Google has been synonymous with search since its inception, transforming the way in which the average user accesses information in the ever-changing digital matrix. AI Overviews is by far the biggest development in Google search to date, which is revolutionising the way that users find information in SERPs (Search Engine Results Pages).

But what does this mean for businesses? Is SEO a dying art, or does AI Overviews simply present a new opportunity to refine our strategies? Six months following its initial release, we look back on the evolution of AI Overviews, share key tips to help you feature in these coveted summaries, and explore what’s next for Google’s rapidly-advancing search landscape.

The Evolution of AI Overviews

Google introduced AI Overviews (initially referred to as Search Generative Experience or SGE) at Google I/O 2023, marking the beginning of an exciting new era of AI-powered search. Originally rolled out to the U.S. public in May 2024, we gained early access to the update via our South African SEO base, before beginning to witness the gradual UK rollout from mid-July onwards. In October 2024, Google announced that it was bringing AI Overviews to over 100 countries, promising to revolutionise the search experience on a global scale.

AI Overviews appear as brief summaries of answers generated by Google’s LLM (large language model), Gemini, drawn from the masses of content available across the web. But what is the main goal of generative AI? To make search faster and more intuitive by providing users with quick, simplified responses to their queries.

Since its initial rollout, Google has been adjusting how frequently these AI Overviews appear, which industries they prioritise, and how results are sourced; with the latest advancement seeing AIO (AI Overviews) pulling in data from Meta sources.

Here at SOZO, we remain vigilant in tracking the progression of AI Overviews and anticipating future Google AI search developments – more on that below…

The impact of AI Overviews on search visibility

AI Overviews has led to an 18-64% decrease in organic traffic for some websites, particularly for informational queries.

— Search Engine Land, August 2024

The inclusion of AI Overviews in SERPs has fundamentally changed search behaviour as we know it. With detailed answers provided directly within the search page itself, nearly 60% of US users are engaging in “zero-click searches”, wherein they obtain all the information they need without actually visiting any websites. Data suggests that AIOs tend to appear for informational queries, such as those related to healthcare or B2B tech; leaving those traditional blue links competing for attention.

For businesses, the key impact has been visibility. Although traffic volumes are clearly declining, users that do make it past that initial discovery phase in AI Overviews and click through to your website are likely to be much more engaged; meaning the conversion potential will be much stronger. Maybe it’s not all doom and gloom after all.

So, how can your business optimise for AI Overviews success?

Six ways to get your business featured in AI Overviews

1) Rank Well in Organic Search

53% of pages in Position 1 appear in AI Overviews compared to 36.9% in Position 10.

— Rich Sanger and Authoritas, October 2024

AI Overviews pull information from Google’s top-ranking pages, so your best bet to feature in them is to ensure you rank highly in organic search results. A comprehensive SEO strategy that encompasses in-depth content optimisation, technical SEO, and link-building remains the cornerstone of success in navigating the ever-evolving search landscape. Additionally, consistently updating your content can further improve your chances of being featured, as Google values freshness in its results.

2) Focus on Fulfilling E-E-A-T Principles

Demonstrating experience, expertise, authoritativeness and trustworthiness within your content has never been more important. AI Overviews aim to provide everyday users with useful, high-quality information, meaning Google will likely prioritise sources with strong E-E-A-T signals. According to Google, your content should not only adhere to E-E-A-T principles but also present helpful, reliable information that’s designed to benefit people, not to gain search engine rankings.

The healthcare E-E-A-T example below demonstrates how you can expand upon your existing content to raise the bar in terms of quality and helpfulness, increasing your likelihood of appearing in AI Overviews.

3) Target Direct and Related Queries

AIOs are designed to provide contextually relevant information beyond the direct search query. Ensure that your content answers not only the primary question but also addresses any related queries surrounding the topic to improve your chances of being featured.

For example, searching for ‘best family holidays in Barbados’ may trigger an AI Overview that provides curated options for family-friendly resorts, activities, and travel tips, catering to various stages of the customer journey (i.e. top of funnel awareness, middle of funnel discovery, and bottom of funnel conversion).

As cited in the AI Overview above, this TUI landing page combines informational and commercial intent to nurture the user throughout each stage of the marketing funnel. They address the research stage of the user journey by providing helpful content around the subject that clearly demonstrates E-E-A-T principles, before going on to list family holiday options that encourage the user to make a purchase. Therefore, optimising your landing pages to consider every stage of the customer journey will likely land you a place in the AI Overviews spotlight.

4) Optimise Content Structure

Google AI prioritises concise answers and structured formats such as headings, FAQs, and bullet points.

— Search Engine Land, October 2024

Consider optimising your content formatting with concise headings, FAQS, and bullet points, and ensure your incorporate clear, concise answers to everyday search queries. Implementing structured data (schema markup) can also help Google understand and surface your content more effectively. For example, using schema to mark up FAQs or product reviews can make it easier for Google to identify and display your content in relevant AI Overviews.

If the concept of delving into the world of technical SEO feels daunting, get in touch. We’d be happy to give you some pointers on core improvements that could be made to enhance your site’s SEO health.

5) Diversify Content Formats

Visual elements such as images and videos play a significant role in AI-generated summaries. Ensure your content includes relevant media, and that all visuals are well-optimised for fast loading and SEO. Video summaries and infographics can enhance the user experience further and potentially influence AI content selection. Engaging visual content that clearly breaks down complex topics can make information more digestible, improving your chances of being featured in AIO.

6) Build a Reputable Brand

Appearing in AI Overviews can build authority and credibility, even without clicks, as users associate your brand with trusted information.

— Semrush, September 2024

As Google’s AI becomes more discerning, brand reputation is a core factor influencing which content is featured in its bitesize summaries. Make consistent efforts to enhance your brand’s recognition by demonstrating thought leadership, participating in industry events, and engaging in community-building activities. Building strong business partnerships, securing media coverage, and encouraging positive online reviews can also help establish a reputable brand that is more likely to be featured.

How to evaluate your performance in AI Overviews

Measuring success in AI Overviews presents a unique challenge to marketers. Unlike traditional snippets or ranking positions, Google Search Console is not yet able to differentiate between traffic driven from AIOs or organic clicks. This means businesses need to get creative with how they monitor AI-driven search performance.

Consider utilising third-party tools like Semrush or AWR to help track AI Overviews’ presence and understand visibility trends. As of September 2024, Semrush has now introduced AI Overview tracking in organic research, representing a major leap forward in SEO analysis. We are keen advocates of both technologies here at SOZO, and we regularly leverage them to provide our clients with the most up-to-date insights and data-driven strategies to enhance their search visibility.

Additionally, we suggest focusing on monitoring your website’s overall impressions, CTR (click through rate) and user engagement metrics. Although direct tracking within AI Overviews is limited, a higher CTR and an increase in quality website traffic are good indicators that your content is being featured in relevant search summaries.

What lies ahead for Google’s AI-powered search?

More Personalisation

We anticipate that Google will begin to increase the personalisation capabilities within SERPs, with AI Overviews becoming more tailored to user preferences. For example, users may soon be able to adjust the level of detail provided in AIOs, selecting options for ‘Simplified’, ‘Original’, and ‘In-Depth’ responses. Additionally, we can expect to see the introduction of interactive planning features directly within search results, such as meal or travel planning, which will allow users to create and modify plans without leaving the SERP.

Video Search

Google’s evolving video search capabilities represent a major shift in user interaction with search engines, allowing users to search by uploading video clips along with text-based questions. For example, a user could upload a video of a broken appliance and ask, ‘How do I fix this?’ Google’s AI would then analyse both the video and the text to generate specific, actionable AI-driven responses, such as step-by-step guides or relevant resources.

Paid Ads

Google has announced that paid ads are also making their way into AI Overviews, presenting both opportunities and challenges for brands aiming to gain visibility. This ‘Sponsored’ content will be integrated alongside organic AI responses, providing brands with new opportunities to directly showcase their products or services. Businesses must begin adapting their advertising strategies to effectively compete for this AI-enhanced SERP real estate, ensuring their ads remain relevant, compelling, and seamlessly integrated into the user experience.

Google’s AI Overviews has ushered in a new era of search, combining AI-generated responses with traditional organic results to create a more cohesive and enhanced experience for users. Whilst the fundamentals of SEO haven’t changed, businesses must continuously adapt their strategies to align with the latest and greatest AI-driven advancements in search.

Ready to maximise your visibility in the ever-changing landscape of search? We can help future proof your SEO strategy in today’s AI-generated search matrix – get in touch with our Marketing Director to discuss your search requirements.