How Google AI Overview Is Changing SEO

Google AI Overview is one of the most important things that happened in search engine optimization (SEO) in the last decade. And it has transformed everything. It has changed how people use the search query and how Google displays search results. This shift toward AI-generated summaries is reducing reliance on traditional organic search rankings. It also demands that you adopt new strategies to maintain visibility and engagement.

What Is Google AI Overview?

Google AI Overview is a new search feature that provides users with AI-generated answers to their queries. For example, if you search “What is branding,” Google will use AI to generate an answer for you.

For now, not every search query will return a Google AI Overview. It’s most common for informational or question-based keywords.

Google answers the query by gathering information from its knowledge graph and different sources on the web. It also contains links to the sources so users can click on them to find more in-depth information.

Google introduced AI Overviews to improve the search experience by providing users with quick, concise answers, eliminating the need to sift through multiple websites. Before its official rollout, AI Overviews were tested through Google’s Search Labs program under the name “Search Generative Experience (SGE).” Following positive user feedback, the feature was rebranded and made widely available in the U.S. on May 14, 2024. Today, AI Overviews are accessible in over 100 countries.

How AI Overviews Work

Google generates AI Overviews using its advanced generative AI technology, powered by the Gemini language model. This model processes the user’s query and compiles information from various web sources to create a comprehensive summary.

AI Overview appears on search queries where Google determines that it would be helpful to the user. Its goal is to present information from different sources to satisfy users’ search intent.

AI Overviews have appeared in various types of searches, including:

• Informational: Fact-based queries, such as “how photosynthesis works”
• E-commerce: Product-related searches, such as “best noise-canceling headphones for travel”
• Planning: Queries focused on structuring activities, e.g., “3-day itinerary for Paris”
• YMYL (Your Money, Your Life): Topics requiring expert guidance, like “signs of vitamin D deficiency” or “steps to create a retirement fund
• Question-based: Searches starting with what, why, how, when, or where, like “Why do whales migrate?”

AI Overviews are similar to featured snippets, but they’re quite different. While featured snippets extract and display the exact text from the webpage and links to it as the source, AI Overviews use generative AI to create in-depth summaries of the information the user wants.

Google’s AI Overviews appear at the top of the search results page (SERP). They come before Google Ads and organic listings. They are the first thing users see after performing a search. If a user wants to see more information, they can click on “Show more.” 

If they do so, the information will occupy a large portion of the screen, pushing organic results further down. Since these summaries effectively provide direct answers, users may have little reason to click on website links, which can potentially affect traffic and click-through rates (CTR). Publishers are already reporting seeing lower CTR from queries that have AI Overviews. 

Currently, not all keywords have AI Overviews, but their number is increasing, making this the best time to capitalize on the new change that has come to stay. 

Key Ways Google AI Overview Is Changing SEO

AI Overview is already changing SEO in the following ways:

Rise of Zero-Click Searches

Zero-click searches occur when users find the information they need directly on the Google search results page (SERP), so they don’t click through to a website. This was already a thing, but Google’s AI-driven features like featured snippets, knowledge panels, and AI Overviews have amplified it. In 2024, 58.7% of searches in the U.S. and 59.7% in Europe were zero-click searches.

Lower Click-Through Rates

This is closely related to the above because if people are clicking less on links to other websites, publishers who rely on organic traffic will have lower traffic and lower CTR. However, Google is saying that this may not necessarily be the base for everyone. The company claimed that: 

“With AI Overviews, people are visiting a greater diversity of websites for help with more complex questions. And we see that the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query.”

However, publishers disagree. Jeff Ragovin, the CEO of the ad tech firm Semasio, said in a statement.

“The changes brought by Google’s AI Overview could significantly impact revenue streams, with the potential to impact billions of dollars in revenue for those who currently rank high in search results,”

Change in Ranking Factors

With the introduction of Google AI Overview, AI plays a more significant role in how Google ranks websites. Traditional SEO practices were mainly about keyword optimization, backlink quality, and other on-page and off-page factors. However, Google uses more advanced models that better understand conversational language semantics, context, and user intent. So, to give your content more opportunity to rank high, you need to prioritize content relevance, context, and user intent. 

New SEO Opportunities

Google AI Overview has created a new SEO opportunity. While some pages that appear on AI Overview are usually on page one, you can also see pages that don’t rank on SERP page one or even two but rank on the AI Overview. 

Google AI Overview has presented another window for businesses not ranking high on SERP to gain more visibility by optimizing for Google AI Overview. However, a common thing in marketing and SEO is that many businesses fail to adapt to changes quickly and will likely continue to do SEO the old way. Because you’re reading this article, you’re already ahead of many people. You have a real chance to move faster than others and benefit from this golden opportunity.

If you don’t have the time or skill, hire an SEO agency to help optimize your website and overall marketing strategy for the new reality.

Personalized Search Results

Google’s AI Overview personalizes search by tailoring responses based on user behavior, intent, and preferences. It analyzes your past searches, location, and browsing history to prioritize relevant content. So, two people can have different results from the same search query. 

Unlike traditional rankings, AI Overview aligns results to your unique needs, making search more context-aware. It also integrates data from Google services (YouTube, Gmail, and similar) to refine results. This shift favors topical authority over keyword stuffing, enabling niche content to gain visibility. It also gives lesser-known sources more opportunities to appear on the AI Overview if Google thinks they are more suited. Businesses must now focus on relevance, expertise, and user intent rather than just SEO rankings.

How to Adapt to the New SEO World

SEO is not dead, like some claim. But the playbook has changed. Here are some ways you can adapt to a generative AI SEO world.

Think Omnichannel

Traditional SEO is no longer enough. Before, SEO was mainly about ranking on Google Page One. But that is no longer as effective, especially if you’re in the industry, where many informational keywords have AI Overviews.

So, how can you keep driving traffic to your website? Understand that people are searching for your products and services on other platforms, such as YouTube, Instagram, LinkedIn, TikTok, and large language model (LLM) platforms like ChatGPT and Perplexity, and optimize to get found on them.

LLMs pull information from different sources, so being visible on these platforms gives your business a better chance of getting noticed. Also, publish and repurpose different content formats, such as videos, webinars, podcasts, and infographics, to reach a wider audience.

Build Your Brand

In a world where many people offer the same services or products as you, brand building is a way to differentiate yourself. A study by SparkToro found that over 44% of Google searches are related to specific brands.

It’s time to think of visibility beyond search ranking to become a brand people want to deal with. So, when people are looking for your services, they’ll remember you or, at least, be more likely to click on your website because they recognize you.

Feature on Reputable Sites

Google and LLMs prioritize content from high-authority publishers in their search results and training data. If your brand is mentioned on these sites, your likelihood of appearing in AI Overview and other AI-generated responses rises. Get backlinks from reputable sites through digital PR, guest posting, and publishing reviews of your products and services.

How To Optimize for Google AI Overview

Google Search Central says following their regular guidance for appearing in search, as covered in Search Essentials, is enough to optimize for AI Overview. Here are some SEO strategies to help you rank in AI Overview based on Google’s guidelines and fundamental SEO best practices.

Analyze Your AI Overview Performance

Currently, Google doesn’t tell you the amount of traffic that comes from the AI Overview. Fortunately, some tools can help you know where you currently stand. Single Origin is a digital marketing and design agency that can help you track your SEO efforts and adjust your content accordingly, integrating your strategy with your broader marketing efforts for the best results.

Prioritize User Experience

AI Overviews and other generative search experiences are intent on providing information that the user wants. So, the more your page serves the user intent behind keywords, the more likely you’ll rank. 

Here are some ways to serve a great user experience:

• Identify the search intent of a query and provide a clear answer or solution that serves that intent.
• Improve technical SEO aspects, including page speed, internal linking, mobile optimization, and navigation.
• Make your pages easy to read and scan.
• Use visual elements like images, infographics, and videos to engage users and break up text.

Teach Google What Your Site Is About

Make it easier for Google to understand your website by developing a solid internal linking strategy and applying schema markup for improved page categorization.

Leverage E-E-A-T for AI Overview Selection

Google prioritizes content that demonstrates Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). To improve your chances of appearing in AI Overviews:

• Showcase real-world experience and subject matter expertise in your content.
• Build authority through high-quality backlinks and mentions on reputable sites.
• Ensure transparency and credibility by citing trustworthy sources and including author bios.
• Maintain accuracy and update content regularly to align with evolving industry trends.

Stay Ahead With Google AI Overview

SEO is constantly evolving, and staying ahead means keeping up with algorithm updates, industry trends, and shifts in user behavior. With Google AI Overview shaping search experiences, you must adapt to how users find and engage with information.

The key is proactivity. Waiting for rankings to drop before taking action isn’t an option. To stay competitive, you need to optimize for AI-driven, generative search results, leveraging structured data, high-quality content, and strategic brand building.

At Single Origin, we help businesses navigate the evolving search landscape. Our expertise in AI-powered SEO ensures your business remains visible, relevant, and ahead of the competition.

Ready to optimize for the future of search? Schedule a free consultation today.