By Jenna Miller
If you have a website, you likely know the power of a good SEO strategy. But has your strategy fallen flat lately, and your organic website views from Google dropped? It’s probably because of their new AI Overview feature, part of the ever evolving zero-click search results.
Zero-click searches answer queries at the top of the search engine results page (SERP) without requiring users to click on a website link. As mentioned, one type is Google’s AI Overview. It compiles information from multiple sources to create comprehensive summaries. While this benefits users, it poses challenges for websites seeking traffic and conversions.
A screenshot of a search query for “How does AI work.” The results show an AI overview with a breakdown of many subtopics.
Some estimates suggest that organic traffic has dropped by up to 64% (Source: Search Engine Lane). This means that your traditional SEO strategies are not enough. To stay competitive, you need to optimize for zero-click searches and the AI-generated overviews that are the central part of search results now. So how do you do that?
Understanding The Benefits
While AI overviews reduce the need for users to click through to individual websites, they still offer several key benefits for businesses:
- Higher Visibility: Appearing in an AI overview places your content at the top of the SERP, making it more likely that users will notice your brand.
- Authority and Credibility: Being featured in AI overviews can boost your website’s reputation as a trusted, authoritative source.
- Increased Brand Recognition: Even without clicks, AI overviews can lead to greater brand awareness and future user engagement.
Strategies for Winning the Top Spot
So how should you update your SEO strategy to account for these new types of searches?
- Focus on In-Depth, Comprehensive Content
Go beyond just answering a single question. Focus on creating in-depth, comprehensive content that covers your topic thoroughly from different angles. Explore related subtopics to offer more value and support your information with credible sources and expert opinions.
- Match Search Intent and Use Conversational Keywords
Like SEO strategies of the past, it’s key to match search intent and focus on long-tail keywords that reflect how people naturally ask questions. Tools like AnswerThePublic and SEMrush can help you identify common queries. But it’s not just about answering the question—make sure your content addresses the deeper intent behind it.
- Structure On-Page Content with AI in Mind
It is still important to structure your content clearly. Use headings and subheadings (H2, H3) to break your content into sections that address specific questions or related points. This makes it easier for readers to navigate and helps AI understand the context.
- Implement Schema Markup
Incorporating schema markup is imperative for helping Google’s AI understand the context of your content. Make sure to use schema for FAQs, how-tos, and articles, enabling AI to recognize and extract the most relevant information for its overviews. Additionally, consider implementing video schema, especially since video content is becoming increasingly popular in AI-generated results.
- Include Multimedia Content
Speaking of video content, it’s important to note that AI overviews frequently pull information from formats like video and images, not just text. To maximize your chances of being featured, incorporate video tutorials and visual content, especially for complex or step-by-step topics. This not only makes your content more engaging but also provides additional resources for users.
- Refresh and Update Content Regularly
AI tends to favor content that’s fresh and up to date, so keep your information relevant. Regularly update old content with the latest facts and statistics to ensure it stays pertinent, demonstrates your authority and trustworthiness.
- Optimize for Mobile
Optimizing for mobile is critical, especially with Google’s mobile-first indexing, which prioritizes mobile-friendly content for zero-click searches. Improve your mobile speed, navigation, and mobile-responsive design to ensure that your content remains visible and accessible across all devices.
- Leverage Local SEO
If your business relies on local traffic, leveraging local SEO is important. Ensure that your local listings are accurate and up to date. This includes verifying your business information like hours and contact information. Additionally, optimize for the Google Map Pack, which often appears in zero-click search results.
Final Thoughts
As AI overviews and zero-click searches continue to shape the future of SEO, adapting your strategy is critical to maintaining your online visibility. Now is the time to embrace these strategies to give your company a competitive advantage.
Jenna Miller is the CEO of Emerald Strategic Marketing, a digital marketing agency delivering solutions like SEO, social media management, and other marketing services tailored to each client’s unique brand story. She can be reached at info@emeraldstrategicmarketing.com. Visit emeraldstrategicmarketing.com.
