Many businesses seem blissfully unaware that search marketing is on the cusp of the biggest change in the past 20 years with the introduction of AI Overviews (also known as Search Generative Experience SGE). This innovative feature has been tested over the past year and is currently rolling out in the US.
When does it come to the UK?
The big news is expected to arrive in the UK within a few weeks (June 2024). There is still no definitive dates from Google but some UK users are already started to see tests for AI overviews and we can expect a full roll out over the summer months.
What is AI Overviews / SGE and Why Does It Matter?
AI Overviews integrates generative AI into Google Search, allowing users to ask questions conversationally rather than relying on brief search queries. The AI then provides direct answers, reducing the need for users to sift through multiple search results. This feature also includes a carousel with the top three links on the subject for further exploration. This shift is expected to significantly alter the search landscape, with predictions of a 25% drop in overall web traffic for websites as the AI Overview dominates the top of the search results page.
The Implications for Search Marketing
1. Impact on Traffic:
AI Overviews will occupy prime search real estate, pushing organic SERP results further down the page.
Websites that previously enjoyed high traffic from top-ranking positions may see a noticeable drop as users find answers directly in the AI Overview.
2. Changes in User Behaviour:
Users will start asking more conversational and specific questions, moving away from traditional short-tail keywords.
User will be more likely to ask strings of questions and follow on queries not just initial search queries.
3. Optimising for SGE:
To minimise the impact of SGE, it’s essential to focus on optimising your site for images and long-tail keywords.
High-quality, relevant images can help attract clicks from the AI Overview so make sure you optimise your images and alt text.
Ensuring your content is comprehensive and answers specific queries can help maintain visibility.
Actions to Take Now
1. Optimise Your Content:
Focus on creating high-quality content that answers specific, intent-driven queries.
Use schema markup and alt-text for images to enhance their relevance and attractiveness in the AI Overview.
2. Enhance Domain Authority:
A robust backlink profile with links from trusted websites will be crucial.
Ensure your link profile appears natural and authoritative.
3. Monitor and Adapt:
Keep a close eye on how SGE affects your traffic and adjust your strategies accordingly.
Experiment with different content formats and keywords to see what works best in the new search environment.
Conclusion
The introduction of AI Overviews through AI overviews represents a major shift in the search marketing landscape. Ignoring this change could lead to a significant drop in web traffic and visibility.
However, with careful planning and strategic adjustments, businesses can not only mitigate the impact but also thrive in this new environment. By optimising for long-tail keywords, enhancing your link-building strategy, and closely monitoring performance, you can ensure that your website remains competitive.
Don’t let this shift catch you off guard. Prepare now to adapt to the new era of search marketing and continue to achieve your business goals.
Interested in how AI can help your business? Check out our open and private AI training courses today.
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