Navigating the New Search Landscape

The impact of Google’s AI Overviews on organic search traffic

NAPCO webinar speaker headshots

AI has altered the SEO landscape, but it hasn’t rendered it obsolete. It’s simply evolving. 

While overall traffic has dipped due to the proliferation of SERP features like AI Overviews, search from Google referrals has actually increased by 8%, based on a Parse.ly network analysis. 

Further, we’re finding that the busiest sites are insulating themselves against changing search algorithms by adopting new strategies, such as diversifying their marketing channels while focusing on producing trustworthy, high-quality content. 

Navigating the Impact of Google’s AI Overviews on Organic Search Traffic, a recent webinar hosted by Brand United and Parse.ly, examined how Google’s AI advancements are reshaping how marketers and publishers approach SEO. 

“Your marketing objectives do not [necessarily] align with Google’s business model.”

Andy Crestodina, Co-founder and CMO, Orbit Media

Understanding Google’s AI Overviews

Google’s AI Overviews are part of a broader trend where search engines are increasingly using artificial intelligence to enhance the user experience. They aim to provide users with quick, concise answers to their queries directly on the search results page, reducing the need to click through to individual websites. 

While this may improve the user experience, it poses challenges for marketers and media publishers who rely on organic search traffic. 

Google’s AI Overviews are AI-generated summaries that appear in some search queries, marking a significant shift towards more non-deterministic search results. This means that the results can vary each time the same query is made, further impacting organic search traffic. 

This strategy helps Google retain users on their platform but conflicts with the interests of website owners who rely on organic search traffic for visibility and revenue.

The impact on Google referral traffic

With AI Overviews providing immediate answers, users are less likely to visit websites, often leading to a decline in organic search traffic. This trend isn’t entirely new: It builds on the existing proliferation of SERP features like featured snippets, knowledge panels, and video carousels, which can push organic listings further down the page.

Diving deep into the organic search landscape, Parse.ly analyzed 20 months of data from thousands of sites to understand the impact of AI Overviews becoming more prevalent in Google searches.

Shannon Smith, a data scientist at Automattic (WordPress VIP and Parse.ly’s parent organization), noted that while overall web traffic has declined, the busiest sites have managed to keep their Google referral traffic steady. “This suggests they’re somehow insulating themselves [from the impact of AI Overviews],” she says.

“When it comes to traditional news media, we’re also seeing them rely on Google a little bit less and have a more diversified set of referrers. That’s a good sign because it means that Google isn’t the only factor at play.”

Shannon Smith, Data Scientist, Growth Analytics, Automattic

Strategies to adapt to the new landscape

To thrive in this new environment, marketers and publishers need to rethink their content and SEO strategies. Here are actionable insights suggested by the webinar panelists. 

Focus on bottom-of-funnel keywords

While top-of-funnel content may see reduced visibility, bottom-of-funnel keywords that indicate strong purchase intent remain valuable. 

These keywords often lead to higher conversion rates as they attract users who are ready to make a decision.

“I love ultra-low search volume, high-intent keywords. That’s where my audience is, my next possible buyers. I’d rather have five visitors who searched for [something specific] than 10,000 visitors who searched for, oh, ‘How to set up GFR explorations.’”

Andy Crestodina, Co-founder and CMO, Orbit Media

Enhance content for AI readability

Crafting content that is easily digestible by AI can increase the chances of your brand being recommended. 

This involves creating clear, concise summaries of your offerings and ensuring that key information is easily accessible. That includes publishing your value proposition in simple, direct language.

Get AI to recommend your brand

Cover your brand bases by writing for many websites, confirming your presence in directories and IYPs (Internet Yellow Pages), and staying active in digital communities in your industry. 

Train AI by creating a variety of content types, including news releases, videos, and podcasts with full transcripts. 

Make sure AI can crawl your website by following search best practices. That includes optimizing your website structure by submitting a sitemap to search engines, effectively using internal links, and managing your robots.txt file to specify which pages should be crawled.

Leverage influencer collaborations

Building relationships with influencers can help amplify your brand’s reach, such as collaborating on new research (which further helps AI recommend your brand). 

Influencers provide credibility and introduce your brand to new audiences, which is particularly valuable in an era where traditional SEO tactics are less effective.

Diversify your marketing channels

Relying solely on organic search traffic is no longer viable. 

To insulate websites from SEO changes and AI Overviews, marketers should build direct connections with audiences by exploring other channels like email marketing and paid advertising while focusing on website centricity.

The latter includes adding “trust data” to websites, such as testimonials, reviews, and even something as basic and old school as years in business.

“The sources that are the most trustworthy are going to stand out. They’re going drive traffic on their own in ways that fly-by-night operations can’t.”

Michael Khalili, Director of Product Marketing, WordPress VIP

Invest in relationship-based marketing

Building direct relationships with your audience through webinars, podcasts, and events can reduce dependency on search engines. 

These approaches can not only foster loyalty but also provide valuable insights into customer preferences.

Dive into the resources that inspired this post

As AI technology continues to evolve and integrate, marketers and publishers must remain agile and open to experimentation, adopting strategies that align with the changing AI-driven digital landscape.

We now invite you to: