As a business, where your website ranks in Google search is an essential aspect of a successful content marketing strategy, especially since, according to a study by Backlinko, the top three organic results get over half of all clicks.
One of the latest advancements in Google’s search capabilities is the introduction of Google AI Overviews, which have the potential to impact how companies and content teams approach SEO. In this guide, we’ll explain everything you need to know about AI Overviews and how they could potentially impact your business. Keep reading to get started.
What are AI Overviews? In spring of 2024, Google announced the rollout of AI Overviews, a feature in its search engine that uses artificial intelligence to summarize key information from web pages. These overviews appear at the top of search results, simplifying the search process for users by providing concise, relevant information without needing to click through to a webpage. Here’s an example:
This is an example of an AI Overview for the search query “What is keyword research?”
Notice that a brief summary paragraph addressing the search query appears at the top of the page, along with several websites you can visit for more information on the topic. In the top right corner, you can click the three vertical dots next to “Learn more” to read further about the process and provide feedback on the response:
As of August 2024, Google’s AI Overviews also include a right-hand display of relevant links. Google is also testing an in-text link feature so users can see cited sources throughout the response.
AI Overviews use algorithms to analyze the content of web pages and generate a brief summary based on the most relevant information. Google evaluates the quality, relevance, and accuracy of the content before presenting it as an AI Overview at the top of the search page. This means that overviews often include information pulled from multiple authoritative sources to provide a more comprehensive response to user queries.
This is different from featured snippets, which are selected search results that appear at the top of Google’s search engine results page. A featured snippet is typically extracted directly from a single website that Google has deemed to be highly relevant to the search query, and it can be in the form of a paragraph, table, video, or bullet list.
The short answer is yes, AI Overviews have the potential to impact search rankings, but this will depend on several factors. Websites that are consistently featured in AI Overviews may experience higher visibility and more targeted traffic from users who input a more complex search query, as they are likely already engaged and interested in the topic. The top spot on Google has always been considered prime internet “real estate” due to this increased visibility. However, on the other hand, if users have their questions answered directly by the AI overview, this may reduce clickthrough rates, especially for simple, straightforward queries.
To successfully navigate AI overviews, keep the following best practices in mind:
AI Overviews typically feature high-quality websites that are most likely to address the user’s search query (similar to the standards set by Google’s Helpful Content Update). As a result, always ensure your content is well-researched, accurate, and tailored to common user questions. You can do this by:
To ensure the highest content quality and improve SEO, it’s also important to thoroughly proofread for issues like grammar mistakes, punctuation errors, and style guide inconsistencies. Outsource this essential task by investing in professional proofreading to ensure quality results and give valuable time back to your content team.
Structured data is a standardized format used to organize and label information on a webpage, making it easier for search engines like Google to understand the content. It involves adding specific tags to your HTML code, which helps search engines interpret the data on the page and present it more effectively in search results. Implementing structured data helps Google understand your content better, increasing your chances of being featured.
While featured snippets and AI Overviews are distinct search attributes, there is some overlap between the two. This means that content that is optimized for featured snippets is more likely to be included in AI Overviews. To optimize content for featured snippets, focus on question-based keywords, high-quality writing and editing, and a clear, easy-to-digest format. Website content should be as comprehensive as possible so that users get the information they’re searching for without having to click through to a competitor’s website.
Navigating AI and SEO may involve adjusting your current content marketing strategy. Below are some ways you can optimize your content for Google AI Overviews:
Implement E-A-T (expertise, authoritativeness, trustworthiness): Google’s algorithms favor content from sources that demonstrate authoritativeness and trustworthiness. Ensure your content is reliable, credible, and written by knowledgeable authors. If you use AI to support your writing process, ensure it’s thoroughly edited to improve its overall quality and ensure it strikes the right tone with your audience.
Boost your SEO by having our team of experts edit your business content. Professional proofreading and editing will improve your content’s helpfulness and credibility, increasing your chances of optimal Google rankings and high website traffic. Proofed’s marketing and advertising content editing services can help your business’s website stand out from the competition, reduce your bounce rate, and increase leads and conversions – schedule a call today to learn more.
While AI Overviews may coexist with featured snippets, they are designed to provide a different type of response. Featured snippets often highlight a specific piece of content, while AI Overviews summarize broader topics using multiple sources. It’s unlikely that AI Overviews will completely replace featured snippets, but they may influence how often snippets appear for certain queries.
The frequency of AI Overviews in search results is expected to increase as Google continues to refine and expand this feature. While still relatively new, AI Overviews may become more common for complex queries that benefit from concise summaries.
AI Overviews will likely shift the focus of SEO strategies toward high-ranking content that’s optimized for AI summary generation. SEO strategies may need to adapt to include techniques that increase the likelihood of being featured in AI Overviews.
Yes, AI Overviews can impact search rankings by changing how users interact with search results. Since AI Overviews provide quick answers directly on the search page, they may reduce click-through rates for traditional organic listings. AI Overviews might also affect the visibility of featured snippets, further altering the way top search results are presented. Ultimately, high-quality, authoritative content is still key to maintaining or improving rankings on Google.
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