How Google's AI Summary Messes with Click-Throughs — And What to Do Now

Your prospect asks Google a question. They get an answer in the AI Summary. And they never go to your website that provided Google the answer. Great for them. Lousy for you. So, is SEO now useless?

Not long ago, marketing experts suggested writing FAQ pages as part of Search Engine Optimization strategies. Users would type in queries such as “How do I unclog my shower drain?” and a well-optimized plumber’s website would provide the answer. The site would rack up a lot of click-throughs and get an opportunity to make a good impression on a new user.

But now that users are getting the answer to their unclogging the shower question in Google’s AI summary, they never go to that plumber’s website. No click-throughs and no opportunity for brand recognition or further marketing. Yes, AI Summary does list its sources, but few users actually click on them.

If you are watching your web analytics, you probably have already noticed this drop in your click-through rate. It’s being reported in all industries. But this is no time to panic! And here’s why:

Focus on the other end of the funnel

You are no doubt familiar with the marketing funnel metaphor. The theory is that marketing starts by attracting large numbers of possible customers, the wide end of the funnel, and through a series of strategies, winnows out those who are not good customer candidates. Those who can’t afford to buy, are not ready to purchase, or have other disqualifications are left behind, and motivated prospectives move into the lower, narrow, end of the funnel.

While it’s disheartening to see fewer clicks, consider that the AI Summary is the wide end of the funnel. People who ask how to unclog their shower drain are looking for DIY tips. They aren’t looking for a plumber to come over, and they were likely never going to move into the lower end of your marketing funnel anyway.

Emphasize local Search Engine Optimization

People who do want a plumber to come out to their home and unclog the drain are looking for someone local, not three states away, no matter how good their DIY answer. These are the people are very close to making that “buy” decision, and marketing strategies for the lower end of the funnel are at play here. Rather than lead generation, this is the conversion stage.

Local search, then, is the best and most obvious place for SEO efforts. Creating content that includes local keywords is important, but even more critical is correctly using local search terms in your website’s structured data, as we talked about in the recent article about schema. Maximizing your Google Business Page and keeping it up-to-date is a powerful partner in local SEO that should also be on the To-Do list, along with local descriptors in industry directories and on social media.

As you can see, SEO is not useless in this era of Google AI Summary. In fact, it’s more important than ever, but in a different way that requires some modification from what we used to do. Local SEO is the first goal to tackle, but there are other optimization techniques to employ as well, which we will discuss next time.

If you’re ready now to beef up your local SEO on your website or Google Business Page, the Sprocket team is ready to help. Call today to learn how we can work together to boost your business on the web.

Photo by Nataliya Vaitkevich

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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