. Google is experimenting heavily in this area. BrightEdge identified five key variants for how Google is displaying products in SGE:

  • Product Listing with Sourced Descriptions: Products and descriptions are shown. Users can find the source via a dropdown arrow.
  • Apparel Product Displays: Apparel is highlighted via large images. Review, purchase location and pricing is also shown. Plus, SGE is adding “contextual commentary” on fashion trends.
  • Carousel Grouping for Multiple Preferences: For when SGE shows more diverse product preferences (e.g., trendy and classic).
  • Integrated Carousel Grouping for Apparel: This new format, introduced Nov. 9, combines multiple apparel options into one comprehensive display. It also includes images from social media platforms and pricing details.
  • Valuecards for Specific Products: A straightforward presentation for a specific product.

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About the author

Danny GoodwinDanny Goodwin

Danny Goodwin has been Managing Editor of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.


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