The Google AI Overviews Impact: How AI is Shaping SEO

Before Google AI overviews, websites only had to compete for the top three positions on SERPs for organic traffic. The competition was solely among top-ranking websites.

But today, Google displays AI-powered results on the SERPs, which take up a lot of visual space. This means the organic results have less visibility, leading to fewer impressions and clicks.

This means marketers should rethink their approach to organic traffic and SEO.  In this article, we cover how Google AI overviews impact SERP rankings and also provide steps to optimize your content for better visibility in AI overviews.

What Are AI Overviews?

Google AI Overviews are AI-generated summaries on the top of Google search results, which offer direct answers to the user’s query. They eliminate the need for users to click on results to find information and save time.

Here’s what it looks like:

Anyone familiar with the featured snippets will notice some similarities. However, the key difference is that AI overviews are more dynamic and context-aware, often pulling information from multiple sources to generate a cohesive response based on the query.

This feature is part of Google’s efforts to improve the search experience for users with AI.

Search Intent & AI Overviews

In a study conducted by Rich Sanger, it was found that the type of query, like informational, commercial, or transactional, determines the likelihood of a result with AI overviews. This makes search intent an important factor for AI overviews on Google SERP.

For example, informational queries are most likely to trigger AI overviews, accounting for 28.8% of cases. This is very obvious since the AI overviews are meant to offer information directly on the SERPs.

In contrast, navigational and transactional queries are the least likely to generate AI overviews, with rates lower than 2%.

The percentage of queries triggering an AI Overview by intent.

The same report also showed that AI overviews for more complex intents, such as commercial and informational mixes, typically include around nine links, reflecting the need for more comprehensive resources.

Simpler intents like informational-navigational tend to include fewer links (6.2 on average) while prioritizing highly relevant sources.

The Impact of AI Overviews on SEO

AI overviews have undoubtedly impacted how the Google search engine displays results and how users interact with it. Here’s what it means for the marketers and SEOs:

Increase in zero-click searches

Zero-click searches are search queries where users get the needed information directly on the SERP without clicking on any results. Features like People Also Ask (PAA), featured snippets, and knowledge panels have already contributed to increased zero-click searches. However, Google’s AI overviews have taken this to a new level, with AI summaries at the top of search results.

According to Search Engine Land, nearly 60% of Google searches in 2024 ended without a click. The introduction of AI overviews has been a major contributor to this trend. This isn’t surprising, as AI overviews are designed to present information in a clear, digestible manner.

For websites, this means it's no longer enough to rank high on SERPs. They must also optimize their content to be selected as a reliable source of information for AI-generated overviews.

Increased importance of content authority

Most AI overviews are generated from trusted, reliable, and high-authority pages. This means that websites must focus on creating content that is accurate, shows expertise, and is relevant.

The stakes are higher than ever. If your content lacks authority or is inaccurate, it’s unlikely to be chosen for these AI summaries. Consequently, businesses that invest in building a strong online reputation and publishing high-quality, well-researched content stand a better chance of gaining visibility and traffic through AI-driven features.

Shift from traffic to engagement metrics

Google AI overviews have increased zero-click results through AI-powered summaries, leading to fewer clicks even for the top-ranking results. This means metrics like organic traffic, page views, and unique visitors are less relevant.

Engagement metrics like average session duration, bounce rate, and scroll depth, are now more important than ever. These indicators show how well your content meets user expectations and whether it provides enough value to keep them engaged. Websites that focus on delivering high-quality, actionable, and interactive content stand a better chance of retaining visitors and signaling authority to Google.

The Impact of Google AI Overviews on Users

Users appear to be the biggest beneficiaries of Google AI overviews, as the positive impacts seem to outweigh the negatives. Here are some of the impacts:

Faster access to information

Google AI overviews have made it significantly easier for users to access information. Imagine searching for a complex topic that typically requires browsing through multiple websites. Now, users can get a clear summary of key details without clicking anywhere on the SERP. This saves time and enhances convenience, particularly for informational queries where users seek quick answers.

While this is beneficial, concerns about the accuracy of AI-generated content have surfaced. Critics argue that the dynamic nature of AI summaries sometimes leads to oversights. Google has acknowledged these concerns, with a spokesperson attributing occasional inaccuracies to the lack of high-quality information available on the web for certain queries.

More personalized search results

Unlike featured snippets and normal search results, the AI overviews are generated based on the user query. They’re also influenced by other factors like location, generating more relevant overviews for the user.

For instance, a user searching for “best vegetarian restaurants” might see suggestions not only vegetarian-focused but also filtered by their city or even their recent dining trends. This way, the search results feel more relevant, saving users time and providing a seamless experience.

However, one potential drawback is the risk of users being presented primarily with content that aligns with their previous preferences, leading to an "information bubble".

Deeper trust in AI-generated content

The rise of tools like ChatGPT and Gemini has made AI responses a go-to for many, with users increasingly relying on them for quick answers. This shift reflects a growing trust in the technology, driven by its ability to deliver concise and relevant information at speed.

But, the reliance comes with challenges. AI responses aren’t always accurate and can sometimes confidently mislead. Still, the balance of convenience and improving accuracy seems to be enough for users to keep trusting these tools.

The Impact of AI Overviews on Organic Traffic

Early testing of Google AI overviews shows that websites could see traffic reductions between 18–64%, with informational queries taking the hardest hit.

For many content creators and website owners, this represents a major challenge, as organic search traffic has traditionally been a cornerstone of digital visibility.

AI overviews vs. traditional organic results

In a study, it was found that 93.8% of AI overviews are generated from sources other than the top 10 search results. This means Google’s AI often synthesizes information independently or pulls data from sources that may not align with established rankings. For high-ranking websites, this can translate into reduced visibility even if their content remains authoritative.

Impact on different types of sites

AI overviews are affecting websites differently. Sites in niches like education, health, and technology that rely on informational searches are losing traffic. But there’s some good news for certain pages.

Pages featured in AI summaries often get more visibility and engagement. These “chosen” pages appear directly in AI responses, which helps them perform better. However, most websites aren’t included in these summaries, and it’s still unclear how to make the cut.

How to Optimize Your Content for AI Overviews?

Since AI overviews are dominating SERPs, it's essential to refine your content strategy to maintain visibility and engagement. Here are practical tips for that:

Structure content for clarity and relevance

Organize your content with clear headings and subheadings to help AI identify key topics. Bullet points, concise summaries, and easy-to-digest sections will also make your content more accessible to both AI and users.

Focus on topical authority & information gain

Glenn, an SEO expert, emphasizes that AI overviews prioritize content that adds value through topical evolution. To achieve this, regularly update your content with fresh, relevant insights and new entities (specific terms or concepts that add depth to a topic).

And one effective way to identify these insights is by listening to your audience on forums or discussion boards, where emerging questions and discussions can guide your updates.

Optimize for long-tail keywords and user intent

Use keyword research tools to identify long-tail keywords that match specific queries users are searching for. Tailor your content to meet those needs and provide direct answers that align with search intent. This increases your chances of being featured in AI overviews.

Implement schema markup

Apply structured data (schema markup) to help AI better understand the context of your content. Marking up sections like FAQs, product descriptions, or how-to guides can make your content more likely to be selected for AI summaries.

The Future of Marketing in the Era of AI Overviews

AI overviews are changing the game when it comes to digital marketing. With tools like Google’s Search Generative Experience (SGE) delivering AI-generated answers directly in the search results, businesses need to adjust quickly.

Traditional SEO isn’t enough anymore.

Marketers need to rethink how they create content, focusing on what AI looks for, how it understands topics, and how it pulls key information. To stay ahead, you’ll have to create clear, authentic, and easy-to-understand content.

Here are a few key things to focus on:

• Make your content AI-friendly: Structure it in a way that’s easy for AI to pick up and summarize
• Keep it fresh: AI favors updated, relevant content that adds something new to the conversation
• Match user intent: Create content that answers questions directly and concisely
• Build authority: Your content should reflect your expertise and stay current with trends in your industry
• Diversify your traffic sources: Don’t rely only on organic search. Use social media, email campaigns, and paid ads to bring in traffic.
• Monitor performance: Track how AI overviews affect your traffic and engagement to plan for the long term.

With these strategies, you can stay competitive as AI overviews become a bigger part of search results.

How TripleDart Can Help with AI SEO?

TripleDart is here to help you adapt to the new world of AI SEO. Our team brings expertise and a customized approach to align your content with AI-driven search trends. We use strategies like structured data, authority building, and user engagement to help your brand succeed in this era of Google AI overviews.

We’ve already helped top brands like Contify achieve a 9% increase in organic traffic within six months and Revolve.ai grow their organic traffic by 99% while also boosting their lead generation by 136%. 

Ready to see similar results for your brand? You can book a meeting with our consultant to discuss the growth plan together.