Googles AI Overviews are set to shake up SERPs with AI-powered features
In today’s digital landscape, Google’s AI Overviews are set to make significant changes to how search results are displayed. As a marketing Agency, the shake-up in Google’s SERP (Search Engine Results Pages) is always an uneasy time. While we don’t have all the answers yet, we know that Google’s AI will evolve. The good news? Google is committed to driving traffic to websites and ensuring search ads remain a key part of the search experience.
What are Googles AI Overviews
SGE, now called AI Overviews, is an experimental version of Google’s search engine that uses artificial intelligence to generate answers to complex questions. There are three key ways it enhances the search experience:
AI Snapshot: Summarises long-tail queries by pulling information from multiple sources.
Conversational Mode: Allows users to ask follow-up questions while retaining the context of the original query.
Vertical Experiences: Optimises results for commercial searches, offering more product details and features.
Breaking Down Google’s AI Features
While these AI-driven features aim to provide users with faster and more relevant answers, they are also designed to encourage deeper exploration of web content.
1. AI Snapshot
When users ask complex questions, like comparing two national parks, AI Overviews generate a unique snapshot that summarises the query using information from several sources. The goal is to give users a concise answer without directing them away from web content entirely. To support traffic flow, three clickable links are featured prominently alongside the snapshot, along with an option to expand the snapshot and view the sources.
For businesses, this means there’s still potential to drive clicks from AI-generated answers, especially if your content is featured as a trusted source.
2. Conversational Mode
AI Overviews conversational mode keeps the context of a user’s original search, allowing for follow-up queries that refine results. For example, a search for “why do whales sing” can be followed by “whale plush toys for under £40,” and Google will understand the shift in intent. This feature represents an opportunity for businesses to capture more qualified traffic if their content aligns with conversational searches.
Optimising content for these searches will involve focusing on high-quality, trustworthy information, as Google is using signals like E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) to determine which content surfaces in SGE results.
3. Vertical Experiences
For shopping-related queries, AI Overviews provides detailed recommendations by tapping into Google’s Shopping Graph, which includes millions of products. For instance, a search for the best bike for commuting will generate a list of options, complete with AI-generated descriptions, prices, and reviews.
This is especially valuable for eCommerce businesses, as product listings will be accompanied by detailed information like stock availability and store options. If you’re an online retailer, integrating Performance Max and shopping feeds into your strategy is crucial to ensure visibility in these new AI-powered shopping experiences.
What Does AI Overviews Mean for Businesses?
Ai Overviews introduce both opportunities and uncertainties for businesses. On one hand, AI-generated snapshots could reduce organic traffic by offering users answers directly on the SERP. However, there is also potential for higher conversion rates, as users may arrive on your site more informed and ready to purchase after interacting with AI Overviews.
For advertisers, Google has reassured businesses that ads will continue to appear in dedicated slots across SGE pages. However, tracking ad performance on Overviews is still unclear, and all metrics will be grouped with regular search results data.
How Can You Prepare?
To prepare for Google’s evolving search experience:
Optimise your content for AI by ensuring it aligns with Google’s quality signals and targets conversational searches.
Adapt your ad strategy by incorporating more phrase and broad match keywords, and keep an eye on how your search terms perform in light of these longer, more specific queries.
As always, the best way to stay ahead is through constant testing, optimisation, and keeping a close eye on how AI Overviews impact both paid and organic results.
