Understanding the Evolutionary Nature of Google AI Overviews
Google’s SGE-turned-AI Overviews have caused quite a stir in the SEO community. Initially rolled out across 84% of searches, they were quickly rolled back to 15%. However, this is just a temporary setback, as they will likely be rolled out again in the future. Despite the changes and uncertainty, SEO fundamentals remain relatively unchanged.
One of the main concerns with AI Overviews is that they will cannibalize search traffic for certain sites and specific query types. However, this is not a new phenomenon. Savvy SEOs have been aware of the “zero-click SERP” phenomenon since at least 2018. This trend has only accelerated in recent years, with AI Overviews displaying automated listings, instant answers, and new SERP layouts.
Google’s Knowledge Graph has been answering a significant portion of searches since mid-2016, and this number has only grown over the years. For concrete queries, Google provides the answer within seconds, eliminating the need for users to click on individual publishers. This trend has been ongoing for years and is not solely a result of AI Overviews.
Despite the changes in the SEO landscape, there is still plenty of opportunity for SEOs to explore. While new developments will continue to emerge, the underlying fundamentals of SEO remain the same. Good content creation and the importance of links are still key factors in ranking well on Google.
To adapt to the changes brought about by AI Overviews, SEOs should prioritize keywords and topics based on potential ROI over the next several months. Simply having access to keyword data is not enough; it is crucial to interpret and analyze the data effectively to make informed decisions. Generic keyword research strategies are bound to fail, especially in a world where AI Overviews are cannibalizing top-of-funnel queries.
It is essential to focus on high customer intent and product relevance when creating content. While AI Overviews can provide instant answers to black-and-white queries, they struggle with subjectivity and nuance. SEOs should concentrate their efforts on content and queries that are least likely to be disrupted by AI. This includes topics that require nuance, persuasion, credibility, and gray area – areas where AI content creation falls short.
In conclusion, while the introduction of AI Overviews may have caused some upheaval in the SEO community, it is important to remember that it is just another evolution in the ever-changing landscape of SEO. By prioritizing the right keywords, focusing on high customer intent, and creating content that AI cannot replicate effectively, SEOs can continue to thrive in the age of AI Overviews.
