Feeling defeated by search engine marketing is a common sentiment these days. Following a wave of algorithm adjustments that left website owners scrambling, Google’s latest update has thrown another curveball.
You’ve likely encountered it: a new “AI Overview” section, marked with an 
, now dominates the Google search results page (SERP) for numerous searches. This prominent feature is shaking the foundations of SEO and PPC rankings, sending ripples across the digital landscape.
This article delves into the implications of Google AI Overviews for businesses reliant on search marketing and advertising, offering expert insights and guidance.
Contents
- What are Google AI Overviews?
- The impact of AI overviews
- Problems with AI Overviews
- 3 predictions for the future of marketing
- 3 strategic shifts to consider
- Google AI Overviews: what’s next
What are Google AI Overviews?
Google AI Overviews (AIO) are AI-driven responses to search queries, merging information from various online sources. Google officially launching the new feature more widely AI Overviews on May 14th, transitioning from an earlier experimental version called Search Generative Experience (SGE).
Google describes these AI-powered results as tools for an enhanced search experience, acting as personalized information hubs. Functioning similarly to ChatGPT, they employ “multi-step reasoning” to dissect and address search queries comprehensively.
This is a visual representation of a Google AI Overview on the SERP.
These overviews draw information from the web and Google’s Knowledge Graph data. While the exact percentage of queries displaying AI Overviews remains undisclosed, their presence is undeniable. Tracking their prevalence is challenging, as most tools operate in incognito mode (which doesn’t seem to trigger AI overviews). This lack of transparency contributes to the uncertainty surrounding this update.
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The impacts of Google’s AI Overviews
Google AI Overviews have become a hot topic for a reason: their impact reverberates throughout the PPC or SEO world and beyond. While affecting anyone with a website, the effects vary (Gartner has predicted organic traffic will fall 25%).
This significant change disrupts established best practices in search marketing and advertising. Elisa Gabbert, Director of Content and SEO at nexus-security by LocaliQ, highlights the increased difficulty for businesses, particularly smaller ones, in content marketing.
“The SERP’s increasing competitiveness has pushed businesses to invest more in ads,” Elisa notes. “However, AI Overviews are set to further reduce organic link clicks. I’ve observed SERPs where ads and AI Overviews occupy the entire above-the-fold space, pushing down organic results.”
Initial observations reveal that websites featured in AI Overviews don’t always align with those previously holding strong organic rankings. Some sites have witnessed a decline (those sources weren’t even ranking in the top 100 results), despite securing top placement through AI Overviews.
The problem with AI Overviews
Beyond the challenges posed to businesses, AI Overviews present user-experience concerns due to questionable result quality.
A preview highlighting the issues with AI Overviews.
Google acknowledges the experimental nature and potential for variable information quality in these AI-generated results. However, many businesses argue that this is an understatement.
Examine these instances where Google AI Overviews have gone astray:
The “AI” (really machine learning) behind these overviews struggles to grasp context and nuance like humans. These generated responses often contain inaccuracies and exhibit a lack of understanding regarding humor, sarcasm, and outdated (or even dead) sources.
Life after AI Overviews: 3 predictions for the future of search
Let’s explore three potential consequences of Google AI Overviews.
1. Google’s reputation and industry dominance are at risk
The examples above, along with numerous others circulating online under the #googenough hashtag, expose a critical issue: the reliability and quality of Google AI Overviews and Search are under scrutiny.
“Trust in Google Search is waning, despite Alphabet’s substantial earnings. As trust erodes, users may turn to alternative search engines, potentially impacting advertiser performance and organic website traffic," warns Danny Goodwin, Managing Editor at Search Engine Land, in this recent article.
Speculation also points to Google’s concern about competition from AI companies developing products that could disrupt or even replace Google’s search dominance.
2. Organic traffic from Google will decline–maybe drastically
Several factors contribute to the potential decline of organic search traffic due to AI Overviews.
Firstly, top organic results are pushed further down the page. Unless your site is featured within the Overview itself, potential customers must scroll further to find you.
Secondly, inaccurate results can lead to traffic loss. Unreliable AI Overviews might omit your site even when it’s relevant.
Furthermore, comprehensive information directly on the SERP reduces the likelihood of users clicking through to individual pages. While users previously explored multiple sites for in-depth research, AI Overviews might satisfy their needs without requiring further clicks.
Projections suggest that by 2026, organic search traffic for businesses could plummet by as much as 25% due to AI chatbots and virtual agents fulfilling user information needs. Alarmingly, 79% of consumers anticipate using AI-enhanced search within the next year, with 70% placing at least some trust in generative AI search results.
3. SEO best practices will change (quickly!)
Established SEO strategies must evolve to adapt to the AI Overview-driven SERP landscape.
Adding to the complexity, recent leaked Google documents have surfaced, revealing previously undisclosed information about Google’s ranking factors. These Google documents are deemed “one of the biggest stories in the history of SEO and Google Search,” according to Danny Goodwin.
For instance, Google reportedly retains copies of indexed pages, enabling it to “remember” previous versions and potentially factor in change history when determining rankings.
Source
While the full implications of these leaked documents remain unclear, one thing is certain: achieving and maintaining website visibility for consistent traffic generation just became more intricate.
3 ways to survive the recent Google changes
How can businesses navigate the post-AI Overviews era and maintain a strong SEO and PPC presence? Consider these strategies.
1. Don’t give up on SEO altogether…
Abandoning SEO entirely would be premature. It remains a crucial marketing channel, but adaptation to the evolving SERP structure is essential.
“Essentially, AI Overviews represent a shift in focus from ranking pages to the SERPs themselves. The spotlight is now on the answers provided within AI snippets," explains Goran Mirkovic, CMO at Freemius.
“While attribution might become more challenging and new AI optimization categories emerge, the core principle remains: effectively addressing user information needs leads to success. As long as we meet this demand—whether through websites, Google’s search results, or future platforms—revenue generation will continue," Goran asserts.
2. …but start exploring other marketing channels
Anticipate potential shifts in organic website traffic patterns post-AI Overviews. To mitigate losses, consider leveraging alternative marketing channels. For instance, video marketing could be a valuable avenue for engaging, conversion-driven content.
“Video often gets neglected by SEOs, content marketers, and businesses in general," observes Zac Harris, an SEO consultant with experience working with brands like SpyFu and Copy.ai.
“Maintain written content creation, but maximize its value. Explore accompanying video content, create Shorts, and repurpose video snippets for platforms like LinkedIn and other social media channels," Zac suggests.
This period presents an opportunity to reassess search advertising strategies and budgets. As organic traffic potentially declines and content marketing and SEO face cost-effectiveness challenges, consider boosting paid search budgets to sustain lead generation. Exploring alternative search engines beyond Google is also recommended. Our analysis reveals significantly lower costs per click and acquisition on Microsoft Ads.
This data, originating from LocaliQ campaigns in the US, illustrates the disparity in cost per click between Google and Microsoft.
3. Focus on building your brand
A strong brand translates to a robust online presence. While building brand recognition as a small business requires effort, the long-term benefits are substantial. Establish a consistent brand message across multiple marketing channels to enhance visibility and recognition among potential customers.
“If I could offer one universal piece of advice to marketers aiming to improve their organic search performance, it would be this: cultivate a noteworthy, popular, and well-regarded brand within your industry, extending beyond Google search," advises Rand Fishkin, Cofounder of Sparktoro and Snackbar Studio, in this article.
Google AI Overviews: what’s next
Google has acknowledged the shortcomings of AI Overviews and claims that they’ve already implemented “more than a dozen technical improvements.” While we hope for the best, continuous adaptation to Google’s evolving landscape is crucial. Staying informed about updates like this one is vital for staying ahead.
While AI Overviews are here to stay, we can devise strategies and explore alternative channels to achieve desired outcomes. If you seek guidance on navigating these turbulent times in the SEO world, our solutions can help optimize your search marketing for sustained growth.