The way we search and how Google responds is evolving fast. In 2024, Google rolled out AI Overviews, a new feature that’s changing how people interact with search results. These AI-generated summaries appear right at the top of the page, aiming to give users quick, clear answers without needing to click through multiple websites.
Sounds convenient, right? It is…for users. But for website owners, marketers and SEO pros, it’s shaking up their online marketing strategies.
Let’s dive into what these changes mean, why they matter and how to adjust your SEO strategy for this new era of search.
What Are AI Overviews, Exactly?
Think of AI overviews as mini research assistants baked right into the SERP (Search Engine Results Page). Instead of ten blue links, users are now seeing a concise, AI-powered summary that pulls data from across the web. These summaries aim to give a helpful answer instantly, often before a user scrolls down the page.
Initially tested in the U.S, AI Overviews have rolled out globally in over 100 countries, including the UK. If you’ve searched for a “how-to” or a product comparison lately, there’s a good chance you’ve seen one in action.
The Impact: Organic Listings Are Losing Ground
Here’s the blunt truth: organic traffic is taking a hit.
With the AI Overview sitting above the traditional search results, fewer users are clicking through to actual websites. According to early industry data, some sites are seeing organic click-through rates (CTR) drop anywhere from 10% to 30%, and in some cases, as much as 60% depending on the query type.
Even Gartner has weighed in, predicting that organic traffic could drop by as much as 25% in the coming years due to AI Overviews dominating prime real estate at the top of the SERP.
This is especially impactful for websites that rely heavily on informational content. If Google’s AI can summarize your article in two sentences and display it at the top, why would users click through?
How SEO Is Adapting And How You Should Too
Don’t panic, you just need to adapt. As with every major shift in search, this is an opportunity to rethink your approach.
Here are a few practical ways to future-proof your SEO strategy:
1. Focus on Answer Engine Optimisation (AEO)
Craft content that directly answers user questions in a concise, clear way. If Google’s AI is looking to synthesize answers, make yours the one it wants to include.
2. Embrace Generative Engine Optimisation (GEO)
This newer concept is about creating content that’s optimised for how generative AI interprets relevance, not just traditional ranking signals. Think clarity, trust, structure and coverage.
3. Use Structured Data (Schema Markup)
Help Google understand the context of your content better. Structured data increases the chances of your site being cited in AI Overviews.
4. Prioritise High-Value, Original Content
Now more than ever, unique insights, expert opinions and real-world experience matter. AI struggles to replicate that kind of authenticity.
5. Optimise for Brand Visibility
Even if you don’t get the click, being cited in an AI Overview helps with brand recall. Ensure your name, logo and tone are consistent and recognisable.
The Big Picture: A New Kind of Search Experience
Google’s AI Overviews are part of a broader shift in how people find and consume information. Users increasingly expect instant answers and Google is racing to deliver that.
For businesses and content creators, this means moving beyond the old SEO playbook. It’s not just about ranking high, it’s about being useful, trustworthy and contextually relevant in a search experience that’s becoming more conversational and less transactional.
Yes, the competition for clicks is fiercer. But there’s still plenty of opportunity if you adapt with purpose.
Ways to Appear in the AI Overview
After testing dozens of AI-driven SEO tactics, Theo Roberts, Head of SEO at eComOne, has narrowed down the seven that are truly moving the needle in today’s search landscape. By focusing on conversational queries, like those found in Google’s “People Also Ask”, we’ve aligned our content with the natural way users interact with AI Overviews.
Structuring articles with clear heading hierarchies, keeping language direct and factual and front-loading key takeaways in TL;DR sections have all helped AI engines better understand and highlight our content.
Just as crucial is how your brand is represented across platforms like ChatGPT, Gemini, and Microsoft Copilot; maintaining consistent and credible business information boosts visibility. Authority matters more than ever, so we ensure our content features real expertise, case studies, credentials, and reputable sources.
Finally, don’t underestimate the power of reviews. Simply integrating Google Reviews into one client’s site produced immediate gains across both traditional and AI-powered search. These principles have collectively driven a 2,300% increase in AI-generated traffic and landed us 90 keyword placements in AI Overviews. The takeaway? AI SEO isn’t about gimmicks, it’s about strategic alignment with how AI consumes and surfaces content.
Final Thoughts
The AI revolution in search is here and it’s changing the rules. But it’s not the end of SEO, it’s simply the next chapter.
If you want to stay ahead, start thinking about your content like Google’s AI does: Is it clear? Is it trustworthy? Is it helpful?
Double down on value. Stay nimble. And most of all, don’t wait. Start optimising for this new reality now and you’ll be well-positioned to thrive in the AI-powered SERP of the future.
Disclosure, this content uses the influence of AI, with human expertise and experience inputted. Can you tell?
If you need help with your visibility on the Google SERP and want to increase your sales, get in contact with us today.
