Google is rolling out some big changes to its search engine—especially around AI-powered shopping results—which could shift what you see first when you search online. If you’re an online shopper or business owner, these updates might change how easily you reach your favorite products or new customers.
Ads and AI: The Big Changes
Google has been ramping up the presence of ads and shopping features in its AI-powered search results, known as AI Overviews (AIO). This means more paid results are now showing up higher on the page, pushing organic search results (unpaid links) lower. Since August, Google has expanded shopping-related panels and ads in AIOs, and since October, it’s included larger ad carousels, meaning that you’ll see a lot more visual product options when you search for shopping queries.
Key Impacts:
– Ads in AIO Panels: Ads now blend into these AI-generated panels, making it more likely that your first clicks go toward paid results rather than organic links.
– Larger Product Carousels: With a 300% increase in AIO product carousels since the feature launched, shoppers are seeing more products highlighted right at the top.
Organic Search and AIO Aligning
For businesses relying on SEO (Search Engine Optimization), there’s some positive news: websites that rank high in traditional organic search are increasingly appearing in AIO citations. Starting in September, Google’s AIO panels began to more closely align with top organic search results, suggesting that ranking well in regular search might still pay off with citations in AIO. For content creators, this trend highlights the importance of creating quality, SEO-optimized content.
AIO Stability Improves
BrightEdge, a digital marketing platform, reports a more stable experience within AIO search results since September. Shopping-related searches are now seeing fewer fluctuations, meaning users should experience more consistent results. This stability could be beneficial as we approach the holiday shopping season, providing brands with a steadier and predictable presence in search results.
Precision in AI Overviews
In response to user behavior, Google’s AIO results are becoming more precise. BrightEdge found that Google reduced the number of keywords triggering AIO by 15%, suggesting that AIO is more selective and focused on topics relevant to a user’s specific search intent. Additionally, collapsed lists (which show limited information initially but can be expanded) are increasingly common, reflecting Google’s aim for quick, skimmable answers.
How YouTube Fits In
If you’re a fan of video, there’s more to look forward to: YouTube citations in AIOs for e-commerce have surged by 121%. This increase indicates a growing preference for video content when researching products. So, for brands, creating product-focused video content could be a strategic move as users seem to value visual, informative content.
Trends in Types of AIO Results
In October, research and discovery queries topped the types of questions that trigger AIOs, with educational content winning over step-by-step instructions. BrightEdge reports that around 81% of AIO results are now geared toward providing broad knowledge and explanations rather than detailed guidance. For those creating content, this trend means an emphasis on educational, top-of-funnel information is key to being featured in these early-stage search results.
The Top Types of AIO Answers:
1. Definitions and Overviews: These are focused on helping users understand concepts or general product information.
2. Explanation of Causes: These answers are for users wanting to understand “why” questions.
3. Data Points: Useful for queries involving comparisons or specific figures.
Key Takeaways for Shoppers and Brands
This shift suggests that as we enter the holiday season, Google’s AIO will prioritize showing educational and research-based results, which could lead users to products sooner in their research journey. For brands, aligning content with these early-phase informational needs could mean better visibility in AI-driven results.
Summary of Key Changes
– Ads Now Prominent in AIO: Ads are now frequently appearing in AIO panels, which could reduce organic visibility.
– Stabilization in Shopping Queries: Less fluctuation means brands can expect more reliable visibility.
– More Targeted AIO Triggers: Google has refined AIO to match high-quality, relevant content.
– Rise in Product Carousels and Video Content: The visual-first approach is becoming more prominent, especially with a focus on YouTube.
– Educational Content is Key: Brands should focus on content that educates and provides early-stage knowledge.
What’s Next?
As we approach Black Friday and Cyber Monday, it’s clear that AI will play a major role in shopping-related searches on Google. For businesses, understanding these changes is critical to navigating a competitive online landscape. And for users, expect to see a broader range of visual shopping options and educational content at the top of your search results, with organic content pushed slightly lower as ads and carousels take center stage.
How Google’s Latest AI Updates Could Impact Your Search and Shopping Experience
