GEO and the Rise of AI Overviews

Generative Engine Optimisation (GEO) is an “upgrade” to Search Engine Optimisation (SEO), where we optimise websites and content for appearance in the new AI Overviews.

For a quick run-down, here’s an overview of what we’ll be talking about in this post:

• AI Overviews: Originally introduced as Google’s Search Generative Experience (SGE), these provide direct answers to queries, reducing the need for clicks.
• Impact on Clicks: The rise of AI Overviews has contributed to “zero click searches”, where users find information without visiting websites, leading to a decline in organic CTR.
• Adapting Strategies: Businesses must embrace Generative Engine Optimisation (GEO) to improve visibility:
  • Focus on Quality Content: Create well-researched, engaging content that answers user questions.
  • Use Natural Language: Align content with conversational queries and brand voice.
  • Leverage E-E-A-T: Ensure expertise, experience, authority, and trustworthiness in all content.
  • Monitor AI Overview Trends: Stay updated on which keywords trigger AI Overviews and optimise accordingly.
• Brand Awareness: Even with zero clicks, appearing in AI Overviews can enhance brand visibility and authority.

If your business needs GEO and SEO to get to visibility and leads in the search engine results pages, then call us on 01276 402 381 to discuss your digital marketing with our friendly team of experts,

SGE, GEO, and the Rise of AI Overviews

Google announced Search Generative Experience (SGE) at its keynote I/O event back in May 2024. 

SGE was a big leap forward in how search results were displayed with the moniker “Let Google do the searching for you”. In essence, where, 25 years ago, we searched and were presented with a list of 10 items, the search engine results pages (SERPs) have evolved since then to show images, news, videos, shopping, and local results. SGE was a further advance with Google planning to show AI-organised results.

Initially the Search Generative Experience was rolled out only to a limited audience in the US. But since then, it has both appeared in UK search results pages and has a new name – AI Overviews.

What Are AI Overviews?

As mentioned, search used to be just “lists of ten items”. Oh, how that has changed over two decades. We’ve seen so many different types of results pages, from the “local pack” showing a map and the top 3 businesses, to important public messaging being segued into results during the COVID period.

Now, we have another type of result – the AI Overview. Let’s take a look at an example:

Every so often there’s a news story, particularly in the education sector, where STEM is mentioned. If you don’t know what that is, you can Google it. Here’s the result for our search on STEM and it’s an AI Overview…

We’ve asked the direct question “What is STEM” and Google has generated an AI-powered overview, in effect, directly answering our question. They’ve even handily highlighted the specific aspect that it is “anacronym for science, technology, engineering, and mathematics.” All clever stuff.

Additionally, there’s an icon to help expand the result, more related definitions, such as what it is, what it’s used for, and why it’s important.

To the right of the main results pane are a number of sources. If you only wanted to know what STEM stood for, then you have a direct answer. If you want to know more then you can explore.

What Do AI Overviews Mean for My Business’ Website?

Great question. We get asked that regularly. The intent behind that search “What is STEM?” was for information. Google has helpfully provided that information. As they stated in I/O 2024, “let Google do the searching for you”.

However, where once your business conducted search engine optimisation (SEO) to reach the number one place in the search results, you’ve had to contend with PPC ads above your listing, then featured snippets, and now AI Overview results. Your hard-earned, business-boosting number one organic placement has probably been pushed further down the page. Where once the site with the link in the top line received 40% of clicks, that has reduced to below 30%.

Of course, user intent, search intent, and the type of SERP feature that the search engine believes will fulfil your query all impact on Click Through Rate (CTR). In some cases, users no longer need to click through, as per our example above. Just like featured snippets, AI Overviews provide a comprehensive answer in the result. There’s a good chance you may not need to search any further. These are the “zero click searches” that website publishers want to avoid.

The Impact of Zero Click Searches

Dwindling clicks were happening prior to 2019 as the SERPs constantly evolved. But around 2019 the term “zero click searches” was coined after the milestone was reached where as much as 50% of searches resulted in no click through at all.

Zero clicks searches, as a result of featured snippets, direct answer boxes, knowledge panels, and other SERP features, were more prominent for results in the top positions. And on mobile, there was an even greater impact.

Losing visibility in the search results and seeing reducing clicks, especially for hard-won positions was yet another new challenge for SEO experts and business website owners alike.

What Do We Do About AI Overviews?

As we’ve discussed, the nature of search has continually evolved from those ten text links, to sophisticated results generated on the fly. Just as we’ve all had to adapt to new SERP features, so we have to do so yet again with new digital strategies.

When Pay Per Click was first introduced, we had to learn to use Overture and Google AdWords (Now Google Ads).

The “local pack” with a map, pins, and three top local results, made companies start taking the aspects of local SEO more seriously.

It was the same with video search results, news articles, job listings, cinema times, and ecommerce products – business owners, websites, and digital agencies all evolved their strategies to meet the changing demands of users and search.

AI Overviews are no different. They’re similar to featured snippets. What we do now is what has been called Generative Engine Optimisation or GEO.

Neo GEO: Generative Engine Optimisation

Of course, AI Overviews will probably evolve further, they’re only new this year and the SERPs change regularly. Also, every search has different intent, so results could be different every time and even maybe personalised depending on previous and related searches. Whilst screen-grabbing our STEM result above, we searched a second time but with a question mark after our query, just to be more accurate in what we displayed for our readers – even that one simple query mark changed the AI-generated result, albeit modestly.

So, back to the question – what do companies have to do to contend with the new AI Overviews?

1. Acceptance: We all need to accept the fact that this is the current nature of search. AI Overviews account for a certain percentage of queries, and this has changed since their launch. Depending on which sources you get your data from, they may have once accounted for over 80% of results when they first launched, to around 40%, and now estimates vary from 7% to 15% of all results.
2. Not all results are AI generated: This means that we still have the opportunity to get our websites noticed and generate leads from the other result types.
3. Getting into AI Overviews: Of course, if informational, question, and top-of-funnel keywords are the most likely to have AI-generated results, then that’s where your focus should go. Use your data analysis to sift through your content and improve the quality of your website to ensure that it is good enough to be considered for top ranking, and even more so, to be a top resource for an AI Overview.
4. Quality Content: Reiterating the above point, always ensure that you produce quality content for your audience. Ensure that your content is well-researched, informative, and engaging. We like to make sure that what we provide, for ourselves, and for our clients, is as comprehensive as possible. Of course, we don’t need to write “War and Peace” when something shorter and clearer will suffice.
5. Natural Language: We cannot stress in enough terms the importance of natural language in your website. Whilst AI-generated content is now OK in the eyes of the search engines, “keeping it real” is crucial. Too many times we’ve seen articles start with the phrase “In today’s digital landscape…” when, if that’s not your language, don’t use it! Inject your own brand’s personality into everything you do, and you’ll match conversational, long-tail queries and be a better result for voice search.
6. Remember E-E-A-T: Alongside quality content, always remember to embed your expertise, experience, authority, and trustworthiness into everything you do. That extends beyond content and into the real world too.
7. Brand: We’ve said that you should encapsulate brand when using natural language, bit do stick to that. With your business plan and your marketing strategy in mind, every digital asset you produce is an ambassador for your brand. Make sure you stick to the program and, even if you do “only” get a mention in a featured snippet, or AI Overview, and get “zero click results” your brand awareness is still front and centre. Appearing repeatedly for knowledge, or professional opinion will also help you stay on top of the results.

Clever Marketing’s Human Overview

Of course, there’s a lot to consider when optimising for the search engines and now the generative engines (GEO), but that’s where Clever Marketing is worth its weight in gold. With our holistic approach to all things digital, we can help your business appear in search, generative results, and across other channels too.

If you need SEO, the new GEO, quality content or a website redesign, speak with our experts now and secure our services before your competitor does.

Call us on 01276 402 381 or complete the contact form.