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Written by: Benjamin Paine
Managing Director at Digital Nomads HQ
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AI Overviews Australia: Google’s New Feature Explained
We’re not overexaggerating when we say Google’s (recent) advancements in Artificial Intelligence (AI) have forever reshaped the user experience, SEO, and organic traffic. This was made even more obvious when Bing launched their version of Google search AI Overviews.
What we’ve learned: To stay ahead of the AI curve, we have to constantly adapt our SEO strategies to fit into what Google (and other search engines) envision their search experience to be like.
What Are AI Overviews?
AI Overviews have arrived in Australia and we can expect this to bring major changes for both users searching in Google and businesses managing their SEO.
Firstly, we need to start with a PSA: AI Overviews were previously known as SGE (Search Generative Experience). So, if you’re thinking “AI Overviews sound a lot like Google SGE”, that’s why.
If you’re new to SGE/ AI Overviews, the short version is that Google AI Overviews leverages a suite of machine learning and AI technologies developed by Google to improve users’ search experience. This is done by Google’s AI’s ability to analyse and interpret data.
So, what does Google’s AI Overviews Australia launch blog tell us?
The broad overview would be that your Google searches may pull through a snapshot of a topic or question which provides key information and – crucially – links.
This is likely a response to ChatGPT and other AI platforms offering immediate, straightforward answers to questions and requests for information.
Besides all of this, the newest, hottest update shows us that the change in what we expect from Google AI Overviews won’t stop any time soon.
For example, besides Australia, Google just launched AI Overviews in more than 100 countries, and they’ve also expanded their language-specific results to include Hindi, Indonesian, Japanese, Portuguese, and Spanish (besides English).
Google’s primary objective is always to give users what they want and need as quickly and easily as possible. This means removing obstacles, which is what AI Overviews do, offering condensed and refined information from reliable expert sources.
This is proven by the fact that Google is specifically targeting questions that might require multiple searches in order to find answers with AI Overviews that should provide the answers they’re looking for in one place.
That means questions like “How can my business rank higher on Google?” will be targeted as a priority.
As Google themselves put it, AI Overviews are all about “helping people discover content from publishers, businesses and creators.” They’re putting a lot of emphasis on helping users go deeper into complex topics by removing the obstacle of multiple searches and scattered information.
What’s Happened in America So Far?
AI Overviews might be brand-new in Australia, but this was rolled out in America in May 2024.
This could be pretty helpful for us with AI Overviews Australia as the earlier American rollout gives us a chance to look at what’s happened so far in America: how it’s impacted businesses, the changes in SEO and organic traffic, how this is shifting user behaviour and the pros and cons.
User behaviour
AI Overviews have already started prompting users to start asking longer questions, much like they would if searching in ChatGPT, Gemini, etc.
Since we believe this is likely a response to those AI platforms where users can write hyper-specific prompts and gain clear, concise information, this shift in user behaviour suggests that Google AI Overviews have been successful so far.
Google has already noted that they’ve seen much stronger engagement from younger people (specifically those aged 18-24) with AI Overviews.
Impact on Businesses
Straight off the bat, we were seeing expectations and predictions in articles like this from WebFX claiming that sites could see organic traffic decrease by up to 60%. Naturally, this will fluctuate wildly across industries, businesses and websites. But the truth is that this will decrease organic visibility in general, which will undoubtedly have the knock-on effect of decreasing organic traffic.
Recommended Listen: Important SEO Metrics & AI Overviews
Pros
Realistically, Google AI Overviews are designed to help users, not businesses. That’s why the pros are user-heavy, like improved search experience thanks to faster answers, summaries of complex topics, and even (very impressively) answers to predicted follow-up questions.
However, a business can use AI Overviews to their advantage too: gaining additional insights into search intent and capitalising on the major opportunities of appearing in the Google AI Overview.
Sure, a lot of websites might see decreased organic traffic (essentially leading to zero-clicks), but having brand authority as a subject-matter expert could lead to being included in AI Overviews and significant increases in organic traffic as a result. In all essence, Google will favour you if you’re hyper-foucs on optimising for the search experience (SXO)
Cons
Unfortunately, it’s the businesses who aren’t making the inner-sanctum of Google AI Overviews who will see the biggest drawbacks (drastic decreases in visibility, traffic and all-round SEO performance). On the user front, it can be argued that the AI Overviews may sometimes include inaccurate or biased information from untrustworthy sources, although Google is no doubt continually working to ensure this happens less and less.
What Should We Anticipate in Australia?
AI Overviews Keep Changing
With AI Overviews Australia, the first thing to bear in mind is that Google is still making improvements and changes based on user feedback (and will continue to do so over time), so what we’re seeing in Australia right now will keep evolving. In fact, Google has already taken action to make links more prominent, with a focus on linking to “relevant websites” and “sites of interest to them (users).”
And, as we’ve mentioned,
AI Overviews already made changes regarding the addition of multiple new languages, targeting new countries, and refinement of false or seemingly biased results.
What Can We Learn from American AI Overviews?
According to Hubspot, only around 15% of U.S.-based Google searches triggered AI Overviews.
This number is almost certainly on the rise, but this figure could partially explain why so many users aren’t seeing Google AI Overviews.
What we do know is that many users have been making queries like “How to turn off AI in Google search” and “How to use Google AI search,” which tells us that there is still plenty of misunderstanding around AI Overviews in general.
What Can You Do to Help Your Business + Actionable Steps
Don’t go in alone. Optimising your website for AI Overviews in Australia is a complex process that requires first-hand experience.
1. Keyword Optimisation
Gone are the days of merely stuffing keywords into content. The focus now lies in crafting meaningful content that naturally incorporates keywords in context. Google’s AI prioritises comprehensive answers to user queries, so aligning your content with this approach is key.
Actionable Steps
- Research Related Topics: Instead of fixating on specific keywords, explore broader topics related to your business. Platforms like TikTok, Reddit, and Quora are great for understanding user interests. This approach helps generate relevant questions for your content, steering clear of keyword stuffing while making your writing sound more authentic.
- Add Keywords Naturally: After your article draft is complete, start integrating keywords where they feel natural. Remember, focusing solely on a “keyword content score” is becoming less relevant, so prioritise the quality of your content over rigid keyword placement.
- If you already have access to SEO content optimisation tools, you can filter by the status of your keywords to delete any keywords that might be in “overuse,” a.k.a, you’re not using natural-sounding language to your advantage and are probably optimising for search engines rather than users.
2. Prioritise Content Quality
Of course, content quality has always been important, but with AI’s enhanced ability to evaluate it, businesses need to step up their game. High-quality, well-structured, and informative content is more likely to be featured in AI-generated summaries, increasing your visibility.
Actionable Steps
- Go Beyond Skyscraper Techniques: Rather than just improving existing content, offer unique insights and thought leadership; you’ll need to engage with your subject matter fully.
- Incorporate Expert Quotes: Improve your authority by sourcing quotes from internal or external experts. This adds credibility to your content and provides valuable perspectives that differentiate your articles from competitors. Bonus: It’s very easy to grab a quick quote from an internal expert on a coffee break!
3. User Experience
Google AI’s assessment of user interactions means that user experience (UX) plays a key role in SEO. Factors like page load speed, mobile-friendliness, and overall site usability directly impact your search rankings.
Actionable Steps
- Craft Engaging Content: Avoid writing content that feels robotic or overly generic. Aim for a conversational tone that resonates with readers, ensuring a positive user experience.
- Recommended Listen: Stop Using AI for Content
- Monitor User Engagement: Use tools like Hotjar and Microsoft Clarity to track how users interact with your content, which will create a data-driven path for you to alter your optimisation strategies.
4. Zero-Click Experiences
It’s happening more and more that users are finding answers to their questions directly on search result pages without having to click on them (enter zero-click searches). With an almost sure dip in traffic that businesses in Australia will start to see more often, they’ll need to focus on not just driving organic traffic but to also make sure they’re visible within these rich or alternative types of results.
Actionable Steps:
- Establish Authority: Build your brand’s reputation by consistently providing valuable, in-depth content that goes beyond what AI summaries offer. As users recognise your expertise, they are more likely to click through to your site.
- Downloadable Resources: Promote valuable resources in your meta descriptions to entice users to visit your site. These offerings can improve your authority and encourage engagement with your brand.
Are you tackling SEO alone? Check out our free DIY SEO guide, where we only discuss strategies you’ll be able to implement yourself.
Adapting to Algorithm Changes Driven by AI: 4 Key Strategies
As AI continues to change (and it will), so do the algorithms that shape our SEO strategies. Adapting to these changes is key to maintaining your online presence and keeping your business visible.
1. Monitor Google Algorithm Updates
Make it a habit to check reliable sources, like Google’s official blogs, for announcements and analyses on their latest algorithm updates. Being in the loop allows you to adjust your SEO strategies proactively, helping you avoid any nasty surprises that could negatively impact your site’s rankings.
Tip: Consider setting up alerts for major SEO news, so you’re always informed and ready to react!
2. Focus on User Intent
AI-driven algorithms are increasingly prioritising user intent, making it an unmissable strategy to create content that truly addresses your audience’s needs and questions. Tools like Google’s Search Console and other keyword research tools can provide valuable insights into what users are searching for. Use this information to tailor your content and ensure it meets their expectations.
Tip: Review your existing content regularly and update it based on the latest user queries. This will increase your relevance and help keep your audience engaged.
3. Adjust SEO Strategies
In any specific field of marketing, staying adaptable to new trends is a must. For example, as voice search becomes more prevalent due to the increased usage of AI-powered voice assistants, it’s important to optimise for this shift. Again, Incorporate natural language keywords and phrases into your content to capture that voice search traffic.
Tip: Think about how people verbally ask questions. This can help you identify keywords that resonate better with voice search users.
4. Diversify Your Content
Don’t put all your eggs in one basket! Diversifying your content can help you reach a bigger audience and improve engagement. Incorporate a mix of blogs, videos, infographics, and podcasts. This caters to various user preferences and increases your site’s visibility in search results.
Tip: Google’s AI tends to favour rich, diverse content that offers comprehensive information. Plus, your internal data can be invaluable here—analyse which types of content perform best for your audience. This often proves to be more effective than relying solely on external data. If you don’t have the internal resources yet, ask yourself: Will targeting this specific content and investing in creating these be valuable to target your audience at any stage of their journey?
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