For over two decades, businesses and website publishers have often struggled to adapt to Google updates, big or small. One of the most significant updates was the introduction of Google AI Overviews. AI Overviews represented a major shift in online search (and marketing in general), and as expected, this created new challenges for small businesses. Fortunately, with the right “AI-first” optimizations, small businesses can actually benefit from the increasing presence of AI Overviews.
What Are Google AI Overviews?
Google AI Overviews (AIO) are AI-generated summaries that appear at the top of Google search results. AI Overviews, which utilize Google Gemini, synthesize information from many web sources at once to directly answer search queries. Almost all AI Overviews include citations and links to web sources, and some include images, YouTube videos, maps, among other features.
Google launched AI Overviews in May 2024, and their overall presence has significantly increased since then. Currently, AI Overviews appear in 21% of total searches, but this rate varies based on query type, intent, industry, and other factors.
How Often Do AI Overviews Appear for Small Businesses?
For small businesses, AI Overviews typically appear in 7-20% of target search results. But this largely depends the types of keywords small businesses target:
- Local keywords: local searches like “plumber near me” only trigger AI Overviews about 7% of the time. However, local AI Overview presence is increasing now that Google includes Google Business Profile information in AI results.
- Product/service keywords: AI appears in 15-20% of commercial searches related to products and services.
- Informational keywords: 40-60% of informational searches include an AI Overview. AI therefore dominates the top-of-funnel landscape.
- Transactional keywords: AI Overviews only appear in ~10% of transactional keywords (in which people are ready to buy)
How Do Google AI Overviews Impact Small Businesses?
AI Overviews arguably represent the most significant change to Google organic search in over a decade. And as is often the case, small businesses are facing the biggest challenges. In particular, AI Overviews impact small businesses in these ways:
- Zero-click searches: AI Overviews provide users clear and detailed answers at the top of search results. In most cases, these AI answers are enough, so users do not need to click-through and visit websites. It is no surprise that a recent study found that organic clicks are down 39% with AI Overviews.
- Decline in organic website traffic: Given the drop in organic click-through rate, many websites have experienced declines in organic traffic. To offset this, small businesses can consider other organic channels such as social media.
- Opportunities for brand citations: Zero-click search does not only bring bad news for small businesses. AI Overviews provide a way for small businesses to increase brand awareness through citations. When your business appears in an AI result, potential customers see your brand name (often before competitor brands).
- More qualified website traffic: AI Overviews inform and qualify potential customers for you – so when they visit your website, they are more engaged. This increases website conversion rates, and you may receive more leads even with less traffic.
- New local search landscape: AI Overviews change the local search landscape, especially with the Google Business integration.
- Hypertargeted online marketing: AI Overviews are personalized to the user because they factor location, search history, interests, among others. Small businesses can therefore benefit from a hypertargeted approach that focuses on their exact audience.
How Small Businesses Can Maximize Google AI Overview Visibility
Google tells us that there are no special ways for businesses to rank their websites in AI Overviews. The same core principles that impact traditional search visibility (good technical SEO, quality content, clear internal linking, etc.) impact AI visibility as well. However, there are some “AI-first” optimizations that small businesses can make to maximize their presence in AI Overviews.
Optimize Google Business Profile
Does your small business have a local audience? If so, then optimizing your Google Business Profile sends a strong signal to Google that your business is credible enough for AI Overviews. Be sure to add the following information to your profile:
- Name, address, and phone number (NAP)
- Basic information like hours, products/services
- Website link with tracking
- Detailed business description that answers “What do you do? Who do you serve? Why choose you?”
- Photos of your business
- Regular Google Posts
- Customer reviews and responses
Improve Technical SEO on Website
Technical SEO is important for small businesses because it lays the foundation for visibility in traditional search and AI results. The right technical website updates ensure that Google can crawl, index, and display your content in AI Overviews.
Publish “Question-and-Answer” Blog Posts
Blog content is more than worth it for small businesses, especially when it comes to AI Overview visibility. As mentioned before, AI Overviews regularly appear for informational search queries. The best way to target these informational queries is by publishing blog posts. To really take advantage, prioritize “question-and-answer” blog topics in which you reference the search query in your blog title. Then, directly answer the question in the beginning of the blog. After that, include more details and context to support your answer and prove your expertise.
Structure Website Content for Easy AI Extraction
AI systems like Gemini favor content that is easy to scan and extract into summaries. You can structure your website content for AI by following these best practices:
- Directly answer search queries at the top of pages/sections. For blog posts, this means in the first paragraph.
- Break up your page copy into on-page headers (H2, H3, etc.).
- Include actual questions within your on-page headers. For example, “How Often Do AI Overviews Appear for Small Businesses?”
- Keep paragraphs short and concise.
- Incorporate bulleted lists, numbered lists, and tables when possible.
Add Schema Markup to Website
Schema markup is not required for AI Overviews, but adding it to your priority websites can help increase visibility. Small businesses should prioritize these schema types: LocalBusiness or Organization, Product, Service, Article, HowTo.
Claim and Update Small Business Local Listings
One way to demonstrate authority to Gemini, and subsequently appear in AI Overviews, is to claim and update local listings. Beyond the basic listings like Bing Places and Yelp, small businesses should consider any industry-specific listings. For example, if you manage a local coffee shop, you can look for city directories and restaurant websites.
CORE Search and AI Search
CORE Search’s AI search marketing services are designed to help small businesses maximize visibility in AI Overviews, as well as other AI search results. We partner with you to identify an AI strategy that works for your small business.