AI Overviews were first introduced in May 2023 as part of the Search Generative Experience. Initially available through an opt-in feature within Google Search Labs, Google began testing it on a subset of users in March 2024.
As I explore the recent launch of Google AI Overviews in US search results, I want to share my insights on what these overviews are, how they work, and their potential impact on business websites and Google Ads.
Key Takeaways:
- Introduction of AI Overviews: AI Overviews, part of the Search Generative Experience, were introduced in May 2023 and tested on a subset of users starting in March 2024.
- Functionality of AI Overviews: These are generative AI answers using Google’s Gemini, designed to answer complex queries with added links to publishers for deeper exploration.
- Criteria for Display: Google shows AI Overviews only for more complex queries where they provide more value than standard search results.
- Frequency of Display: Google has not disclosed how often AI Overviews appear in search results.
- Impact on Search Traffic: AI Overviews may reduce organic traffic and standard search ads’ visibility, potentially leading to less traffic to sites compared to current search results.
- Impact on Google Ads: While AI Overviews do not show ads directly, ads still appear around them. Google is expected to introduce new ad formats to generate more clicks despite the presence of AI Overviews.
What Are AI Overviews?
AI Overviews are not your typical featured snippets. Instead, they are generative AI answers designed to respond to your queries using Google’s Gemini. Google crafts these answers with AI and includes AI cards that link to publishers beneath the overview, allowing users to delve deeper into the results.
When Does it show?
Google displays AI Overviews for more complex queries where the generative AI answers provide more value than the standard information shown on the search results page.
How Often Do they Show?
Despite my repeated attempts to find out the frequency of these AI Overviews, Google remains tight-lipped. It’s not that they don’t have the data; they just seem reluctant to share it publicly, in my opinion.
What is the Impact of AI Overviews in Google Search?
The introduction of AI Overviews could push down both organic search results and standard search ads. This shift might lead to varying traffic outcomes for your site, depending on the source of the citations and the placement of ads. Overall, it’s likely that these AI-driven experiences will drive less traffic to sites compared to the current Google Search results. While the full impact will become clearer once Google fully launches this feature, it’s now being tested in the wild, so we don’t need to rely on the SGE labs anymore.
How Do AI Overviews Impact Google Ads?
AI Overviews themselves do not display ads, but Google still shows ads above, below, and around these overviews. With Google’s major Marketing Event on the horizon, I anticipate the introduction of new ad formats designed to generate more clicks, even with AI Overviews on the page. We’ll have to wait and see how this unfolds.
In conclusion, the rollout of Google AI Overviews marks a significant shift in how search results are presented, potentially altering the landscape for both organic traffic and paid ads. As this feature evolves, it will be interesting to see its long-term effects on our search experiences.
