Combat AI Overviews in SEO by Creating Videos

Marketing is changing, and there's nothing we can do to stop it.

I want to give you a very simple concept, a very simple action item to help your business navigate through this intense period of change in marketing and business.

So, what's happening out there? What I want to focus on today is Google's new AI overview experience and what you can do to help offset some of the losses you might see if your business is subject to these AI overview answers.

What is SGE?

In 2023, Google announced and released, but only to a test group, their SGE experience, which stands for Search Generative Experience. Essentially, SGE integrates AI answers directly into the search results.

For users that opted in, a search might not greet them with the standard organic and paid results. Instead, they could potentially see an AI-generated answer that attempts to fully address their query right there in the Google search results.

The Problem with AI Overviews

One of the main problems with these AI overviews is quality control—they’re not always accurate. These AI overviews pose a major disruption to how Google search has worked over the past couple of decades.

The Harmony Disrupted

Historically, there’s been a natural harmony where website owners create great content and Google refers traffic to these websites. Google makes their money through Google Ads, thanks to a large user base. Some of these websites run Google Adsense, allowing Google to make more money.

So, the harmony has been:

1. Google refers traffic

2. Google gains a market share of ad revenue

3. Websites gain organic traffic and revenue

The Impact of AI Overview Experience

However, with the introduction of AI-generated answers, this balance has been disrupted. If users receive a full answer directly in the search results, they feel no need to click through to other content.

Many in the SEO industry are furious. Website owners have worked hard creating content and now Google’s AI is learning from this content and answering queries directly in the search without sending traffic to these sites.

Navigating the Disruption

This is obviously a major disruption, and there's not much we can do about it directly. However, it’s vital to look at the trend line of referral organic traffic from Google. If you notice a decline, you might be in a space where Google is providing more AI answers directly in search.

This trend is vital to know, not only for the present day but also for your future planning. If you're forecasting $1 million from organic search but suddenly find a 25% haircut in organic traffic, that’s crucial information.

The Solution: Lean into Video Content

One essential strategy that’s no longer optional is to lean into video content. Video creates a barrier to entry because not everyone is comfortable getting on camera.

Why Video?

1. Barrier to Entry: Not everyone is ready or able to produce video content, giving a competitive advantage.

2. Ownership: Google owns YouTube, one of the most used search engines.

3. E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Video can showcase your expertise and build trust with your audience.

People want to consume content through video. There won’t be a complete shift overnight to only AI-generated snippets. People want to be educated and entertained, and video is a fantastic medium for that.

Getting Started with Video: The How-Tos

I’ve always stressed the importance of video but haven’t provided much on the "how" to get started. Here are some actionable steps to create your first videos, focusing on three key elements: lighting, audio, and video editing.

Video Editing

When I started, I used a Chromebook, which has limitations with software installations. I found a cloud-based video editor called WeVideo, which allows you to edit videos on even the most basic Chromebooks.

Advantages of Cloud-Based Video Editors:

• Don't Need Fancy Computers: Editing is done in the cloud.

• Ease of Use: Most cloud-based editors aren't as sophisticated as some of the heavy duty video editors

Lighting

Good lighting is crucial. You don’t need an expensive setup. Even without a big window, affordable lighting kits from Amazon ($30-$40) can help create professional-looking videos.

Audio

Don’t use the microphone on your cell phone. Invest in a Lavalier mic from Amazon for around $20 or, if you can, a Blue Yeti microphone (around $100).

Overcoming Hurdles and Getting Better

Starting with video can be challenging, but it's not as scary or expensive as it seems. You can start with basic equipment and improve over time.

• Video Editor: Cloud-based

• Lighting: Affordable kits from Amazon

• Audio: Lavalier mic or Blue Yeti

The way to improve is by putting in the reps. My early videos looked like mugshots, but I got better over time. The same will be true for you.

Summary

Organic traffic as we know it might decline, but there are still plenty of opportunities to attract audiences, especially through video. Start small, use basic equipment, and focus on constant improvement. Your business needs to lean into video, and now is the time to start.

If you need more guidance, feel free to contact me directly. I hope this blog post was helpful. Remember, your business has to lean into video, but it's not as scary or expensive as you think. Get started today with what you have, and watch yourself improve over time.