Google is always evolving, one of its latest features is the Search Labs Summary which is a powerful addition to its search results page. This tool pulls together information from various sources to give users a well-rounded answer to their questions, to understand context/intent, and thus output solution type of responses vs. the standard SERP listings for various websites to click on. For outdoor brands, this is a huge deal. This new feature will directly impact search queries, for example, when someone is trying to figure out the best hiking near them or deciding what gear to bring on a camping trip, the AI Summary delivers relevant details like trail difficulty, weather updates, and even gear recommendations.
When Does Google’s AI Search Assistant Show Up?
We tested this new tool to see how it works in the outdoor brand space and found that AI summaries can often appear for queries like “best time for kayaking” or “how to pack for a mountain hike”. The results weren’t just generic, they included location-specific details and seasonal insights, making them incredibly useful.
For example, when searching for “best fishing rod for bass” the search results triggered an AI summary that highlighted factors like rod length, power, and price, alongside product recommendations from trusted articles. Similarly, when doing a search query for “what should I consider when buying a boat” it brought up a concise list of considerations, from purpose and usage to boat size to trailer requirements, along with links to deeper resources.
What stood out to us was how these AI responses weren’t just quick summaries, they were tailored to the intent behind the search. For outdoor brands, this creates an opportunity to show up during those key research moments and become part of the conversation for consideration.
How Outdoor Brands Can Use This to Their Advantage
Google’s AI search summary isn’t just changing the look and feel of the traditional SERP listings, it’s now creating new ways for brands to connect with potential customers. For example, in the search query mentioned above “best fishing rod for bass,” the AI summary provides helpful guidance, followed by shopping ads showcasing specific products. This combination of information and accessibility makes it easier for consumers to move through the research-to-purchase cycle much more quickly.
Even more exciting, Google is reportedly experimenting with integrating shopping ads directly into AI summaries. Although the timeline for this feature isn’t clear, brands can prepare now by aligning their strategies with these changes. AI Overviews are expected to affect paid search ads by lowering click-through rates since they provide users with direct answers right within Google’s content. However, with what could be considered a drawback (fewer clicks) there is optimism that it could also lead to more qualified clicks and thus more conversions. One thing that won’t change with paid search ads is that ad relevancy paired with strong copy will still be super important.
Final Thoughts
Google’s AI advancements are opening exciting possibilities for outdoor brands. By leveraging features like AI Search Summaries, and tailored ad strategies, brands can:
- Help customers make informed decisions
- Build trust through valuable content
- Simplify the buying process to meet consumer expectations
Yes, the digital landscape is constantly shifting, but one thing is clear: staying ahead of these developments will give brands the edge they need to grow in an increasingly competitive landscape.
