You’ve probably noticed a shift in Google’s Local Search Results in the past several months. At the top of most search results, there is a feature called “AI Overview” or a “Search Generative Experience (SGE)” that generates a snapshot answer to the user’s question / search query by essentially summarizing an article.
With over 93% of website traffic being directed through Google, it’s not a surprise that many local small business owners are worried about generative AI. Will AI Overviews affect local search results and website traffic? What can businesses do to improve their local Google search rankings so that their target audiences can find them online?
First of all, How do Google AI Overviews work?
Google has been widely known as a “Search Engine.” But now with Generative AI, I find it to be more of an “Answer Engine.” Google AI Overviews take the leg work out of searching. AI Overviews provide context about local places, using AI-powered insights that make it easy to compare and explore options. How it works is that when a user searches for something on Google, it uses generative AI to create an answer. Users get both a quick overview of a topic and links to learn more.
However, the technology is still new, and some AI Overview results have just been hilarious. The problem was that it was using satirical articles as its source of information. There are some pretty funny examples of this including my favorite, when someone searched the question: “How many rocks should I eat?”
Even though there are issues with AI, it is here to stay. So that begs the next question.
How do AI Overviews affect local search results?
Visibility
AI Overviews may decrease the chances of your website coming up organically in search. AI Overviews have an average height of 1764 pixels. That is a lot of real estate. So, even if you’ve worked really hard to get that number one spot organically on Google, chances are, users won’t even see your website if they are already being served through the generative content.
Website Traffic
Businesses may see a decrease in organic search traffic. Instead of users actually clicking through to your website to find answers to their questions, they may be satisfied with the AI generated results. This could lead to lower click-through rates, lower conversions, and other common digital benchmarks / goals not being met.
How can I Improve my Local SEO?
In light of all the changes that are sure to keep coming in the world of AI and Search Results, it’s important for small business owners to keep investing in local SEO strategies.
Claim & Optimize Your Online Listings
We recommend starting by claiming and/or creating a Google My Business profile. Be sure to get it verified as well. Then, move on to Apple Maps and Bing Places.
Once you have claimed your listings, be sure to fill out all information including hours, address, phone number and business description. Add photos of your building, products, workspace, team, services, jobs, etc. For Google My Business, I suggest coming up with a calendar of special events / sales for Google posts.
Get more Online Reviews
AI Overviews and snapshots like to use information from reviews like, “some say the salespeople are friendly.” Earning more online reviews that provide details about the customer’s experience are crucial to building your online presence.
Improve Your Website
If you don’t already have a website for your business, consider building one. This will help improve trust with people searching for businesses like yours.
If you already have a website, be sure you are optimizing it with authoritative, high-quality content including a robust About Us page with an embedded Google map to your business.
It’s also important to review your website’s overall readability and loading speeds.
Overall, it’s time to start evaluating the impact of AI on your small business. If you’d like help with your local SEO, you can contact Barnyard Marketing to set up an appointment.