Category: In the News

One year after the launch of Google’s generative AI search feature, AI Overviews, publishers are recalibrating.

One publisher is rethinking its SEO strategy, backing away from optimizing content for long-tail search queries. Another is reinvesting in exclusives, scoops and breaking news — prioritizing urgency over evergreen stories. A third is actively working to reduce its reliance on Google for traffic altogether.

These are just some of the ways publishers are shifting their strategies, having learned what’s working — and what isn’t — since the launch of Google’s AI Overviews.

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Search marketing, once a relatively narrow and technical sect of marketing, is becoming much more wide-ranging.

One year in from the launch of Google’s AI Overviews, adoption of AI-assisted search tools has led to the rise of so-called “zero-click search,” meaning that users terminate their search journeys without clicking a link to a website.

“People don’t search anymore. They’re prompting, they’re gesturing,” said Craig Elimeliah, chief creative officer at Code and Theory.

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