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6 Strategic Marketing Goals and How to Measure Them

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6 Strategic Marketing Goals and How to Measure Them

Marketing goals can be defined as broad, long-term outcomes that a company wants to achieve via marketing efforts.

Setting clear marketing goals is important, as this can effectively focus your team on a shared vision. But the thing is, you need to choose your goals carefully. Otherwise, you may waste a lot of time on things that bring poor results or even undermine your past efforts.

In this article, we’ve curated a short list of strategic goals that are worth considering in any marketing strategy, along with some ideas on how you can measure them:

  1. Improve product satisfaction
  2. Grow organic traffic
  3. Generate leads
  4. Establish thought leadership
  5. Increase brand awareness
  6. Increase revenue

1. Improve product satisfaction

Any successful marketing needs to be founded on a good product that satisfies existing market demand. Otherwise, none of your marketing efforts will “stick.” Meaning, no matter how you promote the product, you will fail to convince your audience and build sustainable growth.

Conversely, a product that users are willing to use, buy, and recommend to others will reinforce all marketing activities. In fact, a lot of successful companies have grown solely or mainly via word-of-mouth recommendations sparked by the remarkable value of their products (e.g., Whatsapp, Tesla).

To set yourself on the right path of improving product satisfaction, you need to achieve product-market fit.

Once you know you’re in the right market with the right kind of product, you can start delighting your users with useful features and a great user experience. Keep in mind that even seemingly simple product improvements can go a long way.

How to measure

You can measure product satisfaction in two ways: ask your users what they think or gather relevant data from product usage.

Surveys

In surveys, you should ask all kinds of questions that help you understand how well your product satisfies users’ needs. You can also use tried and tested methods like the popular and uncomplicated Net Promoter Score (NPS) survey.

This survey comprises just one question: “How likely are you to recommend [product] to a friend or colleague?” The answers are given on a 10-point scale.

Scale from 1 to 10. Less than 6 are detractors. 7 and 8 are passives. 9 and 10 are promoters

You can find multiple tools online that will help you distribute the survey and calculate your NPS (e.g., Hotjar, Survicate).

Product engagement

If you’re running an online service, consider measuring product satisfaction with product analysis tools (also called product intelligence tools) like Mixpanel or Amplitude. They work by gathering data from your users’ in-app behavior and allowing you to analyze the data to gain insights from it.

For example, by measuring how often your users reach out for particular features inside your product, you can see whether those features bring value or not. Then, you can discard unused features based on real data or conduct experiments (e.g., tweaking your features or making them more visible).

User retention

User retention (or cohort retention) is a metric used for measuring the ability to keep customers over a specified period of time.

If your customers go as quickly as they come, this is usually a huge red flag (with some exceptions, e.g., e‑commerce). If you’re not operating in a niche where a short usage period is natural, low user retention is a sign that:

  1. Users don’t find what you’ve promised in your marketing communication.
  2. Your product delivers the promise, but your competitors do a better job.

In these scenarios, it’s likely you’re wasting money and brand equity by providing something people are not willing to stay with. So you need to improve your product fast.

That said, even if you have the best product on the market, the so-called customer churn (i.e., when customers stop using your product) is a natural phenomenon to some extent. The key here is to determine whether you have a healthy retention rate.

Organic traffic, also called organic search traffic, refers to the visitors who come to your website via the non-paid search results from a search engine (e.g., Google, DuckDuckGo).

To take advantage of the organic traffic potential from search engines, you need to publish content based on search demand and the business value of a particular topic (the so-called SEO content).

That way, whenever someone searches for a solution via a search engine, they will find your content and, consequently, your brand and product.

Here are the top reasons why you should join the majority of marketers who invest in creating SEO content to grow organic traffic:

  • SEO content can influence and even drive the entire marketing funnel.
  • Such content brings almost free, continuous traffic.
  • Compounding effects. A blog post written years ago can get you traffic now and into the future as long as you rank high.
  • How much your organic traffic grows depends more on content quality and creativity rather than budget.
  • The flywheel effect: Content marketing done right can be a self-reinforcing mechanism that helps you get results more easily as you go along.

Let me just add that this is not some hypothesis. At Ahrefs, we’ve been systematically developing search engine optimized articles and videos, and the articles alone bring us approximately 384K organic visits every month.

Overview data of Ahrefs blog

How to measure

We can recommend two types of tools here.

Firstly, measuring organic traffic is best done via Google Search Console (GSC). This is a free tool that gives the most accurate organic traffic data. GSC will show you the number of clicks coming from Google Search, Discover, or News. It’ll also show you the number of times your content has been displayed by Google (i.e., impressions):

GSC search results data of Ahrefs blog

While GSC does a great job of providing these simple metrics, it lacks features and data for comprehensive organic traffic analysis.

This brings us to other types of tools: SEO tools that fill the gaps of GSC, such as the free Ahrefs Webmaster Tools.

For example, while GSC will show you up to 1K keywords and up to 1K backlinks, Ahrefs Webmaster Tools will show you that and many more data points without any limits.

AWT shows dropdown list of no. of keywords grouped by countries

To sum up, you can use GSC for measuring organic traffic and other more advanced SEO tools for SEO analysis and finding growth opportunities.

To put things simply, the more leads you generate, the more revenue you make. This is because every lead is a potential customer. However, not every lead will become a customer, so you need a lot more leads to get your desired number of customers.

A lead is anyone who has expressed interest in a product or service by sharing their contact information (e.g., email address) with a company in exchange for some kind of value (e.g., free ebook, free tool, weekly email newsletter with educational materials).

More often than not, potential customers are not instantly ready to buy. This is especially when they have little or no acquaintance with your brand.

When there is a lot of competition in the market, your potential customers are likely to do some research and compare you to others before they make a purchase. Moreover, if your product is complex and/or expensive, people need to make sure the product will solve their problem or will be worth their money and effort.

This is where lead generation comes in. When a person gives you their contact information, you gain an opportunity to contact them directly in the future. You can use that opportunity to nurture your relationship with them to a point where they are ready to buy.

To generate leads, you will need three things:

  1. Traffic – In other words, visitors coming through your marketing channels.
  2. Offer – The value you are going to provide in exchange for contact information (e.g., free ebook).
  3. Lead capture – A form where people can submit their contact information (e.g., name, phone number, email address).
Infographic of lead generation process: traffic, offer, lead capture

How to measure

How you measure your lead generation depends on your offer. This can be the number of newsletter subscribers, trial sign-ups, app downloads, or whatever else you are planning to provide.

The simplest way to measure incoming leads is via the same tool you use to capture your leads. For example, our email capture form uses Mailchimp’s functionality. It’s the same app we use to monitor the number of leads and send a weekly newsletter to people who signed up.

Email lead capture form

You can also aggregate your data in a business intelligence software like Google Data Studio or Klipfolio. Then view the data next to other important metrics for quick insights, such as the conversion rate from leads to customers.

4. Establish thought leadership

In marketing, thought leadership is demonstrating your brand has expertise in its area of business. Effective thought leadership creates a belief among your target audience that your solutions are the best.

Through effective thought leadership, you become an authority in your industry—that status reinforces every message you send out. And so, in the classic conundrum of whether the messenger is more important than the message, you can actually have both.

The more sophisticated and technically oriented the market, the more thought leadership counts. A good example of this is the electric car market. Tesla is an undisputed thought leader in this area. That’s why it surpasses sales of other established car brands with larger advertising budgets. In fact, Tesla is famous for its anti-advertising attitude.

How to measure

Measuring your progress in becoming a thought leader depends on where you share your ideas. Here, we’ll show examples of two effective channels and their respective metrics.

Quality backlinks

A backlink is a link on one website that links to another website. Backlinks act as votes. Even Google thinks so, treating backlinks as one of the most important ranking factors.

And so if you publish content that gets this kind of vote, you’re on the right track of becoming an authority in your industry. This is because people are digitally voting for what you say, resulting in direct traffic from those pages and higher search engine rankings.

To illustrate, one of the widely discussed subjects in the SEO community is building links through outreach. Our CMO, Tim Soulo, has joined the conversation with an article called I Just Deleted Your Outreach Email. And NO, I Don’t Feel Sorry, which explains how to do effective outreach that doesn’t feel like spam.

That article alone got over 2K backlinks (aka digital votes).

Backlinks report of Tim's "outreach" blog post

And just a quick reminder—sharing ideas through such articles brings customers:

Registration form reply from customer who said they found Ahrefs via Tim's content

Speaking engagements

Speaking engagements come in different shapes and sizes. These can be either big industry events like BrightonSEO (with some 4K attendees) or more cozy settings with smaller audiences like podcast interviews.

What they all have in common is getting attention from industry professionals and even industry authorities. So the more you speak at those events, the more likely you are to reach people with your ideas (and your name) and become an authority in your niche.

With speaking engagements, you can put your name on the map, attract followers to your social media channels, and communicate with these followers directly later on.

Once you have more budget, you can even up the ante by creating your own conference, especially if you want to popularize an original concept. That’s what Hubspot has done with the term “inbound marketing” and its INBOUND event.

Speaker on stage at Hubspot's INBOUND event

5. Increase brand awareness

A brand is a central concept in marketing, and it’s been this way for decades. This is because brands have powerful effects on consumers:

  • A brand makes recognizing the product as easy as remembering the word or the shape of a logo.
  • A brand evokes associations with positive experiences.
  • A brand allows for rationalizing the cost of the product.

Building brand awareness increases the odds of consumers associating your brand or product with a specific need.

Just think about it. Starbucks is one of the most valuable brands in the world. For millions of people, Starbucks is the synonym of coffee. So essentially, it isn’t an exaggeration to say its business relies on a mental association between a logo and a need for coffee. That’s how powerful brand awareness is.

And the amazing part is, however absurd this may sound, the Starbucks logo has nothing to do with coffee. Starbucks has even dropped the word “coffee” from the logo.

Pics of Starbucks logos from 1971 to 2011

How to measure

Measuring brand awareness is the domain of specialized research companies. A common method for measuring it is through surveys. However, this option has its flaws: It’s expensive and time-consuming.

Alternatively, you can gauge the overall trend of your brand awareness yourself using online tools. The only caveat is this method will give more accurate estimations for online businesses than the predominantly offline ones.

You can also use a keyword research tool to discover the search volume of your brand name. The reason is this: If your brand awareness increases, more people will want to buy from you and look up your brand on the web.

For example, if you use Ahrefs’ Keywords Explorer, you can just plug in your brand name and instantly get:

  • The number of estimated monthly searches for a specific country (and globally).
  • A graph of monthly searches plotted in time that offers quick insights into trends.
Keywords Explorer overview of they keyword "Twilio"

You can also easily measure your performance against your competitors’ (technically, this kind of comparison is called measuring the share of voice).

List of keywords and other data for Twilio and its competitors

If you’re not an Ahrefs user or just need a point of reference without the search volume data, you can use Google Trends to gauge interest in branded queries.

So far, we’ve discussed rather indirect ways to increase revenue. Now, we’ll discuss three ideas for increasing revenue directly.

The first way is revising your pricing. If you have solid reasons for thinking you’re not charging enough for the value you provide, you can try to increase prices. Even a price increase of a few percent can result in significant returns if multiplied by hundreds or even thousands of new customers. Word of advice: A good practice here is to keep the original price for any existing customers.

A seemingly counterintuitive way (also quite risky) to increase your profits is through lowering prices (e.g., penetration pricing, loss leader strategy). This can lower the barrier enough for the arrival of new customers (you can even win your competitors’ customers this way).

Recommended reading: How to Increase SaaS Prices the Right (and Profitable) Way

The second way is adding new services and/or products. For instance, a dog food brand decides to expand its assortment by offering dog accessories like toys, dog care products, or beddings. It can even create special product bundles and call it “new dog owner essentials.”

The third way is cross-selling and upselling. Cross-selling means suggesting other products in addition to the chosen product. Upselling suggests a more expensive version of the chosen product.

Let’s learn from the best here. When you’re shopping for a new iMac, you will first see a standard price for the product:

Standard price and other details for iMac

Then you will be offered an array of upsell options:

Pic of iMac with upgrade options for memory and storage next to it

Followed by an even wider array of cross-selling suggestions:

Other add-ons for the iMac, e.g., AppleCare

How to measure

The easiest way to measure revenue is to measure the number and the value of sales. But a lot of companies also need to measure recurring revenue from subscriptions, the revenue growth rate, and the value of each new customer.

Recurring revenue

Monthly recurring revenue (MRR) measures how much you’re earning each month through recurring contracts (i.e., subscriptions).

MRR = number of subscribers on a monthly plan * average revenue per user

For annual plans, you have to divide the plan price by 12 and then multiply by the number of customers on that plan.

For example: If you have 700 customers on a $9 per month plan and 100 customers on a $97 yearly plan, your MRR will be:

(700 x $9) + ($97/12 x 100) = $7,108 MRR

If you want to track annual recurring revenue (ARR) as well, all you need to do is multiply MRR by 12.

In our example, that is:

$7,108*12 = $85,296 ARR

Revenue growth rate

Revenue growth rate measures the month-over-month percentage increase in revenue. This metric is an indicator of how quickly your company is growing.

You can measure the revenue growth rate for any period you need: weeks, months, or years.

Let’s say you want to measure the annual growth rate compared to the previous year. The formula for that will be:

(revenue year 2 — revenue year 1) / revenue year 1 x 100 = revenue growth rate (%)

In our example, that is:

($170,592 — $85,296) / $85,296 x 100 = 100% revenue growth rate

Customer lifetime value

Customer lifetime value (CLV) is the total worth of a customer to a business over the whole period of their relationship. CLV can also be used as a predictive metric of how much revenue each new customer will bring on average.

There are multiple models of calculating CLV. Without going into too much detail about each alternative, here’s a fairly simple formula to calculate CLV:

customer lifetime value = average order value x purchase frequency rate x average customer lifetime

Where:

  • Average order value is your total revenue divided by the number of purchases.
  • Purchase frequency rate is the total number of purchases divided by the number of customers.
  • Average customer lifetime is the number of days between the first and last purchase date, divided by 365.

Final thoughts

Marketing goals, by nature, are usually grand and ambitious. Hence, they can be quite intimidating.

But no worries. You can overcome that problem by setting achievable goals and breaking your overarching goal into smaller bits. You can see how it’s done in practice using SEO goals as an example in the below article:

Got questions? Ping me on Twitter.




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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

Featured Image by Shutterstock/sutlafk

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

More resources: 


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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


Featured Image: DIA TV/Shutterstock

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