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During Google’s annual I/O 2024 event on May 14th, a significant announcement was made that would reshape the future of search: the rollout of AI Overviews (AIO) across the U.S. market.
Initially introduced to a select group of users through Google Labs, AI Overviews (AIO) is now available to all logged-in U.S. users, and the company plans to expand globally as the year progresses.
A recent study by BrightEdge highlighted the widespread deployment of AI Overviews, revealing that this feature is now visible to all logged-in users, regardless of their participation in the Google Labs testing phase. However, it’s important to note that AIO is not displayed to users who are logged out, making the user’s logged-in status a critical factor in experiencing this new feature.
In this article, we explore in detail:
From SGE to AIO: A Shift in Search Dynamics
The transition from Search Generative Experience (SGE) to AI Overviews marks a notable shift in how Google presents information in search results. One of the most significant changes is the reduction in the number of queries triggering AI-expanded results by default. According to BrightEdge’s findings, the proportion of queries showing AI-expanded results dropped from 84% under SGE to just 15% with AIO. However, when considering the non-expanded (collapsed) AI responses, the prevalence of AI in search results remains as strong as before.
This shift indicates that Google is becoming more selective and precise about when to deploy AI-generated responses. Google’s own blogs describe Generative AI in search as a tool to “let Google do the searching for you,” which suggests that AI Overviews are designed to enhance user experience by providing the most relevant information with minimal effort on the user’s part.
Smaller, Yet More Impactful: The Evolution of AI in SERPs
Another key change brought by AIO is the reduction in the size of the AI-generated responses. Compared to the initial SGE tests, where the AI response occupied a significant portion of the search results page (roughly 900px), AIO responses are now 30% smaller on average. This is welcome news for brands who rely on organic search performance, as it reduces the amount of SERP real estate taken up by AI responses, allowing more visibility for organic results.
A major concern during the SGE phase was the lack of correlation between the AI-generated links and the top-ranking organic results. Studies indicated that a staggering 93% of SGE links originated from sources outside the top-ranking organic domains, with only 4.5% of SGE links directly matching URLs that appeared on page one of the organic results.
This disconnect posed a challenge for brands without a robust content strategy, as success in traditional SEO didn’t guarantee visibility in AI-generated responses.
AIO Brings SEO Back to the Forefront
However, more recent studies, including those by seoClarity, suggest a significant shift in how AIO selects and features content. As of August 23rd, 2024, research shows that AIO links now align much more closely with top-ranking organic results. Specifically, 80% of the time, one or more links in the AI response match a top-three ranking organic result. 50% of the time AIO links to the top organic position.
This development is a game-changer. The implication is clear: to be featured in AIO, your best strategy is ‘simply’ to rank high in Google’s organic search results.
In other words, optimising for AIO has essentially become synonymous with optimising for traditional SERPs. SEO is now more important than ever, as high organic rankings have a direct influence on visibility within AI Overviews.
Conclusion: Adapting to the New Normal in Search
The introduction of AI Overviews represents a significant evolution in how search engines deliver information to users. For brands and SEOs, the key takeaway is that traditional SEO practices remain crucial. Achieving top organic rankings not only boosts your visibility in traditional search results but now also increases your chance of being featured in Google’s AI Overviews.
As we move forward, it’s essential to stay informed about these changes and continue refining your SEO strategies to align with the latest developments in search technology. By doing so, you can ensure that your content remains visible and relevant in both traditional SERPs and the new AI-driven landscape.
Resolution Digital is here to help you navigate these developments and stay ahead of the curve.
Originally published in: Mediaweek
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