There is a growing agreement in the SEO world that AI Overviews (AIO) and other AI-generated content are likely to decrease traffic to external websites. Even Google acknowledges that the aim of AIO is to keep users on the search results page longer, meaning less time spent on external business websites. Regardless of how effective your SEO strategy might be, you are likely facing a decline in traffic that is out of your control. This situation is less than ideal.
Now that we’ve addressed that, let’s discuss how to manage this challenge. We are guiding our clients through four key initiatives:
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Digital PR and Content Distribution
For numerous brands, Google serves as the main platform for distributing content. If this applies to you, despite posting on platforms like LinkedIn, YouTube, and others, you should explore more resourceful distribution methods. If you have a PR team or vendor, they should already be experienced in getting your experts’ insights and bylines on external platforms. However, even if you don’t have a PR team, grassroots digital PR efforts can help you get noticed by the key publications and outlets in your industry.
Begin by developing a list of the outlets, influencers, journalists, and others with whom you want to build connections. You probably already have a shortlist of resources, but you can add to it by setting up alerts for mentions of competing brands to see who is writing or discussing them. Google promotes valuable content following its E-E-A-T guidelines, which include proprietary research and reports, expert perspectives, and in-depth technical insights. This kind of content can catch a journalist’s interest. Ensure your outreach focuses on how your content can engage their readers, rather than simply promoting your brand or service. Even if what you’re offering isn’t exactly what a journalist needs, getting on their radar and building relationships should be seen as a long-term strategy. Over time, effective approaches can result in mentions, backlinks, social media shout-outs, and earned placements, all of which are powerful ways to grow your brand. Lastly, don’t forget about the role your readers can play in grassroots brand-building. Make sure your content is both share-worthy and easy to share, including visible social media icons and prompts for engagement.
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Adding Trust Signals in the SERP
With less space and prominence in search results, it’s crucial to use social proof and trust signals to encourage users to click on your link rather than a competitor’s. This could involve testing words like "top," "best," "trusted," etc., in your metadata, as well as claiming and optimizing your brand’s knowledge panel. These best practices are important anyway, but with a competitive digital landscape, maximizing your opportunities is key.
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Testing Influencers
If you’ve ever considered influencer marketing, now is an excellent time to explore it further. The more people within your industry speak positively about your brand, the more traffic you can generate from non-Google sources, which in turn enhances your brand presence and provides more fodder for brand-related AIOs. Influencers are an important consideration when building and maintaining your brand’s reputation in search results.
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Leaning into CRO
Great SEO focuses on business impact, not just engagement metrics like impressions, clicks, and rankings. Introducing people to your brand and drawing them to your site is only half the task. Utilize conversion rate optimization (CRO) tools, heatmaps, and initiatives like testing different options and CTAs to determine which strategies drive results. Align your calls to action with the user’s intent; don’t ask for a demo sign-up if they’re new to your brand. As you gather data, identify high-converting pages and high-traffic, low-converting pages. Attempt to replicate successful conversion strategies on other pages, while optimizing high-performing pages further. For low-converting pages, focus on tests and adjustments to maximize the impact of the existing traffic.
Thriving in a landscape of AI-induced traffic changes requires proactive measures and an adaptable approach to SEO strategies.
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