AI Overviews on Google: How DMOs Can Adapt and Thrive in the New SEO Era
September 30, 2024
Buckle up DMOs – the world of search engine optimization is changing fast.
Search engines are undergoing a radical transformation with the introduction of AI Overviews (AIOs) on Google.
AI Overviews are here, and they’re changing the game. After an initial push in May that resulted in negative PR backlash, Google has refined AI Overviews and is now rolling out more factual, conversational answers in search results, and this shift has some DMOs wondering, “Are clicks dead? Is this the end of SEO as we know it?”
Spoiler alert: No, SEO isn’t dead. But it is evolving and we’re here to help you roll with it.
For DMOs, this means that the days of focusing only on traditional clicks are behind us, begging the question, how can DMOs adapt and keep ranking?
That’s what we’re diving into today, what AI Overviews (AIOs) mean for SEO, how key metrics are shifting, and what DMOs can do to maintain a strong presence in both AI Overviews on Google and standard search engine result pages (SERPs).
Let’s get into it!
What are AI Overviews, and why should DMOs care?
AI Overviews are search result features that summarize and link to the most relevant content to answer a user’s question or query, and they’re poised to change the way users interact with search engines. These AI driven summaries deliver fact-checked, concise information in a conversational manner, reshaping user experiences in search results.
These helpful, often mult-intent layered, AI Overviews are leading to an increase in “zero-click searches,” which are search sessions that end without a user ever having to click into a website. Zero-click searches are most prevalent for informational queries, where users are looking for a quick answer to a question like “Where is the best place to find parking for this weekend’s festival?” or other travel-related queries.
Informational queries used to drive quite a bit of traffic for websites, but, with AI Overviews, a user has less reason to click into a website and generate traffic. Now, the AI Overview will give them an answer at a glance; no click needed.
TL;DR: Google’s AI overviews, powered by Gemini, are answering questions in a more factual and conversational way, right in the search results. They are resulting in an increase in zero-click searches.
You may be asking yourself, what does this mean for my destination? First off, your website might not always be the go-to place users click, BUT here’s the silver lining; impressions from AI Overviews on Google still count. This means you’re not invisible, it just means that the way you’re getting seen (and clicked on) is changing.
Goodbye, Old-school Clicks. Hello, Conversational Impressions!
SEO has historically been all about getting those clicks. More clicks = more traffic = more happy travelers = more happy bosses, and on, and on. With AI Overviews, it’s time to add a new metric to your SEO report card: conversational impressions.
What are conversational impressions, you ask? These are the times that your content pops up in AI-generated answers. It’s like your destination is joining in on the conversation before your website is even clicked on. Neat, right?
Here’s the catch: you’re no longer just competing for clicks. Now you’re also competing for mentions in AI conversations. So it’s more important than ever that you show up as a trustworthy, authoritative source of information for travelers, and ensure that you’re understanding how many impressions your website gets with tools like Google Search Console.
This brings us to the magic words of AI powered overviews: authority & trust.
Meet Generative Engine Optimization (GEO): Enhancing Visibility in AI Overviews
We all know SEO is a must-have in your marketing toolkit, right? Well, now it’s time for DMOs to gear up for the next big shift in content optimization – GEO (Generative Engine Optimization).
GEO is a relatively new concept, focused on making your content shine in AI-driven tools like ChatGPT, Bard, Gemma, and other generative engines.
While SEO helps you rank on Google, GEO makes sure your content is ready for AI to understand, use and share in their responses to user questions. It’s all about keeping your content discoverable, effective, and relevant in this brave new world of AI.
It takes traditional SEO principles and adapts them to ensure content is discoverable, effective, and accurate in AI-generated environments.
Key elements of GEO include:
- Structured data: Often referred to as schema, marking up content in a clear and organized, machine-readable format to help AI powered overviews parse information
- Concise and contextual answers: your content should offer clear, concise answers to common questions that are relevant to your target audience
- Conversational tone: Because AI tools often generate responses in a conversational style, content that mimics a natural, engaging tone may perform better
- Authority and trust: AI engines prioritize high-quality, reliable sources with unique data points like statistics or quotes, with a particular emphasis on bringing in expert opinions to fulfill signals for E-E-A-T.
“By pulling in subject matter experts, we’re able to ensure what we recommend is trustworthy and reputable,” said Dylan Scaccheti, resident SEO expert extraordinaire at Madden. “This helps send signals to Google that the information our destinations provide to users is backed by expertise, experience, authority and trustworthiness, all while meeting user intent!”
The Million Dollar Question: How should DMOs prepare for AI Overviews on Google?
Change is hard, and tracking new engagement metrics might feel like navigating a roadtrip with a blindfold on. Here are some questions to help you understand where to focus your attention:
- How often does your destination show up in impressions for searches and AI-powered overviews?
- Does your content demonstrate Expertise, Experience, Authority, or Trustworthiness?
- Are you bringing in local experts to your destination? What kinds of reviews or testimonials are getting pulled into those answers?
Now more than ever, reviews matter. This is something every DMO needs to take seriously; not just any reviews, but legitimate, in-depth user generated reviews that AI can use to provide trustworthy answers. Google’s AI loves using reviews to help users make decisions, so managing your online reputation is non-negotiable in this new world of SEO.
Google My Business Is Your New Bestie
Here’s a big takeaway: Google My Business profiles are about to become your new best friend. Why? Because AI Overviews try to figure out where to send users for the most accurate information, and guess where they often pull from? You guessed it, aggregators like Yelp, TripAdvisor, and even My Business profiles.
Make sure your Google My Business listings are polished and well-managed. Keep those descriptions updated, toss in some high-quality images, and make sure all your business hours and information are up-to-date. This will elevate your destination when users search for inspiration on Google Maps.
For instance, when someone searches for “best places to eat near me,” AI might highlight not just blogs or articles but also My Business profiles of the top spots to visit. You want your listings to look sharp and show up in these snippets whenever possible.
User-Generated-Content: Your Secret Sauce
User-generated-content (UGC) refers to photos, reviews, videos, social media posts, and any real-life experiences travelers share about your destination. Google’s AI Overviews love this type of content because it’s real, authentic, and it builds trust.
A great place to start is to start encouraging your visitors to share their experiences and showcase those on your website and social media profiles. The more genuine, the better; and the more genuine and authentic this content is, the more likely you are to show up in AI Overviews.
You’ll also want to monitor review platforms like the previously mentioned Google My Business, TripAdvisor, and Yelp. Since AI often pulls info from reviews to create those answers, a solid online reputation can make or break your visibility.
Don’t forget to track engagement with your reviews on Google My Business and social media comments and content too – these all influence AI’s trust in your destination.
5 Easy Ways DMOs Can Crush It In the AI Overview Game:
Here’s a quick rundown of what you can do right now to adapt to AI Overviews to keep your rankings strong:
- Encourage local businesses to ask for reviews from locals and travelers alike (and respond!): Encourage local destinations to request reviews on platforms like Google or TripAdvisor. Ask visitors to leave thoughtful reviews, and have a plan to respond to each one (especially the negative ones). AI is likely to use those reviews in its responses, so make sure they reflect your destination in the best light.
- Run local surveys: Conduct surveys on the best places to visit, eat, or stay in your destination, then publish that data on your website and social media. AI loves unique data points!
- Add quotes to your content from trusted sources: Boost your credibility by adding expert quotes or testimonials to your content. AI Overviews on Google prioritize trustworthy content, and quotes help you stand out as an expert.
- Optimize your content for user intent: Be direct. Answer peoples questions clearly and concisely, and make your content easy to digest. AI thrives on straightforward, no-nonsense answers.
- Get setup on Google My Business: This is a big one, make sure everything is up to date (and accurate) because AI will pull information from these listings.
Final thoughts: Don’t panic, Adapt!
Change can be scary, especially when AI comes in and flips the script on SEO. But the good news is, it’s not the end of the world – just the beginning of a new chapter in search behavior. If you focus on building trust, crafting authoritative content, and optimizing your marketing approach for conversational search, you’ll keep your destination in the spotlight.
At the end of the day, you’re not alone in this-every destination is feeling the same pressure. Remember to take deep breaths, embrace the new normal, and let those AI Overviews on Google work for you, not against you.
Looking for extra support? We’ve got you – our team of SEO experts are ready and willing to help you take your destination marketing to the next level.
In the meantime, stay strong on your SEO game!
