For the last several years, people have been using generative AI chatbots, such as ChatGPT and Claude, in much the same way they use search engines. These tools utilize sophisticated algorithms to scour the internet, identifying patterns and predicting the most logical sequence of textual output based on prior information and conversations.
Similarly, Google now utilizes AI in nearly half of its search results through a feature called AI Overviews. But what is Google AI Overview and what do they mean for your website traffic?
Here is everything digital marketers need to know.
What Is Google AI Overview?
First introduced in 2023 as the Search Generative Experience (SGE), Google AI Overview utilizes generative AI to provide concise, summarized answers on the search engine results page (SERP), typically preceding organic listings and even ads.
For example, suppose you searched the phrase “what is SEO” in Google. The AI Overview would provide a summary “answer” at the top of the search results, including:
- Google Generative Overview: A short response to queries, which users often have to click to expand.
- Key Points: Bullet points of main ideas, each linked to different websites.
- Expanded AI Search: More in-depth answers users can read by clicking “Show More.”
- Linked Overview: A list of sources related to the answer.
AI Overviews differ from featured snippets in that they synthesize data from multiple sources to provide more robust summaries rather than extracting concise information from a single website. Users can now gain a more comprehensive understanding of their search results at a glance without needing to click on multiple links.
And unlike ChatGPT, users do not have to ask follow-up questions to Google AI Overview to get the answers they need.
How Google AI Overview Impacts SEO and Visibility
Google’s constantly changing algorithms certainly keep digital marketers on their toes. However, the introduction of AI Overview has opened up a whole new can of worms.
Here’s how AI Overview could reshape digital visibility:
- Reduced Click-Through Rates (CTR): Since AI Overviews often answer user questions directly, fewer users may click on traditional organic links, especially for informational queries. Studies have found that this feature reduces clicks by 34.5%. Worse still, some users may not even click at all.
- Increased Competition for “Cited” Content: The sources included in the AI Overview summary may receive some visibility through citations. However, the competition to be featured is steep and not entirely transparent.
- Shift in Keyword Strategy: Traditional keyword targeting may no longer be sufficient. AI Overview favors content that provides deep, context-rich answers over shallow keyword stuffing.
- More Emphasis on E-E-A-T: Google's focus on Experience, Expertise, Authoritativeness, and Trustworthiness is even more pronounced, as AI seeks out high-quality, credible sources for its responses.
It’s important to note that AI Overview is still in its early stages of development, and Google is actively working on this feature. That means AI Overview can change on a dime, making it essential for marketers to be agile and adaptable.
Pros of Google AI Overview for Marketers
Google AI Overview offers several advantages for digital marketers who are willing to adapt:
Higher Quality Traffic
If your content is cited in an AI Overview, the traffic you do receive may be more qualified. These users are likely seeking in-depth answers and may engage more meaningfully with your site.
Opportunity for Niche Dominance
Smaller businesses or niche content creators can excel if they offer unique, expert-level information that Google’s AI deems trustworthy.
Enhanced Content Strategy
Marketers now have more incentive than ever to create comprehensive, value-driven content. Long-form articles, expert insights, and original research will likely perform better in the AI era.
Improved Brand Authority
Being cited in an AI-generated answer can enhance your brand’s reputation. It signals that your site is a go-to resource for accurate, helpful information.
Cons of Google AI Overview for Marketers
In addition to opportunities, AI Overview presents unique challenges for digital marketers, including:
Loss of Organic Traffic
AI Overviews may reduce the need for users to visit your website, particularly if their question is answered directly in the overview.
Lack of Control and Transparency
There’s currently no clear way to optimize content specifically for inclusion in AI Overviews. Google has not provided detailed guidance on how citations are chosen, leaving marketers in the dark.
Reduced Visibility for Ads and Rich Results
In some cases, AI Overviews push traditional organic results and paid ads further down the page. This could lead to decreased impressions and clicks across the board.
AI Hallucinations
It’s no secret that AI makes mistakes. Google’s AI Overviews might present users with misleading or incorrect information.
What Marketers Can Do to Adapt
Adapting to Google AI Overview requires a shift in both mindset and strategy. While marketers must still follow SEO best practices, they should also take additional steps to ensure their content appears in AI Overview:
Use Conversational and Niche Keywords: Prioritize long-tail, niche phrases that your target audience is searching for.
Optimize Your Content: Create valuable, informative content that directly answers your customers’ questions. Make your content easily scannable by using clear headings, subheadings, and bullet points. Leverage schema markup to make it easier for Google to understand and categorize your content.
Enhance E-E-A-T: Showcase your company’s expertise, link to reputable sources, and include author profiles.
Understand What Hinders Rankings: Complex content, keyword stuffing, and AI-generated content can reduce your chance of being featured in AI Overview.
Can You Turn Off Google AI Overview?
Unfortunately, Google AI Overview cannot be completely turned off. However, there are some workarounds you can use to hide it:
- Install the Hide Google AI Overviews extension
- Edit Chrome’s Settings:
- Paste chrome://settings/searchEngines in the search bar
- Click the “Add” button by the “Site Search” update
- Fill in the form in the new window with:
- Name: AI Free Web
- Shortcut: @web
- {google:baseURL}search?q=%s&udm=14
- You’ll see AI Free Web in the list
- Click on the three dots and select “Make Default”
Using Google AI Overview to Your Advantage
The Google AI Overview represents a monumental shift in how users interact with search and how marketers must approach SEO. While it presents new challenges, it also opens up opportunities for those willing to adapt and evolve.
As AI continues to transform the search experience, the best strategy is not to fight against the change but to understand it, adapt to it, and utilize it to your advantage.
This blog is the first in our series of must-read articles on AI. Next week, we’ll be discussing AI content creation for digital marketing, its key ethical considerations, and how brands can leverage these tools to craft killer content.
Need help navigating the evolving SEO landscape? Contact ProIQ to discover how we can future-proof your digital marketing strategy.
