One of the most notable innovations in recent years is the introduction of AI Overviews. These are AI-generated summaries that are reshaping how we access information online and how search engines are functioning in an era which is ever more dominated by artificial intelligence.

So, what exactly is it?

An AI Overview is a concise, automatically generated summary that appears at the very top of search results. Instead of simply listing links, an AI Overview leverages large language models (LLMs) to pull information from across the web and turn it into a readable, contextually relevant answer. For example, if you search for “the best time of year to plant sunflowers”, rather than scrolling through multiple websites to find an answer, an AI Overview might immediately provide you with a curated list of instructions or suggestions.

How does it work?

AI Overviews work by combining search engine indexing with advanced language processing. When a user searches a query:

• The search engine scans its index for the most relevant and reliable sources of information.
• An AI model processes this data, identifying patterns, facts, and key points.
• This model then generates a summary designed to directly answer the query in a conversational and human-like manner.

This process often integrates links to source material, allowing the searcher to dive deeper if they choose.

That all sounds great, but why did we need it?

AI Overviews were introduced to meet the ever-growing demand for faster, more intuitive search experiences. As online information expands, users increasingly want quick, accurate results without wading through endless links and websites. Search engines recognised that AI-driven summaries could reduce friction, improve user experience, and set a new standard.

How are AI Overviews changing search?

AI Overviews are revolutionising online search in many ways:

• From search to answers: Traditional search engines function like indexes; they help users find websites where the information may exist. AI shifts this paradigm by giving direct answers, reducing the need for a searcher to click through multiple links to piece together information.
• Time-saving convenience: By consolidating information into a single, readable format, AI overviews can save valuable time.
• Enhanced context and personalisation: AI Overviews can consider the context of a query, user preferences, and even prior searches to deliver a more personalised result. This moved the search from a ‘one size fits all’ approach to a more tailored experience.
• Impact on SEO and content: For businesses, AI Overviews present both challenges and opportunities. While fewer users may click through to traditional websites, there is also a growing need for high-quality, authoritative content that AI systems can surface and summarise.
• The impact on search results: Because AI Overviews sit at the very top of results pages, they can influence exactly how users interact with search content. Click-through rates on traditional links may decrease, but traffic may shift towards the sources cited in the overview.

The pros and cons

Like everything, there are pros and cons to AI Overviews:

Pros –

• Faster, more efficient access to information.
• Summarised insights without overwhelming the searcher with too many links.
• Potential to surface high-quality, authoritative content.
• Personalised results based on context and user intent.

Cons –

• Runs the risk of reduced website traffic as searchers may not click beyond the summary.
• Potential for inaccuracies and incomplete answers.
• Limited visibility for smaller publishers who may struggle to be included.
• Less control for businesses over how their content is presented.

How to optimise your content for AI Overviews

To maximise visibility, businesses should:

1. Focus on high-quality content: Provide detailed, well-structured and authoritative information that AI models can easily extract and summarise.
2. Answer questions directly: Write content that addresses common search queries clearly and concisely.
3. Prioritise trustworthiness: Cite sources, keep information accurate and build domain authority to be recognised as a reliable source.
4. Optimise for user intent: Go beyond keywords and focus on solving problems, providing actionable insights and meeting user needs.

By aligning with how AI Overviews function, businesses can increase their chances of being included in these summaries, ultimately maintaining visibility in a changing online environment.

What does all of this mean for the future of search?

AI Overviews signal a shift toward and more conversational and answer-driven search experience. Rather than serving as a gateway to the web, search engines are becoming knowledge providers in their own right.

For users, this means faster, more intuitive access to information. For businesses and marketers, it underscores the importance of creating trustworthy, detailed and well-structured content.

When it comes to navigating this new era of search, we’re here to help! We specialise in SEO tailored to drive visibility. By combining creative content with data-driven insight, we empower businesses to stand out in both traditional search and AI-powered summaries, keeping your content not just seen, but surfaced where it matters the most.

2020 cemented e-commerce as the go-to shopping choice, allowing shoppers to buy from anyone, anywhere, so you might think it’s strange to talk about the benefits of local SEO.

It’s not. In 2021, local SEO is more relevant than ever. So in this piece, we explain why and give you some useful tips… or possibly reminders!

Love of local

The past 12 months have been tough for many locally-oriented businesses, but there’s one silver lining: peoples’ growing desire to use local businesses.

New research published by MasterCard shows that, as of the end of 2020, two-thirds of UK customers are more likely to shop with local businesses than they were in 2019. As the restrictions on our daily lives hit home, so did our desire to discover more about what was going on in our local community: over half of those surveyed said they’re more inclined to greet neighbours than they were a year ago. Likewise, two-thirds have a greater appreciation of their community and local SMEs since coronavirus arrived.

The local pack

We look to our mobiles, tablets, and desktops for answers in today’s world. Often, our searches are based on proximity: we’re looking for something close by, whether it’s an accountancy service, teashop or greengrocers.

According to Google, almost 46% of searches are performed with ‘local intent’… that’s a motivating stat, 46% is a big piece of the pie. So how do you get your business to perform well in local searches?

Google keeps its algorithmic cards close to its chest, but physical proximity to the searcher, relevance, and your company’s credibility play a key part in search ranking performance. But let’s focus on something else, something that all businesses can work on, that’s also free… your Google My Business account.

When you perform a local search, with the exception of ads, one of the first things you’ll see is the holy grail of online visibility for SMEs: the ’local pack’. This is a list of three businesses that appear above organic results, deemed by Google to be best placed to serve the searcher’s needs. Take the example below, displayed prominently above all organic listings for the search term ‘marketing agency Wiltshire’.

So, how do you make sure your business is in the local pack?

Your Google My Business account

Your Google My Business account (GMB) is what propels you into the local pack, Google describes it like this:

If you run a business that serves customers at a particular location, or you serve customers within a designated service area, Google My Business can help people find you. Verified businesses on Google are twice as likely to be considered reputable by users.

Imagine yourself in the shoes of a potential customer. This customer is ten minutes from your shop front and looking for exactly what you do best in the neighbourhood – maybe they’ve seen your sign or heard about your business from a friend. If they search for your services on Google, what will they find?

Maintaining your business presence on Google My Business can help customers discover the products and services that you provide, contact you and find your location.

So firstly make sure you have a GMB account and complete all the relevant sections with as much information as possible. Give accurate details regarding your address, website, business type, services offered, and business hours, so you can boost your chances of appearing within the most relevant search results.

Don’t forget to add photos and videos, too, as well as answering questions – responding to customer feedback and queries helps you demonstrate your customer service credentials while including keywords in your responses – good for local SEO. By adding FAQs, you can stay ahead of the game, anticipate queries, and save your team time.

You can also post on your GMB account, keeping your audience appraised of the latest offers, changes in service, news, and additional updates. In addition, and critically, encouraging customers to leave reviews. Google supply a review link that you make available for people to leave reviews. As an example here’s ours.

So in summary, the more complete and engaging you make your GMB account the more likely you are to perform well in the local pack, a relatively small amount of effort for top of page 1 rankings for relevant search terms.

We hope this insight into local SEO has been valuable, good luck out there!