Google’s AI Overviews Disrupt E-commerce SEO: Expert Analysis Reveals Dramatic Changes

Such a development stands out with the introduction of advertising within AIOs, which effectively pushes organic search results further down the page. “Arguably the most important change is the addition of advertising in AI Overviews, which has the effect of pushing organic search results lower down the page,” the BrightEdge report states. The change is already affecting, with citations to the Internet in AIOs for an overall question being over 300 percent higher since August, with most of that happening in September.

But the changes go far beyond the creep of ads. According to BrightEdge data, AIO volatility is stabilizing, especially when it comes to shopping-related search queries. Volatility in this space has fallen by 37 percent since early August, so users are likely seeing more stable and predictable experiences. “The lower volatility indicates rankings should be more consistent, a trend that hopefully will carry over into the holiday shopping season that begins in November,” the report notes.

With that gained stability comes increased accuracy in AIO results. BrightEdge reported a 15% drop in keywords with an AIO, “demonstrating an increase in how precise search queries are to web page topics and perhaps may reflect a greater use of natural language in queries.” That trend was supported further by a 14.6% growth in the number of collapsed unordered lists within AIO- a more concise and focused result for the user.

The most impressive trend, however, is a staggering 300% growth in AIO Product Carousels since being first deployed. “Since these are not taking up more space, it’s likely those ads will push out an organic listing if this trend continues,” the report cautions, which would increasingly have AIOs own the search landscape.

Huge implications for e-commerce SEO exist. “All these trends point to a holiday shopping season where AI will play a bigger role than ever, but maybe not in the way we originally expected,” concludes the BrightEdge analysis. Savvy marketers now have to alter their strategy to this new reality, emphasizing content that goes toward the AIOs’ educational and research-oriented nature and exploring creative means of capitalizing on the fast evolution of search features.

The BrightEdge report can be seen as a clarion call for e-commerce businesses, pushing them forward amid an intensified battle for online shopping dominance. But those who fail to adapt might find themselves left behind in the digital dust of the rewritten future of SEO.