Google’s AI Overviews feature, which provides AI-generated summaries at the top of search results, has significantly impacted traffic to publishers’ and brands’ websites since its launch in the United States on May 14, 2024, leading marketers to reevaluate their SEO strategies and paid search performance. Despite a notable drop in click-through rates, agencies report that paid search has by-and-large remained insulated from this decline, prompting some marketers to explore modified strategies and increased spending on brand keywords.
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