Google AI Overviews Impact which were previously known as Search Generative Experience have become a controversial development in the history of online publishing.
Why, you ask?
Because publishers around the world are now reporting fewer clicks than before even if they are maintaining their high ranks. Nowadays, people get most of their information and answers without actually opening that particular website.
What Are Google Overviews?
Google AI overviews use artificial intelligence to summarize the information from different websites and sources to display the answer to your question right at the top.
So essentially, you never feel the need to open a website and then read about something which has already been summarized for you.
For two decades, website owners earned traffic in a simple way. Create content, rank on google and get traffic. Google became the primary gateway between its users and publishers.
But now, if someone searches “Best budget smartphone in India” then Google will simply summarize the information it will take from various websites and show it to you even before you see the website listings.
We know that instant gratification has caused a reduction in attention – which is why people like this quick fix without having to do the research on their own. Google’s AI overviews are becoming an inconvenience for publishers all over the world.
The Risk of Zero-Click Searches Due to Google AI Overviews
Google’s AI overview has had multiple effects on publishers but the biggest one has been the growth of the “zero-click searches.”
Whenever you find your information in the results page itself and not on a website, you do not click or visit that website – right? This has become a global phenomenon and has thus, reduced traffic.
As a result, users usually do not leave Google because it can summarize whatever you like.
Why Are Publishers Concerned About Google AI Overviews?
More Traffic = More Revenue
Less Traffic = Less Revenue
Most of these publishers earn their money through ads, affiliate marketing, sponsored content and newsletter subscriptions apart from the product sales.
But when people do not visit their websites, they do not earn revenue.
Their rankings are stable, content quality is good and search engine impressions are good as well but that is because their website is being seen but not being visited.
This is why Google is getting criticism for using its own technology to summarize information from their websites but not letting them get the revenue.
News Websites Face the Biggest Challenge
News publishers are the most affected because when it comes to “breaking news” people only like reading the headlines, and Google AI overview does exactly that.
It shows the news in a two line headline with one paragraph of summary and people are good with it.
For any large media outlet, this threatens their very revenue which they need to exist as well. Because of this, they have had to make multiple changes in SEO strategies, adapt to AI and give exclusive content that AI systems cannot summarize.
Blogs and Review Sites Are Losing Clicks
When it comes to product review websites, it has historically performed well in Google Searches.
Now, they get a curated list with design, budget and comparisons all through Google’s AI overview so they only visit the websites if they need to search deeper or know more.
Which Content Is Most Vulnerable to Google AI Overviews?
Informational Articles
Articles which are majorly written as a simple answer to a simple question, are the easiest to summarize for AI.
Basic How-To Guides
If you have a simple tutorial about how to do something, AI search results will just show it instead.
Product Comparisons
There are a lot of articles that get condensed into the AI generated recommendation lists if you are comparing one thing to another.
Which Content Is Performing Well Despite Google AI Overviews?
Original Research
Any type of original research like case studies, real world testing or first hand reviews will be difficult to summarize.
Expert Opinions
Industry professionals also have a lot of specialized knowledge which they impart online.
Interactive Tools
Quizzes, online games, templates, puzzles and more software tools like these cannot be summarized by AI either.
Google’s Position on AI Overviews
Google has said that the AI Overview actually improves the search experience because users find that information and the articles related to it at the top.
AI Overviews were introduced to help compliment websites and not replace them.
How Can a Website Survive the Google AI Overviews Impact on Publishers?
Build a strong brand which people can trust
Focus more on unique content that cannot be copied easily
Grow your Email list and give direct access to readers through it
Do not depend only on Google but also YouTube, Instagram, TikTok, LinkedIn and Podcasts
Create a community based on mutual interests
