Are you ready for AI Overviews?

Sixtwo previously reported that Google was due to launch SGE (Search Generative Experience) earlier this year and surely enough, in May 2024, Google launched AI overviews mainly in the US but also for some queries in the UK.

So what are AI overviews and how will they affect your website?

Here’s a quick summary of exactly what AI overviews are:

• From a visual perspective, AI overviews (formally called SGE) are the integration of AI-generated answers that sit at the top of search results.
• Google produces and displays AI answers for specific queries in place of the existing result, changing how search results look and function. As a result Competition for clicks is increased as a result.
• AI overviews may or may not have links to websites that serve as a “jumping-off point from which people can explore a wide range of content and perspectives on the web.”
• Under the bonnet, AI answers and is powered by LLMs (Large Language Models). Google LLMS can ‘understand’ language and draw from datasets that include hundreds of human and programming languages, mathematical equations, scientific papers, and web pages. In short: Google collects vast amounts of information from its index (yes, including your site content) and provides answers based on this.

How will this affect my website?

• AI overviews will sit at the top of search results incorporating a large amount of real estate and seemingly serve information without a user needing to click on a website.
• AI overviews could potentially change how people search and the amount of organic traffic your site gets from Google.
• However, reference links or jump-off points in AI Overviews may mean additional opportunities for clicks (SEO isn’t dead).
• Site owners should act now to increase the chances of showing AI overview results by implementing tried and tested SEO and marketing strategies.

What has happened since the launch?

The launch of AI answers in the UK has been very limited.

As search marketers, we braced for a large impact event that would impact client traffic and conversions, but looking at worldwide reports, it appears that AI answers only show for 7% of queries (view source).

Google is perhaps taking a ‘slowly but surely’ approach to launching AI answers to minimise and manage the disruption that AI answers could cause the digital ecosystem. But this doesn’t mean it’s going away.

What changes will I need to make to my website?

Firstly, we need to assess where the opportunities for clicks and site visits lie. As always, clicks and attention are the currencies of SEO (or indeed marketing).

The aim going forward is still to occupy the spaces where your potential customers are likely to click and spend time and attention on your website as opposed to your competitors.

In its current iteration, we can see that Google does link to websites within AI answers and is constantly tweaking how they link to site content. There are opportunities for clicks in the answers as well as ‘featured content.’

It also appears that AI answers only show for specific types of queries – mainly informational queries at present, so the aim here is to be featured, visible and ‘referenceable’ in the AI overviews.

The truth is, tried and tested strategies for SEO (and great marketing in general) are likely to be the same strategies that will help sites to be referenced in AI answers.

Here is what I’d suggest:

1. Get your site basics up to scratch

First and foremost, don’t neglect the basics. If you’re working with a dated, neglected website with limited visibility and out-of-date information, start by addressing these issues.

Actionable steps:

• Make sure contact and business information is up to date
• Write and publish individual pages of content for each service to tell your potential customers how you can help them.
• Fix any technical issues as slow page speed and mobile responsiveness.
• Implement clear calls to action and make sure your potential customers can easily contact you.
• Add terms and conditions, privacy

2. Establish Topical Authority

Perhaps the most crucial step in leveraging AI overview changes is to establish your business as a ‘topical authority’ within your specific niche. To be recognised by AI overviews as a trustworthy source of information, your content should aim to address and answer any potential queries your customers may have at any given stage of the sales cycle.

The aim here is to consistently provide users with valuable, informative content and present your products and services as solutions to their problems.

Actionable Steps:

• Conduct Comprehensive Keyword Research: Identify a broad range of keywords and phrases related to your niche. Remember to address the potential problems that your typical customer faces.
• Create In-Depth Guides and Articles: Write detailed content covering various aspects of your topic, addressing common questions and concerns. However, try to steer clear of factual queries that could easily be answered by AI i.e. ‘How many strings does a guitar have.’
• Develop a Content Calendar: Plan and schedule regular content updates to keep your site current and relevant.
• Engage with Industry Experts: Collaborate with experts to produce authoritative content and gain credibility.
• Utilise Internal Linking: Connect related articles and pages on your site to help users and search engines navigate your content more effectively.

3. Enhance Content Detail

AI overviews are capable of handling highly detailed searches and delivering precise results. Google’s aim has always been to answer even the most specific questions, and AI automation facilitates this objective.

This is why it’s important to ensure you’re sufficiently detailed to rank for highly specific terms. Your landing pages and content should comprehensively cover each aspect of such queries to increase the likelihood of being referenced in AI-driven responses.

Actionable Steps:

• Use Detailed Headings and Subheadings: Organise your content with clear, descriptive headings that address specific queries.
• Include Comprehensive FAQs: Add a Frequently Asked Questions section to address common and detailed questions from users.
• Incorporate Case Studies and Examples: Provide real-life examples and case studies to illustrate how your solutions work.
• Use Schema Markup: Implement schema markup to help search engines understand and display your content accurately.
• Regularly Update Content: Keep your content up to date with the latest information and industry developments.

4. Build EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness)

Google has made strides in reducing the visibility of sites that are built using just AI content. With AI tools generating mass content, how does Google decide which content to rank?

This is where the importance of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) comes into play. Focus your efforts on showcasing the expertise of the individuals within your business. Established brands that consistently demonstrate expertise and authority are likely to benefit:

Actionable Steps:

• Highlight Author Credentials: Display the qualifications and expertise of content authors.
• Showcase Client Testimonials: Include testimonials and case studies from satisfied clients to build trust.
• Publish Thought Leadership Articles: Share insights and opinions from industry leaders within your organisation.
• Ensure Transparency: Provide clear information about your business, including contact details and company background.
• Secure Certifications and Accreditations: Obtain and display relevant industry certifications and accreditations to enhance credibility.

Whilst the field changes, the rules of the game largely stay the same. The tips above can be summarised into one activity: build a digital brand presence. Your SEO aims should align with your general marketing aims – to be visible, to gain attention and ultimately to serve your user. In the wake of these changes in search results, now is the time to start building your brand authority and digital presence.