Google AI Overviews Displaying for Branded Queries: An Unusual Development
The recent appearance of Google AI Overviews for branded or navigational searches, as noted by Victor Pan from HubSpot, has sparked discussions within the SEO community. Traditionally, these overviews were reserved for informational queries, making their presence in branded searches unexpected. Pan highlighted this anomaly for the term "[hubspot]" and shared it on X (formerly Twitter), prompting SEO experts to investigate whether this is a broader trend. Barry Schwartz further confirmed that similar AI Overviews were not present for other major brands like Salesforce, Zendesk, or Zoho, suggesting this could be a glitch or a limited test rather than a widespread rollout. If AI Overviews become a regular feature for branded searches, it could significantly affect how users engage with branded content. The concern is that AI Overviews may reduce organic click-through rates (CTR) by providing direct answers that discourage users from visiting the brand’s site. Given the potential implications for brand visibility, marketers are advised to keep a close watch on this development. Proactive monitoring will be crucial to understanding how these changes might shape the competitive landscape and to strategize effectively for maintaining organic traffic.
