Intro
An in-depth analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, has highlighted the substantial impact of Google’s AI overviews on search visibility for online retailers.
Key Findings
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16% of ecommerce queries now return an AI overview in search results.
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80% of the sources listed in these AI overviews do not rank organically for the original query.
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Ranking #1-3 gives only an 8% chance of being a source in AI overviews.
These findings suggest a major shift in how search visibility is achieved, emphasizing the need for new SEO strategies.
Shift Toward “Accelerated” Product Experiences
International SEO consultant Aleyda Solis explains that Google is prioritizing an “accelerated” approach over summarizing currently ranking pages for product-related queries. This method directly showcases what users seek, bypassing traditional search result formats.
Assessing AI Overview Traffic Impact
To help retailers evaluate their exposure, Solis has provided a spreadsheet to analyze the potential traffic impact of AI overviews. Góralewicz speculates that Google might expand AI overviews to high-cost queries, particularly those involving ads.
Why This Matters
AI overviews represent a significant shift in the search landscape, disrupting traditional connections between organic rankings and search traffic. Retailers must adapt their SEO strategies to remain competitive, focusing on optimizing product data for AI overviews.
How This Can Benefit You
While AI overviews may challenge established brands, they also present new opportunities for visibility. Retailers can optimize product pages to align with the data requirements of AI overviews, potentially bypassing traditional ranking barriers.
Practical Steps for Retailers
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Utilize the spreadsheet provided by Aleyda Solis to assess potential traffic impacts.
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Optimize product and detail pages for Google's "accelerated" product displays.
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Monitor changes and updates to AI overviews, adapting strategies as needed.
By taking these steps, retailers can navigate the impact of AI overviews and maintain or improve their search visibility.
FAQ
What are the key findings from the analysis of AI overviews & ecommerce queries?
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16% of ecommerce queries now return an AI overview.
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80% of sources in AI overviews do not rank organically for the original query.
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Ranking positions #1-3 only provide an 8% chance of being a source in AI overviews.
Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?
Google’s AI overviews prioritize “accelerated” experiences, showcasing what users seek directly rather than summarizing currently ranked pages. This means retailers need to optimize product pages for AI overviews, offering new visibility opportunities.
What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?
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Use the provided spreadsheet to assess potential traffic impacts.
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Optimize product pages to align with AI overview data requirements.
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Continuously monitor AI overview updates and adapt strategies accordingly.
