The pricey impact of Google’s AI-overviews on your business

We’ve all heard a lot about AI in recent months, and you’ve probably tried using it in one form or another. The purpose of AI is to make our lives easier. 

At its best AI is good at increasing efficiency, automating tasks, improving decision-making, and enhancing customer experiences. But how it’s impacting your business is, to some extent, out of your control. 

For many charities and businesses their websites are the spine of their business. A good website informs people about who you are, what you offer, and provides a place for the sale of goods and services. For many businesses a website provides the only place for the sale of your goods and services.

So having your website found by your customers and supporters is vital.

What is the purpose of Google?

“Google’s mission is to organize the world’s information and make it universally accessible and useful, aiming to improve the lives of as many people as possible through technology and information access.” 

Google claims to be for the people. For many years they have built features in Search that are supposed to make it easier for people to find the information they’re looking for as quickly as possible. 

AI Overviews are designed to take this a step further, helping with more complex questions that might have previously taken multiple searches or follow-ups, while “prominently” including links to learn more.

But with AI-generated overviews answering your search queries, how many of us stop there and don’t bother to click through to other results? 

According to the Hoth

“Research found that when a website was featured in an AI Overview, it experienced an 8.9% drop”

This drop is actually less than many expected, but this combined with Google core updates, ever increasing competition, and a tough economic environment means that a lot of smaller businesses and charities are feeling the impact.

Don’t feel down and don’t give up!

Aggregated content in AI-overviews may only slightly reduce the chances of visitors landing on your site but this might be enough to discourage some businesses and organisations from regularly updating their websites. Why bother creating new content if it’s going to be scraped and repurposed by AI?

But while Google’s AI may reduce traffic to your site, it still can’t directly sell your goods or services. That’s where the competitive advantage remains in Google’s search results and why SEO and great web content still remains vital to your business. Organisations selling products or services will still benefit from traffic directed to their sites if Google deems that you provide quality. 

Google Ads

Sites that provide quality and rank well will continue to gain organic traffic but sponsored links will continue to feature above search results. Google makes a fortune from ad revenue and this will continue to thrive.

“While AI is pushing the boundaries of how we get information, it remains unlikely to replace Google’s lucrative ad model—driving traffic to websites that can close the deal remains a competitive advantage.” – Forbes

Many charitable organisations are aware of and utilise a Google Ad grant which provides them with free Google ads but these have limited functionality compared to paid for Google ads accounts.

To generate significant web traffic from Google ads still requires high performing landing pages as Google ads are incredibly competitive. Poor performing sites will result in very high cost per clicks or may not result in clicks at all.

“Google’s advertising model is built on the simple truth that people will pay to have their products seen. The future of traffic generation is paid, not just organic, especially when AI starts delivering answers directly in the search results.” – Charity Digital

What Google Can’t Do with AI:

Google’s AI is impressive, but it can’t replace human connection or unique insights. While AI is great at generating content based on SEO keywords, it lacks true relevance for specific niches or industries. If your content doesn’t stand out as original and meaningful, it may get lost in the AI noise.

For all organisations, this means the key to standing out isn’t just about following SEO trends. It’s about authenticity. AI can’t replicate the real impact of a personalised fundraising campaign, business offers or discounts, or the genuine connection you create with your audience. That’s where human creativity and empathy come into play.

Opportunities for Charities and Businesses:

Continuing to create regular, quality content that connects with your customers and audiences is the key to success.

While AI is a powerful tool, it’s not a replacement for human effort, especially when building meaningful connections. If you leverage AI wisely whether it’s for content creation, personalisation, or efficiency it can be an asset to your charity or business. Remember authenticity, creativity, and staying true to your mission will help set you apart.

If you feel that your organisation isn’t getting the customers or engagement that you require then Daily Bread Consultancy can help. Get in touch with us and explore how we can help you meet your goals.

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