Google is now testing AI-generated overview answers in the main search results for some queries, even for users who have not opted into the Search Generative Experience (SGE) feature. The test is limited to a small percentage of users in the U.S. for complex queries where Google has high confidence in the AI result.
AI-powered results that provide comprehensive answers (not just links) will continue to grow. SGE Google, ChatGPT, Microsoft Copilot, and countless others are all gaining traction, often replacing “classical” Google searches.
The direct impact so far is small, but as SGE and similar systems gain traction, brands that rely on Google Search for traffic and revenue must adapt their marketing strategies to keep up. Read it from Google itself. You can currently only sign up to test it out on a personal gmail account, but it’s absolutely worth testing out to understand how this will shift how search engines will be delivering results in the future.
Potential Impact on Organic Search Traffic
AI systems like SGE provide direct answers to users’ questions, stitching together reference materials from the vast dataset that is the internet to provide a comprehensive answer for the user.
However, if the user gets all the information and analysis they need right inside the Search Engine Result, they are less likely to click through to your site. Current implementations look like a Featured Snippet, featuring three or four citations competing for attention instead of one.
While the ultimate impact remains uncertain, businesses are rightfully concerned about the risks to their search traffic and revenue.
Adapting Your Marketing Strategy
That outlook seems pretty dire. The good news is though that most of the things you need to do to adapt are things you should be doing anyway.
- Leverage Subject Matter Expertise: Engage authentic voices to create content that showcases human perspectives and builds topical authority in Google’s eyes. Don’t be generic. Getting expert opinions and quotes into your content gives AI search a reason to pick your site over your competitors.
- Be Multi-Channel: Search should be a part of your well-balanced, multi-channel strategy. Ensure you are diversified into paid acquisition and organic social as well. Brands that have diverse traffic sources are more resilient and less exposed to risk.
- Test Your AI Visibility: Experiment with Google Labs directly (you can currently only sign up with a personal gmail account) to see how well they understand your brand and products. Submit targeted prompts related to your offerings and analyze the responses.
AI-powered search could be a big change for online marketing. While the full impact remains to be seen, the brands that adapt and iterate will always win.
Dia´s Weekly Download Edition #7
