The landscape of Google Search is constantly evolving, and, as of May 14th, AI Overviews have been available to all US-based searchers in Google Search. This new feature promises to change the way we find information online. AI Overviews will also be launching in more countries soon and be available to more than a billion users by the end of the year.
So, let’s explore what AI Overviews are, how they are affecting and might affect search results, and why they matter.
What are AI Overviews?
AI Overviews, formally known as Search Generative Experience when introduced May 2023, gives answers to queries using generative AI technology powered by Google Gemini. The system provides snippets of an answer based on how it understands the queries and the content across the web.
Limited Queries
AI Overviews are reserved to answer more complex questions where Google feels it can add value beyond the search results. If AI Overview doesn’t add value to what Google Search shows by default, Google will not show an AI Overview.
Hema Budaraju, the Senior Director of Product, Search Generative Experience, Google, told us that the click through rate on the AI Overview link cards are higher than the click through rate on normal web results, like with featured snippets. According to analysis, AI Overviews are 195% more likely to appear when queries have a featured snippet. Question-based queries are also more likely to feature AI Overviews.
Google AI Overviews Visibility Drops
While AI Overviews are exciting, there have been concerns about their potential impact on traditional search results. According to a new analysis, Google’s AI Overviews now appear less than 15% of the time after having appeared on 84% of queries at one time.
AI Overview Errors
It’s important to acknowledge that AI Overviews are a new technology, and like any new system, they’re not perfect. There have been instances of AI Overviews generating inaccurate or misleading information, like when AI Overviews advised to drink urine to pass a kidney stone. This response was removed within 24 hours. Google is working on improving the accuracy of these summaries, but it’s important to be aware of its errors before navigating search results.
A user can report inaccurate and harmful AI Overviews by clicking on the three dots at the top. Just as featured snippets improved over time, AI Overviews results are likely to display fewer inaccuracies over time.
AI Overviews by industry
How AI Overviews impact different industries is continuously evolving. So far, Google’s AI Overviews appear the most in Healthcare (63%), which is down from 76% in January. Much less, AI Overviews appear less than 1% of the time in Restaurants (down from 36%) and Travel (down from 30%).
Why We Care
AI Overviews mark a significant shift in Google Search, and thanks to AI Overviews, people are clicking on a larger range of websites. As marketers and content creators, we need to understand how this new feature functions and adapt our strategies to ensure our content remains discoverable.
Whether it’s optimizing for AI Overviews or focusing on user experiences, staying informed is crucial.
