Independent performance marketing agency Bonfire experienced Google's first live AI Overview search result, during organic search testing.
Google’s new AI search, after months of speculation and preparation, has officially landed in Australia to a small group of users first before being rolled out.
The update deployed by Google's AI Gemini provides answers, not links, to queries, which could mean a sharp fall in referrals via links to websites from Google search.
Bonfire has dedicated more than 12 months to international exploratory work on AI Overviews—formerly known as the search generative experience.
The agency has long anticipated this day, and yesterday's live result validates their predictions and the preparation work they’ve been doing with clients.
As the update marks a new era in search engine results, fundamentally shifting how brands will need to approach SEO.
Test.
Bonfire GM of growth René LeMerle said there's been a lot of buzz about when and how this AI-based update would impact Australian search results.
"We’re stoked to have our efforts validated yesterday morning," LeMerle said.
"The industry has been speculating on how AI-driven search would affect traffic, brand exposure, and more. We’ve been working closely with our clients to ensure they’re ready for this shift."
The arrival of AI Overviews raises important questions for businesses across the country.
How will this impact website visibility? What will happen to traffic patterns? Are traditional SEO tactics enough?
Bonfire believes brands will have to seriously rethink their SEO strategies.
"It’s not just about keywords anymore. AI Overviews are changing how consumers discover, interact with, and learn more about brands," LeMerle said.
Bonfire head of media strategy Matthew Elshaw said for Australian business owners, embracing this change won't just boost visibility; it will also build deeper connections with audiences.
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