Google SGE ranking factors: How AI search engines rate content and what needs to be done now

Google SGE is changing the rules of search engine optimization

For a long time, classic search engine optimization (SEO) stood on fixed pillars: keywords, backlinks and technical optimization. But with the introduction of Google Search Generative Experience (SGE) The way search engines analyze and display content is changing.

Instead of just ranking websites, Google is now using artificial intelligenceto generate answers independently. Content is no longer just displayed on a website, but is summarized directly in the search results.

For website operators, this means: It is no longer enough just to optimize for Google — content must also be readable and relevant for AI models.

But what determines whether a website appears in the AI-generated results from Google SGE? Which ranking factors play a role? And how can you optimize content specifically for this new type of search?

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The most important ranking factors for Google SGE

Google SGE is based on a combination of classic SEO principles and new AI-driven evaluation criteria. Key ranking factors include:

• AI models and machine learning
• Google's proven ranking systems such as E-E-A-T
• Relevance and search intent of content
• Databases such as the Knowledge Graph
• Structured data and machine-readable content
• multimedia elements such as images and videos

Each of these factors influences whether and how a website appears in generative search results.

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AI models and machine learning: The new basis for Google search

Google uses various SBU Large Language Models (LLMs), which analyze and evaluate content in real time. These include:

• PalM 2 — A model for natural language processing, logical thinking, and translation
• MUM (Unified Multi-Task Model) — Can combine text, images, and other formats to understand complex searches.
• Gemini — Google's latest AI technology that provides quick and accurate answers.

These models determine which content is particularly valuable are ranked and appear in the generative results.

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How can you optimize content for AI models?

• Write clear, structured contentthat are easy to understand.
• Less technical jargon and use simple, precise formulations instead.
• Upload your own content to AI models such as ChatGPT or Google Gemini and check that they are processed correctly.
• External sources and internal links use in a targeted manner to increase context and credibility.

E-E-A-T remains decisive: Why expertise and trustworthiness are becoming even more important

Although Google is using new technologies with SGE, many of the classic ranking factors exist — above all E-E-A-T:

• Experience (Experience): Content should be based on real, comprehensible experiences.
• Expertise (expertise): Google favors contributions from recognized experts.
• Authority (Autoriteit): Websites with a high reputation have an advantage.
• Trustworthiness (trustworthiness): Trustworthy content from reputable sources is preferred.

E-E-A-T plays a particularly important role in areas such as Medicine, finance, or law — so-called Your Money, Your Life (YMYL) topics.

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How do you strengthen your own E-E-A-T rating?

• Clearly label authors and make their expertise visible.
• References to reputable sources incorporate to substantiate statements.
• Publish up-to-date and well-researched content regularly.

Anyone who publishes content without proven expertise is finding it increasingly difficult to remain visible in search results.

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Search intent: Why the context of a query is more important than keywords

Google distinguishes between different Search intentionsto provide users with the best possible answers. The three main categories are:

• Informative searches: Users are looking for knowledge or answers to a question.
• Transactional searches: Users want to buy a product or book a service.
• Navigation requests: Users search specifically for a brand or a specific website.

Google SGE uses AI to analyze the context of a request. As a result, it is no longer just about placing keywords, but the to meet the exact intent of the user.

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How do you adapt content to search intent?

• Answer questions directly in content, instead of just focusing on keywords.
• Detailed how-to guides or lists create for informative searches.
• Optimize product descriptionswhen users have an intent to buy.
• Perform brand optimizationto remain visible when making navigation requests.

Anyone who specifically focuses their content on the respective search intent has a higher chance of being preferred by SGE.

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Databases and structured data: Why machine readability is crucial

Google SGE not only uses AI models, but also picks up extensive databases back. This includes:

• The Google Knowledge Graph, which contains structured information about companies, people and concepts.
• The Google Shopping Graph, which manages pricing, product reviews, and retailer information.

These databases help Google validate facts and select relevant content.

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How can you use structured data for better rankings?

• Integrate structured data (schema markup), such as FAQ scheme, product scheme, or how-to scheme.
• Optimize Google My Businessto be preferred in local search results.
• Keep product data up to dateto be better listed in the shopping graph.

If you optimize your website with structured data, you increase the likelihood of appearing in generative search results.

Multimedia content: Why images and videos are gaining in importance

Google SGE also receives visual elements into the search results. Content with Pictures, videos, or infographics have a higher chance of appearing in generative search results.

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How can companies use multimedia in a targeted manner?

• Insert high-quality images and videosthat complement the content.
• Optimize alt textsto make it easier for search engines to understand images.
• Produce YouTube videos on relevant topics, as these are often integrated with SGE responses.

If you use visual elements in a targeted manner, you can not only improve visibility in SGE, but also optimize the user experience.

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Conclusion: Google SGE requires a new SEO and GEO strategy

Google SGE is changing the search engine landscape. Classic SEO remains relevant, but AI optimization is becoming a new obligation.

The most important measures:

• Make content readable and understandable for AI models.
• Strengthen E-E-A-T in order to be perceived as a trustworthy source.
• Target users' search intent.
• Use structured data to be visible in Google's databases.
• Use multimedia elements to deliver visual content.

Companies that react to the new requirements at an early stage secure decisive competitive advantages in the AI-driven search world.