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What is it? How does it work? How is it affecting search? And what does your company need to do about it?

“Google it.”

These words have become the go-to response for any question that comes to mind – so much so that the phrase has even been meme’d and merchandised. Google itself is not just a company, brand, or product; it is both a noun and a verb. Since the search engine launched in 1998, research has shown that not only has Google transformed the way people seek out information, but it’s also altered how people think.

Now, with the advent of Google AI search overviews, a new era in information-gathering is here.

As a pioneer in the digital search space, Google continues to be a leader in innovation when it comes to optimizing user experiences and streamlining access to information across its channels and platforms. One of these innovations: AI Overviews, a feature that leverages artificial intelligence to summarize searches for users. Now, instead of having to click on several links, AI Overview essentially does that work for their user while also interpreting the aggregate of those searches into something that’s easily digestible.

This new feature is poised to revolutionize how we engage with search engines, carrying substantial implications for website traffic, search engine optimization (SEO), and beyond. By potentially reducing the need for users to visit individual websites, AI Overviews offer efficiency for users but present significant challenges – and opportunities – for the broader digital marketing landscape.

What Are AI Overviews?

As one of the latest Google’s latest additions to its search functionality, AI Overviews:

• use advanced algorithms to generate brief, informative responses to specific queries
• appear directly within the search engine results page (SERP) at the very top
• aim to give users immediate answers without needing to click on a link

For some users, AI Overview provides a foundation, grounding them in the subject matter they may not be familiar with and allowing them some key background knowledge as they dive deeper into their search and continue to explore the topic they’re researching.

For most, however, it will likely eliminate the need to click on a site at all. With AI Overview summarizing what they need to know, it becomes a one-and-done search.

For example, a search for “how to lose weight” might yield a quick AI-generated summary based on the most authoritative online sources. For the user, this is arguably preferable to the current experience, which prompts the user to scroll through multiple links to find a relevant article or blog post. Now users can get the information they need without having to click through numerous web pages or even having to draw their own conclusions.

What’s the Technology Behind AI Overviews?

AI Overviews are powered by the precise intersection of sophisticated technology meeting simple design theory. By leveraging natural language processing (NLP) and machine learning, Google’s AI analyzes vast amounts of data, including text from high-ranking websites, to synthesize information into a concise, readable format.

This process involves:

• understanding the context of a query
• evaluating the relevance and accuracy of potential sources
• generating a summary that reflects the best available information

It’s all part of Google’s broader strategy to incorporate more AI-driven features into its search engine. Through this feature, Google is reinforcing its commitment to enhancing search with more intelligent, user-centric features.

How Is AI Overviews Affecting Search?

The introduction of AI Overviews is more than just a technological update – it represents a fundamental shift in how information is delivered, consumed, and valued on the internet. As AI Overviews become more prevalent, the digital marketing landscape is being reshaped, requiring adaptability and innovation from all players across the online ecosystem.

For businesses, marketers, and content creators, this feature is a double-edged sword of both new challenges and new opportunities. For one, it provides a direct path to the user’s attention. For instance, AI Overviews can equip users with a foundational understanding, making them more likely to engage with a brand’s content. However, these summaries compress the space for engagement, demanding that content be more precise and authoritative than ever before. Additionally, there’s now a pressing need to offer users a compelling reason to click through –something that wasn’t as critical just months ago – as we see a rise in zero-click searches.

What Are Zero-Click Searches – and How Do They Affect Marketers?

One of the most significant impacts of AI Overviews is the potential increase in zero-click searches. A zero-click search occurs when a user’s query is answered directly on the search results page, meaning they don’t need to click on any of the links to get the information they need. While this enhances user convenience, it poses a challenge for websites that rely on organic traffic.

FACT: According to a SEM Rush, a study on zero-click searches, only 17.9% of users perform another search after completing their initial search.

As users increasingly find what they’re looking for within the AI-generated snippet, the number of clicks on the links below could decrease, impacting the visibility and traffic to those websites – and as a result, engagement. This shift could drastically alter the digital landscape.

1. Impact on Organic Traffic

The placement of AI Overviews at the top of the SERP means that even high-ranking websites could see a drop in organic traffic. Traditionally, the top spot in search results has been highly coveted for the visibility and clicks it guarantees. However, with AI Overviews taking precedence, users may never reach those top-ranked organic results.

2. Impact on Paid Search

Historically, paid search ads have appeared at the top of the SERP, giving advertisers prime real estate to attract clicks. With AI Overviews now occupying the top position, there’s a risk that paid ads could be pushed further down the page, potentially reducing their effectiveness and click-through rates (CTR).

GOOD TO KNOW: Google said it would soon start testing the inclusion of ads in AI Overviews. These ads will be clearly labeled as “Sponsored” within the AI Overview section. Until then, it’s best to make sure you are already following SEO best practices to best position your campaign as the aggregator of the overview or at the top of the ranking.

3. Impact on SEO

In light of AI Overviews, the importance of a robust SEO strategy has never been greater. Traditional SEO practices such as keyword optimization, link building, and on-page SEO still matter, but they need to be adapted to consider the rise of AI-generated content in search results.

Key Takeaways of Zero-Click Searches:

• Reduced Organic Traffic: Fewer clicks on traditional search results may lead to less website traffic, which can affect ad revenue and lead generation.
• SEO Strategy Shift: The focus may shift from simply ranking high in search results to becoming the source of information that AI draws from.
• Content Evolution: There may be a growing need for content creators to prioritize concise, authoritative, and highly relevant content that AI recognizes as the best source of information.

How Could this Affect Rare Disease Marketing and Pharma Marketing?

Every marketer needs to be aware of this new tool, including its implications on rare disease marketing and any broader pharmaceutical marketing efforts.

For rare diseases, where patient education and awareness are critical, AI Overviews have the potential to quickly disseminate accurate, AI-generated information about rare conditions. This can help in improving awareness and in potentially leading patients to specialized resources. However, this also means that marketers need to ensure their content is not only optimized for search but also fact-checked and authoritative enough to be featured in these overviews in the first place.

For pharmaceutical marketing, as AI Overviews become more prominent in search results, the traditional strategies of SEO and content marketing must evolve to ensure that vital information about treatments, drug interactions, and patient care is accurately represented. Failure to adapt could lead to reduced visibility in search results, potentially impacting patient engagement and brand trust.

Is This Affecting Current Campaigns?

In short, yes. If you’ve noticed fluctuations in website traffic or changes in page rankings, AI Overviews could be the reason. It could be a good idea to perform an analysis of your search campaign performance and see what the AI Overviews impact may be.

Marketers should:

• review any search terms that might trigger AI Overviews
• assess how current content is performing against those terms
• determine whether an established SEO strategy needs adjustment

How Has Your Social Media Responded – If At All?

If you work with an agency or have an internal marketing team, this should be a topic of discussion. Agencies should proactively educate their clients about the implications of AI Overviews.

This includes:

• analyzing current search campaigns
• identifying opportunities to leverage AI-generated snippets
• adapting SEO strategies to maintain or improve visibility

How Can Your Social Media Agency Help?

First, a social media agency can assist in auditing and optimizing your existing content to ensure it is structured and written in a way that maximizes the chances of being included in AI Overviews. This involves not only fine-tuning your SEO strategy but also ensuring that your content meets Google’s criteria for expertise, authoritativeness, and trustworthiness.

Secondly, social media agencies can also help you integrate AI Overview considerations into your broader content and social strategy. By understanding the types of queries that might trigger AI Overviews, they can craft social content that drives traffic and engagement, even in a landscape where zero-click searches are on the rise. They can assist in monitoring the performance of your content in search results, offering insights and adjustments to ensure your brand remains competitive.

What Else Can Marketers Do?

The introduction of AI Overviews is not just a passing trend; it represents a fundamental shift in how search engines deliver information and how users interact with search results. As this feature becomes more widespread, it’s crucial for businesses and marketers to stay informed and adapt their strategies accordingly.

Whether you’re in the early stages of developing your digital presence or managing an established brand, understanding and optimizing for AI Overviews should be a priority. Ignoring this change could mean missing out on valuable opportunities to connect with your audience at the very top of the search funnel.

AI Overviews are set to redefine the search landscape, offering both challenges and opportunities for those in the digital marketing and SEO space. By staying informed, adapting your strategies, and working closely with your marketing team or agency, you can navigate these changes and continue to thrive in the evolving world of search.

If you’re unsure where to start this conversation or how to begin to adjust your marketing strategy to adapt to this changing feature, LiveWorld has analysts and specialists who can help brands, businesses, and marketers navigate this new terrain to ensure your pharma campaigns and strategies are efficient and effective.

 

Learn more about the benefits of LiveWorld’s Paid Media Services.

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Reach out the author, Tricia Kashima, Media Director, LiveWorld at tkashima@liveworld.com