How does AI affect search behavior?
Google recently launched AI Overview, a new feature in Google Search that uses generative AI to present answers to questions or summaries of topics - right on the search results page. Like a well-trained hunting dog bringing in the prey.
What is AI Overview?
During Google's annual developer conference, Google I/O, in May, a plethora of news revolving around artificial intelligence was presented. Among these was AI Overview, a new feature that utilizes Google's AI model, Google Gemini, to deliver AI-generated answers or summaries based on the user's search query. The answers appear at the top of the search results on Google Search, above the traditional search results listing.
Image: Google
Similar to Microsoft Copilot and ChatGPT, AI Overview gathers information from various sources and presents it as a summarized answer, complete with links for source reference and additional information. As a user, you then have the option to ask follow-up questions, ask for clarification or request a more detailed answer.
So far, it is only available to users in the United States, but the plan is to roll it out widely before the end of the year.
"Google does the search for you"
The traditional search journey, as we know it, will drastically change with this.
"What we see with generative AI is that Google can do more of the searching for you" - Liz Reid, Google's Head of Search.
Liz Reid explains that through Gemini AI, Google Search will understand what users are asking about, whether the question is asked by typing it in, speaking it in, sending a picture or via a video sequence. And that the way we seek information will evolve and be refined, from question - answer to more of a dialog. Getting a quick overview of a topic or an answer to a question will also reduce the need to visit multiple sites to find answers.
It is worth mentioning in this context that AI Overview will not be applied to all types of searches. An example of an exception is navigation searches, where shorter and more direct answers are most effective.
What does this mean for marketers?
As marketers, we need to constantly adapt to ongoing changes. With AI Overview, users expect quick and comprehensive answers directly on the search results page. According to SEO experts, this shift will lead to a shift in focus from individual search phrases to creating quality content that is easily understood by AI.
From a strategic perspective, new search behaviours will also require adjustments in SEO strategy. For example, it is predicted that more detailed and expert-driven content that is AI-friendly, but written in natural language, will be rewarded. Discussions on various SEO forums also highlight that the changes could lead to reduced traffic to websites, thus making visibility a more important measure of success.
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