Google’s yearlong experiment with artificial intelligence in search has evolved. The search giant announced that the summarized answers from Search Generative Experience (SGE) will become a permanent part of all searches and be renamed AI Overviews (AIO).
What this means for Google users (and marketers who want to reach them) is unclear. There were some embarrassing issues with AIO quality. New research shows that the new AI Overviews display less frequently than SGE. The drop in AIO presence could signify Google’s focus on improving the accuracy and reliability of AI-generated search results.
For example, research by Brightedge found that as of the end of June, 63% of healthcare queries resulted in an AIO. That’s the most of any industry, but down from 76% in January. Other declines:
- For education queries, AI Overviews dropped from 26% to 13%.
- For entertainment queries, AI Overviews fell from 14% to nearly 0%.
- For e-commerce queries, AI Overviews decreased from 26% to 9%.
Earlier this year, we tested the query, “who makes the best chocolate chip cookies?” SGE proclaimed Tate’s Bake Shop as the winner. But now*?
No AIO (yet), but there was a carousel of recipe blogs, followed by “People also ask,” then a recipe blog post, the r/Snacking subreddit (which mentions Tate’s), another recipe blog, and another carousel of recipe blogs. Tate’s brand image did not appear until more than halfway down the page.
*Top of the search engine results page, geolocated in Brentwood, TN, for the query “who makes the best chocolate chip cookies?”
Many search engine results pages still (for now) show familiar features like ads, maps, people also ask, and image carousels. User intent appears to be the driving factor in what Google search returns, as it should be. Is the user looking for a recipe, a local cookie baker, a national brand, or something else?
After the initial recipe carousel, the familiar “People also ask” feature checks user intent
As Google’s AI learns individual user preferences and updates its AI capabilities and priorities, AI Overviews in search will continue to evolve.
Our advice: Optimize for the needs of search algorithms that return AI Overviews and those that don’t. Here’s how you can do it.
These were the top 3 organic results for “who makes the best chocolate chip cookie?”
SEO Strategy for AI-Enhanced Search Results
Traditionally, search engine optimization (SEO) revolved around keywords. Marketers focused on optimizing content to rank for specific phrases. However, entity-based SEO becomes more important since AI can understand meaning and context.
Entity SEO emphasizes understanding the relationship between concepts and entities rather than just keywords. This relationship network between entities is a knowledge graph. Knowledge graphs identify the entities on your website and connect them.
After 3 more organic results, we finally get to a Tate’s Bakeshop image.
Earlier this year, Tate’s Bakeshop was SGE’s answer to the question, “Who makes the best chocolate chip cookies?”
For example, chocolate-chip cookies from Tate’s Bakeshop come in different sizes (regular and tiny) and different flavors (chocolate chip, double chocolate chip, mint chocolate chip, dark/milk chocolate and sea salt cookie bark chocolate chip, salted caramel chocolate chip, walnut chocolate chip). Each size/flavor combination is an entity, and their relationships can be connected via a knowledge graph through interlinking.
Did you know that Tate’s also makes a chocolate chip pie? Even though it’s not a chocolate-chip cookie, it connects to other products through the Tate’s Bakeshop entity. Since it uses chocolate chips, it connects there, too.
By recognizing entities in a knowledge graph, Google can provide more relevant and comprehensive search results. Google’s AI-enhanced results ensure users still access in-depth information while benefiting from quicker, more efficient searches.
Entities can also amplify the benefit of backlinks. On websites without a knowledge graph, the equity of a high-authority backlink stops on the targeted page. On websites with a knowledge graph, a webpage that scores a high-authority backlink can pass that equity to all connected pages.
Leveraging AI for Content Creation
AI Overviews complement and enhance search by balancing AI-generated summaries with links to extensive resources. A great way for search engines to understand a knowledge graph is through structured data (Schema.org).
At TruStar, we have used structured data to optimize websites even before AI Overviews. Optimizing for AI Overviews requires a focus on data-driven content to help search engines understand a website.
At the heart of Google’s evolution are models like Gemini AI, which play a crucial role in organizing and presenting search results. By understanding the intent behind queries, Gemini can categorize information more effectively. This makes it easier for users to find what they need.
Our query “who makes the best chocolate chip cookies?” seeks our intent in Gemini and does not include links.
Content must adapt to the needs of search algorithms that return AI Overviews and those that don’t. Keywords matter, but so do entities connected with schema in a knowledge graph. Understanding entities allows for more precise answers to search queries. This helps Google quickly deliver the most relevant, helpful information.
Generative AI tools like ChatGPT or Google’s Gemini app significantly enhance the content creation process. AI helps marketers develop content that is both thorough and aligned with AI citation practices
For example, AI tools can research multiple sources and compile comprehensive content briefs. Incorporating related keywords and topics into your AI prompts may help you understand how your content can be referenced in AI Overviews.
The Future of Search
AI tools and technologies offer new opportunities for engagement and content creation. Marketers who embrace these changes can better connect with their audiences and achieve greater visibility in search results. However, it’s important to maintain human accountability in all decisions.
TruStar Marketing takes a human-centered approach to AI. Our primary use is with generative AI for content concept and development.
Creating AI-friendly content involves understanding what AI looks for and structuring content accordingly. This includes using clear headings, concise summaries, and relevant structured data tags to enhance discoverability and relevance.
Over the next 12 months, we expect more changes in AI search capabilities. As AI evolves, marketers must distinguish between speculation and actionable insights. If you need guidance, we’re here to help. Get your free SEO expert consult call here. It’s the easiest, smartest way to catch up and capture your share of search.
