Google AI Overviews Toss Wrench in Mortgage Marketing

Also in this edition:
• The Latest from RateLand
• Value Zone
• Mortgage Bytes

Google recently pulled the curtain back on its newest brainchild, "AI Overview” (AIO) – previously known as SGE.

Despite its much-publicized blunders, AIO and rivals are poised to flip the table on mortgage search marketers. By Gartner's reckoning, AI search could nuke 25% of traditional organic search traffic by 2026 and 50% by 2028. That's hundreds of billions fewer clicks to third-party sites each year.

If you rely on search for your mortgage business and haven't done so, it's probably high time to start drafting an adaptation plan.

What is AI Overview?

AIO provides concise summaries for search queries instead of just throwing a list of links at you. For mortgage marketers, this means your website will soon be playing hide and seek with users. Effectively, Google is creating more distance between its standard search results and your website. Not good.

But AI also helps (some firms).

In the present landscape, Google mortgage results are dominated by companies that have perfected their SEO: Ratehub, Wowa, True North, big banks, etc. Going forward, no longer will appearing in position #1 mean what it used to. Soon, it'll be all about occupying position zero (0).

Let's dive into what that entails:

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