October 10, 2024
Google is always changing and optimizing the way we find. With Google AI Overviews, Google is trying to change not only the SERP, but also the way users search. We have found out what this means for users, the impact on the SERP and the consequences for SEO.
Search and you shall find
Seek and you shall find, that is of course a well-known saying. This is of course also very common in the world of search engines. While many people classify both as SEO and search engine use, there is indeed a difference between the two. It's so simple: you type (or speak) your search query into Google and Google returns the most relevant results. Depending on your search, what Google presents you will differ, but Google will always give you the most relevant results for what you are looking for.
Introducing AI Overviews
At the annual Google I/O conference, Google Search CEO Liz Reid introduced AI Overviews. With AI Overviews the saying remains the same: you search, you find, you go. But the way these 3 steps work will completely change with AI Overviews.
How does it work? Using Google in 2025
With Google AI Overviews, powered by the technology of generative AI from Google Gemeni, it is possible to ask more complex and layered questions. Where you previously searched for 'restaurant Amsterdam center', you can now search more specifically, such as: 'restaurant in Amsterdam, a 10-minute walk from the central station where they have both pizza and crème brûlée on the menu'.
The chance that users will immediately start using complicated queries is not that great, because that is a lot of typing. It is therefore expected that Google will increasingly respond to Voice Search with this development. This way you can tell an extensive query to Google, close with a question and Google will give you the appropriate answer.
Finding stuff in Google with AI Overviews
Not only does ‘searching’ in Google change with AI Overviews, the process of 'finding' also changes. Just like in Google Labs' Search Generative Experience (SGE), the SERP will get a small makeover, with generative AI playing a bigger role.
AI Overviews will not appear for all search terms. Our expectation is that this will especially be the case with informative search terms and more complex search terms.
Criticism of AI Overviews
While Google AI Overviews has received a lot of praise, there has also been criticism of how it works. One of the examples of criticism concerned the so-called "data voids," where searches without good content still provided an AI Overview. An example of this is the question "How many stones should I eat?", to which a satirical article appeared in response.
Algorithm updates van Google
Google continues to work on improvements for these types of cases. The company does not manually adjust the AI Overviews, but incorporates them into daily updates and into larger algorithm updates that help with a wide range of searches, including new and unusual terms.
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AI Overviews in Europe
The AI Overviews are already being rolled out in the United States, after which 'many countries' will follow. However, it is not expected that European countries will be part of this. Due to (strict) European legislation regarding privacy, there is a good chance of lawsuits and other legal hassles if Google were to roll out AI Overviews in Europe at this time. We will therefore have to wait a little longer until we actually see this feature at work in Europe.
Impact on SEO
According to Google, AI Overviews will have a higher CTR than regular search results. However, the click data will not be shared in Google Search Console (GSC). Although AI Overviews views and clicks are included in the GSC reporting, Google will not disaggregate this data between traditional search results and AI Overviews. As a result, site owners cannot specifically see whether their site has been viewed or clicked through AI Overviews.
No Click searches and organic website traffic
It is likely that informational queries will become no-click searches, meaning users will find the information they want directly in the SERP without clicking through to external websites. This may result in a reduction in traffic to external sites. AI Overviews will primarily appear on searches that do not negatively impact Google's ad performance and revenue.
The traffic that comes to websites via Google will be of better quality and more conversion-oriented. High-quality content and a strong link profile therefore remain essential to distinguish yourself and remain successful in the changing search environment.
SEO remains the same (for now)
Will anything change for SEO’s and our working methods? There is no immediate reason for this at the moment. The main thing remains that in order to rank well, you must meet the following requirements, including:
- A technically strong website
- Helpful and high-quality content that shows why you are the expert in a field
- Authority built through strong, relevant links
That the usual best practices are maintained is evident from the fact that AI Overviews often uses content from the best ranking pages for a search term. In addition, AI Overviews also presents the best-ranking websites as sources.
A shift can be expected around informative terms and a focus on commercial search terms. It is expected that SEO’s will focus more on this in their strategies in the long term, as this is where the most can be achieved in terms of traffic, conversions and of course website turnover.
Conclusion
The introduction of Google AI Overviews marks a significant change in the way users search and find in Google. While these changes may pose challenges for SEO specialists, they also provide new opportunities to attract high-quality, conversion-oriented traffic.
Nothing will change in terms of SEO strategy: it remains important to have a technically strong website and to focus on quality content and relevant links. By taking this approach, we and our customers will continue to grow with changing search trends and remain successful in the future.
SEO specialist
Guido Stoop is the Team Lead for SEO & Content at Seeders Zwolle. With a strong background in digital marketing and a passion for helping businesses grow online, Guido leads a team of experts to develop effective strategies for improving search engine rankings and creating engaging content. With a keen eye for detail and a commitment to delivering results, Guido is dedicated to helping clients achieve their online marketing goals.
