The Impact of AI Overview on SEO: What You Need to Know
SEO professionals are facing a drastic shift in the landscape they've carefully navigated for decades. With the introduction of Google’s AI Overview (AIO) in 2023, long-established SEO strategies are being upended, leaving experts frustrated and concerned.
Changing the Game
If you've noticed changes in your search results recently, you're not alone—Google’s AI Overview is now a prominent feature, often appearing whether you requested it or not. This new initiative pushed by Google's Search Generative Experience (SGE) is likely due to this year’s influx of AI-driven experiences and the necessity for technical leaders like Google to maintain competitive edge.
How is the AI race affecting your prospect’s SERP (Search Engine Results Page)?
The Drawbacks to AI Overview
Don't sit still
Optimize for AI Overview
Content
To navigate this new reality, businesses should focus on optimizing their web and content strategies for AI Overview. Going back to content creation basics is a great first step. Creating unique, valuable content will give your business competitive advantage over competitors that just scratch the surface in content.
Emphasizing middle and bottom-funnel content- content that is more detailed and specific to the user's needs as they progress through their decision-making process- is more likely to be featured in AI summaries and drive engagement.
Another crucial strategy is to structure your content for featured snippets. For example, use headings like "What is a [keyword]?" followed by a concise definition in the body text. This format makes it easier for AI to pull relevant information from your content and increases the chances of your site being highlighted in search results.
Leveraging Google’s Knowledge Panel
To further improve your visibility, ensure your business is accurately represented in the Google Knowledge Panel. Key sources that feed into this panel include your:
Google Business Profile
Wikipedia
LinkedIn
Crunchbase
Maintaining and optimizing these profiles can help reinforce your online presence in the AI-driven search landscape.
Improving SEO Rankings
Despite the challenges, traditional SEO practices remain important. Continue to focus on the basics: strategic keyword use, technical optimization (like core web vitals), off-page mentions, and enhancing the UX of your core pages to send positive signals to Google.
Conclusion
In summary, while AI Overview presents new challenges to traditional SEO practices, it also offers opportunities for those who adapt. By optimizing content for AI summaries, leveraging the Google Knowledge Panel, and maintaining strong SEO fundamentals, businesses can navigate this evolving landscape and continue to achieve visibility and success in search results. The key is to stay agile and proactive, embracing both AI-driven changes and tried-and-true SEO strategies to maintain a competitive edge.
Adapt takes both an agile and interdisciplinary approach to orchestrating all-encompassing digital experiences.
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