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.
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:
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.
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:
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.
Google AI Overview offers several advantages for digital marketers who are willing to adapt:
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.
Smaller businesses or niche content creators can excel if they offer unique, expert-level information that Google’s AI deems trustworthy.
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.
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.
In addition to opportunities, AI Overview presents unique challenges for digital marketers, including:
AI Overviews may reduce the need for users to visit your website, particularly if their question is answered directly in the overview.
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.
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.
It’s no secret that AI makes mistakes. Google’s AI Overviews might present users with misleading or incorrect information.
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.
Unfortunately, Google AI Overview cannot be completely turned off. However, there are some workarounds you can use to hide it:
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.