Published on January 6, 2025
All Google users in the U.S. now receive AI Overviews at the top of their search results. To optimize for these AI displays, marketers will need to craft content that is not only trustworthy but also snippet-friendly.
AI has played a significant role in shaping search engines for years. Companies like Google and Microsoft use natural language processing to interpret search queries and deliver personalized results. Now, search is evolving with the introduction of chatbot formats. For PR professionals, the challenge is ensuring their content remains relevant and visible in a search landscape increasingly driven by artificial intelligence.
Google’s AI Overviews, which summarize topics from select sources, are becoming more prevalent. Many search result pages now feature Featured Snippets—concise answers pulled from top-ranking pages—along with sponsored links and a “People Also Ask” section that provides additional information.
AI Overviews and similar features are transforming search engine results pages (SERPs) by introducing diverse formats such as shopping results and image packs. These richer pages aim to provide quick answers, from snippets to straightforward calculations. When users find what they need without clicking through, it indicates both effective search and credible content. For PR professionals, this means adapting strategies to target various search features.
Google’s AI evolution began with its Multitask Unified Model (MUM), which enhances query processing by correcting user errors like misspellings and generating snippets from credible sources. This model evaluates content based on experience, expertise, authority, and trustworthiness (E-E-A-T). AI Overviews, while adhering to these E-E-A-T criteria, add complexity by considering how source material is phrased. Understanding how Google interprets complex queries can influence how you optimize your content.
GenAI tools focus on matching the language of search queries with the overall content, rather than relying solely on traditional SEO signals like keyword density or click-through rates. This opens new avenues for PR professionals who may have previously struggled to rank highly in search results. While established, high-engagement content can dominate SERPs, AI can pull from fresh sources, including commercial brands, highlighting the need for adaptive SEO tactics.
PR professionals must optimize for content for the new formats as well as basic search. Here’s how to ensure your content is both trustworthy and snippet-friendly:
As search evolves, the inclusion of an “Ask a follow-up” feature signals a shift towards more interactive, chatbot-led experiences. This means:
While AI Overviews provide links to sources, it’s crucial to verify the accuracy of the information presented. Here’s how to navigate this effectively:
By integrating these strategies into your PR workflows, you can better navigate the evolving search landscape and enhance your content’s discoverability and relevance.
PR professionals must adapt to the rise of AI-driven search features by ensuring their content is optimized for both traditional and modern formats. High-quality, authoritative and snippet-friendly content will enhance your competitive edge in the evolving search environment.
As SEO continues to evolve, questions remain about the impact of GenAI on traditional search formats and whether marketers will need distinct strategies for each AI tool. Staying informed about these developments is crucial for maintaining visibility and relevance in a rapidly changing digital landscape.
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