Earlier this year, Google implemented its AI Overviews, a new strategy utilizing generative AI “when our systems determine that generative responses can be especially helpful — for example, when you want to quickly understand information from a range of sources.”
These AI Overviews have proven to be helpful in reaching that goal, with a study of over 400,000 Google AI Overview search results finding that 99% of sources are referenced once per overview. The study also found that an average of 5 sources were referenced per overview, and 52% of the sources referenced were ranked in the top 10 search results.
While there are benefits to Google’s AI Overviews on the user experience side, this relatively new tool is changing how the search engine results page works, meaning marketers are going to have to rethink their SEO and organic search strategies.
Keyword Strategies Redefined
Where SEO strategies previously relied on keyword matches, AI Overviews favor intent-based content. Google’s AI tool looks beyond the keywords to not only examine the context of the query but also to highlight information from sources that provide a broad understanding of the topic.
New Search Tactics
Instead of focusing on keyword density, marketers must now consider implementing semantic search. Instead of using the exact keywords repeatedly, content that uses variations of the targeted keywords may perform better with AI Overviews.
SEO marketers can also revamp traditional strategies, such as utilizing structured data. Headings and a logical flow will help Google understand the content’s main ideas and goals, and they will be further enhanced for AI by adopting a natural flow structured to answer specific questions.
Addressing more than one question and including sub-topics are also another way for web content to compete in the AI Overviews space as this signals an authoritative resource to Google.
Boost E-A-T for Visibility
Although Google is implementing these AI Overviews to enhance user experience, most users generally aren’t quick to trust AI. That being said, Google AI Overviews are prioritizing Expertise, Authority, and Trustworthiness (E-A-T) more than ever to ensure their overviews are both trustworthy and accurate.
Gain User Trust
Marketers can ensure their online content gets classified as authoritative by featuring content from experts in the field relevant to the topic. This can be done by publishing content contributed by experts or by including data cited from credible sources to reinforce included information.
To enhance trust, marketers can ensure their content is error-free, and this doesn’t just apply to grammar. Fack-checking data and providing links to cited sources are strong ways to build trust with readers, especially when accessing that content through AI Overviews.
Rising Zero-Click Searches
As users reap the benefits of AI summaries answering their queries at the top of the search engine results page, marketers are now seeing a rise in zero-click searches. Zero-click searches, an event when a user finds their answer on the search page and then doesn’t click on a link, can unfortunately lead to websites taking a hit to their click rates. With fewer users traveling to the website hosting the content, marketers can see fewer conversions as users are bypassing the funnels usually designed on websites to encourage conversions.
Beyond Summaries
With zero-click searches becoming more prevalent, marketers will have to find new ways to adapt. To encourage clicks, content can go beyond general, summarized answers and offer detailed insights and perspectives that provide readers with actionable steps. Marketers can also shift their focus from organic search to outreach through social media and email marketing to pull in clicks from diverse sources.
Adapting to AI
Google’s AI Overviews are transforming how users interact with search results, delivering summarized answers at the top of the results page. While this innovation enhances user convenience, it challenges traditional SEO strategies and forces marketers to adapt to new search and content strategies. By embracing these changes, marketers can future-proof their strategies and thrive in a world of AI-driven search.