Google’s AI Overviews Will Shape How You Search
Google’s AI overviews are reshaping the search experience, offering users concise answers instead of the traditional list of 10 blue links. However, only 7-9% of keywords trigger these AI overviews, making them a relatively rare but impactful feature. As a marketing professional, understanding how to optimize for these snippets can significantly enhance your brand and website’s authority.
Over the past few weeks, we’ve researched the landscape through a meta-analysis of studies and hands-on work. Below are some of the findings and how you can take advantage by updating your content strategy.
Check out the video if you’re more of an audio or visual learner.
What are AI Overviews?
AI Overviews (AIOs) provide a single, direct answer to user queries, often accompanied by relevant links for further exploration. This shift in search results emphasizes the need for precise and informative content that addresses users’ questions effectively.
Triggers for AI Overviews
Specific query prefixes are more likely to trigger AI overviews. Most often, these are lead-ins for mid-funnel or informational intent keywords. Our complete list is below.
While these prefixes are helpful to understand, we found other common themes that will trigger AIOs.
- Stats and figures (e.g., “Americans living in Canada”)
- “About” queries (e.g., “Bermuda” or “Who can own a patent?”)
- Lists of things (e.g., “Requirements to board a plane”)
- How-to instructions (e.g., “How to make a box”)
Understanding these common triggers allows you to create helpful content that is more likely to appear in AI overviews. For example, you can run your product through these prefixes and write content for each. If you sell baseballs, a few articles to start might be:
- What is a baseball?
- Who is the inventor of baseball?
- How much does a baseball cost to manufacture?
Continue along until you’ve created topics for each of the prefixes. Following this method, you’ll develop a robust content library quickly and optimize it for AIOs before any of your competition (at least those who haven’t read this article ;)).
Optimizing for AI Overviews
Imagine the potential: by positioning your content to appear in AI Overviews, you increase traffic and establish your brand as a trusted source of information. With Google’s focus on accuracy and user satisfaction, crafting well-optimized content becomes essential for capturing this opportunity.
To enhance your content’s chances of being featured in AI Overviews, consider these strategies:
- Aim for the first page: Since 85% of AI Overviews link to domains in the top 10 organic search results, securing a first-page ranking is crucial.
- Optimize for featured snippets: These snippets often appear alongside AI Overviews, so focus on providing clear, concise answers to common questions.
- Target low-volume, low-cost-per-click (CPC) keywords: AI Overviews frequently appear for keywords with search volumes under 50 monthly searches and low CPC values. As a bonus, these keywords are typically less competitive, making them easier to rank for.
- Create valuable, educational content: The more helpful your content, the more likely it is to resonate with users and search engines alike.
Complementing AI Overviews
As you can see in this image, four ads are displayed (the AI Overview is below the fold and not seen in the photo). Because of this, while optimizing for AI Overviews is essential, diversifying your marketing efforts is equally important.
- Investing in paid advertising to ensure your brand is visible above the AI Overview
- Engaging in social media marketing to reach a broader audience
- Implementing email marketing campaigns to nurture leads and build relationships
Conclusion
Google’s AI Overviews present both challenges and opportunities for SEO strategists. By understanding the triggers, optimizing for featured snippets, and creating valuable content, you can increase your chances of appearing in these informative snippets. As the SEO landscape evolves, staying adaptable and proactive will be critical to your success.
Need help with your AI Overviews content strategy? Talk to a digital marketing consultant.