If you haven’t heard, Google has implemented AI into their search engine, with their new module AI Overviews, or AIO. This module is a new section of the search results page that features answers and suggestions generated by the model to help streamline your search journey. AIO first rolled out in the US in May 2024, and while the model suffered a series of inaccurate results, its prominence has only grown as results gain more trust. 

But what will this mean for Search Engine Optimisation? If you already practise good SEO, your ranking should remain mostly unaffected, but be prepared to see changes in the traffic to your website and the amount of clicks you receive.

What is an AI Overview?

This new section on Google’s search results contains an AI generated response using the google model Gemini. It uses AI to guess the user’s intent with their search, so it provides an answer and an overall helpful direction based on the search data it has collected. It cites the sources it created the answer with, while also providing a ‘show more’ button for you to find more information. The results may contain similar contents to a traditional search results page (texts, links, lists, videos etc.), so the AIO module lives within a coloured box, so that you’re aware that you’re using the AI model.

This image shows an example of what Google's AI Overview looks like

Cool Features

Interactivity

If the AI search results don’t give you exactly what you’re looking for, you have the option to ask a follow-up question. It allows AIO to build upon the previous searches, similar to Chat GPT.

Inference

Normally SEO is dependent on keyword targeting to rank highly – if you didn’t use a specific phrase, Google traditionally would not rank you as a good search match. Now, if you use similar keywords that don’t rank as highly, AIO’s inferring capabilities will still identify your content as relevant, making you eligible to appear in the AI Overview.

Complex Query Handling

When you make a search on Google you generally keep it short and to the point, so that the search engine can provide a relevant result. With the implementation of AIO, Google’s ability to understand long, refined searches will improve.

The Impact on SEO

Shift in Ranking Factors

The inclusion of AI in Google’s search function means that factors that originally ranked highly for SEO, now won’t have as much of an impact. AI Overview now focuses more on content relevance, user intent, and nuanced context of the content over traditional SEO practices like keyword optimisation.

Organic Search Traffic – Zero Click Experiences

The goal of AI Overview is to give users all the information they need without clicking through various sites to find what they’re looking for. This zero click experience for users means less traffic will be directed to your site. Don’t be surprised if ordinary SEO success measures like click through rates diminish

Rather than only focusing on driving traffic to the site, ensure your content is authoritative to be featured directly in the search results. This can include optimising for featured snippets, knowledge panels and results that the AI will populate with their answers.

Content Quality

The quality of your website’s content will become one of the most important ranking factors when AIO is implemented in Google. Investing in good quality content will be integral for your SEO rank, but will also be incredibly significant for the users that visit your site.

User Engagement and Experience

Creating a good user experience of your site is a win for SEO and for the audience you want to reach. Sites that have poor user experience, slow page loading times, or aren’t mobile-optimised will face significant ranking challenges, as Google’s AI evaluates metrics like bounce rate, time on page and interaction rates to determine UX quality.

Actionable Steps

Natural Keyword Integration

It’s tempting to stuff keywords into your content to make sure that you’re hitting your keyword targets, but oftentimes it makes the content clunky and unnatural to read. When including keywords into your content, make sure it fits the context. Do further research into what your audience is looking for, and tailor your keywords towards these needs.

Improve Content Depth

A key thing we’ve spoken about is the need to create good quality content that will engage users and keep them involved with your site for longer. Google has luckily created a resource to help you assess your content with the H.E.A.T criteria.

  • Be Helpful
  • Show your Expertise
  • Be Authoritative 
  • Build Trust

Google has an amazing collection of resources made to help your understanding of Google SEO. Check it out here for more information.

It’s tempting to use AI to write your content, but often AI written content is noticeable and unexciting to the reader. People don’t want to read an AI, they want to read real thoughts from someone with a wealth of knowledge. Use tone, be exciting, be authentic! It will engage readers on a deeper level. 

User Experience

Like we mentioned before, optimising the user experience ensures a great experience for your audience and a higher SEO ranking.

Here are some ways you can ensure optimal user experience

  • Research the main intent of your user, and tailor your site to accommodate their needs.
  • Implement a responsive design of your site, so that it can be viewed at any screen dimension.
  • Optimise page speed by compressing images, minimise CSS and JavaScript files, and leveraging browser caching.
  • Implement schema markup to help search engines better understand your content

Structure Content

Take a look at the content that populates your site and consider if the layout needs to be restructured.

Doing so allows your content to be featured in snippets and knowledge graphs, while also making it a more engaging way for users to interact with your site. Learn what visitors to your sites are looking for, and tailor your content so that it’s easier for them to find.

Here are some easy changes to make to improve your content;

  • Use clear headings and subheadings
  • Make your answers concise and easily digestible
  • Use rich media that complements the text
  • Build trust by linking to external resources

AI Overview is set to transform user experience and SEO, making it essential to adapt your strategies quickly to maintain strong SEO performance. Stay informed on algorithm updates, expand your content, and always keep your target audience in focus. By doing so, your strategies will remain effective now and into the future of AI-driven SEO. If you’re unsure how to best maintain your SEO practices, reach out and we can help ensure you’re performing at your strongest.

For more information, visit Google AI SEO Guide and Marketing Mag to see their helpful tips and tricks.