How Google Gemini is Reshaping SEO and Paid Campaigns: What Marketers Need to Know
The evolution of search is accelerating, and at the heart of it is Google Gemini, Google’s advanced generative AI engine. With its integration into AI Overviews (formerly known as Search Generative Experience or SGE), Gemini is redefining how users interact with search and how businesses must respond.
For digital marketers and SEO professionals, this shift is significant. It’s no longer just about ranking well in traditional search results — it’s about optimising for a new kind of search experience, powered by artificial intelligence.
In this article, Shakespeare Media explores how Google Gemini is affecting both SEO and paid campaigns, what challenges and opportunities it presents, and — most importantly — how to adapt.
The Impact of Google Gemini on Marketers
SEO
Declining Organic Traffic & CTR
AI Overviews now summarise answers directly at the top of search results, meaning users often find what they need without clicking through to a website. This reduces organic click-through rates (CTR) and can significantly lower organic traffic, particularly for informational queries.
Shift from Keywords to Intent
Google Gemini excels at understanding natural language and user intent. As a result, content that simply targets specific keywords is becoming less effective. Instead, marketers must focus on addressing the core needs behind search queries.
E-E-A-T is More Important Than Ever
To appear in AI Overviews, content must demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Google favours brands that are seen as reliable, well-informed, and genuinely helpful.
Conversational Search is the New Normal
Gemini supports multimodal and conversational queries, meaning users can ask follow-up questions or use text, images, and even voice. Marketers must adapt their content to match this more dynamic search behaviour.
Structured Data and Readability Matter More
Well-organised content with clear formatting and Schema Markup helps AI better interpret pages. This increases the likelihood of being featured in AI Overviews and rich search results.
Paid Campaigns
AI is Changing the Ads Game
While traditional ads are currently more insulated than organic listings, change is coming. Gemini may answer user queries before paid ads are shown, reducing exposure.
Protecting Your Brand Terms
More marketers are increasing their spend on brand keywords to ensure visibility, especially when AI-generated answers might show competitor links.
Broader Keyword Strategies
Instead of focusing solely on exact matches, advertisers are shifting to broader, intent-driven keyword strategies that align with Gemini’s way of interpreting user intent.
AI-Powered Ad Creation and Performance Max
Google Ads is integrating Gemini to help marketers:
- Generate headlines, descriptions, and images with conversational AI.
- Optimise ad strength for higher conversion rates.
- Run more effective Performance Max (PMax) campaigns using AI-powered asset creation.
New Ad Formats and Channels
Expect a rise in native advertising formats across platforms like YouTube, Google Discovery, and even AI chatbots. Ads will need to align with users’ natural browsing and research behaviour.
Buyer Journey is Evolving
With AI Overviews enabling longer and more detailed research paths, marketers should tailor campaigns to every stage of the buyer’s journey, not just the bottom funnel.
Adapting Your SEO Strategy for Google Gemini
Focus on Intent-Driven, Comprehensive Content
- Answer questions clearly and thoroughly, anticipating follow-up queries.
- Use natural language and long-tail keywords.
- Research conversational queries using tools like Google’s People Also Ask and forums.
Emphasise E-E-A-T
- Include qualified author bios, certifications, awards, and real-world experience.
- Back up claims with credible external sources.
- Develop strong brand signals, such as reviews and a consistent tone of voice.
Improve Readability and Content Structure
- Use clear headings (H1, H2, H3) and bullet points.
- Add visual aids like images, videos, and infographics.
- Include FAQs to directly address common questions.
Utilise Schema Markup
What is Schema Markup?
Schema Markup is a type of structured data added to your website’s HTML. It helps search engines understand the context of your content, enhancing how your pages are displayed in search results.
For example, using FAQ schema or How-To schema can make your content eligible for rich results — such as collapsible answers or step-by-step instructions — which may also be referenced in AI Overviews.
Types of Schema to consider:
- FAQ schema (for question-based content)
- Article schema (for blogs and news)
- How-To schema
- Product schema (for eCommerce)
Refresh and Optimise Content Regularly
- Keep content up to date with new insights and data.
- Optimise structure so it’s easy for AI to summarise and extract key information.
Don’t Forget Technical SEO
- Ensure fast site speed and mobile friendliness.
- Use HTTPS for security and credibility.
- Build quality backlinks and ensure consistent online citations.
Adapting Your Paid Campaign Strategy
Use Google’s AI Tools in Google Ads
- Use Gemini to generate ad assets (text, visuals, keywords).
- Focus on campaigns with “Good” or “Excellent” ad strength.
- Implement and optimise Performance Max campaigns with diverse, high-quality assets.
Focus on Conversions, Not Just Clicks
- Use smart bidding strategies optimised for conversions.
- Improve landing pages to increase engagement and conversion rates.
Refine Your Keyword Strategy
- Embrace broad match keywords and monitor performance.
- Protect your brand terms with dedicated campaigns.
- Regularly review search term reports for new query trends.
Diversify Ad Formats and Channels
- Test placements on YouTube, Discovery, and LinkedIn.
- Prepare for future AI-integrated ad formats, including within chat interfaces.
Personalise with First-Party Data
- Use your own customer data to deliver more targeted, personalised ads.
- Tailor messaging and landing pages for specific audience segments.
- Align messaging with different stages of the customer journey.
Final Thoughts
Google Gemini is transforming search — and with it, the rules of digital marketing. By embracing AI-driven strategies, structured data, and intent-led content, marketers can stay ahead of the curve, protect their online visibility, and deliver stronger results in both SEO and paid campaigns.
At Shakespeare Media, we help brands stay on top of the ever-evolving digital landscape. Need support with SEO, Google Ads, or adapting to AI-powered search?
Contact us today to get ahead of AI and the changes that are coming!
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