In May 2024, Google introduced its AI Overviews feature in U.S. search results, bringing generative AI into search on a larger scale. Announced at the Google I/O conference, these AI-powered overviews provide richer, more detailed answers to complex questions, changing how search results are created and displayed. Driven by the new Gemini model, this algorithm update offers a more tailored search experience but also brings new considerations for website owners and SEO professionals.
What Are Highlights of Google’s AI Overviews Update?
Google’s AI Overviews are now integrated into general search results, offering detailed responses that draw from multiple sources. Unlike basic answer snippets, these overviews adapt to different levels of detail, making them ideal for complex, multi-step questions. Powered by the Gemini model, they also support visual search through videos and images, letting users explore topics in various formats.
Here are the core features of this update:
- Adjustable Overviews: Users can select the level of detail in an answer, from simplified explanations to more thorough insights.
- Multi-Step Reasoning: For more complex questions, such as planning a meal or vacation, AI Overviews offer a cohesive, step-by-step approach.
- Visual and Interactive Search: Users can interact with search through images and videos, offering a more immersive, visual approach to queries.
According to Liz Reid, Head of Google Search, this AI integration is intended to “take care of the legwork” in answering user questions, from research and planning to brainstorming ideas.
What Is Gemini?
The Gemini model, a powerful language model developed by Google, is the backbone of AI Overviews. It goes beyond basic search by delivering structured, step-by-step responses that grasp the complexity of human questions. After billions of interactions through Search Labs, Gemini has proven to effectively gather and organize relevant information, while upholding the accuracy and trustworthiness users expect from Google.
Unlike chatbots and other AI models that may create misleading or “hallucinated” answers, Gemini draws from Google’s core ranking systems and verified sources to provide dependable information. However, users are still encouraged to approach responses critically, as with any new AI tool.
How Does This Impact Businesses and SEO Strategies?
AI Overviews improve the search experience but may reduce clicks on traditional search results, as they occupy prime space on results pages. ZipTie data shows over 80% of searches now feature AI overviews, with only 47% of top organic results contributing to them. Businesses must adapt their SEO strategies to stay visible in this new AI-driven environment.
Here are a few tactics to consider:
- Content Structuring: Frame content in a question-and-answer format to improve the chances of being featured in AI Overviews.
- Comprehensive Topic Pages: Develop topic pages covering the entire journey from initial research to purchase, positioning these as comprehensive resources for Google’s AI.
- High-Authority Q&A Sites: Establishing a presence on platforms like Quora or Reddit, where AI often sources answers, could help increase visibility.
- Technical SEO Improvements: Ensure your site’s technical SEO is in top shape to aid Google’s crawlers and enhance content visibility in AI-powered search.
How to Address Inaccuracies and Feedback
Since its launch, Google has received significant feedback regarding AI Overviews, especially concerning accuracy and relevance. User feedback has highlighted issues with erroneous or confusing responses, such as AI Overviews misinterpreting queries or pulling from user-generated content that isn’t always accurate. In response, Google has implemented several updates to improve accuracy:
- Improved filtering for nonsensical or satirical queries
- Restricted use of user-generated content where misleading advice may be present
- Enhanced guardrails for sensitive topics like news and health, ensuring AI Overviews don’t surface for queries that require high factual accuracy
These updates reflect Google’s commitment to maintaining the integrity of AI Overviews and building a reliable, quality-driven search experience.
How to Prepare for AI Overviews Moving Forward
The May 2024 update emphasizes the importance of refining content strategies for an AI-driven search landscape. Monitoring trends in AI-generated queries and tracking search volumes for queries featuring AI Overviews can help businesses identify content gaps and adjust strategies. As Google deepens its AI integration, staying adaptable to new ranking factors will be key for ongoing success.
