It was recently that Google announced the AI Overview, your own artificial intelligence tool. According to the company, the big change will be the personalization of responses to surveys. That is to say, when the search engine receives a query, will not provide links to texts, videos, social networks or maps — she will give a direct answer. The goal here is to make the user's life easier, that will not have to curate among the search results to find what it needs; Google itself will do this and provide the best answer
In practice, the change may cause users to visit fewer pages, and as a consequence, interact less with websites and other digital environments created by other companies. And this can completely change the marketing and sales strategy of several of them
"Let's give an example: you just moved to a new neighborhood and are looking for a new gym to train". You go to the Google search engine and type '10 best gym options in [complete with your neighborhood] and near my house'. Instead of several automatically generated links ranked based on keywords, or a confusing map with several marked points, you will receive a complete and organized list – in an order defined by the AI Overview, foresees Thaís Faccin, partner of Jahe Marketing
The tool is already integrated into Google's search engine in the United States and, by the end of 2024, will reach billions of people around the world
"In terms of marketing", this changes the playing field, and will put companies in a new race for attention and audience. This is because the company's role on the web, as a distributor and monetizer of attention, it is huge. Any change in your search engine has consequences for brand strategies, says the specialist
"Using the search tool has become an action as everyday and natural as breathing", opines the partner Satye Inatomi. She points out that Google is responsible for more than 90% of web searches worldwide – 99% in Brazil. More than 50% of Google searches result in clicks on one of the top three results. And it holds more than 70% of the paid search market worldwide
But, for entrepreneurs and companies, the challenge becomes even greater. How to produce content that is findable on the internet and used in AI responses Overview? What will happen to this entire structure once the AI Overview is expected to drastically reduce click-through rates, the scrolling of the screens, the research conducted in multiple sources? This means that the ads will be seen less, less clicked
"It will be necessary to monitor the development and use of the new tool to understand how the pieces of this puzzle will fit together again". However, it is worth investing in some elements that, as far as we know, are part of the path that AIs take to deliver a research, says Inatomi
One of them is content that can answer common questions and that, therefore, are included in thesnippets – information blocks that appear at the top of the search page and are often used by AIs
They are designed to provide direct and concise answers to users' questions, without the need to click on a link to obtain the information. According to Google itself, when the platform recognizes a question during the search, your programming detects pages that answer the question, displaying this content as the main result within these blocks
"At the same time", it is worth creating frequently asked questions sections (the FAQs), with quick answers. This also increases the chance of your material being 'caught' by an artificial intelligence platform. High-authority sites are more likely to be cited by AI systems.”
Until then, the certainty is that the competition between brands and the struggle for the public's attention will become increasingly fierce.It takes creativity, know how to adapt to market changes and develop the best strategies to boost your business
