BY Kathy Crosett
When Google launched its AI Overview (AIOs) feature last year, advertisers and SEO specialists panicked. They feared all their hard work to reach the top of the SERP would no longer work. If you’re selling SEO services, the latest BrightEdge report contains good information about how to change the long-term SEO strategy for your accounts.
How Search Is Changing
Analysts have speculated that the increasing popularity of AI platforms would shift consumer search activity away from Google. BrightEdge analysts report that Google’s search presence is stronger than ever. In fact, “impressions for websites on Google have increased by 49%.”
In contrast to that lofty number, BrightEdge analysts acknowledge a “30% drop in average click-through rates.” Don't let your accounts panic when they hear this news.
The drop is happening for a couple of reasons. First, there’s more content available for consumers to review and therefore skip. Second, they can see what they are looking for in the AIOs without the need to click-through.
Your accounts are probably aware that getting on the first SERP page is more challenging than ever. If an AIO list appears on a page, there may only be five organic results listed. In this near reality, it’s not enough to be in the top 10 for search results.
You can help your accounts overcome this problem and use search effectively. Here’s how.
Expand Focus to Include Generative Aspirations
Your accounts have likely been obsessed about clicks and connected an increase in clicks to more leads. But the introduction of AIOs has changed the search ecosystem.
With the top of the funnel expanding in SEO, some verticals are displaying AIOs in Google. BrightEdge analysts noted that the health care and insurance verticals show some of the biggest jumps in AIOs. These categories typically contain “factual, structured content.” This is the kind of content that AIOs can summarize well.
As consumers adjust to the presence of AIOs, they are also expanding the length of their search queries. A long tail query that includes 5–7 words is not unusual. AIOs can understand these requests and return a meaningful result.
To get your accounts’ content in front of online users, they need to make a few adjustments to their long-term SEO strategy. They can try to get listed in an AIO.
What’s Out?
Lists
SEO specialists have long advised their accounts to use queries structured as lists. But consumers are realizing that they can see more targeted results by being more specific with their queries.
Instead of asking, “What is the best garden soil?” they may now ask “Garden soil for tomato plants.” These behavioral changes mean that ranking-style questions posed by users have dropped over 60% in the past year.
Analysts at Sharprocket contend that lists can still work as a source for the AIOs to draw from, but the content should be structured to answer specific questions.
What’s In?
You’ve probably been listening to accounts complain about how their content, driven by keywords, is never surfacing in the top 100. This issue challenged marketers for years.
BrightEdge has some insights about how the AIOs work in terms of choosing content to display. These insights are important when it comes to the long-term SEO strategy. Specifically, the tool is searching for “content that answers sub-questions, clarifies complex topics or anticipates user follow-ups.” Analysts note that pages are showing up in AIOs that have never made it to the top 100.
A focus on ranking is not completely wrong but optimizing for potential citation is now important. How can your accounts get cited?
One way to succeed is to use questions in post headings. And then the subsequent content must answer the questions.
FAQs
Some marketers have already adjusted their long-term SEO strategy to include FAQs on their sites. Sharprocket analysts suggest tweaking the FAQ strategy. Your accounts may want to try setting up “frequently unasked questions.”
Doing so, will increase the chances of attracting the AIO’s attention. Formatting the questions in the way that users do, and then providing a clear answer, will have a positive outcome.
Original Data
There is no substitute for original data. If your accounts can post survey data and research that is not available elsewhere, they have will boost their chances of appearing in Google’s AIO.
Putting It All Together
Search is changing. To stay competitive, assist your accounts with their long-term SEO strategy. Specifically, they should still watch their keywords, but they need to focus on creating original and unique content with the goal of appearing in AIOs. You can help them see where they stand by using a Digital Audit, which is available with an AdMall subscription.
