In an era where AI technology is rapidly transforming the digital world, Google has introduced a new feature called AI Overview (AIO), which is having a significant impact on the SEO industry. This feature not only changes how search results are displayed but also changes how we need to strategize for SEO in the future. This SEO AIO article will guide you to understand the expansion of AI Overview and how you can adapt to this change.
What is AI Overview and Why is it Important for SEO?
AI Overview or AIO is a feature developed by Google to present summary information generated by AI in the search results page. Instead of just displaying links to websites as in the past, Google will display a summary of information covering content from multiple sources in an easy-to-understand format and directly answering user questions.
The importance of AIO for SEO is immense because when Google displays summaries in the search results page, users may not need to click on any websites at all. This could result in a decrease in website traffic (organic traffic). Marketers and website owners therefore need to adjust their SEO strategies to align with this change.
The Expansion of AI Overview in Various Categories
On April 25th, Google expanded the use of AI Overview to cover search queries in entertainment, tourism, insurance, B2B technology, and education categories. Let’s take a look at the details of the expansion in each category.
Entertainment Category: The Highest Growth
The entertainment category has seen the highest growth of AIO, approximately 175%. Over 76.34% of new search queries covered are about the history of movies featuring actors, such as the complete filmography of a particular actor or movies that the actor has starred in.
Google’s focus on this category may be because this type of data has a clear structure and is easy to collect and present in the form of AI Overview. Also, these types of questions require accurate and complete information, which AI can summarize better than users having to read information from multiple websites.
Tourism Category: Growth of Location-Specific Search Queries
Search queries related to specific geographic tourism have grown by approximately 108% of AIO, especially search queries about activities at specific tourist destinations during a specified time, such as “interesting activities in Chiang Mai in December” or “popular restaurants in Phuket for families”.
These types of searches are complex and difficult to get accurate results from general organic search. Google’s use of AIO in this case shows that they are trying to improve the user experience in planning trips. Tourism Marketing
B2B Technology Category: Continuous Growth
The B2B technology category has seen an AIO growth of approximately 7%, particularly for search queries related to technical usage for containerization systems (such as Docker) and data management technologies. Google has also expanded the use of AIO to answer questions about specific coding challenges.
This data shows that Google is increasing coverage in how-to search queries to help users understand new technologies, services, and products that are emerging every month.
Insurance Category: Expansion Indicating Broader Intent Focus
The insurance category has seen an AIO growth similar to the B2B technology category, at approximately 8%. The expansion in this category and the B2B technology category is particularly interesting because it shows that content publishers should not rely solely on keyword search results but should focus on increasing awareness among audiences interested in these topics.
Doing so may help create external signals of relevance that Google may be looking for when understanding which websites have expertise and credibility in a topic.
Education Category: Growth Focused on Online Learning
The education category has seen an AIO growth of approximately 5%, with nearly 32% of this growth coming from keywords related to online learning, specifically specialized educational programs and professional certifications in new and growing fields. Education Marketing
This data shows that Google is trying to improve the way information about online educational opportunities is presented, consistent with the growth of the e-learning industry over the years.
Specific Patterns of AIO in Each Sector Require Customized SEO Strategies
According to data published by BrightEdge, “industry-specific expansion rates directly impact visibility potential. Intent patterns are highly specific to each vertical—success requires understanding the specific query types receiving AI Overviews in your industry, not just high-volume keywords. Google is creating different AI Overview patterns for each sector.”
Jim Yu, CEO of BrightEdge, noted, “The data is clear: Google is reshaping search results with AI-powered results in a very granular way across industries. What works in one industry may not work in another.”
SEO AIO Strategies to Cope with the Change
As AI Overview is rapidly changing the landscape of SEO, marketers and website owners need to adjust their strategies to cope with this change. Here are some recommendations for adjusting your SEO AIO strategy:
-
Understand AIO Patterns in Your Industry: Study how Google is using AI Overview with search queries in your industry and align your content strategy with those patterns.
-
Don’t Rely Solely on High-Volume Keywords: Instead of focusing solely on high-volume keywords, consider creating content that is comprehensive and in-depth on the topics you specialize in.
-
Build Credibility and Expertise: Google wants to display reliable information in AI Overview, so building credibility and expertise in your industry is important.
-
Adapt Content Formats to AIO: Create content that is clearly structured, answers questions directly, and provides complete information in an easy-to-understand format.
-
Focus on Building Brand Awareness: As organic traffic may decrease due to AIO, building brand awareness becomes even more important so that users remember and search for your brand directly. SEO Thailand
Key Takeaways from the Expansion of AI Overview
From all the information mentioned above, we can conclude the following:
-
The Entertainment Category Has the Highest Growth of AIO: Specifically, movie history featuring actors accounts for 76% of the growth in this category, and there is an overall growth of approximately 175%.
-
AIO Coverage in the Tourism Category Grows for Location-Specific Search Queries: Search queries about geographic locations and specific times have grown by approximately 108%, and AIO is appearing more frequently for complex trip planning search queries.
-
AIO Expansion in the B2B Technology Category Continues: Growth of approximately 7%, with increased coverage in technical how-to search queries. Google seems to be targeting how-to search queries in the rapidly growing technology sector.
-
Expansion in the Insurance Category Indicates a Broader Intent Focus: Topics covered by AIO in the insurance category have increased by approximately 8%.
-
Growth in the Education Category is Focused on Online Learning: Increased by 5% overall, with nearly one-third of new AIO coverage related to online programs and professional certifications in growing fields.
Conclusion
AI Overview is changing the way Google displays search results and is significantly impacting traditional SEO strategies. The expansion of AIO in various categories shows that Google is continuously improving search experiences with AI.
For marketers and website owners, understanding AIO patterns in your industry and aligning your SEO strategies with this change is essential. It’s not just about focusing on high-volume keywords, but about building credibility, expertise, and brand awareness among your target audience.
A good SEO AIO strategy will help you cope with this change and continue to reach your target audience effectively, even as search methods and display formats change. Success in the AI era depends on the ability to adapt and understand in which direction Google is developing its search platform.
