How Google’s AI Overview Is Reshaping SEO (and How to Stay Ahead)

When the Greek philosopher Heraclitus said that “the only constant in life is change,” he couldn’t have dreamed of the breakneck speed of change happening in the modern age. Today, the most conspicuous source of that change is clearly artificial intelligence, which is both enhancing and upending entire industries with every new evolution.

Marketers and business owners everywhere are feeling the pressure to keep up, especially since the potential upsides of leveraging these technologies are enormous. That said, some new features in the AI landscape are leaving business professionals scratching their heads, wondering how to adapt. In the world of SEO, that change is, without a doubt, Google’s AI Overview.

The familiar list of blue links is now sharing space with AI-generated overviews that answer queries right on the results page. Many businesses and marketers are asking: How will this new “AI Overview” affect my SEO and content strategy? Will the same tactics work, or should I change course?

In this post, we’ll break down the key shifts in search behavior, what types of content get featured in AI Overviews, the risks and opportunities for content marketers, and actionable strategies to optimize for this AI-driven search landscape.

What Is Google’s AI Overview, and Why Does It Matter?

Whether you know the name for it or not, it’s likely that you’ve seen many examples of Google’s AI Overview by now. In short, AI Overview is a generative AI feature that gives a concise answer to the user’s query at the top of the results page. It gathers information from multiple web sources, then presents an AI-generated summary above the organic results, typically alongside links to the sources it pulled from. In essence, it’s like a quick snapshot answer – think of it as an expanded featured snippet, powered by AI.

This feature launched broadly in mid-2024 after an experimental phase called the Search Generative Experience (SGE). Google’s goal is to help users get quick answers without having to click through multiple sites (more on this latter point later). For example, a search for “how to lose weight” might return an AI-generated list of weight loss tips, with source links, right at the top of the page – even before you see the usual search results.

For users, AI Overviews promise convenience – immediate answers to complex questions. For businesses and SEOs, however, this poses a potential problem: if users get what they need from the AI summary, will they still click on your website?

Understanding how this dynamic works is crucial to keeping your organic traffic healthy, so let’s explore how AI Overviews are changing search behavior.

Changing Search Behavior and Click-Through Rates

The introduction of AI Overviews has begun to shift user behavior on the search engine results page (SERP). Early observations suggest it’s contributing to the trend of “zero-click searches,” where users find what they need on Google itself without clicking any organic result. By providing answers up front, Google may satisfy the query immediately – great for users in a hurry, but potentially concerning for websites that rely on that click traffic.

It’s still early, but data hints at both challenges and silver linings for click-through rates (CTR):

Challenge: More Zero-Click Searches

Industry experts warn that AI answers will likely increase the share of searches that end without a click to a website. Users might get their answer from the overview and not feel the need to visit a separate site, reducing overall organic CTR for those queries.

In fact, one analysis predicted that generative AI results could lead to an 18% to 64% decrease in organic clicks as users increasingly get answers directly on Google. Multiply this behavior across millions of searches, and it could mean significantly less traffic flowing to websites from certain informational queries.

Challenge: Diversion of Clicks to Google Itself

It’s not just organic links feeling the impact. If users engage with the AI Overview, they may also interact with new elements like the “Show more” button or related follow-up questions, further keeping them within Google’s ecosystem.

Early reports even show Google experimenting with including ads inside the AI Overview panel (clearly labeled as sponsored). This means the AI section could start capturing not just attention but also paid clicks, potentially at the expense of both organic and traditional ad clicks.

Silver Lining: Potential CTR Upside for Featured Sites

On the other hand, if your site is one of the sources cited in the AI Overview, it might actually catch the eye of users and earn a click. Google has reported that in its initial testing, links included in AI Overviews got more clicks than if the page had appeared as a normal blue link for the same query. Essentially, being featured in the AI summary can give you prime visibility – almost a stamp of approval from Google’s AI – which can entice users to click through for the full details.

All of this is to say that in 2025, search behavior is in flux. Some users will appreciate the instant answers and perform fewer clicks, while others will click on sources that the AI summary highlights (if those sources look intriguing and trustworthy).

For marketers, this split behavior means we need to both earn our spot in the AI Overview and also prepare for fewer clicks when we’re not in that coveted position. Based on this challenge, let’s look at a few specific implications for your content strategy.

Content Marketing Implications: Opportunities and Downsides

The rise of AI Overviews is a double-edged sword for content marketers and SEO professionals. It brings some exciting opportunities, but also potential downsides for those who traditionally relied on Google’s organic traffic.

Opportunity: New Visibility for Quality Content

If your content is high-quality and authoritative, AI Overviews can actually amplify your visibility. Sites featured in the AI summary get prime screen real estate – effectively position #1, above all organic results. Even if your page wasn’t ranking #1 organically, the AI might surface it if it contains a key piece of information relevant to the query. In fact, a recent study found that a whopping 93.8% of the links cited in AI Overviews were from sources outside the traditional top-10 results.

Google’s AI isn’t strictly limited to the first page; it will pull whatever content best answers the query. This means content creators who couldn’t crack the top rankings now have a shot to be featured via the AI.

In some sense, it levels the SEO playing field – if you provide a great answer to a very specific question, Google’s AI might find you, even if your domain isn’t an SEO powerhouse. For those willing to adapt, this is an opportunity to get in front of users in a new way.

Opportunity: More Qualified Traffic

There’s evidence that when users do click a source from an AI Overview, they may be more qualified and engaged. The AI has pre-screened content and given the user a taste of what to expect. If a user still clicks through, it’s likely because they want more depth or trust the snippet they saw. They arrive on your page with context, already knowing that you have the info they seek.

This could mean higher engagement and possibly better conversion rates compared to random organic visitors. In Google’s own words, “with AI Overviews, people are visiting a greater diversity of websites for help with more complex questions” – implying that users are clicking through to sites they might not have visited before, because the AI highlighted those sources. In other words, it’s not just about getting as much traffic as possible, but getting traffic that cares about the content you provide.

Downside: Traffic Cannibalization

The flip side is the very real concern that some users won’t click at all. If Google’s summary fully satisfies them, your site might see a dip in visits for queries where previously you got steady traffic. Publishers who rely on high-volume “query + answer” type content (think Q&A articles, how-tos, dictionary-style pages, etc.) could see their traffic decline if the AI starts answering those queries inline.

In the SEO world, this has raised alarm bells, causing some to worry that Google is essentially keeping the user’s attention for itself - quite the opposite of what SEO pros bargained for by trying to please the algorithm. Despite Google giving credit with links to relevant articles, there’s still a concern (especially based on the high number of zero-click searches) that Google isn’t holding up its end of their bargain with content creators.

Downside: Attribution and Accuracy Issues

Another implication is how your content might be presented by the AI. Google does provide source links, but the summary itself is generated by the AI. This can lead to misattribution or mixing of sources, and sometimes inaccuracies. If the AI pulls a line from your article out of context, it might not convey the nuance you intended.

Worse, some worry about plagiarism – AI technically rewrites what it finds, so your content might be helping answer users’ questions without them even knowing it came from you. Though Google’s implementation at least tries to cite multiple sources, it's still not as direct as a user clicking your snippet in a traditional SERP. This is yet another example of concerns about AI “copying” content without proper credit, something that we’ll continue to see play out in the courts for a long time.

Downside: Brand Visibility

With users getting answers on Google, there’s a possibility that brand recognition could suffer. When someone clicks to your site, they see your branding, maybe explore your products or other pages. But if they just read an answer on Google’s AI panel, they might remember the information but not your brand.

Over time, if fewer people click through, you lose opportunities to build a relationship, retarget the user, or convert them. If you’re a business that relies on informational content to draw top-of-funnel traffic (which later leads to conversions), this is a real concern.

With all these shifts in web traffic, it’s clear that AI Overviews demand a shift in strategy. The SEO traffic pie may shrink in some areas, but there’s a new pie to chase – being one of the select sources the AI trusts and showcases. It’s a classic case of disruptor technology: those who adapt can find new avenues to succeed (possibly at the expense of those who don’t). That leads us to the big question: How can businesses adapt their SEO and content marketing strategies for this AI-driven SERP?

What Kind of Content Gets Featured in AI Overviews?

Not every query triggers an AI Overview – and not all content has an equal chance of being summarized by Google’s AI. Understanding what types of searches and content are most likely to appear in these overviews can help you strategize your content creation. Here are 6 broad categories of content types that are more likely to trigger an AI Overview:

1. Complex, Multi-Faceted Queries

Google tends to show AI Overviews for queries that are broader or have multiple components. These are questions a user might otherwise have to break down into a few separate searches. For example, someone might search “best cities for tech startups with low cost of living.” Instead of making the user do one search for “best cities for tech startups,” then another for “cities with low cost of living,” etc., the AI Overview might attempt to answer the whole multi-part question in one go.

2. Informational and “How-To” Topics

Informational searches (like definitions or explanations) and question-based searches (those starting with “what,” “how,” “why,” etc.) are prime candidates for AI Overviews. These are queries where users seek knowledge or advice – for instance, “what is intermittent fasting” or “how to fix a leaky faucet.” Google’s AI is good at synthesizing explanatory content from multiple sources.

Similarly, “how to” queries or step-by-step tasks might generate an AI answer that outlines the steps, often pulling from guides or tutorials.

3. YMYL (Your Money, Your Life) Topics

Google is cautious with sensitive topics that can impact a person’s health, finances, or well-being. Interestingly, these YMYL queries (e.g., medical, financial advice) do trigger AI Overviews – but presumably only when authoritative information is available.

For example, searches like “ways to lower blood pressure” or “how to invest in stocks” might show an AI summary with tips, likely sourced from high-authority sites in health or finance. Google holds YMYL content to very high accuracy and trust standards, so only content that meets those standards is likely to be summarized.

4. Planning and Comparative Queries

Questions that involve planning, lists or comparisons also see AI results. Think of queries like “1-week keto meal plan” or “best mirrorless camera vs DSLR for beginners.” The AI can compile a mini-plan or a comparison table from various sources. In fact, AI Overviews come in various formats – sometimes a short paragraph, sometimes a bulleted list or a table for comparisons, and sometimes a mix of text with images. Google adapts the format to whatever best fits the query.

5. E-commerce and Product Searches

Even some shopping-related searches get AI Overviews. For instance, a query like “best noise-cancelling headphones under $200” might prompt the AI to generate a brief buying guide or list of options (with source links to review sites or retailers). However, purely transactional queries (like “buy iPhone 14”) won’t have AI summaries – those still show traditional product listings and ads. The AI is more for product research queries where some explanation or recommendation is helpful.

6. Industry Variance

It’s worth noting that AI Overviews currently appear for only a fraction of total searches – and the likelihood varies by industry. Initially, as Google was testing, the AI summary appeared in as few as ~1-7% of searches. That share has grown as the feature rolled out more widely, but it’s still far from universal.

Research in late 2024 showed about 6.7% of all search queries showed an AI Overview, but in Health topics it was much higher (over 23% of queries), and in some categories like Real Estate it was almost nonexistent. In other words, if you’re in a niche like health, tech, or science, you’re more likely to see AI-generated answers on your SERPs than if you’re in, say, real estate or local services.

In summary, Google’s AI tends to cherry-pick content that directly answers in-depth questions. Well-structured informational content, comprehensive guides, and authoritative explainer articles have a good chance of being selected. Simpler queries (single word searches or very specific navigational queries) usually just show normal results.

Understanding this helps businesses tailor their content – as we’ll discuss, focusing on the right kind of queries and content format can increase your chances of being featured in that AI box.

Emerging SEO Strategies for the AI Overview Era

The fundamental principles of SEO aren’t being thrown out the window – quality content, sound technical SEO, and authority are more important than ever. Google itself has stated there’s nothing radically new that site owners need to do besides “follow our regular guidance for appearing in search”. That said, with AI Overviews in play, certain tactics can boost your chances of being the source that Google’s AI chooses to display. Here are some emerging strategies:

Continue to Nail the Basics (Technical SEO):

First and foremost, your pages need to be crawlable and indexable to even be considered for AI summaries. This sounds obvious, but ensure your site isn’t accidentally blocking important content - for example, check that your robots.txt and meta tags aren’t preventing crawling or indexing of the pages that answer key questions.

Fix any technical issues that might hinder Google from understanding your content – broken links, slow page speed, or poor mobile compatibility can all hurt your chances. If Google can’t easily access or trust your page, it definitely won’t feature it in an AI Overview.

Provide Comprehensive, Contextual Answers:

AI Overviews are designed to answer queries directly and fully. This means your content should be well-contextualized and thorough. When writing on a topic, anticipate the follow-up questions a reader might have and address them in the article. For example, if you’re writing about electric cars, a section on “How long do electric car batteries last?” adds valuable context.

The AI tends to favor pages that cover a topic in-depth (without veering off-topic). Adding FAQ sections or clearly structured subheadings for different aspects of a query can help. Essentially, be the one-stop resource for that query so Google’s AI finds everything it needs on your page.

Target Long-Tail and Conversational Keywords:

Long-tail keywords (the more specific, multi-word phrases) are the bread and butter of AI-generated results. A generic keyword like “vitamins” is less likely to trigger an AI Overview than a detailed query like “best vitamins for energy and focus in the morning.”

Use keyword research tools to find question-based or conversational queries in your niche – these often start with “how to…”, “best way to…”, “why does…”, etc. By optimizing content around these specific queries, you increase the “match” with the kind of questions the AI is trying to answer. One tip is to use Q&A sites or Google’s own “People Also Ask” suggestions to identify common long-tail questions. If you structure your content to directly answer those, you’re speaking the AI’s language.

Optimize On-Page SEO (Titles, Headings & Clarity):

Traditional on-page SEO is still crucial. Use clear, descriptive titles and headings that include the keyword query (or question) you’re targeting. If your page is answering “How to train a puppy not to bite,” having that phrase (or a close variant) in the title or an H1/H2 improves relevance. A recent analysis found that about 52% of AI Overview source links came from pages that were already ranking in the top 10 organic results. In short, higher organic ranking = better chance to be picked by the AI.

That means you should still aim to rank well the traditional way: optimize meta tags, use the keyword (naturally) in the content, and make sure your content satisfies search intent. Also, write a compelling meta description – it won’t influence the AI directly, but it can improve your regular CTR, which indirectly signals Google that your result is helpful.

Focus on E-E-A-T (Experience, Expertise, Authority, Trust):

Google’s algorithms prioritize content that demonstrates expertise and trustworthiness – and you can bet the AI summaries lean heavily on authoritative sources. Ensure your content is accurate, up-to-date, and written by (or at least reviewed by) experts in the topic. If applicable, cite your sources or data within your content. For YMYL topics especially, Google will only feature content that meets a high bar of trust.

From a practical standpoint: include author bios with credentials, mention your experience (e.g., “As a certified nutritionist, I recommend…”), and get reputable sites to link to you (backlinks are still a trust signal). Building your site’s authority not only helps your organic ranking, it makes it more likely that Google’s AI “trusts” your content enough to quote it.

Build Brand Presence and Backlinks:

Speaking of authority, brand credibility matters. The more your site is mentioned or cited around the web, the more authoritative it appears. SEO experts have observed that sources frequently referenced by others (or featured in trusted publications) tend to be included more in AI Overviews.

This aligns with the idea that Google’s AI wants well-vetted information. To leverage this, invest in digital PR and link-building. Get your experts quoted in industry publications, contribute guest articles, or publish original research that others link to. Over time, these signals can boost your chances of being the chosen source.

Also, cultivating a strong brand (where people search for you by name) can indirectly help – if Google sees users trust your brand, its AI may lean towards your content when summarizing. Remember, generative AI might be new, but Google’s underlying algorithms still reward reputation and relevance.

Mobile Optimization is a Must:

Most searches happen on mobile, and Google uses mobile-first indexing. AI Overviews appear on mobile results just as prominently (albeit formatted a bit differently) as on desktop. Make sure your site is mobile-friendly and fast.

This isn’t just about being featured; it’s about user experience if someone clicks through. Google’s own data indicated that a large majority of AI Overview source pages are those that perform well for mobile users.

Practical steps: use responsive design, optimize images and videos for mobile, improve your Core Web Vitals scores, and test how easy it is to navigate your content on a phone. A slow or clunky mobile page might cause the user to bounce, which doesn’t bode well for your rankings or for staying in those AI results.

Format Content for Easy Parsing:

Structure your content for readability, not just for humans but for AI parsing. Use clear headings for each subtopic, bullet points or numbered lists for steps, and summary paragraphs for key points. Well-structured content is more likely to be understood and accurately summarized by Google’s AI.

For instance, if you have a top 10 list, make it a clean numbered list in HTML. If you’re comparing two things, consider a simple table. Avoid burying crucial information in long-winded paragraphs – break it out into a FAQ section or a bolded takeaway. Think about the snippet you’d want the AI to grab, and make sure it’s visible and clear.

Some SEO practitioners suggest writing a brief summary or conclusion section in your article that directly answers the main question – this could be what the AI uses. At the very least, a reader will appreciate a concise takeaway, and a happy reader often translates to a happy search engine.

Implement Structured Data Markup:

Adding structured data (Schema.org markup) to your pages can also give Google clearer signals about your content. Schema markup (for articles, FAQs, how-tos, etc.) helps the search engine understand the context and structure of your content. For instance, marking up a FAQ section with proper FAQ schema can explicitly tell Google the question-and-answer pairs on your page.

While Google hasn’t said structured data is a direct trigger for AI Overviews, it does make it easier for their systems to parse your content accurately – which can make your page a more likely candidate for inclusion.

Key schemas to consider: FAQPage for Q&A content, HowTo for instructional steps, Article schema for news/blog content, and Breadcrumb schema to clarify site structure. These markups won’t guarantee selection, but they certainly remove some guesswork for the AI.

Monitor and Adapt:

Lastly, treat the rise of AI in search as an evolving area. Keep an eye on your analytics and Google Search Console data. Google is beginning to show publishers some data on AI Overview performance (and tools like Semrush have introduced tracking features to see if your content appears in AI results).

Watch how your key pages are performing. Are certain high-traffic pages losing traffic since mid-2024? It might be due to AI answers – try searching those queries and see if an overview pops up.

Conversely, if you notice traffic coming in from odd query variations, maybe your content got picked as a source. Use this info to refine your approach: you might decide to update content that lost traffic to make it more “AI-friendly” or pivot your keyword targeting. Staying agile and informed will be key, as Google continues to tweak how AI overviews work.

By implementing the strategies above, you can position your content to work with Google’s AI rather than be bypassed by it. It’s about speaking Google’s language (literally, in terms of how the AI reads your site) and maintaining the quality and relevance that have always been at the heart of SEO.

Conclusion: How to Ride the Wave of Google AI Overview

Google’s AI Overview is changing the SEO game, but it’s a game that savvy businesses can still win. By understanding how search behavior is shifting and adjusting your content strategy accordingly, you can continue to thrive in organic search – both in traditional results and the new AI-driven results. This is a time to be proactive: update your SEO playbook, experiment with optimizing for AI, and keep delivering the best content for your audience.

As the search landscape evolves with AI, those who stay informed and adaptable will reap the benefits. It’s not just about reacting to what’s happening now, but planning for what’s next.

If all this feels overwhelming, remember you don’t have to navigate it alone. The SEO and content marketing pros here at Reusser are using AI-driven strategies every day of the week. We’d be happy to consult with you on how to adapt to the latest trends so that you can rank higher and serve your clients better. Contact us today to schedule a free 30-minute consultation with our content marketing pros, so that you can stay ahead of the ever-changing landscape of AI and SEO.