Google’s AI Overviews: How Finance Marketing Is Changing

Google’s AI Overviews are shaking things up in the world of finance marketing. These AI-generated answers are appearing in a significant chunk of searches, meaning people are getting answers without even clicking through to websites. For finance businesses, this is a big deal, changing how potential clients find and choose services. Some are already figuring out how to get seen in these AI answers, while others are still trying to catch up.

Key Takeaways

• AI Overviews are appearing on about 4% of finance-related searches, and this number is growing.
• These overviews can lead to a roughly 15% drop in click-through rates because users get their answers directly.
• Finance keywords with commercial intent are more likely to trigger AI Overviews compared to other industries.
• While top rankings (positions 1-10) are still important for AI Overviews, some citations come from lower positions.
• Content needs to be clear, concise, and directly answer common questions to be favored by AI.
• Video content, especially from YouTube, is increasingly being featured in AI Overviews.
• Beyond Google’s AI Overviews, other AI platforms like ChatGPT and Gemini are becoming important for financial research.
• Google’s new ‘AI Mode’ is a step towards a more conversational search experience that could eventually become the default.

The Rise Of AI Overviews In Finance

Google started rolling out AI Overviews in May 2024 in the US, with other countries like the UK following in August 2024. These AI-generated summaries appear at the very top of search results, aiming to give users a quick answer without them needing to visit multiple websites. This is especially true for informational queries. While it might seem like a small percentage, 4% of finance searches translates to thousands of queries every month, covering everything from mortgages and banking to investments and financial advice.

These AI Overviews often appear for longer, more specific search terms, known as longtail keywords. Interestingly, Google has also started including ads in some AI Overviews for searches with commercial intent. This means AI Overviews now occupy a prime spot on the search results page – position zero.

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<img src="https://images.unsplash.com/photo-1551288049-bebda4e38f71?ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D&auto=format&fit=crop&w=1170&q=80" alt="Person looking at a laptop screen with financial charts.">
<figcaption>AI Overviews are changing how people find financial information online.</figcaption>
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Understanding The Impact On Traffic

One of the biggest concerns with AI Overviews is their effect on website traffic. When a user gets their question answered directly in the search results, they have less reason to click through to a website. Studies suggest an average drop of around 15% in click-through rates when AI Overviews are present. This can mean fewer website visits and, ultimately, fewer leads for finance businesses. Top-ranking pages might not drive the traffic they used to, making it essential for businesses to adapt their strategies.

Who Is Winning The AI Overview Race?

Our research looked at various finance sectors, including mortgages, investments, financial advice, insurance, and banking. We found that AI Overviews are more prevalent on informational keywords than commercial ones. For instance, financial advice and mortgage sectors see a high presence of AI Overviews on informational searches.

When we dug into specific sectors:

• Mortgage Sector: Brands like NatWest, Halifax, and MoneyHelper were frequently cited in AI Overviews.
• Investment Sector: Investopedia stood out as a dominant player, appearing much more often than competitors like Vanguard and NerdWallet.

This shows that certain brands are already doing a great job of getting their content recognized by AI. By looking at what these successful brands are doing and what content they’re publishing, other businesses can start to understand how to get their own content featured.

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<img src="https://images.unsplash.com/photo-1507679799980-c647fcdb2207?ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D&auto=format&fit=crop&w=1170&q=80" alt="Graph showing upward trend.">
<figcaption>Tracking AI Overview presence is key for understanding market shifts.</figcaption>
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Strategies To Win In AI Overviews

So, how can finance businesses get their content featured in these AI Overviews? It starts with a strong foundation and smart content creation.

Foundational SEO

First and foremost, you need a solid SEO base. AI Overviews are more likely to be generated from content that already ranks well organically. If your website is buried on page 20, it’s going to be tough to get noticed by AI. Focusing on ranking on page one is a crucial first step.

Creating AI-Friendly Content

This doesn’t mean using AI to write your content, but rather structuring it in a way that AI can easily understand. Key elements include:

• Short, Clear Sentences: Use simple language that’s easy for both humans and AI to read.
• Concise Paragraphs: Each paragraph should focus on a single, clear point.
• Direct Answers: Place direct answers to common questions near the top of the page.
• Relevant Headings: Use headings that closely match the search queries you’re targeting.

The Power Of Video

Don’t forget about video content. Google owns YouTube, and video is increasingly being featured in AI Overviews. For search terms like "what is a great return on investment" or "how to open a bank account," video results are appearing. This is especially important for younger audiences who prefer video content. Creating unique video content can help you stand out.

Leveraging Google Search Console

Once you’ve updated your content to be more AI-friendly, use Google Search Console to request reindexing. This helps Google find and process your changes faster, potentially speeding up your appearance in AI Overviews.

Beyond Google: The Broader AI Landscape

It’s not just about Google’s AI Overviews. Other AI platforms like ChatGPT, Gemini, and Perplexity are also becoming popular for research and decision-making. People are using these tools for conversational searches, asking more personalized questions about their financial situations. Finance businesses need to consider optimizing their content for these platforms as well.

Google’s new ‘AI Mode,’ currently available in the US, offers a chat-like experience directly within search results. While not the default yet, it’s a sign of where search is heading. This mode aggregates information and presents it in a blog-post-like format, often with citations. It’s a more advanced version of the AI Overview concept and could eventually replace traditional search results.

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<img src="https://images.unsplash.com/photo-1620712938789-1b177179602f?ixlib=rb-4.0.3&ixid=M3wxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8fA%3D%3D&auto=format&fit=crop&w=1170&q=80" alt="Person using a smartphone with AI interface.">
<figcaption>AI is changing how we interact with information across multiple platforms.</figcaption>
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Actionable Takeaways For Finance Marketers

To navigate this evolving landscape, finance marketers should:

1. Identify Target Keywords: Use tools like Semrush to find keywords that trigger AI Overviews and prioritize those where you already have some ranking. Create a plan for targeting both existing and new AI Overview opportunities.
2. Create Fact-Based Content: Focus on clear, fact-based, and expert-validated content that directly answers common questions. Given the "Your Money Your Life" (YMYL) nature of finance, accuracy and up-to-date information are paramount. This is a huge opportunity to lead with fresh, reliable content.
3. Build Authority and Brand Recognition: Ensure your brand is memorable. Get cited in AI Overviews, secure third-party citations through PR, and manage your online reviews. Brand mentions and positive reviews are increasingly important for AI models.
4. Optimize for Other AI Platforms: Don’t forget about ChatGPT, Gemini, and Perplexity. Tailor your content and strategy to perform well on these platforms, as they are becoming significant sources of information before purchase decisions.

By understanding these changes and adapting your strategies, you can ensure your finance business remains visible and competitive in the age of AI-driven search.