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Elevate Magazine
October 26, 2024

How Kiwi Brands Can Optimise Content for Google’s AI Overviews

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Image Resource: Luca Sammarco

How Can Kiwi Businesses Optimise Content for Google’s AI Overviews?

Google is harnessing the power of AI by implementing it in their search results, using generative AI through AI Overviews to deliver concise and accurate summaries of complex topics directly at the top of the search results.

Mastering AI-driven search strategies is imperative since AI is becoming increasingly prevalent across all sectors. Brands can utilise AI to increase their visibility, enhance customer engagement, and gain a competitive edge in both local and global markets. Here’s how Kiwi brands can leverage the power of Google AI results.

The Rise of Google AI and Its Impact on Search Visibility

Google’s integration of AI into search fundamentally transforms how users access and interact with information. AI Overviews provide users with synthesised summaries from various sources, offering a streamlined experience that reduces the need to scroll through multiple search results.

According to Search Engine Land, these AI-generated overviews are prominently positioned at the top of search engine results pages (SERPs), significantly influencing user engagement with content.

Companies must now prioritise optimising their content for AI visibility, as the integration of Google AI-generated overviews means that traditional SEO strategies no longer guarantee organic traffic.

However, Kiwi businesses, in particular, have a unique opportunity to capture a global audience by standing out in AI-driven results. Marketing or communication teams can craft content that aligns with these new AI preferences, enabling Kiwi companies to enhance their chances of appearing in higher search results.

Understanding Google’s AI Overviews and Generative Engine Optimisation (GEO)

Introduced at Google I/O 2024, AI Overviews summarise complex information by pulling data from a wide range of sources. These summaries aim to address user queries quickly and efficiently, making them a go-to feature for those seeking instant answers.

Generative Engine Optimisation (GEO) has emerged as a new form of SEO in response to this shift. GEO focuses on creating content tailored specifically for AI models, ensuring that the content is both informative and aligned with user intent.

Kiwi businesses must optimise their content for AI Overviews, and one way they can do so is to start publishing high-quality, authoritative information that AI systems recognise as reliable. This strategy, focused on quality, will help ensure that their content stands out and meets the needs of users seeking trustworthy answers.

Strategies for Enhancing Visibility in AI Search Results

Prioritise High-Quality, Authoritative Content

Google’s AI prioritises content that is trustworthy, well-researched, and authoritative. Kiwi companies should focus on creating helpful, people-first content that addresses the needs of their target audience.

Brands can enhance their credibility and improve their chances of being featured in AI-generated overviews by producing in-depth articles, guides, and resources backed by solid data. Additionally, it’s crucial to avoid keyword-stuffing or low-value content, as AI systems are designed to detect and deprioritise such tactics.

Optimise for Informational and Long-Tail Keywords

Another key strategy for visibility in AI search results is the use of long-tail keywords, particularly those related to informational queries. AI systems tend to favour more specific, question-based searches, such as “how to start a sustainable business in New Zealand,” over broader terms like “business ideas.”

The main reason is because users are mostly searching for specific information are more likely to engage with AI-generated summaries that provide detailed answers. Kiwi companies can align with the AI’s preference for content that directly addresses user intent.

Leverage Schema Markup and Technical SEO

Schema markup and other forms of structured data can significantly enhance how AI systems interpret and present your content. It’s important for marketers to start implementing schema types like FAQ or HowTo to help search engines categorise and display information in more user-friendly formats, increasing their chances of appearing in AI Overviews.

For technical SEO, it’s important to ensure that businesses’ websites are optimised for Core Web Vitals, such as fast loading speeds and mobile usability, as these are key ranking factors for Google’s AI systems.

Competitor Research and Differentiation in AI Search

Before AI Overviews entered the search engine scene, it was common practice for brands to closely monitor their competitors. Now, with AI, they should continuously check if their competitors frequently appear in AI-generated results.

It will help them analyse their competitors’ strategies, including keyword performance and content structure. Investing on tools that track AI search visibility to identify effective practices, allowing them to adjust their own strategies accordingly.

AI systems favour content from trusted sources, so companies with a strong, positive online reputation are more likely to be featured and effective in building brand authority online. Therefore, Kiwi businesses should focus on maintaining a consistent brand image, engaging with customers, and producing content that enhances their authority in their industry.

Integrating Multimedia and Enhancing Engagement

AI-generated search results favour content that integrates various formats, such as images, infographics, and videos. Incorporating multimedia into content increases engagement since it is more visually appealing and enhances the chances of being referenced by AI Overviews.

Kiwi businesses should start investing in high-quality multimedia that is personable and customised, resonating with their audiences, since it can be an effective way to differentiate their content in a crowded digital space and appeal to a wider audience.

Continuously Monitoring and Adapting to AI Shifts

AI-driven search is constantly changing, and businesses need to keep up. For businesses, regularly tracking how AI systems behave and which content they prioritise is crucial for staying relevant.

Kiwi companies should frequently update their existing content to align with current trends and AI preferences. This may involve conducting regular content audits using AI tools to identify areas that need improvement, such as outdated statistics or shifting keyword relevance.

Conclusion

The introduction of Google’s AI Overviews has reshaped the search landscape, presenting both challenges and opportunities for businesses. It is imperative for New Zealand companies to adapt to this shift by prioritising high-quality content, optimising for long-tail keywords, and leveraging multimedia.

One of the best things companies can do for now is to actively monitor trends and adjust their strategies. Kiwi businesses can use this change to their advantage by exploring the new feature in Google and thriving in the AI-driven future of search.