- Safwan AMM
- 22 September, 2025
Google SGE & The Future of SEO: What Sri Lankan Businesses Need to Know
If you run a business in Sri Lanka, you already know one thing: Google is your biggest shop window. From the small kade selling handmade soap online to big fashion brands pushing their latest collections, everyone depends on search traffic. But a quiet storm is brewing — and it’s called Google Search Generative Experience (SGE).
What is SGE?
Think of SGE as Google’s new AI-powered assistant inside the search results. Instead of just showing 10 blue links, it will summarize answers, suggest follow-up questions, and keep the user engaged without leaving Google.
Sounds cool for users, right? But for businesses that depend on organic traffic, it can feel like a closed door.
The Real Challenge for Businesses
Imagine this:
- You run a tea-export website. Earlier, if someone searched “Best Ceylon tea for weight loss,” they might click your blog.
- With SGE, Google’s AI will already summarize the benefits, maybe even list brands — and your link is hidden below the fold.
Result? Less organic traffic.
This isn’t just theory. Over the years, organic clicks have already dropped because of maps, “People Also Ask” boxes, and ads. SGE is simply the next phase of zero-click searches.
Why You Shouldn’t Panic Yet
Here’s the entrepreneur’s view: Every disruption creates opportunity.
- Case Study Insight 1: Businesses that focus only on “generic questions” (like What is turmeric good for?) will lose traffic fast. AI can answer these in seconds.
- Case Study Insight 2: Businesses that provide expert-driven, local, or niche content still win. For example, a Sri Lankan spice exporter sharing “How Kandy farmers process cinnamon sticks” is something AI can’t easily replace.
How Sri Lankan Brands Can Adapt
- Think Beyond Google: Don’t depend on one traffic source. Push content through WhatsApp channels, Instagram Reels, TikTok, and even YouTube.
- Showcase Authority: Create content that only an insider or expert can deliver. Example: A Colombo-based fitness coach sharing “How Sri Lankans adapt intermittent fasting with rice and curry.”
- Leverage Brand Trust: AI may summarize answers, but when users want to buy, they trust brands with a strong identity.
- SEO Still Matters: Early data shows that the same sites ranking high on normal Google searches often appear in SGE summaries. So traditional SEO — speed, backlinks, authority — still counts.
The Opportunity in Disguise
SGE isn’t just a traffic threat. It can also increase brand exposure by placing your content inside AI summaries. Think of it like having your brand quoted in the classroom by the teacher — not every student will visit your website, but your name gets remembered.
Final Word
For Sri Lankan entrepreneurs, the game is changing. Google SGE will reduce easy traffic, but it will reward brands, experts, and businesses that tell real stories.
👉 If your business is only chasing clicks, you’ll lose.
👉 If your business builds trust, authority, and storytelling, you’ll thrive.
In a world where AI tries to summarize everything, authentic voices will stand out.
