How does AI Overview affect SEO traffic?

AI Overview, previously known as Search Generative Experience (SGE), is one of the biggest changes that have appeared in the search engine in recent years. Based on the first tests, conducted mainly in the United States, we can already draw some conclusions. What is AI Overview? Are we facing a revolution or rather an evolution of search results?

What is AI Overview, previously known as Search Generative Experience (SGE)?

AI Overview is a term for Google search results that are extended with generative AI. Their form can be different - the content depends on what we are looking for. We will get a different view for product or transactional queries, another in the case of a article queries.

Google provides AI results for blog queries relatively often. Boiling an egg requires not only an in-depth discussion, but also step-by-step instructions and even a video to visualize it all for us.

The last example of queries may be e-commerce. If we are looking for a bike and information about models, AI Overview does not give us a single answer, but turns into an aggregate that on the one hand suggests offers, and on the other gives information on what to look for.

The examples listed are just a sample that confirms that, depending on the website, despite the general direction of quality development of websites, recommendations for implementation can and probably will differ. The nature of websites is not the only differentiating factor, because the AI ​​Overview result will also depend on the industry, especially those related to sensitive areas of life, i.e. YMYL. This is an abbreviation of the English expression "Your Money or Your Life". Google uses this term to describe websites whose content can significantly affect the life, health or finances of its recipients. Our tests show that AIO is cautious about AI Overview's responses to their queries regarding, for example, finances. If we want to start saving money, we have to do our own research and choose the optimal path for ourselves.

Similarly, in the health and medical industry, Google currently sporadically shows results from AI Overview. There are exceptions, however, as seen in the example query for flu treatment below.

Although the first information about the appearance of SGE and the possibility of testing the solution via Search Labs in the United States appeared on May 10, 2023, the first mentions of Google's research on combining generative AI (probably in response to the growing interest in ChatGPT from users around the world) appeared earlier. 

AI Overview  – What is the current state of AI in Google? Our studies and conclusions

Although a more than year has passed since the information about the possibility of testing SGE and AIO, this solution is not yet available in the European Union countries. However, several things have changed over the last 12 months:

• The solution can now be tested in over 120 countries and territories in almost all geographic regions,
• it's available in 7 langauges,
• In May 2024, during Google I/O announced a complete rollout of AIO to the search engine. Every Google user in the US can use AI Overview without having to log in

What is the impact of AI Overview on traffic from Google Search?

Will they be big on AI search? Yes, that’s to be expected. AIO encourages users to search less by phrase and more by conversation with AI. And we’re testing AIO results, which allows us to draw conclusions about what Generative Engine Optimization (GEO) will look like in the future.

The key issue that every website owner must pay attention to is the comprehensiveness of the content. For many years, SEO specialists have been reminding us that content should be qualitative and respond to key phrases that users enter into the search engine, and at the same time should be primarily for the user, not "for robots". This is especially visible in one of the phenomena that can be observed in search results - the increasing share of platforms such as LinkedIn, YouTube, Reddit or Quora. This is a strong signal worth observing in the coming months - how will the relationship between SEO and Social Media change? This is information that communication in these channels should go hand in hand.

Considering the fact that in AIO the answer will be generated automatically, the key will be to create content that will better meet the needs of users. However, these needs will not always be the same as general queries entered into the search engine. Therefore, we can expect that they will gain shorter text forms (e.g. Q&A or FAQ) or those provided with additional summaries in the form of tables, charts or bullet lists.

What sites will lose and what sites will gain after the introduction of AI Overview (AIO)?

By analyzing all of the above data we have on generative search results and based on previous SEO experience, we can assume which types of websites will lose their results and which will gain.

After the introduction of AIO, websites that demonstrate the following characteristics may fear losing their positions and at least part of their organic traffic:

• provide users with simple, short answers. This will result in users receiving the appropriate knowledge without having to go to the page;
• are based mainly on traditional SEO, i.e. those where content is created solely on keywords (especially very general ones) and which do not prioritize the usability of the content for users;
• price comparison sites and offer aggregators – as we have already mentioned (the bicycle example), users will receive such answers without having to visit websites.

On the other hand, the introduction of AI Overview may have a positive impact on some websites. Among those that may benefit, we can distinguish websites:

• providing users with valuable, experience-based content (in line with EEAT) and answers to specific questions;
• local and specialist, i.e. those that focus on a specific range of services or knowledge, and their content is tailored to very specific or complex user queries;
• recognized as an authority – providing reliable and verified information;
• with unique and original content that stands out from the content of competitors in the same field.

It is likely that AIO will base its answers in search results on such websites and thus promote these websites, citing them as credible and trusted sources of its answers.

How to prepare for AI Overview, i.e. optimization for Search Generative Experience?

Optimizing websites for search results after the introduction of AIO will be particularly important for websites that have so far focused solely on keywords. Especially if these were very general queries and the answers did not focus on the user's needs. In this context, what must be remembered is the fact that users do not always type directly what they need. Therefore, those responsible for the content will be forced to skillfully use synonyms and the context of the entire text to provide an answer regardless of the intention.

The most important thing will be to focus on understanding the needs of users and paying more attention to specific answers and valuable content. Comprehensiveness is not only about exhausting the topic, but also participating in every stage of the user journey and answering questions (including those that were not asked directly).

It is also worth considering that the content should stand out from the competition in visual terms – for example, with infographics, tables, or an interesting video.

Get ready for AI Overview with our GEO Strategy!

The Whites agency is introducing the GEO Ready strategy as a response to the challenges related to AI responses generated in search engines and chatbots. It aims to protect against declines in organic traffic and conversions, while providing a competitive advantage. This strategy integrates SEO, Content Marketing and Social Media, which translates into better channel synergy and better efficiency of invested budgets - emphasizes Marcin Kubik, Partner and Head of Growth Whites.

Find out more about Strategy AI-Ready on https://www.agencjawhites.pl/en/ai-ready-strategy 

AI Overview: summary

AI Overview is largely a confirmation of what has been appearing in the recommendations of SEO specialists for many years - the most important thing is the user, and websites should answer their questions in an exhaustive, unique and valuable way. In this context, the key is to analyze the content present on the website in terms of whether it exhausts the given topic and the user will certainly find answers to all the questions they are interested in.

Generative AI is changing the way consumers search for information. The shift from standard searches to conversational AI responses requires us to think through strategies that take into account new algorithms. At Whites, we offer our clients the opportunity to get ahead of the competition today by adapting marketing strategies to new realities and using proprietary data-science solutions.

AI Overview FAQs

What's the difference between SGE and AIO?

AI Overview is an evolved and improved form of using generative AI in Google Search. AIO replaced SGE, introducing better response quality, reduced hallucinations, and better customization to user needs. Finally, AIO is available to all users in the US without having to log in.

Will AI Overview increase SEO competition?

Yes, AIO could increase competition as companies will need to work on more advanced and personalized content creation strategies to attract the attention of generative algorithms.

How can I align my SEO strategy with AI Overview?

To adapt SEO for SGE, you should focus on creating content that is directly related to the interests and needs of your target group. Key elements will include personalizing content, increasing user interaction with content, and ongoing content customization based on analytical data.

Will AI Overview impact the number of organic visits from Google?

It depends on how well the content adapts to the new model. Sites that meet AIO requirements may see an increase in visits, while those that do not respond to the changes may see a decrease.

What SEO tools will be effective in the era of AI Overview?

Tools that focus on analyzing user data, tracking user behavior on the site, allowing for content personalization and task automation will gain in value, as will tools that enable quick response to changing user preferences, using artificial intelligence.

If you are looking for a proven partner who will support you in your marketing activities, write to us.