Search is changing, and Google’s AI Overviews are transforming how we find and interact with information online. Instead of just listing links, these overviews provide detailed, AI-generated responses directly on the search engine results page (SERP). For brands, this means adapting SEO strategies isn’t optional—it’s essential to staying relevant.
What Are AI Overviews?
AI Overviews are part of Google’s Search Generative Experience (SGE), launched in May 2024. Unlike featured snippets that quote text from websites, these summaries are created using Google’s large language model, Gemini.
Key Features of AI Overviews
- Quick Summaries at a Glance: AI Overviews, in their collapsed state, sit right at the top of the search results, giving you a bite-sized, AI-generated summary.
- In-Depth Explanations: With just a click, the overview expands into a detailed, multi-paragraph response. It’s like having a full article right there on the search page—ideal for when you’re looking for more in-depth information.
- Source Citations for Transparency: AI Overviews don’t stop at answers—they also include links to their sources, adding credibility and allowing for further research if you want to.
Impact of AI Overviews on SEO Metrics
AI Overviews dominate a significant portion of screen space on search engine results pages (SERPs), with studies revealing they can take up as much as 48% of the page on mobile and 42% on desktop. This crowding pushes organic rankings further down the page, creating new challenges for traditional performance metrics like click-through rates (CTR). In other words, even being in the coveted top three positions on Google might not have the same impact it once did.
Key Observations
- Co-occurrence with Featured Snippets: According to a study by Botify and DemandSphere, AI Overviews appear alongside featured snippets around 60% of the time. This powerful combination can take up as much as 76% of the SERP on mobile. This leaves less room for organic results to shine
- CTR Challenges: It’s becoming increasingly common for websites in positions 1–3 to see Click Through Rates that resemble those that are in positions 4–6, as their visibility is squeezed thanks to this feature
- Shift in Consumer Behaviour: More people are getting their answers straight from the search results page, thanks to zero-click searches. This means fewer clicks to individual websites, which can affect traffic and engagement
For brands, it’s a clear sign to adapt to this new ‘normal.’ The goal isn’t just to rank but to make sure your content stays relevant and stands out in an increasingly competitive search results landscape.
Actionable Insights for Brands
To thrive in this search landscape, businesses should combine traditional SEO strategies and those tailored to AI-driven search.
1. Maintain SEO Fundamentals
Basic SEO practices remain critical. Since 75% of AI citations come from the top 12 positions, this is still the aim. Enhance technical SEO, improve page speed, and use structured data to optimise visibility.
2. Optimise Content for AI Overviews
Create content that aligns with intent and adheres to AI algorithms. Tools like cosine similarity analysis can help evaluate how well your content matches AI requirements.
3. Measure AI Overview Impact
If you want to understand how AI Overviews affect your visibility, you will need to go beyond traditional metrics. Dive into pixel depth analysis to see how far down your content appears on search results, and explore various tools for insights into how users interact with your content before they even click. It’s all about getting a clearer picture of what’s working (and what’s not).
4. Develop a GenAI Strategy
Expand your strategy beyond Google. Prepare your content for other AI platforms like Bing’s ChatGPT Search and Meta AI. Ensure accessibility across multiple indexes using tools like IndexNow.
The Role of Long-Tail Keywords
Long-tail keywords might not always get the spotlight, but when it comes to succeeding in an AI-first search landscape, they are game-changers. These longer, specific phrases don’t just help you reach niche audiences—they’re also incredibly effective at triggering AI Overviews, especially for informational searches.
Why Long-Tail Keywords Work
Long-tail keywords reflect conversational, natural language queries that AI favours. About 73% of long-tail keywords are linked to AI triggers, offering brands an opportunity to boost visibility.
Insights for Success
- Optimise for Conversational Search: Think about how people ask questions in real life. Phrases that mimic natural language queries are a big win in the AI-driven search environment
- Leverage Intent Alignment: Long-tail keywords often reveal exactly what users want. Whether they’re searching for “how to bake sourdough bread at home” or “best dog-friendly cafes in London,” crafting content that directly answers these specific queries gives you a better chance of being picked up by AI Overviews
The Future of Search and AI Overviews
AI Overviews are shaking up the way we search, and brands need to keep up. With tools like ChatGPT and Perplexity leading the charge, it’s clear that AI is now a big part of how we find information. For brands, this means focusing on content that’s easy to access, super relevant, and tailored to work well with AI.
Future-Proofing Your Strategy
Keeping up with the changes is key to staying successful. Here’s how you can stay ahead:
- Use Tracking Tools: Keep an eye on how AI bots interact with your site to understand the kind of data they prioritise. Knowing this can help you tweak your site’s layout so it works smoothly for both bots and your visitors
- Experiment with Content Formats: AI-powered search favours variety. Try different content styles—like FAQs, video snippets, or how-tos—to see what resonates with these new SERP features
- Stay Informed and Adaptable: AI technology is advancing fast. Keeping up with the latest developments in AI-driven search will allow you to tweak your strategy proactively and stay ahead of competitors
Google’s AI Overviews are reshaping SEO, challenging brands to rethink their strategies. By focusing on technical fundamentals, optimising for AI relevance, and preparing for an AI-driven future, businesses can remain visible and competitive in this evolving landscape. If you want to know more about how your business can thrive online in an AI powered world, get in touch with our SEO experts who would love to help – Get in touch!
