Online sellers are at loggerheads as Google’s AI overhaul disrupts SEO

Google’s recent introduction of AI Reviews (AIO) in US search results has sent shockwaves through the eCommerce industry, forcing online retailers to re-evaluate their search visibility strategies.

SE Ranking, an SEO platform, says there are both challenges and opportunities for online sellers navigating this changing landscape.

SE Ranking found that in a study of 100,013 terms, only 8.71% of keywords currently trigger AIO, a significant drop from the 64% seen in pre-implementation testing.

Although AIOs appear less frequently, their content has become more significant. The study noted

“Our latest findings indicate that the average AIO text length is approximately 4,342 characters,” the SE Ranking study said. This represents an increase of 24.59% compared to previous observations, which may result in organic results moving further down the page.

The report shows how Google’s artificial intelligence overhauls are changing the search landscape, potentially changing the way consumers discover and interact with online companies. By highlighting changes in search visibility, ad placement and content requirements, the study provides critical information for e-commerce companies looking to maintain or improve their online presence in an AI-powered search environment.

What triggers reviews?

The study also revealed that some niches are more likely to trigger AIO than others. According to the study, “the Relationships niche has the highest percentage of AIO-triggering keywords (26.62%), closely followed by Food & Beverage (24.78%) and Technology (18.11%).”

For eCommerce companies operating in these niches, this presents a mix of opportunities and challenges. The increased likelihood of AI-generated responses may mean greater visibility, but it also raises concerns about the loss of direct clicks if AIOs satisfy user queries without the need for additional navigation.

However, not all sectors face equal disruption from AI. The data showed that “Travel, healthcare, law, news and politics have <1% of keywords triggering AIO.” This uneven distribution suggests that Google may approach certain topics with caution.

A potential silver lining for online retailers is the continued importance of credible content.

According to the study, “84.72% of AIOs link to at least one domain in the top 10 organic search results.” This means that investing in high-quality, relevant content remains crucial for both traditional SEO and AI visibility.

The study also shed light on the types of websites most frequently mentioned in AI reviews. While established players maintained their position, niche sites emerged as the main sources.

“The presence of niche domains such as Runnersworld.com and Healthline.com as the most linked sources may indicate that Google is prioritizing sites with deep expertise in specific topics,” SE Ranking wrote.

This trend towards subject matter expertise can benefit specialized eCommerce players who can position themselves as credible sources in their niches.

The study also revealed knowledge about query length and AIO triggers.

“Longer queries are more likely to trigger AIO, with ten-word queries triggering 19.10% of AIO,” the report says. This finding could prompt retailers to rethink their keyword strategies and potentially focus more on long-form, question-based product descriptions.

Maintaining flexibility

As online retailers navigate the new AI-powered search landscape, the study highlights the need to adapt.

“Given the unpredictable nature of AI in search, SEO professionals should diversify their SEO tactics to optimize for both traditional and AI-enhanced searches,” the researchers advised.

The researchers suggested that SEOs may need to “adapt their content strategies to target niche-specific queries” and “reconsider content length and structure to ensure sufficient topic depth.”

The study also noted changes in the advertising landscape surrounding AIO: “Ads accompany AIO 87% of the time. Before implementation, ads appeared in 73% of search results with AIO devices.” This increase in ad presence can further impact the organic visibility and click-through rates of eCommerce sites.

As Google continues to improve its AI integration, the frequency and nature of AI reviews will likely evolve. For now, eCommerce players must navigate a future where artificial intelligence is both a potential obstacle and an opportunity in the pursuit of online visibility.