Thursday, June 4

🤯 Studies Show Changing Habits in Ad Interactions

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⚡️ Today’s Headlines ⚡️

😵 Shopify’s outage disrupted stores, checkouts, and admin access. The service disruption, which occurred on Tuesday, impacted core commerce functions and may have brought residual issues onto its merchants.

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🎥 X introduced a video reaction feature for iOS. The “React with Video” reply option makes it easier for users to respond to content with video commentary via a front-facing camera activation.

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⚡️ LinkedIn is expanding in-app mobile post boosting. The quick promote Boost option started rolling out last year and offers another way to extend the reach of posts as well as improve in-stream visibility using a simplified set-up process.

💡 Today’s Insight 💡

AI Overviews has turned search into reading sessions – here’s what you can do

🗞 TL;DR - As a searcher, AI Overviews (AIO) can be a super convenient way to get a quick answer to your query. But as a brand, that’s a major roadblock to getting consumers onto your company’s page. Search Engine Land’s Kevin Indig has all the tips on what you can do now that users are behaving differently with AI Overviews.

💡 Insight - Indig analyzed anonymized clickstream data from ~846k U.S.-based Google search sessions and found that the time-on-page for a user on the SERP is no longer dependent on search intent when an AIO is present. The AIO compresses search intent behavior to look similar across intent types.

That said, average SERP sessions with AIO are almost 4x longer than without because of additional context. Direct answers from the AIOs provide more information and take longer to read, with the original intent mattering much less.

Traditionally, users’ searches told Google and SEOs how they would behave and intent sorted every user. Now, AIO has erased that tell. And furthermore, while most Google users never chose this, they have no choice now with how Google’s integrated it into the UI. Over 1.5 billion people are now using AI Overviews, so this is just the way people search the web now.

So, what can you do? Focus on the second impression. You’re not gonna win out over the AI Overview, but you can optimize for what searchers see on the second look back-scroll after they’ve passed your listing once. You do this by optimizing your metadata including:

• Product detail pages (PDP): star ratings, review count, price, stock status, product schema, and images

• Category detail pages (CDP): ItemList schema on the category page, filter and sort UI visible in the SERP preview, and page count and depth

• Blog content: a possible validation click, including who said the credibility statement and when

Intent-based content work is still important, but it’s gotten an added layer: prediction. Optimize your SERP for how your listing reads against the AIO and think of how long users are going to stay there, where they’ll look past it, and when they’ll click.

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