Google's AI Overviews (AIO), previously known as Search Generative Experience (SGE), has undergone significant optimization since its official launch. The evolving trends of this generative AI search feature are becoming increasingly clear. This article examines key changes in Google AIO and provides actionable strategies for cross-border independent e-commerce websites.
AIO Evolution: Four Key Changes
1. Increased Weight of Top 10 Organic Search Results
Initially, AIO's referenced links showed limited correlation with Google's top 10 organic search results, offering exposure opportunities for high-quality content ranked lower. Recent data reveals that AIO now predominantly relies on top 10 results, with SE Ranking research indicating that 93.67% of AIO references include at least one top 10 result. This shift necessitates greater focus on improving organic search rankings for visibility in AIO.
2. Preference for Authoritative Websites
AIO increasingly favors authoritative sources. Data from SE Ranking and Surfer shows growing representation of government (.gov), educational (.edu), and high-authority platforms like YouTube, LinkedIn, Wikipedia, Healthline, and WebMD in AIO references. While user-generated content platforms like Reddit and Quora remain prominent in organic search, AIO's algorithm prioritizes authority. Independent sellers should seek collaborations with authoritative domains to enhance credibility.
3. HTTPS Protocol as Standard Requirement
HTTPS security protocol has become fundamental for SEO and AIO eligibility. SE Ranking found 99.75% of AIO-referenced sites use HTTPS. While most websites already implement this, some smaller platforms might overlook it. Independent sellers must ensure proper HTTPS deployment to meet AIO requirements.
4. Critical Importance of Search Intent
Unlike Featured Snippets that extract content from single pages, AIO synthesizes information from multiple sources to address user intent. SEO Clarity data shows over 96% of AIO references originate from informational content. Keyword stuffing proves ineffective—content must genuinely solve user queries to stand out in AIO.
Strategic Responses for Cross-Border E-Commerce
1. Leverage Semrush's AIO Tracking
Semrush's Organic Research tool now includes AIO tracking to identify keywords triggering AIO results and assess opportunities for inclusion. Analyzing competitors' AIO performance helps uncover growth potential and refine SEO strategies.
2. Present Content in Text Format
Since AIO follows standard crawling and indexing processes, text-heavy product images hinder search engine comprehension. Using HTML text instead of image-based content improves ranking potential for AIO inclusion.
3. Implement HTML Staticization for Core Content
Google faces challenges processing JavaScript-generated content. Onely.com's analysis of 140,000 AIO entries shows 88% of referenced text comes from static HTML. Static core content enhances crawlability and AIO visibility.
4. Optimize Google Ecosystem Presence
Google's ecosystem—including YouTube, Google Merchant Center, and Google Business Profile—offers significant traffic and brand-building opportunities. YouTube, as the second-largest search platform, holds particular importance in AIO references. Active engagement across these platforms strengthens overall visibility.
Deeper Strategic Considerations
Beyond tactical adjustments, sellers should reconsider fundamental approaches:
- Content Strategy Shift: Transition from keyword optimization to user-centric content that provides unique value.
- User Experience Priority: Ensure fast loading, intuitive navigation, mobile optimization, and quality service to enhance satisfaction.
- Data-Informed Decisions: Continuously monitor AIO algorithm changes and performance metrics to refine strategies.
- Marketing Channel Diversification: Balance SEO with social media, email, and affiliate marketing to reduce dependency on single channels.
- AI Technology Adoption: Utilize AI tools for content creation, ad optimization, and customer service to maintain competitiveness.
Google AIO represents both challenge and opportunity in the evolving search landscape. Proactive adaptation through strategic content optimization, technical improvements, and ecosystem engagement will position independent sellers for sustainable growth in this AI-driven era.