What is an AI Overview and How Does It Affect SEO?

It’s all so confusing! Just what should we do with our websites to get clicks and customers?

For a while now you’ve probably noticed something a bit different at the top of your Google search results. Something that wasn’t there before and, in essence, is Google’s own game changer.  Google’s AI Overviews are completely transforming a visitors search and subsequent action —and if you’re running a website, you’ve probably felt the impact on your traffic.

Let me break down what’s happening, why it matters, and more importantly, what you can actually do about it.

So, What Exactly Are AI Overviews?

Right, let’s start with the basics. AI Overviews (they used to be called Search Generative Experience or SGE) are those AI-generated summaries that pop up at the top of Google search results. Instead of immediately showing you the sponsored links or perhaps Google Business Profile Map results (known as the Map Pack), Google now uses artificial intelligence to gather information from multiple sources and serve up a nicely synthesised answer right there on the search page.

What is important to know is that this is just a combination with bullet poiints and summary of information from other websites. No leg work for Google to do at all. The work has been done for them.

Here’s what these AI responses typically look like:

• They appear at the very top of search results for relevant queries
• They include citations to multiple sources (88% cite three or more sources, actually)
• They’re usually around 67 words long, though they can be anywhere from 7 to 369 words
• They answer your question without you needing to click through to any website. Groan for anyone that has created the content in the first place.

Essentially, Google’s evolving from a search engine into an “answer engine”—giving you immediate answers rather than just pointing you towards websites.

AI Overviews Are Growing Fast

Here’s where it gets interesting (and perhaps a bit worrying if you rely on search traffic). AI Overviews are expanding at an absolutely bonkers rate:

• January 2025: 6.49% of queries triggered an AI Overview
• February 2025: 7.64% (an 18% increase in just one month)
• March 2025: 13.14% (a massive 72% jump from February)

By mid-2025, AI summaries are appearing in nearly 30% of all search queries and over 70% of problem-solving queries. Google’s also reported that in major markets like the U.S. and India, AI Overviews are driving a 10% increase in overall search usage.

This isn’t some temporary experiment they’re testing—this is the future of search, whether we like it or not.

They’re most common for informational queries (88.1% of AI Overview-triggering queries are informational), long-tail keywords, and question-based searches. They appear less frequently for branded searches (only about 20%) and transactional keywords where people are clearly looking to buy something.

How AI Overviews Are Affecting SEO and Website Traffic

Right, let’s talk about the elephant in the room. The introduction of AI Overviews has created some pretty significant challenges for website owners and SEOs. Here’s what the data actually shows:

The Click-Through Rate Drop

Several studies have documented some fairly dramatic drops in organic click-through rates when AI Overviews appear. We’re talking:

• Ahrefs study: Found a 34.5% drop in CTR for the top position when AI Overviews are present
• Amsive study: Reported an average 15.49% CTR decline, with some scenarios showing drops as high as 37%
• Pew Research Centre: Discovered that only 8% of users click on traditional search results when an AI Overview appears
• SEMrush: Also did a major study showing the 6.49% to 13.14% growth in AI overview presence

The impact is particularly harsh for non-branded keywords, which saw a 19.98% CTR decline. Ouch.

Overall Traffic Has Taken a Hit

The broader picture isn’t much cheerier:

• Search traffic to websites decreased by 55% between April 2022 and April 2025 according to Similarweb
• Major news outlets have reported significant drops in organic search traffic
• Over 58% of Google searches now result in zero clicks—meaning users find their answers without visiting any website at all

But Wait—There’s Actually Some Good News

Before you panic completely, there’s an important silver lining here. Whilst the traffic numbers look concerning, the quality of the clicks you do get appears to be better. Google claims—and some independent research backs this up—that clicks from AI Overviews result in higher-quality engagement:

• Users spend more time on pages they visit from AI Overviews
• Lower bounce rates (23% lower in some studies)
• 41% more time spent on site
• More pages explored per session

So whilst you might receive fewer clicks, the visitors you do get are more engaged and potentially more valuable. Quality over quantity!

How to Optimise for AI Overviews

Right, let’s get into the practical stuff. Here are proven strategies to increase your chances of being cited in AI Overviews, please note that SEO has evolved here but the basics have always remained the same:

1. Build Topical Authority with E-E-A-T

Google’s AI prioritises sources that demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness. Here’s how to build E-E-A-T:

• Showcase real credentials and qualifications (don’t be shy about your expertise)
• Create content based on firsthand experience, not just regurgitated information
• Include detailed author bios with relevant expertise
• Earn backlinks from authoritative sources in your niche
• Regularly update content to maintain accuracy and relevance

2. Structure Your Content for Easy Extraction

AI Overviews love content that’s easy to parse and extract. Make your content properly scannable:

• Use clear headings: Convert H2s and H3s into questions when possible (“What Is X?” or “How Does Y Work?”)
• Lead with answers: Place direct, 2-3 line answers immediately under headings before diving into the details
• Use lists and tables: Break information into bullet points, numbered lists, and comparison tables
• Keep paragraphs short: Limit paragraphs to 2-3 lines for better readability
• Highlight key facts: Bold important statistics, percentages, and takeaways

Think of it like writing for someone with a really short attention span—because, let’s be honest, that’s most of us these days.

3. Create Comprehensive Pillar-Cluster Content

The pillar-cluster model signals to Google that your site is a proper knowledge hub, not just a collection of random articles:

• Pillar posts: Create in-depth guides (2,000-3,000 words) on broad topics
• Cluster posts: Write 5-10 supporting articles (1,000-1,500 words each) on specific subtopics
• Internal linking: Connect cluster posts to the pillar and vice versa

For example, if you’ve got a pillar post on “Complete SEO Guide,” you might have clusters on “On-Page SEO,” “Link Building,” “Technical SEO,” and “Local SEO.”

4. Provide Unique, First-Party Data and Insights

Here’s where you can really stand out. AI-generated summaries provide general information, but they can’t replicate unique data. Differentiate yourself by:

• Publishing original research and proprietary data
• Sharing detailed case studies with specific results
• Offering real-world applications and examples from your experience
• Including expert interviews and perspectives
• Creating tools, calculators, or interactive resources

This is content that AI simply cannot generate on its own, which makes it incredibly valuable.

5. Optimise Page Experience

Technical performance affects whether Google’s AI even considers your content in the first place:

• Ensure fast page load times (nobody’s got time for slow websites)
• Make content mobile-friendly (most searches happen on mobile now)
• Use clear navigation and layout
• Meet Google’s Core Web Vitals requirements
• Structure data with schema markup

6. Focus on Conversational, Natural Language

AI Overviews respond to how people actually ask questions in real life. Optimise for this by:

• Addressing questions as they’re genuinely spoken
• Using natural, conversational language (like we’re doing here)
• Including FAQ sections that mirror real user questions
• Anticipating follow-up questions people might have

Write like you’re explaining something to a friend over coffee, not like you’re writing a university dissertation.

7. Earn High-Quality Backlinks

Whilst ranking in traditional results doesn’t guarantee inclusion in AI Overviews, authority still very much matters:

• Focus on niche-relevant backlinks (quality over quantity)
• Guest post on authoritative sites in your industry
• Create linkable assets (infographics, original research, useful tools)
• Collaborate with industry influencers
• Build genuine relationships in your industry

Should You Still Target Keywords with AI Overviews?

This is a question I get asked a lot, and honestly, it depends on your specific situation. Here’s what you need to consider:

1. Is your brand already cited in the AI Overview? If yes, brilliant—keep optimising
2. Are your competitors being cited? This indicates there’s opportunity
3. What’s the actual traffic impact on your site? Monitor your analytics to see real effects
4. What’s the conversion rate? Lower traffic with higher conversions might actually be fine
5. Are there alternative keywords? Consider targeting more transactional or branded terms

According to SEO consultant Aleyda Solis, you need to evaluate on a case-by-case basis whether restructuring content for AI Overviews is worth it compared to targeting more commercially focused queries.

FAQ: Are Branded Searches Safer?

Yes, generally speaking. AI Overviews appear in only about 20% of branded searches, compared to 33% for non-branded terms. This means your homepage or product page will likely still see healthy engagement when users search specifically for your brand.

The Bigger Picture: From SEO to GEO

Many experts are now talking about “Generative Engine Optimisation” (GEO) as the next evolution beyond traditional SEO. GEO focuses on:

• Being cited as a source in AI-generated responses
• Optimising for answer engines (Google AI Overviews, ChatGPT, Perplexity, etc.)
• Creating content that AI models trust and reference
• Building authority that extends across multiple platforms

GEO isn’t a replacement for SEO—it’s an additional layer on top. Traditional ranking factors still matter, but you also need to optimise for becoming “the answer” rather than just ranking for the question.

What’s Coming Next: The Future of Search

Google’s made it abundantly clear that AI Overviews are here to stay. With the introduction of AI Mode—an even more advanced AI search experience—Google’s doubling down on AI-powered search.

Key developments to watch:

• AI Mode: A more conversational, in-depth AI search experience now available in the U.S.
• Gemini 2.5 integration: More sophisticated AI capabilities powering search
• Expanded coverage: AI Overviews appearing for even more query types
• Multi-modal search: AI responses incorporating images, videos, and interactive elements

FAQ: Will Traditional Blue Links Disappear Completely?

Unlikely. Google still needs to send traffic to websites—that’s where the content comes from in the first place. But the format is definitely changing. We’re moving towards a hybrid model where AI provides summaries and context, whilst links provide deeper dives and unique perspectives.

Your Action Plan: What to Do Right Now

Feeling a bit overwhelmed? Don’t worry. Here’s your practical to-do list:

1. Audit your traffic: Check Google Analytics to identify pages losing traffic when AI Overviews appear
2. Monitor your keywords: Track which of your target keywords trigger AI Overviews
3. Assess your citations: Search for your keywords and see if you’re being cited in AI Overviews
4. Update your content: Restructure high-value content with clear answers and better formatting
5. Diversify your strategy: Don’t rely solely on organic search—build email lists, social media presence, and direct traffic
6. Focus on brand: Strengthen your brand presence to increase direct and branded searches
7. Create unique value: Develop content that can’t be easily replicated by AI summaries

What’s the Most Important Thing I Should Focus On?

If you only do one thing, make it this: create genuinely unique, expert content based on real experience. AI can summarise existing information, but it can’t replicate original research, firsthand experience, or unique insights. That’s your competitive advantage.

Final Thoughts

Look, AI Overviews represent one of the most significant changes to search in decades. I won’t sugarcoat it—the initial impact on traffic has been challenging for many websites. But adaptation is both possible and necessary.

The websites that will thrive are those that provide genuine expertise, unique insights, and exceptional user experience—qualities that AI can reference but not replicate. Rather than viewing AI Overviews as a threat (though I understand why it feels that way), try to see them as an opportunity to elevate your content quality and establish your site as a trusted authority in your field.

Here’s the fundamental truth that hasn’t changed: create valuable content for humans first, and the algorithms—whether traditional or AI-powered—will follow. The difference now is that “valuable content” needs to be structured, authoritative, and unique in ways that make it both citable and clickable.

Remember, Google’s goal is still to connect users with helpful information. If you’re creating genuinely helpful content, there’s absolutely a place for you in this AI-powered search future—you just might need to adjust your strategy to find it.

The internet isn’t going anywhere, and neither are websites. We’re just learning a new way to play the game.

Over to You

Have you noticed changes in your website traffic since AI Overviews appeared? What strategies are you implementing to adapt?

And if you found this guide helpful, consider bookmarking it or sharing it with fellow website owners who might be scratching their heads about their dropping traffic. We’re all figuring this out together!