How Google AI Overviews Are Changing Search
It’s no secret that Google has long been the go-to place if you have a question. Need to know how something works? You ask Google. Want information on a topic, no matter how niche? Google will give you the insight you are looking for, kicking back pages and pages of relevant websites you can visit via its search results.
The way we search is changing, though. More and more people are using AI tools like ChatGPT to get answers quickly, and we’re getting increasingly used to getting answers on demand rather than having to filter through web pages to extract the information relevant to us. Google is not naive and has responded with some might, implementing ‘Google AI overviews’ at the very top of SERPs (search engine results pages).
Google AI overviews started rolling out back in 2024, but it’s in the more recent months that we’ve begun seeing them after almost every query. They are having a huge impact on levels of organic traffic and how SEO works more broadly, and understanding this is key for any business or marketer trying to master search both now and in the future.
What Are Google AI Overviews?
We’d be incredibly surprised if you haven’t seen Google AI overviews before. But, in case you haven’t, let’s start with an example.
Take a search as simple as ‘what are google ai overviews’. Historically, this would’ve provided individual website listings for us to click on and read at our leisure.
As you’ll see from the screenshot above, this is no longer quite the case. The first result we are now given is an AI-generated summary, answering the query in an easily digestible and short-form way, drawing upon content and website pages that the algorithm has deemed to answer some (or all) of the query. A very concise answer or summary is given at the top, with further points or step-by-step tips provided along with links both in-text and on a side-panel for referencing and further reading.
Google AI overviews almost always sit at the very top of the SERP, with traditional site listings and other SERP features like ‘People Also Ask’ and image packs further down the page. They can’t be disabled and we’re seeing them in the results of searches related to almost every kind of sector or industry (less so for e-commerce and purchase-intent searches, though this will probably be the case soon if the current pace of change is anything to go by).
The Impact On SEO
Understandably, Google AI overviews are having a huge impact on SEO as we know it. Google’s algorithm has always been kept very firmly under wraps, but such a heavy change in the SERP will undoubtedly have had a knock-on impact when it comes to the types of content and signals being looked for to decide ranking and who to feature in the AI overview.
We are seeing a huge change in organic traffic levels, too. Ahrefs reports that clickthrough rate (CTR) declines as much as 34.5% when an AI overview is present, despite the fact that links are still included in these results. Fewer clicks will naturally lead to a reduction in organic traffic, which can be a pretty concerning sight if you’re used to and reliant on SEO as a sales or lead-driving channel.
We’re seeing trends in our own clients’ data that backs up Ahrefs’ findings. For example, one of our clients has an informative article that historically ranked within the top 3 search results on Google and has been an important organic traffic driver for them. When a Google AI overview was implemented on this SERP, the article was linked to in the summary and displayed at the very top of the side panel – all good so far.
When we looked into the impact this AI overview feature was having in terms of traffic, things initially didn’t look so good. When comparing organic traffic levels to the article pre and post AI overview, we found a 58.3% decrease. However, overall visibility was up almost 70% and lead volumes did not change significantly. Swings and roundabouts, then, with the underlying message being that organic traffic dips in response to Google AI overviews are only a problem if other metrics slide at the same time.
It’s also important to consider why we write content in the first place. Often, niche articles are used as tools to support specific product or service pages and give them a rankings boost. Quite frankly, it doesn’t actually matter if these articles aren’t being read due to poor AI overview CTR if the more important products/service pages are getting the traction you’re aiming for.
How We’re Responding To Google AI Overviews
To build a foundation for ranking well on Google, writing genuinely helpful and insightful content has always been key. The prominence of Google AI overviews doesn’t change this; if anything, it makes it even more important that you show depth of knowledge when it comes to topics related to what you do and offer relevant and up-to-date insights. This will not only make it more likely that your content can form part of the AI overview and be linked to in it, but still hold firm in the traditional listings beneath.
If your SEO efforts have always been focused on your core pages and services, now is probably the time to think outside the box and write blogs or articles that tap into longer-tail keywords and FAQ-type queries relevant to your offering. It’s also worth keeping an eye on which pages and pieces of content have always been your strongest performers organically. Is this still the case, or are they being trumped in Google’s eyes by the work of your competitors? If the latter applies, it would do no harm to re-review your content, check that it’s still relevant, and see if there are any deeper insights you can add.
It’s also worth noting that you really shouldn’t panic if your organic traffic is declining, particularly if sales and leads remain consistent. Visibility is much harder to track than visits to your website, but it can still be very fruitful. You just may wish to consider pulling some other levers, such as pay-per-click advertising or affiliate marketing, to keep traffic flowing in the right direction.
What’s Next?
Google’s love affair with AI certainly isn’t stopping with AI overviews. In fact, this is just the beginning. Google’s dedicated AI mode recently rolled out in the US, which replaces traditional search results entirely in favour of a more chatbot-like, conversational experience when searching. We’re still waiting for AI mode in the UK, but have no doubt that it will have a further detrimental impact on organic traffic levels.
The way we currently use websites will continue to change pretty significantly. This isn’t to say that your website will become redundant (quite the opposite), but making sure that you are sharing the right types of content in the right ways will be key to maintaining success in the organic space. If anything, the prominence of AI overviews just shows how important having a consistent approach to SEO is. You will still want to appear in the AI results, and the only way to do that is to keep up with optimised content!
We hope this has helped you understand the current search landscape and how wider trends might explain results you’re currently experiencing. While AI overviews and AI mode are changing the game slightly, all they’re really doing is taking Search Engine Optimisation and changing it to AI Results Optimisation. The way you optimise for the latter is the same as how you’d optimise for the former anyway.
If you have any further questions or want to know more about how things are changing, we can certainly help. Our SEO team is on hand to give you the up-to-date guidance you need, whether you think your existing SEO efforts need an overhaul or want to put in place a future-proof SEO strategy. Whichever camp you fall into, please do get in touch with us for a chat.
