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Google has introduced a
game-changing feature: AI Overviews. This new addition to search results has
the potential to revolutionize how people find information online and how
marketers approach SEO strategies.
Key Takeaways
- AI Overviews integrate generative AI into search results, providing summaries for informational queries.
- Users report higher satisfaction with AI Overview results, asking more complex questions and staying longer on linked pages.
- The feature isn't perfect, with documented errors ranging from humorous to potentially dangerous.
- Most digital marketers are optimistic about AI Overviews, despite potential traffic impacts.
- Optimizing for AI Overviews involves improving E-E-A-T signals, content quality, and targeting long-tail keywords.
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What Are AI Overviews and How Do They Work?
AI Overviews (AIO) is Google's latest attempt to incorporate generative AI into search results. Launched on May 14th, 2024, after a year of testing, AIOs currently appear for logged-in users in the U.S., with plans for global expansion.
An AI Overview result typically includes:
- An AI-generated answer box
- A bulleted list
- One or more images
- Product listings (when relevant)
- A source panel
For example, a search for "how to make sourdough bread" might yield an AI Overview with:
- A brief explanation of the sourdough bread-making process
- A bulleted list of ingredients
- An image of a freshly baked sourdough loaf
- A list of key steps in the process
- Links to reputable baking websites for more detailed recipes
AIOs appear either at the top of search results or between paid and organic listings. They're powered by a customized large language model and Google's core web ranking systems, allowing for chat-like replies while identifying relevant sources.
The Impact of AI Overviews on SEO
Contrary to initial fears, AI Overviews might not spell doom for organic traffic. Google reports that AIO users:
- Are more satisfied with search results
- Ask longer, more complex questions (e.g., "What are the best techniques for making crusty sourdough bread in a home oven?" instead of just "sourdough bread recipe")
- Are more likely to stay on pages they click through to
Our survey of 623 digital marketers revealed:
- 59.55% are optimistic about AI Overviews' impact
- 72.78% are optimistic about their impact on website traffic
For instance, a food blogger who was cited in an AI Overview for a sourdough bread query reported a 30% increase in traffic to that specific recipe page.
AI Overview Problems
Despite their potential, AI Overviews have faced criticism for accuracy issues:
- 55.06% of survey respondents encountered major errors
- Documented "hallucinations" include advice to add glue to pizza and eat small rocks
More specific examples include:
- An AI Overview suggesting that the Eiffel Tower was built in London
- Another claiming that drinking hot water cures all diseases
- An overview stating that the Earth is flat in response to a query about planet shapes
These issues stem from the AI's inability to understand context, sarcasm, or humor.
Optimizing Your Content for AI Overviews
While there's no guaranteed way to appear in AI Overviews, following these best practices can improve your chances:
- Improve E-E-A-T signals:
- Create detailed about pages (e.g., "Our team of certified nutritionists have over 50 years of combined experience")
- Acquire high-authority backlinks (e.g., getting cited by reputable news sources or academic institutions)
- Keep content fresh and accurate (e.g., updating a "Best Smartphones of 2024" article regularly throughout the year)
- Be original and showcase expertise (e.g., including proprietary research data in your articles)
- Address reader needs specifically (e.g., "How to tie a tie for a job interview" instead of just "How to tie a tie")
- Include reliable sources (e.g., citing peer-reviewed studies in health-related content)
The Future of AI Overviews
Google is actively addressing AI Overview issues by:
- Limiting AIOs for certain query types (e.g., health queries like "Is it safe to mix medications?")
- Reducing AIO frequency (now appearing in 7% of queries, down from 84%)
- Decreasing reliance on user-generated content sites (e.g., fewer citations from Reddit and Quora)
Despite challenges, marketers are adapting:
- Two-thirds are increasing marketing budgets due to AI Overviews
- 43.5% would keep AI Overviews on for all queries if given the choice
Some marketers are even creating content specifically designed for AI Overviews, such as FAQ pages that directly answer common queries in a concise, AI-friendly format.
Conclusion
AI Overviews are likely here to stay. As marketers and business owners, we must understand their functionality, identify relevant queries, and optimize our content to increase the chances of being featured as a resource.
Next steps: Focus on increasing your domain's topical authority and creating high-quality, expert content to improve your chances of being featured in AI Overviews. For instance, if you're a fitness website, consider creating in-depth, scientifically backed guides on specific exercises or nutrition topics that could serve as valuable resources for AI Overviews.
