Although in an experimental stage within their Search Labs, Google’s Audio Overview just rolled out. It appears to be part of the Generative AI results being shown within Google, except this takes zero click to a new level.
By using Google Audio Overview, you will now be listening to the search result for the requested query or prompt. This isn’t a reading of the SERPs though, it is Google’s podcast like version summarizing the information it has identified and sharing that verbally with the searcher. The assumption is that this was intended for those preferring or needing hands-free experience, but I can also envision those with an affinity for audio books or podcasts preferring this for more complex topics.
Once again, this new entrant to Google SERPs takes up valuable real estate, pushing down the organic content, websites or blue links. There doesn’t seem to be an easy way to find the cited sources. This introduces a zero click experience – when users are not engaging with content or the organic search traffic is not being referred to your website. This additional feature being introduced by Google, should reinforce how important branding is right now – for content onsite and offsite. This is the same approach we are discussing with marketers for their Generative AI strategy. You must be focused on earned and social media which is sourcing and referencing your brand, as much as you are the information on your website. The structure of your content should be adjusting to where we believe the future of search is heading.
As we talk about GenAI more and more, it is making it challenging to use the term “keyword” or “key phrase”. We are seeing the user output in queries begin to change once again. With mobile users soaring these past few years, we saw verbal queries rise, including natural language (framing search queries as a question). This, along with the more recent surge of using prompts, has shown greater sophistication (and overall length) of the search inquiry made.
As user behavior and the platforms evolve, so must our digital/brand strategy, content creation and optimization efforts. Think beyond a high-ranking search result – we now want our brand to be the suggested answer or solution. Regardless of how the user is learning of it. That will require a different digital approach than what most companies have been focused on – heavier emphasis on branding and offsite opportunities.
