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Testing Google’s AI Overview & Its Impact on Search Results and SEO Strategies
How Will Google's AI Overview Impact SEO and Search Results?
In recent weeks, Google has increased testing of its AI-powered overview feature, rolling it out to the UK, other English-speaking search engine results pages (SERPs), Japan, Mexico and Brazil. This significant update promises to reshape how users interact with search results and, consequently, how businesses should approach their SEO strategies. We're keenly observing these changes and what the potential impact could be on businesses and their rankings.
What is Google's AI Overview?
Google's AI Overview is a new feature, currently still in testing, which appears at the top of search results for certain queries. It provides a concise summary of key information related to the search, drawing from multiple sources across the internet. This AI-generated content aims to give users quick answers and a broader context for their queries without the need to click through to individual websites.
Initial Reactions from the SEO Community
The SEO industry has been full of discussions about this new feature and opinions are divided, with some experts seeing it as an opportunity and others expressing concern about its potential impact on SEO strategies and website traffic.
Barry Schwartz, a prominent figure in the SEO world, noted on Search Engine Land that "the AI-generated overviews are designed to provide users with a quick snapshot of information, potentially reducing the need for users to click through to websites". This observation has sparked debates about the feature's impact on organic click-through rates.
From watching the SERPs evolve at record speed this year, my opinion on AI Overviews is:
"While the AI Overview might seem threatening to SEOs at first glance, it's crucial to remember that Google's primary goal is to provide the best user experience. This feature could actually drive more targeted traffic to sites that offer in-depth, high-quality content."
- Emmy Cammegh. Lead SEO at Utopi
Observed Changes in Search Behaviour
It is still very early days to be able to accurately read into any of the impacts from the rollout, but there are signs to suggest that the AI Overview is indeed changing how users interact with search results. According to an analysis by Bary Adams featured in their blog post "The Real Impact of AI Overviews", there's been a noticeable shift in user behaviour:
- Increased dwell time on SERPs - Users are spending more time on the results page, likely reading the AI-generated overview.
- Decrease in quick bounces - Fewer users are quickly clicking on a result and then immediately returning to the SERP.
- More specific follow-up searches: After engaging with the overview, users often perform more targeted, long-tail searches.
What Impact will AI Overview have on Website Rankings?
Benefits for Websites
The jury is still out on how AI Overview will impact SEO strategies overall, however, what I believe is likely to happen is websites will need to appeal to AI Overview as well as the PageRank algorithms. By this I mean, in a similar way we had to optimise to be selected for featured snippets, websites will need to become optimised for AI Overviews. A lot is coming from Google to suggest this might be the case, as over the past 18 months or so, Google has been instrumental in demanding in-depth, unique, high-quality content from trusted sources. This type of content, which is original, brings new value and previously untold expertise to customers is what will be fueling AI overview. We have a separate blog on how to build value and content authority for your website, if you want to find out more on this. If your website is selected for an AI Overview feature, then this will launch your website above rank 1 on the SEPR, however there are still a lot of new opportunities for increased ranking and SEPR performance off the back of this development as well.
As we understand it currently, AI Overviews seem to appear for broader questions and contexts, offering users a summary of what they are searching for. In a percentage of cases, AI overview then leads searchers to use a more refined search to pull out more detail or question specific areas of what was offered to them within AI overview. This means long-tail niche keywords are likely to become highly valuable assets for websites as the users who will be searching will have been previously qualified via AI overview prior to landing on your website, they arrive with high-intent specificity aligned for your niche, and as a result are much more likely to convert. Long-tail keywords actually have a massive 36% conversion rate, which is 214% more than the average landing page.
Across the industry there have already been websites that have reported positive outcomes from the AI Overview testing, these include:
- Websites that have received clicks from users who've read the overview tend to see lower bounce rates and higher engagement metrics.
- Websites that have been cited in the overview are seeing a boost in brand visibility, even if direct clicks have decreased.
- The content that's well-structured and informative is being included in the AI-generated overview.
John Mueller has somewhat of a pessimistic opinion on AI and emphasised in a recent Webmaster Central hangout that 'websites providing unique, in-depth content are more likely to be sourced for the AI Overview, potentially leading to increased authority in their niche'.
Challenges and Concerns
However, as with any change to Google, it hasn't been without its challenges. Some websites within the industry have also reported:
- Websites, particularly those relying on informational queries, have seen a decrease in organic traffic.
- As there is reduced space on page 1 of Google, there's fiercer competition to be one of the cited sources.
- There are concerns about the AI potentially summarising or presenting information out of context.
Dr. Pete Meyers from Moz voiced his concerns in a recent discussion which can be summarised with"While the AI Overview provides convenience and is highly transformative for users, we must be vigilant about the accuracy of the information presented and be aware there will still be space for search but this will be narrower."
What are the Long-term SEO Implications of AI Overview
Testing is still in the very early stages and we are expecting a lot more data to materialise over the coming weeks to give us a greater opportunity to delve into the analysis of the impact we are seeing. That being said, we are predicting potential new opportunities to build into our SEO strategies. Our top tips are:
- Focus on in-depth, authoritative content. We can't emphasise enough how websites should focus on providing comprehensive, expert-level content that goes deeper than what can be summarised in an AI overview.
- Implementing structured data will be more important than ever to help Google's AI understand and potentially include your content in overviews.
- Understand and cater to user intent. Content that answers specific questions and provides unique insights is more likely to attract clicks, even in the presence of an AI overview
- Don't overlook the value of brand building. With potentially fewer direct clicks from search results, building brand recognition and loyalty will become increasingly important.
Google's AI Overview represents a significant shift in the SERPs, one that presents both challenges and opportunities for businesses and SEO professionals. While it may disrupt some traditional SEO metrics in the short term, it also presents new opportunities to create higher-quality, more in-depth content that truly serves user needs.
The fundamentals of good SEO is creating high-quality, user-focused content and providing an excellent user experience – remain as important as ever.
At our Winchester-based SEO agency, we're committed to helping businesses along the South Coast and beyond adapt to these changes . Whether you're just starting your SEO journey or looking to refine your advanced strategies, we're here to help you navigate the impact of Google's AI Overview and position your website for long-term success.
Why not speak to our team and receive a free SEO consultation, we can discuss SEO opportunities specific to your website and your business goals. Drop us an email or give us a call on: 01794 830042
