Are you ready to market to machines?
The introduction of powerful generative AI agents into the search experience is challenging search conventions and redefining user expectations. Search has traditionally leveraged AI to source and present relevant information, and search engines have relied heavily on sponsored posts for their revenue streams. This dynamic is taking an interesting turn with the introduction of generative agents. As the search engine dominant player, Google has been pioneering the introduction of generative AI into their technology, and has been piloting its agents, referred to as AI Overviews, as a way to improve the experience for users, promising reduced friction and faster more insightful responses.
Let’s start with a quick intro to AI Overviews. Based on the search type, AI Overviews presents AI-generated snippets of information summarizing a request at the top of search screens before the organic listings. AI Overviews are designed to synthesize information from multiple sources to provide relevant and comprehensive answers. The result of this feature is that users can get the consolidated information they need directly within search results, eliminating the need to visit multiple site– the zero click experience. This scenario, although often beneficial to consumers, is something marketers should consider as an emerging challenge to driving traffic to their owned sites.
Not all consumer queries deliver AI Overview results equally. Recent research found that general informational queries had the highest penetration, while transactional queries (asking for specific brand or products), were less likely to be provided. This skew was validated by seoClarity research which found that over 96% of AI Overviews appear for queries with informational user intent. While the impact varies, this trend’s influence on marketing is steadily growing.
Google’s plans are showing that AI Overviews will be rolling out to a number of markets and will eventually be a mainstay of their Search Generative Experience (SGE) approach. Google may currently be the dominant search player, however, as generative AI companies continue vying for consumer eyeballs, other players in the market would aim to take advantage of the momentum created by the popularity of agent-summaries. Recently ChatGPT introduced SearchGPT with similar AI summaries that “do the searching for you” and prioritize a point of view in advance of site links. As a result, through multiple sources, consumers are increasingly exposed to and will be able to leverage AI-curated content. It’s expected that trust, influence and actions based on agent recommendations will increase accordingly. To stay top of mind and relevant, marketers, and in particular web authors, should start considering how best to respond to these changes in their content strategies.
Similar to the introduction of new features for search engine results pages (SERPs) in the past, digital marketers have a number of methods to ensure that their online presence can improve campaign performance – and reduce a zero-click outcome. Here are a few to consider.
Query type defines impact and level of concern: For informational websites, the effects may be substantial; therefore, revising content approaches should become integral to SEO plans. Transactional sites might face lesser immediate concerns, allowing for less urgent strategic modifications.
Optimizing content with quality in mind: Adopting Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) enhances chances of featuring prominently within AI overviews. Seek out distinctive expert insights, incorporate exclusive quotations, and target niche keyword phrases—for example, "high protein recipes for resistance training" instead of generic terms like "healthy recipes”.
Careful use of AI generated content: While AI-generated material could attract penalties from specific search engines, using generative AI tools for ideating, generating concepts, conducting preliminary research, and creating initial drafts remains beneficial. Human input ensures superior output quality and uniqueness.
Structured data implementation: Use schema markups to ease search engines’ comprehension of your website’s context, substance, and significance. Consistent updates with detailed, current narratives also boost rankings because search algorithms favor active engagement. Regular reviews and refreshes mitigate stagnation risks among older posts, thereby keeping the audience interested.
Continuous site surveillance: Regular monitoring helps assess the frequency of appearances in AI summaries and gauge their effect on user interactions. Keep on top of technological progressions, especially concerning machine involvement in buying decisions, given their rising sway over customer choices. Familiarity with evolving trends provides a competitive edge amidst intense markets.
Follow emerging technology developments: Generative AI agent summaries are still in their infancy, so keeping a close eye on their adoption and impact along with best practices to address these, such as considering Google’s Search Quality Rater Guidelines(now public), can help marketers better respond to the methods that the search technologies are applying.
Marketing continues to be at an exciting inflection point with generative tools affecting so many aspects of their domain. As consumers increasingly adopt technologies that put machines in the mix of the buying process, marketers should consider “marketing to machines” as another avenue to factor into their roadmap, since consumers will look to AI-agents to provide insights and guidance at various stages of the purchase cycle. Search is just one avenue that is part of this new frontier of AI intermediaries, so gaining experience and understanding of this new way of marketing will provide a leg up to those companies in highly competitive marketplaces.
