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.
Related posts
Generation Z - how to attract future leaders
They grew up with smartphones, are constantly connected and have little faith in society. Generation Z is the much talked about generation that will dominate our boardrooms and management teams in a few years. But what drives this young generation, and what do you need to know to attract them to your business now?
How playful can you be in B2B?
In a rapidly changing world, brand strategy, especially in B2B, needs to constantly evolve and to take its place often requires new and different approaches. A question that usually comes up when we discuss brand strategies is: How can we play with your brand? For some companies this is a big no-no, for others it is part of their DNA. Google, for example, has a long history of using its logo in its communications in a playful way, but as you will soon discover, there are several ways to position your brand in B2B. Strategic trends that go beyond the obvious.
Sweden's Best Industry Blog 2020
Every year, Navigator selects the best blog in a number of industries. The jury consists of the agency's digital strategists and copywriters, with extensive experience and knowledge of what it takes to create a really interesting and successful industry blog.