How Australian Marketers Can Prepare for AI Overviews

The imminent arrival of Google’s AI Overviews in Australia presents challenges and opportunities for marketers. While there’s no definitive timeline for AI Overviews’ launch in Australia, it’s not too early to prepare your brand for visibility and competitiveness in an AI-driven search environment.

What you need to know:

• Australian marketers face new challenges and opportunities with the coming of Google’s AI Overviews; preparing now ensures brand competitiveness in an AI-driven search era.
• AI Overviews’ arrival will alter search behaviours, impacting outbound clicks, brand control, and ad effectiveness. Marketers must adapt to maintain visibility.
• To prepare for AI Overviews, focus on SEO, content creation, PR, and multi-channel campaigns, ensuring content is AI-friendly and brand presence is broadened.
• Despite AI Overviews’ potential disruptions, strategic planning and adaptation can help Australian brands thrive. A trusted digital performance agency can guide you through the evolving search landscape.

UPDATE 2nd July 2024—Google’s experimental search innovation, Search Generative Experience, has now finished its trial and is being officially rolled out as AI Overviews. We have updated all references to Search Generative Experience or SGE to AI Overviews to match the current terminology used by Google.

The Implications of AI Overviews for Marketers

AI Overviews will significantly alter user search behaviour. Marketers should be aware of the following effects of AI Overviews to properly prepare their online presence for AI-driven search:

• Fewer outbound link clicks. Many AI-generated responses will provide users with the information they need directly on the search engine results page (SERP).
• Diluted brand control. AI Overviews responses are built from multiple sources. Brands will find it harder to own search terms and phrases in the future.
• Potential declines in ad engagement and effectiveness. Better information delivery in the SERP will lead to users relying less on ads during their buying journey.

For a more in-depth look at what you need to consider, see our previous coverage of AI Overviews’ implications for user search behaviour.

What Marketers Can Do to Prepare for AI Overviews

Recognising that AI Overviews operate on a distinct algorithm from Google’s traditional search, marketers must adapt their content strategies accordingly. Key areas of focus include:

• SEO and Content Creation. Emphasise well-structured data and authoritative content that’s easily digestible by AI, aimed at answering a variety of search queries. This approach not only aligns with AI Overviews’ summarisation capabilities but also enhances visibility across the SERP.
• Public Relations. Elevate PR efforts to ensure brand influence extends beyond your website, particularly on authoritative third-party sites and social media platforms. This broader online presence will become increasingly vital under AI Overviews.
• Multi-Channel Campaigns. Diversify marketing efforts across multiple channels. As direct interactions with search CTAs may decrease, integrated campaigns that span social, email and other digital platforms will prove more effective in driving engagement and conversions.
• Data Measurement. Ensure your data measurement framework tracks your key KPIs. Comparing your key metrics, such as sales, website traffic, and conversions, before and after AI Overviews launches will show you which areas of your marketing mix have been most affected and allow you to make adjustments.
• Adaptability to Change. Stay informed and flexible as AI Overviews evolves. Continuous testing and adjustment of strategies will be crucial in responding to rapid changes in search technology.

Getting Help with AI Overviews

Google’s AI Overviews will redefine the mechanics of online search and information discovery. There’s a lot to do between now and when AI Overviews launches in Australia but our team is here to help. From SEO to multi-channel campaigns, our Senior Advisors can help you deliver strategies that ensure your brand thrives in the era of AI Overviews. Connect with us today for a free consultation by calling 1800 750 204 or submitting an enquiry online.