Google AI Overviews (formerly known as Search Generative Experience). What we know so far!
- Leon Lawrence
- Aug 27, 2024
- 15 min read
Heard the huge news about Google AI Overviews?
Ninety-five percent of the time, one or more of the webpages from the top 10 Google organic search results match the sources indicated in Google AI Overviews.
Wow! That's huge folks!
Why the huge buzz about Google AI Overviews?
Mark Traphagen, vice president of product marketing and training at seoClarity, an enterprise SEO platform, posted this fresh information on LinkedIn. The conclusion stems from a study of 36,000 keywords conducted by seoClarity.
Google AI Overviews has long been a popular issue to discuss. I was particularly intrigued about it when they were announced as 'Search Generative Experience' back in early 2023. In 2022, programs such as ChatGPT suddenly became popular, raising questions about how this might affect content production.
Then, it was initially disclosed at the Google I/O conference in May 2023 that 'Generative AI Overviews' is finding its way into Google Search as "Search Generative Experience," or SGE.
A "snapshot" of generative AI may appear in response to your searches in place of conventional results. See the greyed out section beneath the search query.
Being an AI content curator myself, I wanted to closely monitor Google AI Overview's impact on content and SEO, and also how you and I should prepare for a world where search results are driven by AI.
This seems to be a significant shift. Google has frequently displayed sources outside of the top 10 organic results ever since the Search Generative Experience (SGE) began to take shape and eventually evolved into AI Overviews. As a result, Google began to display certain content and sources in AI Overviews that weren't very reliable or authoritative.
Let's take a step back...
What's the Google AI Overviews like on Google?
Launched by Search Labs on May 10, 2023 as Google Search Generative Experience (SGE), Google AI Overview is an experimental pilot that combines generative AI with Google Search. This includes the capacity to create images, pose queries, and summarize search results.
Several large language models (LLMs), such as PaLM 2 and an enhanced version of MUM, which have been taught to perform tasks related to searches, power SGE.
How does the Google AI Overviews or Search Generative Experience on Google function?
Every time a user searches on Google, they will receive an AI-generated summary of the results as part of the Search Generative Experience.
In order to get more details, they will also have the choice to "ask a follow-up" or choose from a few more pre-written questions.
The Google Shopping Graph, which has over 35 billion product listings, provides the Google AI Overviews with a breakdown of goods, product descriptions, reviews, ratings, pricing, and photos when you search for a product.
Additionally, you can produce text and visual content by using Google Search. The search engine will create and display up to four created images in the results when a user submits a request to generate an image.
Content produced by AI can also be exported to your Gmail or Google Docs. An image's description and editing options are displayed when you click on it. Additionally, users can directly create photos in Google photos.
This AI snapshot appears in a box above the well-known "10 blue links," but it does not entirely replace regular search results.
Along with several recommended follow-up questions, there will be a variety of clickable tiles that go to pertinent other websites. Users will be able to get more information and ask follow-up questions using a "Conversations" function.
“You’ll see an AI-powered snapshot of key information to consider, with links to dig deeper… You’ll also find helpful jumping-off points to web content and a range of perspectives that you can dig into.”
Additionally, these AI responses might have tiny dropdown arrows that, when users select them, refer them to pertinent online resources.
Google has kept revealing more SGE feature updates. Specifically, the AI-generated snippets will include both images and videos.
How can you as a user get into Google AI Overviews or SGEs?
Users can already access Google AI Overviews in more than 120 countries and territories.
By visiting the Search Labs website and using the toggle option under the AI Experiments tab, you can activate SGE.
Additionally, you can register using Search Labs on the desktop Chrome browser or the Google app for iOS and Android.
Following criticism for providing erroneous and harmful responses, Google drastically decreased the visibility of AI Overviews while making enhancement pledges. In the last 12 months since its initial launch, AI Overviews have experienced a great deal of turbulence.
How significant is this development, then? An astounding 93.8% of the time in January, the sources that showed up in SGE differed from the top 10 organic search results on Google.
The Authoritas analysis produced that conclusion. According to that report:
"In this dataset, at least, 93.8% of the generative links originated from sources other than the highest-ranking organic domains. Just 1.6% of generated URLs display a different URL from the same organic ranking site, and only 4.5% of generative URLs exactly match a page 1 organic URL."
It's possible that Google is now using more conventional search ranking factors in its unique Gemini methodology. In Traphagen's words:
"Google optimization is now all that remains of AI Overview optimization! Rising in Google search results is currently one of the best ways to be mentioned in an AIO."
Updated on August 23, SEOClarity released two more fresh pieces of information. AI Synopses cite:
About 80 percent of the time, one or more of the top three ranking results.
So,
What are Google's safety measures for Google AI Overviews?
In order to prevent abuse and maintain user safety, Google built some fundamental safeguards into their AI Overviews. This is achieved by restricting the categories of queries for which generative search will be activated:
For example, the Google AI Overviews won't return results for queries pertaining to "vulnerable situations," such as those involving self-harm, or those that are explicit or dangerous (in this case, Google Search will surface the contact information for a local support organization).
In addition, in the event of a data blank or information gap, SGE will not generate automated responses. This could result in low accuracy because it won't react if there aren't enough publicly accessible information on a certain subject.
It is important to mention that Search warns consumers, saying, "Generative AI is experimental." Information quality may differ "is a general caution regarding the possibility of false information.
Regarding pictures, Google AI Overviews will indicate that they were produced by AI by labeling AI-generated photographs with information and an integrated watermark. This lessens the possibility of situations similar to deep fakes, in which people mistakenly think that fake photos are real.
What makes SGE or Google AI Overviews significant?
The fact that Google Search now has generative AI capabilities shows how consumer access to generative AI is growing.
In the future, LLMs will enhance the search experience for a subset of consumers by surfacing and summarizing the content that most closely matches their initial query.
Combining search and generative AI into a single, all-inclusive solution, this enhances Google Search's current features and helps set Google apart from OpenAI's well-liked chatbot, ChatGPT.
Most importantly, it will eliminate the requirement for users to trawl through content lists and read through specific blogs and articles in order to get insights. Alternatively, customers can use summaries produced by AI to locate the important data that corresponds with their search query.
What are the challenges of Google AI Overviews?
Although Google's Search Generative Experience presents new hazards, it also has the ability to improve search results for end consumers.
The dissemination of false information is the main danger that SGE poses. Since generative AI and LLMs are susceptible to hallucinations, they may fabricate data, figures, and other facts.
Because of this, there's a chance that the underlying LLM will mislead you into entering a query into Google Search by creating a popup that offers false information.
This means that you should confirm the accuracy of the information presented by the summary by checking it again.
‘Google AI Overviews while browsing’
Additionally, Google has hinted that Google AI Overviews would be able to follow us around the internet while we browse, not simply on search results.
The goal behind the very aptly titled SGE while surfing is to assist users in finding and consuming certain sections of long-form literature by giving them overviews. These are AI-generated key points.
Currently being tested on Chrome and the Google app, it is categorized as an experiment.
SGE when browsing: designed to facilitate your assimilation of lengthy content.
Will every Google search query trigger SGE?
No. It is anticipated that AI-generated photos won't be present for most searches. Sixty percent of the ninety thousand queries examined in Michael King's SGE study did not result in an AI snapshot.
That's correct: not every search will yield results from generative AI. It will be especially avoiding topics like health and finances, which are referred to as "your money or your life" (YMYL) subjects.
Consider it as how, at the moment, only specific searches result in a featured snippet.
Furthermore, I am are aware that AI frequently has trouble with location- and geographic-based searches. Its output may not be trusted by users, which will subsequently impact how widely it is adopted.
In other words, SGE's introduction should be extremely cautious and deliberate; Google will be terrified of AI hallucinations. Which brings us nicely to the million-dollar query...
When is Google AI Overviews getting the next update?
Google AI Overviews or Search Generative Experience, was launched in May 14, 2024 during their annual developer conference, Google I/O 2024. Their last update includes:
More prominent links
Google is testing adding links to supporting web pages within AI Overviews, which has increased traffic to publisher sites.
Expanded availability
Google is gradually expanding AI Overviews to six more countries, including the United Kingdom, India, Japan, Indonesia, Mexico, and Brazil, with local language support.
Video understanding
Google is using advancements in video understanding to take visual search to a new level. For example, users can ask questions with video to get an AI Overview with steps and resources to troubleshoot.
Google also has plans for future updates, including: More detailed AI search results, Multi-step reasoning, and AI-created images.
How will Google AI Overviews affect my search visibility and traffic?
Will my traffic be harmed by AI responses in search results? In theory, yes, but it's not likely to pose an existential threat. Data regarding the effects of SGE on websites are few because it's still too early to determine.
You will undoubtedly continue to be very visible as long as you continue to produce informative, user-first content that complies with Google's E-E-A-T quality requirements. SGE provides citations for its work, and the customary blue links remain underneath the image.
Remember that it won't be activated for every query as well.
“As we bring generative AI into Search, we’re committed to continue sending valuable traffic to sites across the web.”
Naturally, I'm not going to imply that your traffic won't be impacted in any way. SGE was shown to have caused an overall 18–64% decrease in traffic to 23 technology industry websites in one (admittedly tiny) research.
One, nevertheless, saw a traffic increase of 219%!
Ranking well for simple "what is" and informational searches—that is, for topics or inquiries where users can receive an answer right away and don't feel compelled to study more or delve deeper—might have less significance.
How significant are these lost sessions is the crucial topic to consider. Probably not very, if you are merely looking for a very basic immediate response.
The benefit is that individuals who do visit your website will be more knowledgeable and motivated. The most crucial searches for your brand's financial performance are those that are driven by commerce, and it doesn't appear that these will be much impacted.
8 ways Google AI Overviews might impact SEO and content creation
1. Goodbye featured snippets — hello AI
For a time now, featured snippets have been the pinnacle of any content SEO strategy. These are the text passages that show up at the top of search results for particular searches.
It might not be completely out of the question to propose that SGE will take the place of the highlighted excerpt as a more thorough, dynamic, and information-rich substitute. In any case, Google has been progressively cutting back on staff in recent years.
2. Compelling, relevant meta images may become increasingly important
SGE output contains links to external websites, thus there's a good chance your website will be featured. But you have to be unique.
Adding an alluring meta image that is obviously connected to the page is one approach to improve the look of the cards that link to your website.
The clickthrough key? Your meta pictures may be very important in SGE.
3. Photos and videos will still be key for some searches
Making sure users have access to this kind of content is essential for success in the AI search space, especially since Google recently revealed that images and videos are included in SGE output for specific searches.
This may be applicable to video-led search results for topics like "downward dog yoga pose," "how to do kick ups," and "how to install decking."
Elevating your visual content could be crucial for SGE success if you want to draw in visitors who are making queries similar to these.
4. Less importance on the ‘top 10’
Relying solely on ranking positions may cause you to overlook the wider picture as Google gradually shifts away from the classic "10 blue links" and toward SERPs with more and richer features.
Although being ranked in the top 10 will always be a proxy for success in search visibility, becoming recognized as a resource in a generative AI snapshot may be just as important for building consumer awareness, authority, and trust.
5. SGE might impact traffic for some informational queries
Google has been marketing "zero click" searches for a while now. In other words, trying to answer every query a user has without making them leave the search results page.
Should Google provide a comprehensive response to a user's query on the results page, you may have to prepare for a decline in organic traffic. As I mentioned previously, this might be especially true for simple, one-time informational requests, like recipes, when more investigation isn't usually required.
Notwithstanding, considering the intricacy of numerous user journeys, it is probable that customers would still wish to examine the mentioned resources. Even so, those more valuable, profit-driven users will still require website visits. In the end, these are the sessions that are most important for conversions.
This is just conjecture at this stage. Additionally, keep in mind that not every query will cause generative AI to activate. What will Google's AI models be educated on if it doesn't continue to compensate and support content creators?
Google does want to make it clear that they will not be stealing your traffic.
“SGE is designed to be a jumping-off point for exploring helpful information on the web, with links to search results included alongside each AI overview."
6. User-first, informative content is as important as ever
SGE may increase the likelihood of zero-click searches and decrease organic traffic, but you shouldn't think about giving up on creating SEO content. The argument for thorough, user-first content is actually stronger than ever, if not more so.
You must prove your brand competence in order for your card to be cited in the generative AI output. Aim to provide comprehensive, in-depth material, such as buyer's guides and instructional articles, to address every query your clients may have.
Brands that produce content that demonstrates "E-E-A-T" — expertise, experience, authority, and trustworthiness — are rewarded by Google's search ranking systems, and this isn't likely to change anytime soon.
Make the most of your inside specialists as you continue to produce original, user-focused content for your audience.
7. The rise of the long-tail keyword
Compared with conventional searching, SGE offers a more interactive experience. This may have an impact on our search engine usage.
More organic, long-tail search inquiries could result from the new Conversations feature in particular. Take Google's example, "what's better for a family with kids under three and a dog, bryce canyon or arches?" It's probably time to check that you're utilizing natural language in your content and investigating the most often asked questions.
Long-tail search terms can gain traction. generative artificial intelligence (search) on blog.google.com
Will we have to provide more "snackable" and conversational content? The goal of providing answers to your consumers' questions and meeting their wants hasn't changed, but our approach to doing so in our content may.
8. Watch your publish dates
According to Google, references included in the AI output will have a publish date. Therefore, remember to update the publish date of any old content you're optimizing to add new information. This will make the content appear more current and relevant to readers, which will encourage SGE clicks.
Through several technology advancements over the previous 25 years, we have kept reimagining and extending the capabilities of Google Search.
Our fundamental information quality processes have been painstakingly refined to assist you in finding the greatest content available online. And in order to provide you with reliable information at the touch of a button, we have amassed billions of data about people, locations, and objects in our knowledge base.
With generative AI, Search is now more capable than you could have ever dreamed. Google will therefore handle the legwork for you when you ask it questions about anything that's on your mind or that needs to be done, such as planning, brainstorming, or research.
Quick Google Gemini update for Google AI Overview
The new Gemini model, specially designed for Google Search and Google AI Overviews, makes all of this possible. It combines our best-in-class Search systems with Gemini's sophisticated features, such as multi-step reasoning, planning, and multimodality.
Get quick answers with AI Overviews
There are moments when you need an answer quickly and don't have the time to gather all the facts you require. With AI Overviews, Search will take care of the work for you.
Through my experiment in Search Labs, AI Overviews have already been used billions of times by people. They like that you may provide connections to other resources and a brief synopsis of a subject. We've discovered that users of AI Overviews utilize Search more frequently and are happier with the outcomes.
People are accessing a wider variety of websites to get assistance with more complicated concerns thanks to AI Overviews.
Furthermore, I observe that when links in AI Overviews are provided, more people click on them than when the page displays as a conventional online listing for that search query.
We'll keep our attention on driving relevant traffic to publishers and creators as we grow this experience. As usual, advertisements will stay in designated areas on the website and will be clearly labeled as sponsored and organic results.
Adjust your AI Overview
You'll soon have the ability to modify your AI Overview by adding options to either reduce the language or provide more detailed explanations.
This might be especially helpful if you're attempting to pique your child's curiosity about something or if you're new to the subject.
Search Labs will soon receive this upgrade for English queries in the United States.
Ask your most complex questions
With our custom Gemini model’s multi-step reasoning capabilities, AI Overviews will help with increasingly complex questions.
Rather than breaking your question into multiple searches, you can ask your most complex questions, with all the nuances and caveats you have in mind, all in one go.
For example, maybe you’re looking for a new yoga or pilates studio, and you want one that’s popular with locals, conveniently located for your commute, and also offers a discount for new members. Soon, with just one search, you’ll be able to ask something like “find the best yoga or pilates studios in Boston and show me details on their intro offers, and walking time from Beacon Hill.”
These multi-step reasoning capabilities are coming soon to AI Overviews in Search Labs, for English queries in the U.S.
Plan ahead
Beyond finding the right answer or information for a complex question, Search will also be able to plan with you.
With planning capabilities directly in Search, you can get help creating plans for whatever you need, starting with meals and vacations.
Search for something like “create a 3 day meal plan for a group that’s easy to prepare,” and you’ll get a starting point with a wide range of recipes from across the web.
If you want to change anything, you can easily ask for whatever adjustments you need, like swapping dinner to a vegetarian dish. Just like that, Search will customize your meal plan. You’ll be able to quickly export your meal plan to Docs or Gmail.
Meal and trip planning are available now in Search Labs in English in the U.S. Later this year, we’ll add customization capabilities and more categories like parties, date night and workouts.
Explore an AI-organized results page
When you’re looking for fresh ideas, it can take a lot of work to find inspiration and consider all your options. Soon, when you’re looking for ideas, Search will use generative AI to brainstorm with you and create an AI-organized results page that makes it easy to explore.
You’ll see helpful results categorized under unique, AI-generated headlines, featuring a wide range of perspectives and content types.
For English searches in the U.S., you’ll start to see this new AI-organized search results page when you look for inspiration — starting soon with dining and recipes, followed by movies, music, books, hotels, shopping and more.
Take a video, get help from AI
Search is so much more than just words in a text box. Often the questions you have are about the things you see around you, including objects in motion.
Thanks to advancements in video understanding, we’re able to take visual search to a whole new level, with the ability to ask questions with video.
Maybe you bought a record player at a thrift shop, but it’s not working when you turn it on and the metal piece with the needle is drifting unexpectedly. Searching with video saves you the time and trouble of finding the right words to describe this issue, and you’ll get an AI Overview with steps and resources to troubleshoot.
Searching with video will be available soon for Search Labs users in English in the U.S., and we’ll expand to more regions over time.
This is just a glimpse of how we’re reimagining Google Search — combining the very best of Search today with the Gemini model’s advanced capabilities. Soon, Google will do the searching, simplifying, researching, planning, brainstorming and so much more.
Google AI Overviews in the UK: Key takeaways
First of all, don't panic; the traffic impact will probably only be felt for simple, low-value informational searches.
Remember that users will still be able to visit the conventional blue links; AI snapshots won't be activated for every query. Additionally, if Google doesn't keep rewarding content producers, the AI snapshots won't have anything to learn from in the near future.
Additionally, keep in mind that Google Search is by far the company's most profitable and successful offering. Undoubtedly, modifications will be meticulously measured and computed. Who can forget the commotion over the failed voice search revolution?
Make sure to check SGE's prevalence for your most essential search terms and subjects once it starts to roll out in the UK. Keep GA4 and Google Search Console handy to track any changes in traffic and conversion rates.
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