Google introduces AI-generated answers in search results - AI Overview

Google has confirmed that they are starting to roll out AI Overview in U.S. search results from May 16, 2024. More countries, including Sweden, are expected to follow later this year. AI Overview is the new name for SGE (Search Generative Experience) that Google flagged last year (2023). The U.S. is first, but several countries will launch shortly, as reported by Search Engine Land.

What is AI Overview?

AI Overview means that Google generates answers to search queries directly in the search results, based on various sources from Google's index. This feature is designed to provide better answers to complex questions and improve the user experience by delivering faster and more accurate answers.

Google will not show AI Overview for all types of searches. They are mainly reserved for answering more complex questions where Google believes they can provide a more valuable answer than the separate sources in the search results.

Follow-up via Google Search Console

You will be able to track how many impressions and clicks your website receives from AI Overview via Google Search Console. However, it will not be possible to separate impressions and clicks from AI Overview from traditional organic search results.

Impact on organic traffic

Companies that rely on their website to drive the customer journey may experience a decline in organic traffic due to AI-generated answers in search results. It is possible that AI Overview will reduce the share of organic traffic from visitors in the early stages of the customer journey. However, this may lead to higher conversion rates from visitors who actually click through to the website.

Results from the test period in the U.S.

During the test period in the U.S. before AI Overview was officially launched, data showed the following traffic changes in various industries:

Healthcare: -76%
E-commerce: -49%
B2B tech: -48%
Insurance: -45%
Education: -44%
Restaurants: -36%
Entertainment: -36%
Travel: -30%
Finance: -17%

It is important to consider whether the traffic lost due to AI Overview might be compensated by higher value from the traffic that actually converts.

Future development for search results

With the launch of AI Overview, Google is moving towards changing how searches work and how information is presented. It remains to be seen how users will react and adapt to the new search results.

These are exciting times in search engine optimization and digital marketing. AI Overview has the potential to change how we view and work with SEO. By closely monitoring these changes and adapting our strategies, we can maximize the value of our website visits and interactions.

Author Andreas Theodorsson

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