Google’s AI Overviews is the latest source of discussion in the SEO and digital marketing world. It could potentially have implications for SEO strategies going forward, so let’s break it down.
First things first: what is it? The AI Overviews is designed to give users quick answers directly on the search results page using AI, specifically Google’s Gemini. This sounds great for users, right? But for those of us who rely on people visiting our websites, it’s a bit tricky.
Some people want a quick answer (those who will use the AI Overviews), while others want more in-depth information (those who will click through to your website to find more detailed information). The challenge is how to entice those quick-answer seekers to move past the AI Overviews answer and click through to your site.
AI Overviews has been making such a stir amongst (mostly unhappy) marketers, that Google has already taken concerns to heart – or, rather, to algorithm. Recent data from BrightEdge reveals that AI Overviews are appearing on fewer results pages — showing on 84% of SERPs at its release, and down to 14% by June. Of course, that isn’t 0%, which means there’s still some battles to be fought.
Unfortunately, there’s no easy answer yet. However, there are a lot of theories populating on the best way to handle this platform update from an SEO standpoint. At True Digital Communications, we’ve reviewed these main proposals, and while we agree that some will work, we think there’s a clear winner.
With Google shifting more towards paid advertising, it could be time to consider changing your budget. It’s more of an investment initially, but if done right, you could end up with a handsome ROI. The key here is working smarter, not harder. Optimizing your ads can help them stand out, even when competing with those quick AI answers.
Generative or Answer Engine Optimization (GEO or ARO) might sound like fancy jargon, but these optimization strategies are the latest solutions being proposed for AI Overviews. This is all about optimizing your content to have a higher chance to be showcased and cited in AI tools. However, True feels this solution may not be the best use of time and effort for long-term solutions. While it’s a new frontier and part of the bigger picture, adapting and evolving as markets have always done should remain the focus.
Let’s talk about spreading the love. True believes that diversifying where you get your audience from is the best solution to “beating” AI Overviews. Look for other places where your audience hangs out: Reddit, Slack communities, email newsletters, etc. The goal is to convert these folks into your loyal audience instead of relying on Google (or other search engines) to send traffic to you. This approach allows you to weather the storm when changes happen on different platforms or areas of media.
You can also go back to the basics of traditional media. Trade media and publishers have built strong, engaged communities over the years, and these platforms can help you reach the right audience and build trust. It’s like connecting with an old friend who knows everyone in town.
Remember, don’t just rent your audience from platforms — own it by building your own community.
Traditional SEO isn’t going away, but it’s evolving. Focus on EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) and make sure your content answers questions clearly and concisely. Optimize for voice search and aim to be cited in those AI-generated answers through GEO or AEO. But don’t stress if it’s not perfect – the landscape is changing, and flexibility is key.
So, what’s the takeaway?
The digital world is always evolving, and staying adaptable is your best bet.
Let’s keep the conversation going. Share your thoughts and experiences with Google’s AI Overviews– we’d love to hear from you. And if you’re looking for more insights and strategies, don’t forget to subscribe to our newsletter. Let’s navigate this digital landscape together!
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