Understanding Google’s AI Overviews: What this means for your strategy

As Google's Search Generative Experience (SGE) and AI Overviews continue to evolve, keeping ahead of the curve in SEO is more important than ever.

The digital landscape is rapidly evolving, and Google's latest innovation, the Search Generative Experience (SGE), is set to revolutionise how users interact with search engine results. With the integration of Generative AI into Search Engine Results Pages (SERPs), Google is reshaping the traditional search experience by introducing AI Overviews—panels that deliver concise, AI-generated responses directly within the search results. As these changes begin to roll out globally, it's crucial for businesses and SEO professionals to understand the implications of this new feature on search strategies and user behaviour.

In this blog post, we'll explore what AI Overviews are, their potential impact on SEO, and how you can adapt to this new era of search.

What is SGE?

Put simply, Search Generative Experience (SGE) is Google’s integration of Generative AI into Search Engine Results Pages (SERPs). SGE utilises Google’s “Gemini” AI model, which was previously known as Bard.

It aims to transform the way people interact with Google, making the experience more akin to using AI chatbots like ChatGPT. Certain searches will return an “AI Overview” panel that compiles relevant information from organic listings, to answer user queries directly within the SERP.

Google began rolling out Generative “AI Overviews” in the US in 2023 as an experiment in Search Labs, before making them available to all US users on May 14^th, 2024. As of August 15^th, the feature expanded into six new markets, including the UK.

What does this mean for SEO?

While it’s still early days, the implementation of AI Overviews has a few potential implications for search:

• Impact on Click-Through Rates: The nature of these snippets means that many users will get a satisfying answer without having to leave the SERP, potentially leading to reduced CTRs.
• EEAT (Experience, Expertise, Authority and Trustworthiness): Although not confirmed as a ranking factor, AI Overviews claim to pull from the most relevant and reputable sources. This means that improving EEAT signals on your website could be more important than ever. However, there has been some dissatisfaction with the quality and accuracy of AI results, with some information even being classed as dangerous.
• Long Tail Keywords: With simple queries being answered efficiently in search, more specific, longer-tail terms may become increasingly important to content strategies. As AI handles broader queries, SEOs might need to shift towards more niche or specialised topics that still require detailed content.

This list isn’t exhaustive, but immediately shows how SEOs and their clients are going to have to shift their thinking to accommodate new search practices. Monitoring these features and judging their impact on performance is vital too.

Ziptie’s AI Overview monitoring tool is a great way of seeing how prevalent these features are across different industries.

How can 26PMX lend a hand?

At 26PMX, we specialise in adapting SEO strategies to meet the challenges of Google's evolving AI-driven search landscape, ensuring your website remains competitive.

Our expert team is here to help you optimise for EEAT, target valuable long-tail keywords, and stay ahead of the curve in this dynamic environment. Find out more at: https://26pmx.com/services/seo/