Google has been slowly rolling out features that keep users on its platform longer. First, Google removed page numbers on their search engine results pages (SERPs). Next, Google took snapshots of people’s content and plastered that content whenever someone ran a search for that thing. They called this ‘rich snippets.’
Now, Google has introduced SGE, Search Generative Experience, or AI Overview. This feature takes content from the web, summarizes and contextualizes it, and puts it as the first thing people see on Google. In theory, a user never has to leave Google to find the information they want or need. And to hear Google tell it, this is the next best thing for users.
However, we know that what glitters isn’t always gold, especially in the world of Google. It appears this new feature can, and already has, hurt website traffic for businesses.
Did Google just steal your search results? And if so, how?
What Does AI Overview Mean for My Website?
Google Search Generative Experience (SGE) was introduced just this year as AI Overview. Essentially, it answers a search query with information pulled from one or more websites. Instead of clicking on a website to see what it says about a topic, you can (presumably) get all the information you need from what AI Overview has gathered and summarized. It’s also worth noting that Google has a disclaimer labeled ‘experimental’ when AI Overview pops up.
SGE or AI Overview was created as a convenient way for Google to do the legwork for users so they can more quickly get the answers to those burning questions, which is a good thing…but not for everyone.
The source(s) from which the information is pulled are linked either below or next to the overview, depending on what kind of device you’re using. According to Google, AI Overview has already had a positive effect, with websites getting “… more clicks than if the page had appeared as a traditional web listing for that query.” Google will “…continue to focus on sending valuable traffic to publishers and creators.” And yet, that hasn’t been the case with all websites.
Some websites are losing traffic because of AI Overview. We’ve even seen it firsthand here at Uptick.
How Does It Steal Your Traffic?
Even though they rank #1 for a query, are in the featured snippet, and are the first suggested result in the AI Overview, one of our clients is experiencing a significant decline compared to the previous month and the previous year. The question is why and what does it have to do with Google’s AI Overview?
The TikTokification of Search Results
It’s no secret that social media has significantly reduced our attention spans. The more we consume bite-sized content, the less likely we are to spend more than five seconds reading, watching, or searching for anything.
With SGE immediately giving searchers an answer on the SERP, fewer people are likely to visit the source for more detailed information or even verify that the AI Overview is correct, but we’ll get to that later.
While some results are only a few sentences long, others are long-form articles possibly pulled from multiple sources. This keeps users on Google longer and away from the websites that have done the work to publish the information, leading to decreased traffic. So, what can be done about this?
Can You Optimize Your Website for AI Overview?
As AI-powered search results evolve and potentially become more common, the question becomes, “Can you optimize for AI-powered search results?” Yes, you can.
If your page is the source for the AI Overview, this significantly increases your chances of a user clicking on your page if they want more information. At Uptick, our SEO team has been implementing the following practices to get ahead of this trend:
- Every article produced for clients is informative and covers one topic as a whole.
- By directly answering people’s questions through FAQs or straightforward headings, we create easily scannable content that is more likely to be used as a source.
- We make clients authorities in their industry.
- We prioritize expert-driven content directly related to a client and their industry, increasing authority and trustworthiness with Google.
- We concentrate on other aspects of SEO, including conversion rate optimization (CRO) and link building.
- Increasing conversions from existing traffic helps us work smarter, not harder. Additionally, link building helps bring in traffic from similar, trusted websites, boosting authority and increasing service and product pages in rankings. It also helps diversify our clients’ traffic sources beyond Google to avoid relying too heavily on search results.
- We prioritize schema markup to help search engines better understand web pages’ content and how visitors should use them.
- By implementing this code on the backend, we’re speaking the search engine’s native language to communicate the information and intent of a web page.
Does AI Overview Have the Same Problems as Other AI Tools?
“ChatGPT can make mistakes. Check important info.” This disclaimer is directly from ChatGPT.
Often, responsible AI tools feature a note like this somewhere on the page, informing users that not everything an AI tool tells them is correct.
For Google’s AI Overview, it appears to be, “Generative AI is experimental.” This may not be as forthcoming as others, but it does indicate to users that the summary produced by AI Overview could include errors. However, it does seem to be a bit hidden away, with the user having to click “Show More” to reveal the disclaimer. Google, you trickster, you!
Errors in AI
One of the main gripes people have with AI tools is the ease with which inaccurate or partial information is produced or how it can come to incorrect conclusions based on its own reasoning and/or bias. In the industry, these are called ‘hallucinations.’
It is then up to the user to verify that the information they’re given is correct. This can be especially harmful regarding medical or financial advice and information.
There’s even been a reported case of AI Overview telling a user to use glue to get cheese to stick to their pizza. (We don’t think that’s the better ingredient Papa John’s is talking about!)
We also found that it can come to inaccurate conclusions based on baseless reasoning.
AI is a long way from unchecked use with no human oversight; however, some users may not always understand this aspect of the tools.
Is AI Overview Another Google Gimmick or Here to Stay?
Only time will tell if AI Overview is just another Google gimmick or here to stay. The search engine doesn’t seem to get too attached to unprofitable products.
One thing we’re sure about: AI isn’t going anywhere. We must continue to adapt to AI’s effects on SEO and its influence on our clients’ success online. This means honing in on powerful SEO tools that get results, like link building, CRO, adhering to E-E-A-T guidelines for content, and more!
Future-Proof Your Website with Uptick Marketing
Adaptability is key in the fast-changing landscape of digital marketing. At Uptick, we’re dedicated to keeping our finger on the pulse of the latest trends while staying grounded in the core truths of marketing that have helped us bring success to our clients time and again. If you’re ready to up your game, get in touch to team up!
