After a year of Google’s AI Overviews, marketers consider tweaking their paid search strategies

Google’s AI Overviews feature marked its first birthday this week.

The feature shows users AI generated summaries at the top of their search queries, ahead of links to articles and websites. As the AI-generated summaries have become more common in search results, marketers have begun actively examining how their sites can appeal to both human users and AI crawlers, throwing established SEO strategies into question. They’re also keeping a close eye on the performance of their paid search investments.

Overviews has been credited with cratering search traffic to publisher and brand sites since it was launched in the U.S. on May 14 last year. Clickthrough rates for publisher Mail Online fell over 56% as a result of the Overviews appearing in search results, for example. Meanwhile, 80% of consumers resolve 40% of their searches without going further than the search results page, according to research published in December by consultancy Bain.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.