AI Overviews are changing search – here’s what that means for SEO
Google’s AI Overviews are making headlines, and for good reason. When an AI Overview appears on a search engine results page (SERP), the top-ranking organic result sees a 34.5% drop in clicks. That’s a considerable shift – but it doesn’t mean SEO is no longer effective.
In fact, with the right strategy, SEO is still one of the most powerful tools in your digital marketing arsenal. AI Overviews are simply redefining how we approach search visibility, content strategy, and the value of top positions.
This blog breaks down what AI Overviews are, how they impact search traffic, and how to adapt your SEO strategy to stay visible in this evolving landscape.
What are AI Overviews?
AI Overviews are Google’s generative AI summaries that appear at the top of search results for certain queries. They aim to answer users’ questions directly within the SERP, pulling together insights from multiple sources to form a quick, consolidated response.
These AI snapshots are particularly common for long-tail, informational queries such as “how to clear cache” or “can dogs eat cinnamon”. The goal is to give users the answer without needing to click through to a website. If you’re wondering how this compares to Google’s new, more advanced AI Mode experience, we’ve broken down the key differences between AI Overviews and AI Mode.
Key stats you need to know
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34.5% fewer clicks on the top organic result when AI Overviews appear.
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99.2% of AI Overview keywords are informational in intent.
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AI Overview queries average 4 words (i.e. long-tail).
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Only 10% of AI Overview queries are commercial or transactional.
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You only need 13 referring domains on average to rank in an AIO SERP vs. 41 for non-AIO.
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AIO keywords trigger 849% more featured snippets and 258% more discussions.
Are AI Overviews a threat to SEO?
Not quite, but they are a wake-up call.
Yes, we’re seeing click-through rates drop when AI Overviews are present, but this mostly affects informational searches. For commercial and transactional intent, users are still far more likely to click through to a business website.
This means you don’t need to overhaul your entire strategy – just evolve it. Focus your efforts where human interaction and decision-making still matter: buying, booking, signing up, and engaging with your brand.
How to optimise for visibility in an AI-driven SERP
AI Overviews favour content that’s clear, credible, and concise. Here’s how to structure your SEO strategy around that:
1. Prioritise long-tail keywords
AI Overviews trigger on long-tail queries. Target specific, question-based searches like: “How do I optimise content for AI Overviews?” and “What’s the impact of AI Overviews on SEO traffic?” Use tools like Google Search Console and Semrush to uncover long-tail opportunities.
2. Match search intent with content
With 99% of AIO queries being informational, your content should offer value, clarity, and direct answers. Create blog posts, guides, and explainers that cover user questions comprehensively – just like this one.
3. Optimise for Featured Snippets and People Also Ask
AI Overviews are strongly linked with Featured Snippets and People Also Ask (PAA) boxes. Structuring content with FAQs, bullet points, and clear H2/H3 subheadings increases your chance of being pulled into these features.
4. Use natural questions in headings
Use H2s or H3s with specific, question-style wording like “How do I optimise for AI Overviews?” and answer it clearly beneath. This helps search engines identify and highlight your answers.
5. Use structured, scannable formatting
Bullet points, numbered lists, and short paragraphs improve skimmability and help search engines parse key information more easily.
6. Include relevant schema
Apply schema markup for FAQs, How-Tos, and Reviews to improve your chances of appearing in snippets and AI-generated summaries.
7. Prioritise quality over volume
Focus on well-researched, up-to-date content that delivers unique value—especially compared to generic AI-generated outputs.
8. Invest in brand authority
As AI starts to synthesise content from multiple sites, brand visibility becomes critical. Make your brand the one users remember, trust, and cite – especially if they don’t click. Build backlinks, publish thought leadership, and maintain a consistent online presence.
9. Create mobile-optimised content
81% of AIO keyword traffic comes from mobile. Make sure your content is mobile-first in both design and performance. Fast load times, responsive layouts, and thumb-friendly UX are no longer optional.
10. Focus on ownable channels
Diversify your traffic sources. While AI Overviews might reduce clicks from Google, you can drive valuable traffic through email marketing, webinars, community platforms, and social media.
You can also use the SE Ranking AI Overviews Tracker to monitor which keywords surface AI Overviews in your niche, which helps you prioritise the queries most likely to produce visibility gains.
How AI Overviews reshape your SEO strategy
AI Overviews are redefining what SEO success looks like. Ranking first in the SERPs no longer guarantees visibility. If your content sits below a detailed AI summary, clicks may drop, unless you’re featured within that summary.
To stay competitive, informational content must work harder. Winning visibility now means earning your place in AI-generated summaries. That requires not just ranking high, but offering content that’s well-structured, trusted, and easy for AI to extract, this is where AI for SEO can make a measurable difference.
We’re also seeing a shift in SERP features. Keywords that trigger AI Overviews are more likely to surface:
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849% more Featured Snippets
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258% more Discussions
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17% more Video Previews
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6% more People Also Ask boxes
At the same time, they’re less likely to include traditional SERP elements:
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96% fewer Sitelinks
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84% fewer Videos
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75% fewer Knowledge Panels
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74% fewer Top Stories
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11% fewer Thumbnails
These changes make it clear: to stand out, your content should be concise, well-structured, and aligned with how AI pulls information — not just how users click.
Finally, it’s no longer just about rankings. Focus on long-tail, question-led content, and support it with ownable channels like email, webinars, or podcasts. Google search is powerful, but it shouldn’t be your only route to visibility.
SEO isn’t dead – it’s just shifting
As a leading SEO agency in Essex, we’ve weathered many changes in search – from algorithm updates to mobile-first indexing. AI Overviews are another evolution, not an extinction event.
The solution? Smart SEO that aligns with how people search now. That means rich, useful content; long-tail keywords; structured data; and building a brand that people trust, even if they don’t click.
We’re already adapting our strategies for clients – if you need support with this shift, we’re here to help.
Get in touch today to see how we can help your business thrive.
FAQs about AI Overviews and SEO
What is an AI Overview in Google search?
An AI Overview is a generative summary at the top of Google’s search results, designed to answer queries directly without needing to click through to other pages.
Do AI Overviews affect organic search traffic?
Yes. When an AI Overview appears, the top organic result sees an average 34.5% drop in clicks. However, this mainly affects informational queries.
Can I optimise my content for AI Overviews?
You can increase your chances by targeting long-tail, informational queries, using structured data, and writing clear, trustworthy content that answers questions directly.
Will AI Overviews appear for product or service pages?
Rarely. Only around 10% of AI Overview keywords are commercial or transactional in intent. Most product or service-related searches will still lead users to click through.
Is SEO still worth it with AI Overviews?
Absolutely. SEO is evolving, not disappearing. With a refined approach focused on user value and brand authority, it remains a cornerstone of digital success.
Last updated: 3rd April 2025 4:09 pm
Update: SEO remains your best marketing channel – even now
Recent insights confirm that SEO performance has changed, but its value hasn’t disappeared. AI-generated content, Google’s preference for major platforms like Reddit, and the rise of AI Overviews have created new challenges – with some websites reporting losses of up to 40% in organic traffic.
Yet, even in this new era, SEO continues to outperform most marketing channels. Its long-standing benefits – like predictability, precision targeting, and compounding value over time – still apply, albeit with more competition and slower returns. The age of “easy SEO” may be over, but the channel remains a powerhouse.
In today’s landscape, SEO isn’t about chasing effortless wins. It’s about adapting your expectations, refining your strategy, and embracing SEO as a high-impact marketing investment. The best results will go to brands who are willing to work smarter and earn their visibility in a more complex, AI-driven SERP environment.
Last updated: 22nd May 2025 11:19 am
Update: New guidance from Google Search Central (May 2025)
On 21 May 2025, Google shared updated guidance for site owners looking to succeed in its AI-powered search experiences — including AI Overviews and the newly launched AI Mode. While the landscape may be evolving, Google’s advice remains rooted in the same principle: create original, people-first content that’s genuinely helpful.
The update reinforces several key factors: unique, non-commodity content is essential; your pages must offer a clear, satisfying user experience; and structured data should accurately reflect your visible content. Google also encourages publishers to look beyond traditional click metrics. According to their team, clicks from AI Overviews tend to result in higher-quality visits — with users spending more time on site and showing greater engagement.
It’s a reminder that in this new era of search, earning visibility means aligning your content with user needs, not just ranking high. Content that’s accessible, trustworthy, and multimodal (supported by images, videos, and strong technical signals) will be better positioned as Google continues its shift toward AI-driven answers.
