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For a while now, AI has been starting to rewrite the rules of searching. Google’s AI Overview feature is having an undeniable impact on how we, as users, interact with search engine results pages (SERPs), and it’s making SEO strategists question traditional approaches. The old game of optimising for top rankings is still important, but if you’re going to get the best exposure possible, competing for AI-generated visibility is getting more and more crucial.
For businesses that rely on organic traffic, this is a big deal. If search engines summarise your content in an instant response, will users still click on your site? And if AI Overviews whittle down the information that users see first, how can you make sure your brand awareness is still getting the exposure it needs?
What Are AI Overviews?
AI Overviews are the automatically generated summaries that pop up at the top of the page when you search for something. They usually provide direct answers to queries. Google’s Search Generative Experience (SGE) is at the forefront here – it pulls content from across various sources to generate responses that users see before the traditional search listings.
The aim is to boost search efficiency.
Instead of scanning multiple links, you’re able to get a quick snapshot of relevant information. The upside is faster answers, but there are obviously other variables to consider. For businesses, the main one is fewer clicks to the site that provides the source material.
How do AI Overviews work?
They’re powered by machine learning models that analyse and summarise content. In this way, they differ from feature snippets, which pull direct quotes. An AI summary synthesises the information itself, accessing a handful of different sources. That means the search engines, not individual businesses, control the first impression of a topic.
What is the Impact on Organic Traffic?
If your site is ranking well for a key search term, you might think that AI Overviews could improve your visibility on SERPs. The reality isn’t quite that simple. Appearing in an AI Overview could do wonders for your brand awareness, but it doesn’t necessarily follow that it’ll drive more visitors to your site.
So, what should your business consider?
- Lower click-through rates: AI-generated responses might satisfy a user’s needs before they reach your website.
- Reduced reliance on traditional rankings: Even if your page ranks first, users might engage with AI-generated content instead.
- Increased demand for brand authority: Search engines prefer established sources, which makes expertise and credibility even more important. Remember the three key aspects for content: authority, relevance, and experience.
The good news is that Google cites its sources.
When you see an AI Overview, you’ll notice the little link symbol. Clicking on that will bring up the sources from which Google has pulled its information. This means that if a user is looking for more information – and your site has been cited – they’re likely to click through to learn more.
How Do AI Overviews Choose Sources?
Much like traditional SEO rankings, it’s a mixture of keywords and other less tangible aspects. Algorithms prioritise authoritative, relevant, and widely cited sources. The process isn’t entirely clear yet, but there are a few factors that we’ve noticed influence which content is selected.
- Expertise and trustworthiness: Authoritative content stands a better chance of being included in AI Overviews.
- Structure data: Well-optimised metadata and schema markup help AI understand the context.
- Comprehensive content: AI favours pages that provide complete, well-supported information.
Adapting Your SEO Strategy Accordingly is Crucial
It’s unlikely that SEO will ever become obsolete, but it is constantly evolving. With that in mind, there are some key areas to focus on if you’re going to make content that search engines trust and prioritise.
1. Optimise for authority as well as rankings.
Search engines are looking for expertise, and this is nothing new. We’ve spoken before about how important it is to have high-quality content from an SEO perspective. Working with a team that can optimise your site to prove its expertise is absolutely pivotal if you’re going to make your way into AI Overviews.
2. Keep your finger on the pulse of search trends.
This can be a tricky thing to wrap your head around – especially for sites that cover niche topics – but having a clear idea of what’s actually being searched for is at the centre of any SEO strategy.
The key thing to remember is that not every prospective customer or user is going to have as in-depth knowledge as you do about your product or service. What’s more, AI Overviews don’t pop up for every search, so keeping things relatively general is a good step.
3. Keep brand awareness in mind.
SEO isn’t a standalone process. It should – and usually does – form part of a wider marketing strategy. To that end, even if users aren’t clicking through to your site, appearing in an AI Overview is a good thing. It shows users that your brand is reputable and increases your exposure. That means the next time they’re thinking about your offerings, your brand will be more present in their mind.
Looking to Supercharge Your SEO Strategy?
AI-driven searching is changing the game, but that doesn’t mean your business has to lose out. At One2create, we specialise in SEO strategies that are right at the cutting edge of the latest search trends. Our team gets how AI influences rankings, traffic, and brand awareness. More importantly, we know how to make it work for you.
If you need content that stands out in AI-generated summaries or a strategy to maximise your visibility, we can help. Find out more about our web and marketing services, or get in touch if you’ve got any questions.
FAQs
How do AI Overviews differ from featured snippets?
AI Overviews synthesise the info themselves, while snippets pull the excerpt directly from the source.
Can I stop Google from using my content in AI Overviews?
You can, but we’d advise against it. Google allows website owners to opt out of AI Overviews, but this is likely to reduce their visibility in SERPs.
Does appearing in an AI Overview guarantee more traffic?
It doesn’t guarantee traffic, but it’s almost certainly better than not appearing in the overview. It can also boost your brand awareness, too.
Will traditional SEO strategies become obsolete?
No, but they are constantly evolving. Keywords and backlinks still matter, but credibility and trustworthiness are becoming more important.
