My uncle asked me a very interesting question over the summer. It was something like: “how is Google’s new implementation of AI in search results going to impact digital marketing? Are websites still going to be able to drive traffic and generate conversions?” This is a question that many people, especially marketers, are asking. Is Google’s use of AI going to be an obstacle to gaining conversions?
In 2024, Google began to implement the use of AI in the search engine results page in the form of AI Overviews. This caused fear for a lot of businesses, who are afraid that no one is going to visit their sites anymore because Google provides the answer they are looking for directly to searchers. So, how can websites be optimized so that people still see their sites, even with Google’s new AI Overviews topping the page?
First of all, the AI Overview does not appear for every search, so there is still an opportunity for your website to be seen if it ranks high. Do not give up! Keep optimizing your website and following SEO best practices. If your website is optimized well, then it has a chance of being used as a source in an AI Overview. Aim to be one of the sources that AI Overviews uses for its information to answer a search query. It will make your website more likely to be clicked on by qualified searchers who are interested and engaged in your content.
According to the Semrush blog, when optimizing your website, you should target long-tail keywords, because Google plans to have AI Overviews respond to complex search queries. By using long-tail keywords, you increase the likelihood of your website being featured in an AI Overview.
Overall, AI Overview should not be a major concern, because there are still ways to optimize your site so that it is found by searchers and generates traffic and conversions.
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4 Responses
Definitely an important topic to be talking about now. Many people are looking at AI as something to be feared instead of an opportunity to be found. Those companies that make an effort to be featured will see big returns as AI becomes more ingrained.
Hey Tava! You raised an important and relevant situation that website creators are facing currently. It’s good to know that we don’t need to be afraid of Google AI, we just need to adapt so that it serves us as a tool rather than hindering our SERP rankings. The long-tail keyword tip is a great example of how you can use Google AI to your advantage.
I actually took a look at this earlier in the year for one of my previous posts. One of the most interesting things I learned was that a lot of the AI Overview’s answers come from Reddit answers. This is due to the fact that many search “reddit” after their original keyword, so that they know they are getting authentic answers from real people. Perhaps companies will have to begin to think about Reddit as a main player in the social media landscape now.
As a user, I use and enjoy the AI overview on Google, so hearing your thoughts as a website creator is interesting. I think it does shift a lot of digital marketing and SEO, but a lot of the internet is ever changing, and I am excited to see where this concept is going to go. I think it really benefits users and creates efficiency, but it does force website creators to learn how to stand out in it