Targeted SEO Insights May 2024
At Targeted SEO, we keep our finger on the pulse of the latest developments in SEO and search. We also think it’s really important to us to keep our clients updated about what we do and how we do it. SEO is not a dark art and we’re here to lift the veil on our tools and techniques.
On 14 May 2024, Google made various announcements, including more on their Search Generative Experience trials, which will now be known as ‘AI Overviews’.
True to our word, here is our summary on AI Overviews and what it might mean for users and website owners. As always, please feel free to drop us a message if you have any questions or further talking points.
What’s going on with Google AI Overviews?
- Over the past year, Google has trialled AI-powered search results within its test environment, known as “Search Labs.”
- This was known as Search Generative Experience (SGE), but as of this week, it will be referred to as an “AI Overview”.
- An AI Overview is powered by Google’s AI software, Gemini, and answers search queries by typically curating information from sources across the web to present a concise summary.
- In an update this week, Google says it has begun rolling out AI Overviews for all users in the US and aims to do the same for billions of global users by the end of the year. These enhanced AI features are currently available for English queries, with a focus on improving search experiences for US users.
- The AI Overview is displayed as a distinct section or page within the search results.
How is an AI Overview different to regular search results?
- The search engine results pages (SERPs) we know and love currently consist of paid ads, website links, snippets, ‘also asked’, and other media that point to the sources of information.
- The goal of an AI Overview is different: it aims to answer search queries within the SERP, so the user doesn’t necessarily have to visit the source, i.e. click on a website.
- AI Overviews may present information as blocks of text, a direct answer, or a concise summary using AI. It’s likely to still present links for further reading.
- AI Overviews will most commonly appear in response to ‘complex’ search queries, i.e., those that contain multiple keywords or questions that start with user intent, such as “I want” or “How can I?”
- Current search results are likely to evolve to include AI Overviews; however, the features that do appear will continue to be determined by the intentions of the query (for example, showing maps for queries that mention a town or city).
See our post on how to rank in AI Overviews for more information here.
Introduction to AI in Search
The integration of artificial intelligence into Google Search has fundamentally changed the way users interact with information online. With the introduction of AI Overviews, powered by generative AI, Google now delivers concise, helpful summaries directly within search results. This technology leverages advanced intelligence to analyse large amounts of data, quickly identifying patterns and extracting the most relevant details for users. As a result, users can grasp complex topics at a glance and find the information they need more efficiently than ever before.
AI Overviews represent a significant leap forward in search technology, making it easier for users to navigate the vast web of information. By harnessing the power of artificial intelligence, Google Search can provide more personalised and contextually relevant results, adapting to individual preferences and search behaviours. As AI continues to develop, we can expect even more innovative applications that will further enhance the search experience, making it smarter, faster, and more helpful for everyone.
How Is An AI Overview Different To Regular Search Results?
- The search engine results pages (SERPs) we know and love currently consist of paid ads, website links, snippets, ‘also asked’, and other media, including images, that point to the sources of information. These are key components of the search results page, and AI Overviews are changing the way users are searching for information online.
- The goal of an AI Overview is different: it aims to answer search queries within the SERP, so the user doesn’t necessarily have to visit the source, i.e. click on a website.
- AI Overviews may present information as blocks of text, a direct answer, or a concise summary using AI. The manner in which AI Overviews format and structure information is designed to match user intent and improve engagement. It’s likely to still present links for further reading.
- AI Overviews will most commonly appear in response to ‘complex’ search queries, i.e., those that contain multiple keywords or questions that start with user intent, such as “I want” or “How can I?” AI Overviews leverage context to provide more relevant answers to complex queries.
- Current search results are likely to evolve to include AI Overviews; however, the features that do appear will continue to be determined by the intentions of the query (for example, showing maps for queries that mention a town or city).
What does this mean for users?
- No doubt AI Overviews will speed up searches for specific information, saving users time and effort; additionally, users can access further resources for more in-depth information.
- AI has improved exponentially but still makes mistakes – so expect some interesting results as it continues to evolve! It is important to carefully evaluate the output generated by AI Overviews.
- Users should (continue to) verify the sources of information and not rely solely on AI-generated results, as Google’s vast knowledge base underpins the information provided in AI Overviews, but the importance of source verification cannot be overstated.
- We expect Google to release more information on AI Overviews as it becomes more widely used and users provide feedback.
What does this mean for SME website owners?
- While this news may ring alarm bells for business owners concerned about a drop in website traffic, Google has insisted that during testing, users were more likely to click links appearing in AI Overviews than standard results, which can direct valuable traffic to publishers and content creators.
- Google has stated that website owners need not do anything new to help their websites appear in AI Overviews. However, the impact of AI Overviews may vary by industry, with sectors like healthcare, ecommerce, and finance experiencing different levels of change.
- It will continue to use and rank websites that provide ‘people-first’ content, i.e., helpful, reliable, and created with the user in mind, rather than content that is created purely to manipulate search engine rankings.
- Website owners should continue to focus on core SEO principles, and E-E-A-T , a Google-coined acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and on the essential task of creating high-quality, user-focused content.
- Planning content strategies is crucial to adapt to the evolving search landscape and ensure continued visibility in AI-powered results.
Search Labs and Experimentation
Google’s Search Labs is the innovation hub where new search features, including AI Overviews, are tested and refined before wider release. By joining the “AI Overviews and more” experiment, users gain early access to enhanced generative AI features in Search, such as richer overviews and new content formats. This hands-on experimentation is crucial for Google, as it allows real-world users to explore new features and provide valuable feedback.
The data and insights gathered from Search Labs participants, combined with human reviews, play a vital role in improving the accuracy and usefulness of AI Overviews. Google relies on large amounts of training data and sophisticated machine learning algorithms to recognise patterns, evaluate results, and make informed decisions about which features to develop further. This collaborative approach ensures that AI applications in search are continually evolving to meet user needs, delivering more accurate, relevant, and helpful search results. By participating in Search Labs, users not only get a sneak peek at the latest technology but also help shape the future of Google Search.
Targeted SEO’s response
- Business owners shouldn’t panic about this new development. Google’s intentions haven’t changed – they still value informative well-built websites with a high level of UX (user experience).
- Technical SEO for fast-loading, mobile-friendly sites with clear content structure becomes even more important.
- High-quality content remains king.
- Fortunately, at Targeted SEO, quality content has always been at the core of our strategy. So we will continue to create engaging, brand-enhancing, user-driven content that Google is likely to index. While AI systems are trained to handle a variety of tasks, human intelligence and creativity remain essential for producing content that truly resonates. The development of these advanced AI systems is rooted in computer science, which continues to drive innovation in the field.
- We are proud of our experienced, in-house content team, which continues to explore AI’s ability to perform complex tasks, while adding value that only human writers can. Unlike AI systems, humans bring unique insights, understanding, and creativity to every project.
Finally,
- We predict that even if website traffic starts to decline or fluctuate with the advent of AI Overviews, website engagement will grow. Those clicks will become more valuable, driving higher-quality, organic traffic to your site that is more likely to result in conversions.
AI and SEO Questions?
If you have any questions about the use of AI in search results, reach out to Targeted SEO by contacting us here. If you have suggestions for further updates from us, please let us know!
