What Are AI Overviews and How Do They Affect SEO?

There’s no denying that AI is reshaping the online world. Generative AI has even improved content marketing in some cases. AI keyword suggestions and subtopics have led 65% of businesses to use it to get better search engine optimization (SEO) results.

Google AI overviews, or search generative experience (SGE), are the latest wave in AI innovation — but what do they mean for SEO? As our expert insight suggests, custom content remains as vital as ever. But marketers have to change how they think about Google search.

Marketing strategies must evolve along with search engines. Understanding SGE and how to master generative engine optimization (GEO) can help you stay ahead of the curve. This article breaks down SGE, provides an overview of AI, and discusses how to maximize organic search engine traffic.

The Evolution of AI in SEO 

AI isn’t a new feature of SEO. In fact, AI SEO has a history with Google, notably to help the search engine determine search intent. The search engine has always used a machine learning algorithm that relies in part on past searches to help determine what a user might be looking for in a new search. 

Since Google rolled out AI overviews in the U.S., searchers can find a comprehensive answer to a question right from the search page, with no apparent need to click on search results. Instead of Google combing the web and looking for the sites that are most likely to contain the answer a searcher needs, Google is using information on those sites to put together the answer for them. 

So, is SEO dead? The quick answer is no, although SGE represents one of the more significant shifts for SEO in recent years. 

What’s not changing is the role of custom content in driving traffic from search queries. Compose.ly’s director of SEO, Kaylee Peterson, puts it this way: “Google’s AI overview pulls content from existing websites and links directly to those sources. Custom content allows you to work with Google’s AI algorithm and increase your chances of being seen across the web, including in AI features and standard organic results.”

Let’s dive a bit deeper into SGE and how it impacts search features compared to traditional search. 

Key Features of Google's Search Generative Experience

SGE purports to be able to do the research for you when it comes to complex search queries. Unlike the current practice of a featured snippet from one website taking all the attention, Google is using AI to create its own content based on what’s on the web.

Current Implementations in Search 

AI overviews might claim to enhance the search experience, and in some cases, they might succeed at this. Imagine you want to know what apple tree to plant in your backyard but don’t want to surf through pages of agricultural websites. SGE can give you an answer right on the search results page. 

However, in the months since the rollout, there have been the inevitable glitches in the algorithm. 

The internet reports numerous cases of a faulty Google AI Overview where the search engine produced a summary with incorrect information. One example was using glue to stick slippery cheese onto pizza — something not many doctors or pizza parlors would recommend. 

The issue is that Google will produce an answer even for nonsensical queries. For any kind of question, it will source whatever is on the internet, including user-generated content. The result can be inaccurate or misleading advice.

Despite these bumps in the road, there’s little doubt the AI overview will become more accurate in the future. Content marketers must focus on quality content, as Google still relies on what’s on the web to create an overview. Peterson notes, “The quality control and engagement achieved through custom content creators ensure content remains relevant, accurate, and impactful, enhancing your brand’s trust and authority with audiences and with Google.”

It's also important to note that Google puts AI overviews at the top of search results, which means the sources in those overviews are bound to get more clicks. Long-tail keywords get the most click-throughs on AI overviews. 

Future Innovations and Updates 

Google’s future development might include AI-generated images and multi-step reasoning. The idea seems to be that, instead of having a reference library in your pocket, your smartphone has a personal assistant with every well-researched, comprehensive answer at the ready, whatever your issue. 

As some analysts note, AI overviews are going to continually evolve. One commentator said SGE is essentially a large language model (LLM) that will continue to change as the content on the internet that overviews draw from changes. As users get used to seeing the AI overview at the top of their searches, the way they interact with the search bar is likely to become more conversational, too. As always, expect Google to find ways to monetize the space with ads.

How AI Overviews Impact SEO Strategies 

So, how do AI overviews impact the shift away from SEO and towards GEO? There’s a change in focus from reaching the top of search results — the goal of organic SEO — toward holding a coveted place as a reference for an AI overview.

Fortunately, however, the bottom line strategy is the same for SEO and GEO: helpful content. There are just a few key factors to keep in mind. 

The Shift From Traditional SEO to GEO

There’s still an important role for SEO services in GEO, but there might be a reduced role for so-called technical SEO. Technical SEO emphasizes elements in content and code that allow Google to crawl, index, and rank web pages. 

Now that ranking might be less important, the emphasis might switch to the readability of the content itself. In other words, to see your numbers on Google Analytics rise through inclusion in an AI overview and subsequent click-throughs, the focus should be primarily on good content people can use. 

Mastering Generative Engine Optimization

Creating quality content doesn’t sound like new advice — and it’s not. What’s new is the focus on making content clear, relevant, and easy to summarize. Here are some tips to impress Google with your content. 

Best Practices for Quality Content 

Content must offer real value to readers. It should be based on accurate and quality research. Also consider:

• Answering common questions
• Updating content regularly
• Optimizing for keywords

While this seems like taking from the old SEO playbook, remember Google still has to find your site. It’s likely the engine is drawing from your keywords and domain authority to find you. 

With AI overviews, the context of search terms is increasingly important. The overview addresses search intent comprehensively, so your content should strive to be deeper and more insightful.

Remember to write content that’s consistent with your brand voice. The clearest and most engaging content is that which is true to your brand identity. Google can still recommend engaging, relevant, and value-added pages through its AI overviews.

Here's a summary of some key tips for making your mark in the era of SGE:

• Have a deep understanding of user intent — not just that people are searching for a term, but why.
• Create engaging, relevant content that provides a complete and valuable answer to search queries.
• Follow some proven SEO strategies that improve user experience, like captivating images, keywords in titles, internal links to related pages, and intuitive structure.

Leveraging Structured Data for Better Results 

Structured data is how you organize content on the page. Always a fundamental part of SEO, it takes on new importance with GEO. A logical structure helps Google quickly scan your content and include its information in an AI overview.

Use content organizational tools like:

• Headers
• Bullet points
• Clear section breaks

Brief, to-the-point paragraphs make it easier for Google to find the main ideas. Focus on scannability, readability, simplicity, and accuracy. At the same time, it’s important to produce content based on strong research that’s relevant to readers.  

Structure also improves the user experience. As AI overviews strive to provide optimal value to searchers, your content should be as accessible and useful to readers as possible. Aligning with Google's people-first approach makes it more likely the search engine will favor your content. 

Investing in Content Despite Google's AI Overviews 

So, does content still offer a high ROI? Even with the ripples generated throughout the digital marketing world from AI overviews, Peterson leaves us with this insight:

“Despite Google's new AI Overview rollout, businesses should still invest in content for several reasons. Through a wider lens, custom content helps craft your brand’s voice and story, allowing you to build deeper emotional connections with audiences across multiple platforms to build topical authority and trust among your consumer base.”

Working with Compose.ly's expert writers, you can enhance and expand your web presence and get started on a new GEO strategy. Talk to us today about building and promoting your brand voice in the new era of AI search.