The introduction of AI Overviews and AI Mode in Google search, and the rise of answer engines such as Chat GPT and Perplexity have changed organic search significantly.
Here’s a summary of the changes we are seeing and why Brand advertising is now part of your SEO (Search Everywhere Optimisation) toolkit.
Search is not a zero-sum game
When Chat GPT, Google’s Gemini and other Answer Engines were introduced, there was speculation that they would ‘steal’ traffic from Google search. This hasn’t happened, and we are seeing that AI is expanding the volume of searches overall. Search is not a zero-sum game after all.
Search impressions are up, and clicks to site are down
Google search is now more powerful than ever. With the introduction of AI Overviews and AI Mode we can ask Google complex questions and receive detailed answers with source material references. Once we receive an initial answer, we can ask further questions to explore an issue fully in the Google interface. This is resulting in more searches, greater volumes of impressions but far fewer generic, informational search clicks to websites. This means many sites are seeing a significant reduction in their traffic.
To some this trend might be worrying at first, but what many websites are seeing is that those users that do click through to their site are much more likely to convert as they have already done all of their research in Google or Chat GPT and are now ready to buy or get in touch to discuss their needs.
How do you ensure your content is used to generate AI Overviews?
Organic search ranking positions are driving AI Overview citations. This graph from getSTAT and Moz shows that Google is pulling 88% of AI Overview citations from the top 10 Organic rankings, making it vital that brands continue to push for higher rankings to maintain brand visibility. Rather than being old-hat, SEO investment is now more important than ever if you are not to disappear from search answers.
The rise of Brand
Organic search success is now becoming brand orientated. In order to earn the clicks to site that are available Brands need great Brand Authority as it now has a stronger correlation with high rankings than Domain Authority.
Brand Authority is a term created by Moz and not officially recognised by Google but is a good way of quantifying the number and relevance of mentions for a brand.
Search Engine Optimisers have considered Domain Authority (another Moz invention to reflect the number of back links and relevance of a site) more important that Brand Authority, but we see the tide turning. ?Sites with higher Brand Authority are more likely to appear in the top 10 citations for a relevant search than sites with higher Domain Authority.
Therefore, the value of back links is continuing to diminish, but the importance of mentions of your brand in relevant places around the web, is increasing.
Brand is your promise to current and future customers
A brand is more than just marketing or logos; it’s the promise you make to your customers, both now and in the future. Branding campaigns show people what your brand stands for, but the real value comes from how well you deliver on that promise through customer experiences. That’s why brand mentions from others are so powerful; they act as trusted endorsements. But be careful: AI tools are very good at finding inconsistencies, like old reviews that reveal moments when your brand didn’t live up to its promise.
Consequently, SEO (or AEO, or whatever you are calling it) now depends more than ever on relevant, well organised content providing real insight and value, great Brand recall. Investing in your Brand is now more important than ever for digital success.
If you would like us to help you improve your AEO, please, get in touch.
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| Author | James Gardner |
| Channel | SEM |