Will Google’s AI overview reshuffle the SEM deck?
Announced for 2023, Google SGE (Search Generative Experience) continues to intrigue SEM specialists. Planned to revolutionise the way web users search, this new version of Google, which has already been rolled out in the United States, could have a detrimental effect on sites’ organic traffic. Now known as AI overview, it is being closely scrutinised by experts to measure its impact on SEO and SEA.
What is AI overview?
When a user searches Google, they are presented with a range of different results. In addition to websites that talk about the subject they are looking for, Google highlights various modules such as frequently asked questions on the subject (Other questions), images, etc., but above all the featured snippet, i.e. an extract from a site that seems to correspond most closely to the user’s query.
Since mid-May, this featured snippet has been replaced by default in the United States by the AI Overview, i.e. a response composed by Gemini artificial intelligence. Wishing not to be outdone by Open AI, Google has decided to offer users a response composed from different sources, generally the most visited sites.
The AI overview does not stop at a simple written response, as Google Gemini will be able to draw on the entire Google ecosystem to offer the web user the most qualified response possible: a map, products available on Google Shopping, videos, etc. A ‘generate’ button used to allow users to converse with the AI and refine their query without having to repeat a search, but this is no longer available.
The end of SEO?
The first expected consequence of the AI Overview is a net loss of visitors from organic search. Because the answer offered by AI Overview is more comprehensive, it does not encourage visitors to visit a site to find out more. According to initial tests, informational queries are the most likely to trigger the appearance of the AI conversation. It is mainly ‘how to’ questions that trigger the module to appear. This means that AI Overview could lead to a drop in traffic on sites that offer a large number of guides to their visitors.
Fewer but more qualified visitors?
If organic traffic is falling, is it still worth working on your content? Yes, more than ever. Initial analyses have shown that the answer written by Gemini was based on the sites that are most highly rated by Google, those that appear in the results just after the AI overview module. Yes, sites will undoubtedly lose traffic from users looking for a simple answer to a question, but they will still capture traffic from those who want to know more. It is therefore essential to continue working on your SEO to stay at the top of the rankings and attract more qualified visitors to your site.
The AI overview is therefore likely to favour a few particularly well-developed sites to the detriment of others.
What impact does this have on Google requests today?
It is difficult to measure the impact of the AI overview, which has been less widespread since it was launched. Indeed, the launch in May gave rise to a large number of absurd responses, which have not failed to be shared by Internet users. Gemini seems to have some difficulty in spotting the irony in certain messages, and as its algorithm encourages it to consult popular sites, many responses have included humorous lines from sites such as Reddit. On some subjects, AI overview lacks data and composes a response with the few resources at its disposal. According to an analysis by Semji, AI overview had disappeared from 71% of search results. During tests in February 2024 on the same sites, AI overview was absent from only 10% of results.
SEO-SEA synergy remains crucial
While the date of deployment outside the United States is ‘imminent’ but has not been specified, AI overview could make a more discreet arrival. However, to avoid any unpleasant surprises, this changeover needs to be prepared:
- SEO content: work on your queries and your content. Purely informational articles and keywords will no longer be enough to generate traffic; you will need to think about queries with commercial or transactional intentions, as well as long-tail keywords.
- Make the robots’ work easier: this is a task that is often neglected, even though it is going to become increasingly crucial if you want to appear in a good position in the results. Before each publication of content, remember to fill in the meta titles, descriptions and image descriptions correctly… And why not offer a summary of the article that AI Overview will use to write its response.
- Content creation: In addition to articles, AI Overview will encourage brands to offer more and more multimedia content if they hope to appear in the AI Overview module. A video posted on Youtube will have every chance of appearing at the top of the results if it corresponds to the user’s search. The titling and description of your videos is crucial, as is their quality.
- SEA as a back-up: SEA remains an essential lever for continuing to appear high up in the search results. Shopping results can be added to the AI Overview if Gemini finds them relevant. So take care with your search ads and Perf max: give Google all the titles and descriptions, as well as as as many images and videos as possible.
The AI Overview is expected at the end of the year in Europe, so don’t wait for it to be rolled out before starting to work on your content. DATASOLUTION can help you with SEM,
