How Generative AI is Set to Transform the UK’s Organic Landscape

Richard Davison

Updated on:

Image of a man at a computer, he is looking at a screen with an automaton and SEO written on the screen. The image is to covey a connection between SEO, AI and the introduction of AI generated results in the SERPs, which is coming to the UK soon.

The advent of generative AI in search technologies is poised to significantly reshape how users interact with SEARCH ENGINES. EXPLORE how these changes could affect YOUR ORGANIC PERFORMANCE.

In this article we consider the impact on click-through rates (CTR) in search engine results pages (SERPs) and how you can adapt your strategies accordingly.


Historically, the top organic result on Google could expect a CTR of about 30-45%. However, with the implementation of SGE, there is a potential shift towards lower CTRs for these positions because the AI-generated answers can satisfy user queries without the need to click through to a website.

Based upon studies looking at the pixel depth of organic results in the U.S we can see the number one organic listing is pushed down the page by an average of 1,255 pixels according to Athoritas. This means that traditional top-ranking organic results are displaced, decreasing visibility and traffic from organic search.

The real feel of the ranking position change could be like position one being more like position ten. Referencing Advance Web Rankings CTR study that could mean CTR is down from 30% – 45% down to 2%.


  1. AI Summaries: These are concise responses generated directly from the query context, positioned at the top of the SERP, potentially pushing down traditional organic results.
  2. Enhanced Visual Ads: Ads within SGE are more visually engaging and are integrated with AI responses, potentially increasing user interaction with paid placements compared to traditional text-based ads​ (Instapage)​.
  3. Conversational Engagement: SGE aims to engage users with a more conversational interface, prompting longer and more natural language queries. This changes the nature of search queries from simple keywords to more detailed questions, impacting how content must be optimized for SEO​ (WordStream)​.

For marketers and content creators, these changes underscore the importance of adapting SEO strategies. High-quality, authoritative content that aligns closely with user intent and the ability to answer questions comprehensively will likely fare better in SGE. As the AI features evolve, marketers should prioritise content that best serves the user’s immediate needs, possibly at the expense of broader exploration unless the user seeks more detailed research​ (CMSWire)​.

Adapting Content for SGE in the UK

For UK-based sites preparing for the rollout of SGE, several strategies can be adopted to optimise content and improve visibility

  1. Focus on Long-Tail Keywords: With generative AI’s nuanced understanding of language, long-tail keywords—more specific phrases with typically less competition but higher relevance—can significantly improve the chances of appearing in search results. Retailers should focus on detailed product descriptions and niche market segments.
  2. Improve Content Quality and Relevance: High-quality, informative content that directly addresses user queries will be favored. E-commerce sites should ensure that product descriptions are not only detailed and accurate but also styled in a way that anticipates and answers potential customer questions.
  3. Utilise Structured Data: To help AI algorithms better understand and categorise content, e-commerce sites should implement structured data markup (like This will assist in highlighting product information, pricing, and availability directly in SERPs.
  4. Engage with User Generated Content: Reviews, Q&As, and other forms of user-generated content can enrich the keyword density and relevance of product pages. Encouraging customers to leave detailed reviews can also enhance the generative AI’s understanding of the product’s context and value.
  5. Regularly Update Content: Keeping content fresh and regularly updated is crucial. This not only signals to search engines that your website is active but also ensures that content remains relevant as market trends and consumer behaviors evolve.
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