Google’s SGE experiment was scheduled to end, for US users, in December 2023, but now appears to be continuing indefinitely. Meanwhile, Bing rolled out their version not just to „labs“ but to everyone, and seemingly indefinitely. In this talk, Tom will take a look back at how these experiments went, what they tell us about the future of SERPs and SEO, and what SEOs can do to make sure they’re ready for whatever comes next.