Google AI Overviews Now Appearing in Incognito (Not Signed In)
Google AI Overviews Now Appearing in Incognito (Not Signed In)
Christina Adame, VP of SEO • Intero Digital • August 15, 2024
The Quick Version
- Google’s inclusion of AI Overviews (AIO) in Incognito searches (when users are not signed into a Google account) enhances the ability to track SEO effectiveness and provides more accurate reporting for clients.
- This shift indicates Google’s increasing confidence in its AI capabilities, aiming to deliver consistent and high-quality search results across all modes.
- The rise of Generative Engine Optimization (GEO) requires SEO strategies to adapt quickly in order to maintain visibility in a landscape increasingly dominated by AI-driven search results.
- Google confirmed the change and also shared recent updates with AI Overviews including new link displays on mobile, new capabilities for AIO in Search Labs, and an expansion for AIO globally.
In a surprising turn of events, Google has begun including AI Overviews (AIO) in Incognito searches, or when users are not signed into a Google account, marking a significant shift in their approach to search results. This development has far-reaching implications for SEO professionals, users, and the future of search itself. Let’s dive into what this means for various aspects of the search ecosystem.
Maximize SEO Tracking with AIO in Incognito Mode
Until recently, tracking exposure within Google AI Overviews was challenging due to their exclusive appearance in logged-in searches. Most keyword ranking tracking tools rely on incognito-style results to provide unbiased data. With AIOs now visible in incognito mode, monitoring the impact of SEO strategies and reporting to clients has become more feasible.
This change allows SEO professionals to:
- Observe the effectiveness of updated tactics
- Validate their efforts more comprehensively
- Provide more accurate reports to clients
Understand Google’s Strategic Shift Towards AI Overviews
Google’s inclusion of AI Overviews (AIO) in Incognito searches marks a significant shift in its search strategy. As of August 15, 2024, Google is testing the visibility of AIOs for users not signed into their Google accounts, including incognito mode. This is a notable change from their previous stance in May 2024, when Google’s documentation confirmed that AI overviews did not trigger for incognito searches, only for logged-in searches.
This development suggests that Google is expanding the reach of its AI-generated content in search results. However, it’s important to note that the prevalence of AIOs in search results has fluctuated. A study from June 2024 found that only 8.71% of searches resulted in AI Overviews, a significant decrease from earlier observations.
Here is what we are seeing today.
Adapt Your SEO Strategies for Generative Engine Optimization (GEO)
The SEO industry is witnessing the rise of Generative Engine Optimization (GEO), a new approach focused on optimizing for AI search engines like Google’s AIO, ChatGPT, Perplexity, and CoPilot. This shift necessitates a rapid evolution of SEO strategies to capitalize on AIO exposure.
Key considerations for SEO professionals:
- AIOs may dominate above-the-fold content, potentially reducing user scrolling.
- Strategies must adapt to gain visibility within AI-generated results.
- The importance of traditional ranking factors may shift in the age of AI-driven search.
- SEO practitioners will need to develop new skills and techniques to ensure their content remains visible and relevant in an AI-dominated search landscape.
Build User Trust in AI-Generated Search Results
While Google appears to be placing more trust in its AI-generated results, the question remains: will users follow suit? Early research suggests that AIO accuracy and trustworthiness are improving. However, user adoption and confidence will likely take time to develop fully.
As users become more accustomed to AI-generated overviews, their search behavior and expectations may evolve. This could lead to changes in how people interact with search results and consume information online.
Further Expansion of AIO
The timing of AIOs appearing in incognito searches coincides with Google’s August 2024 core update and recent updates to AIO, reinforcing Google’s broader adoption of AI search.
- It’s clear the recent core update involved factors surrounding AIO.
- Google has also announced a broader global rollout of AIO, more Search Labs capabilities and mobile link features.
- Google is preparing for a more AI-centric search experience across all user scenarios.
A Complete 180 from Previous Stance
It’s worth noting that this move represents a significant reversal of Google’s previous position. In May 2024, Google explicitly stated that AI Overviews would not be featured in Incognito searches. This abrupt change highlights the rapid pace of AI development and Google’s willingness to adapt its strategies in response to technological advancements.
As the search landscape continues to evolve, SEO professionals, marketers, and users alike must stay informed and adaptable. The inclusion of AI Overviews in Incognito searches marks a new chapter in the ongoing AI revolution, promising both challenges and opportunities for those who can successfully navigate this changing terrain.
