Google Web Guide: A New Search Experiment [Guide]
Semrush has published a new guide, ‘Google Web Guide: A New Search Experiment’.
Tushar Pol says, “SEO has been in a tough spot the past year.
AI Overviews took over the SERP. Traffic dropped across the board. For a while, it looked like Google was slowly closing the door on the open web altogether.
However, in July 2025, Google launched Web Guide in beta—and it might be an update SEOs can actually feel good about.
In this post, we’ll explain what Web Guide is, how it works under the hood, and what it means for SEOs, content teams, and the entire web ecosystem.
Let’s start.
What Is Google Web Guide?
Google Web Guide is an experimental feature that uses AI to find, surface, and organize results from across the web.
When you search for something, Web Guide acts as a research assistant who understands your query, scans the entire web, and brings back organized insights instead of just links.”
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