Search engines no longer simply list links. The new Search Engine Experience (SxE) along with the recent Google updates on AI Overviews have changed how searching and questions are answered overall. Beyond ranking websites, Google wants to maximize user engagement with the results. This means direct answers, summaries, and interactive applications are accessible directly within the Search Engine Results Page (SERP). These transitions through SERP are changing the digital marketing industry, SEO strategies, and user pathways. Business vendors and creatives must adapt to the new AI-backed searching model.
“Search Engine Experience” (SxE) is a conceptual framing: it’s not simply about page rank, but rather how users engage with search results, which results are shown first, and whether or not that engagement was satisfying (or “experience-rich”).
A) Answer Surface and Summaries
Search engines are increasingly delivering answers to users “in situ” (or on the SERP), rather than moving them to a result page (like a blog or article).
B) Interactivity and follow-up prompts
Interfaces that enable users to narrow or drill down explore or branch off to even deeper journeys, while staying on the SERP.
C) Context awareness / personalization
Discerning users’ intent signals, location, context etc, to surface and present content in a much smoother way.
D) Rich media, multi-modality
Videos, carousels, still images, visual snippets, and image / video queries that are part of the search results.
E) Speed and responsiveness
Latency of answering or transitioning of presenting results, and the smoothness of that transition.
3.1 What are AI Overviews?
Google launched AI Overviews (previously known as part of the “Search Generative Experience”/SGE) that are short AI-summaries at the top of the SERPs.
They are generated by aggregating content across multiple different web sources + it’s internal knowledge, and the summaries provide a synthesized answer (with citations/”source links”), such that users may never click out.
In time, Google is also expanding “AI Mode,” which will be able to provide more conversational, multi-step reasoning answers under a user’s query.
3.2 The evolution / refinement of AI Overviews
Google has discovered that AI Overviews lead to increased search usage — people ask more queries when AI Overviews works well.
To help improve accuracy and reduce hallucinations, Google is narrowing which queries activate AI Overviews and restricting additional satirical/misleading sources.
The links referenced in Overviews have changed (less Reddit, more authoritative sources like Wikipedia, LinkedIn), in part to reduce disinformation risk.
Google is also testing an “AI-only” version of search (AI Mode) for subscribers in lieu of the classic blue links, creating a fully AI-first interface.
As Google’s search system changes with SxE and AI Overviews, it’s important for businesses to stay updated. Through my digital marketing services, I help brands improve their online visibility with the right SEO, content, and marketing strategies. Along with that, my graphic design skills make sure your brand looks creative and professional. Together, these help your business stand out and connect better with people in this new AI-powered search world.
