How AI is changing SEO - A look back at 2024 in to the introduction of AI Overviews

2024 made waves in digital world with AI overviews, particularly in how we optimise for search engines. We saw more and more examples of how AI overviews have transformed the way people interact with search results, reshaping digital strategy approaches to SEO.

Understanding AI Overviews

So what are AI overviews exactly?


When searching online, you'll notice comprehensive AI-generated summaries appearing at the top of results. These systems (officially called Search Generative Experience) gather information from multiple sources to provide thorough answers.

The key trends we saw in 2024

As artificial intelligence continues to reshape the digital landscape, AI overviews have emerged as a significant change in search engine results. These AI-generated summaries offer concise and informative answers to user queries, often pulling information from multiple sources. Let's delve into the key trends if AI overviews that we saw in 2024.

More Frequent and Longer Responses


These AI summaries are appearing more often, particularly for specific, detailed searches. They're becoming more comprehensive, offering deeper information than before.

Prominent in Certain Areas


We're seen areas like relationship advice consistently triggers these AI overviews, like the lengthy example below providing signs of cheating. They're also appearing more in areas like legal advice, health information, tech, and financial guidance. This shows Google's increasing confidence in AI handling important and complextopics.

Source Selection and Attribution


These overviews are selective about their sources. They have been favouring established websites with solid authority and strong organic rankings. Google now includes direct links within these summaries, making it straightforward, and users can locate the original sources.

Impact on Traditional Organic Search


While AI overviews can boost visibility, they may affect traditional search rankings. Consider optimising for both traditional search and these new AI summaries.

Effective Strategies for the AI Era

As search engines embrace AI technology, optimising your digital presence requires a fresh approach. These strategies help you adapt to AI-powered search while maintaining strong organic visibility.

Create Quality Content

  • Write comprehensive, valuable content that answers user queries, not just any fluff without context
  • Structure it with clear headings and visuals for better readability
  • Optimise for voice search - its use continues to grow
  • Add your own personal experiences

Build Strong Backlinks

  • Focus on acquiring links from authoritative websites
  • Prioritise quality over quantity - ensure backlinks are relevant
  • Develop relationships with respected sites in your field

Optimise for Featured Snippets

  • These snippets can often feed into AI overviews
  • Structure content to provide clear answers
  • Use relevant keywords naturally throughout, don't just stuff them in just because

Implement Smart Data Structure

  • Use schema markup to help search engines understand your content
  • Ensure technical SEO fundamentals are covered
  • Maintain a clear site structure

Monitor and Adapt

  • Stay current with AI trends and their SEO impact
  • Use analytics tools to track performance in AI Overviews
  • Adjust strategy when needed

Advanced Optimisation Techniques

While basic SEO practices remain valuable, AI search demands a more sophisticated approach. These advanced techniques help you align your content with AI algorithms while delivering meaningful value to your audience.

Understanding User Intent

  • Research what your audience is searching for
  • Create content matching search intent across the buyer's journey
  • Use data to inform content strategy

Technical Optimisation

  • Ensure fast loading times and mobile optimisation
  • Make content accessible to users and search engines
  • Maintain clear site architecture

Content Distribution

  • Share content across multiple channels
  • Engage with your audience on relevant platforms
  • Build a social media presence to support SEO efforts

Looking Forward


As AI technology evolves, we can expect more sophisticated search experiences. Success depends on flexibility and adaptability. Understanding AI Overviews and implementing solid SEO strategies will help position you well in this new digital landscape.

How to measure AI overview success

You can monitor some of the below to see how your AI overview optimisation efforts are going:

  • Visibility in AI overviews
  • Traditional search rankings
  • User engagement metrics
  • Conversion rates
  • Overall organic traffic

While AI is transforming search, the foundations of effective SEO remain steady - providing value to your audience and ensuring content accessibility for both humans and search engines.

Have you noticed AI overviews affecting your website's performance? Let us know in the comments, and ask us how we can assist you with featuring in AI searches.

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