Preparing for Google’s AI Overviews in Search

As Google rolls out its new AI Overviews (formerly called Search Generative Experience), marketers must adapt quickly. AI Overviews are AI-generated answer summaries that appear at the top of Google’s search results (position zero). When Google’s systems decide that a query can be better served with a quick summary, the search page shows an “AI Overview” panel: a concise, AI-written snapshot of the answer along with key points and links to relevant sources. These overviews draw on Google’s Gemini large-language model and the web-index to compile information and then cite top sites as sources. In short, rather than a user clicking through multiple results, AI Overviews aim to provide the answer directly on the SERP, with links to “dig deeper” into the topic.

AI Overviews appear above traditional results in the search page. For example, a query like “medium vs dark roast coffee” triggers an AI Overview (below the Search Labs badge) that summarizes the answer and lists linked sources. The small “snippet” (initial collapsed answer) appears first, with an option to expand into a full multi-paragraph answer. The overview also includes a list of key points (each linking to a cited site) and an extended answer if you click “show more”.

How Google’s AI Overviews Work

AI Overviews combine generative AI with traditional search indexing. Unlike a classic Featured Snippet (which quotes exact text from a page), an AI Overview is original AI-generated text. Google’s custom Gemini model digests information from its Knowledge Graph and indexed pages, then writes a coherent, multi-part answer. After generation, Google automatically pairs that answer with a set of source links drawn from its organic index. In practice, this means: the answer is new text (not lifted verbatim), but Google still shows the websites that “support” that answer. These sources usually come from pages already ranking in the top 1–2 pages of results.

By default, websites don’t have to do anything special to appear in an AI Overview – Google’s help docs note that links are chosen automatically according to usual ranking guidance. In effect, good SEO remains crucial, because the pages Google links in the Overview are typically high-ranking pages for that query. But the AI-generated summary itself is new content from Google’s model, not a snippet of your page.

Changing SERPs and User Behaviour

AI Overviews are dominating the above-the-fold area on many search results. Studies show an Overview can take up roughly 40–50% of the screen on mobile and desktop, respectively. They sit above every other result (even ads), so traditional organic listings and paid ads are pushed further down. This “crowding out” means users often scroll past the AI answer to find links below. In practice, even a #1 organic result can get much less attention when an Overview is present.

The effect on user behaviour is significant. When an AI Overview answers the query fully, many users never click further – a classic “zero-click” scenario. However, Google reports that people are using Search more and are more satisfied when Overviews are shown. Users appreciate getting a quick summary and then optional links for details. In fact, Google found that the links embedded in the Overview tend to get higher click-throughs than those same pages would have in a regular listing. In other words, Overviews are diversifying traffic: users click through to a wider variety of sites (not just the usual #1 result) for more complex questions.

Implications for Paid Search (Google Ads)

For paid search marketers, AI Overviews present both challenges and new opportunities. On the negative side, when an Overview appears, it pushes ads further down or even off the first screen. Seer Interactive found that for queries with AI Overviews, paid CTR dropped roughly 53% (from ~21% without an Overview to ~9.9% with one). This aligns with reports that ads in an AI-dominated SERP see far fewer clicks, since users often get answers without scrolling. In practice, AI Overviews today appear in a minority of queries (e.g. ~7–17% of searches in recent studies), but that share is growing. Queries with generative answers tend to be informational or research-heavy (“what/why/how” questions), so upper-funnel search ads (broad awareness keywords) may see the biggest CTR hit.

To adapt, paid marketers should re-evaluate media mix and bidding strategies. Seer recommends investing more in upper- and mid-funnel channels (e.g. display, video, social) to stay top-of-mind when people are exploring topicsIn search campaigns, focusing on more transactional or brand-oriented terms (which are less likely to trigger Overviews) can maintain clicks. It can also help to collaborate closely with SEO: if your content is cited by an AI Overview, even indirectly, your brand stays visible. Notably, Google has begun rolling out AI Overview Ads – dedicated ad slots within the overview panel (currently on mobile, expanding to desktop). While reporting on these new placements is still limited, be prepared to test and optimize for this new format as Google makes it available.

Implications for SEO and Content Strategy

AI Overviews have upended traditional SEO metrics. Multiple studies report steep declines in organic CTR when an Overview is shown. For example, non-branded queries triggering Overviews saw average CTR drops around 20-25%. Lower-ranked pages suffer even more – sites ranking outside the top 3 can see CTR down 25–30%. When an Overview co-occurs with a traditional featured snippet, the impact is even more dramatic (organic CTR drops ~37% in some data). In short, position #1 is no longer a guarantee of traffic: valuable real estate is being “stolen” by the AI panel.

However, being featured in an AI Overview still largely correlates with existing SEO success. Data shows that roughly 74% of sources cited in an AI Overview already rank in the top 10 of organic results. This means SEO fundamentals still matter high-quality, relevant content that ranks well in Google’s normal algorithm is also more likely to be cited by the Overview. In fact, brands that lean into this can win. Remarkably, brands like HubSpot have publicly noted that although their organic traffic plunged (reports of ~75% loss), their overall business remained healthy – likely because users who do click are more qualified. Their example suggests that while “fluffy” top-of-funnel content may lose a lot of traffic to AI answers, high-intent or brand-centric queries still drive conversions.

To cope with this shift, SEO strategies need a refresh. Many experts advise doubling down on featured snippet optimization, since snippets still retain high CTR. Structuring content with clear, concise answers (bullet lists, Q&A formats, tables of data) can help earn both snippets and citations in AI Overviews. It’s also wise to prioritize mid- and bottom-funnel keywords: queries closer to purchase intent (e.g. “best running shoes under $100”) remain valuable targets, as they tend to trigger overviews less often.

Finally, leverage high-quality content and E A T principles. The AI model underlying Overviews pulls from Google’s index and knowledge graph, favouring authoritative, fact-based information. Using rich multimedia (images, infographics, video transcripts) and maintaining up-to-date, authoritative content can improve your chance of being chosen as a source. Adding structured data is especially important – marking up FAQs, products, organizations, etc., helps search engines (and their AI) understand and trust your content. In short, ensure your content clearly signals its topic and quality to Google.

Best Practices for Marketers

• Strengthen SEO fundamentals. Fast page speed, mobile-friendly design, clear navigation, and thorough keyword coverage remain critical. Remember that AI Overviews typically cite pages in Google’s index – so crawlability and indexability are prerequisites. Use structured data (e.g. Schema.org) to explicitly label your page content. This “semantic layer” helps Google’s AI match your content to relevant queries.

• Optimize for featured answers. Craft content to answer common questions directly, using headers, bullet points, tables or FAQs. These formats not only target traditional snippets but also align with how AI Overviews present information. Including clear definitions, lists of pros/cons, or step-by-step guides can make your content useful for the AI summary. In fact, research suggests organizing content in list or FAQ formats improves chances of driving traffic from both Featured Snippets and AI summaries.

• Elevate content quality and authority. AI Overviews Favor in-depth, accurate responses. Focus on producing well-researched, long-form content that demonstrates expertise. Use up-to-date data and link to reputable sources (which Google may also surface). Consider leveraging digital PR to get your brand mentioned on high-authority sites – being cited on credible publications increases the likelihood your content is trusted by Google’s AI.

• Leverage structured data. Even though Google says no special markup is required beyond standard SEO, structured data still helps AI and search engines “understand” your content. Use schema types like FAQ Page, How-to, Product, or Video Object where relevant. This can improve your rich result eligibility and may indirectly influence AI features. BrightEdge notes that clear schema provides grounding for AI models, which crave verifiable facts.

• Track AI-visibility metrics. Traditional rank trackers won’t capture AI Overviews, so adjust your measurement. Monitor overall organic impressions and CTR in Google Search Console – a sudden drop for informational pages can indicate AI Overviews are taking share. Use SERP-monitoring tools or even manual checks to see when AI Overviews appear for your key queries. Analyse “pixel depth” (how far down the page your content is viewed) to understand if it’s being pushed below the AI panel. In sum, go beyond clicks watch engagement and conversions to gauge true visibility.

Balancing Organic and Paid Strategies

In an AI-driven SERP, neither organic nor paid alone is a silver bullet. Organic SEO is still vital – Google’s AI relies on its web index, and SEO success still correlates with AI presence. But be realistic: expect fewer clicks on purely informational queries and focus SEO on building brand signals and authoritative content. Paid search remains important but must adapt. Shift some budget to upper-funnel and brand campaigns and optimize ads for queries that still drive action. Consider dynamic search ads or smart campaigns for “long tail” and conversational queries (the kind AI Overviews often answer) to capture visibility early in the funnel.

Also, prepare to embrace the new ad formats. Google’s AI Overview Ads will become a way to appear right in the AI panel. Test and optimize for those when available. Lastly, use cross-channel synergy: if SEO can’t capture every click, support it with social, email, and direct outreach to move prospects along. In practice, brands should focus on customer journey rather than raw clicks – use AI Overviews as an entry point (if your site is featured) and nurture interest through deeper content or retargeting.

Examples and Case Studies

This shift is already visible in the wild. For instance, HubSpot – a leader in B2B content marketing – reported an 80–85% drop in organic traffic year-over-year in late 2024, largely attributed to AI Overviews and algorithm changes. Interestingly, HubSpot’s revenue still grew ~21% during that time, suggesting that while general informational traffic fell, higher-intent visitors (perhaps from other channels) made up the difference. Other publishers have noted similar impacts: industry blogs and Q&A sites see steep audience declines when AI Overviews answer their core topics.

Some companies are proactively adjusting. Early adopters report improving content around specific questions to be “AI answer ready,” and emphasizing branded content. For example, an unnamed tech vendor we spoke with now publishes more tutorial-style pages and uses FAQ schema extensively; they’ve reclaimed some traffic by showing up as linked sources in Overviews. As more data emerges, look for detailed case studies on how brands pivot; in the meantime, monitoring your own Search Console and setting up test queries are the best ways to learn quickly.

FAQs

Q1: What exactly is a Google AI Overview?

A: It’s an AI-generated answer box at the top of Google’s search results. Google’s AI reads many sources and writes a short summary answer to your query, then displays it along with key point excerpts and source links. Think of it as Google giving you the answer directly, with citations for more reading.

Q2: How are AI Overviews different from Featured Snippets?

A: Featured Snippets quote text directly from one of your pages, whereas an AI Overview is brand-new text created by Google’s AI model. The Overview may cover multiple paragraphs and combine info from several sites. It’s not just copying your words, but generating its own, then linking out to sources.

Q3: Will AI Overviews hurt my Google Ads performance?

A: They can reduce visibility for ads on informational queries. Studies show ads see far lower CTR when an Overview appears (about half the clicks). To adapt, consider shifting budget to higher-intent keywords, testing new ad formats, and investing in other channels (like display or video) where AI Overviews don’t apply.

Q4: How can I make my content appear in an AI Overview?

A: Focus on traditional SEO best practices: rank well for the topic with high-quality content. Google’s AI tends to cite pages already ranking in the top 1–2 results. Use clear headings, lists, and schemas (like FAQ markup) to make your content easy to parse. In short, write the best answer to a question, and Google’s AI will more likely include your site as a source.

Q5: Should I invest more in paid search or organic SEO?

A: Neither should be abandoned. SEO still drives AI content: 73–74% of sites in Overviews come from top-10 rankings. But organic clicks will be lower on many queries. Balance your strategy by continuing SEO (especially branded and bottom-funnel content) while also using paid ads to capture value elsewhere in the funnel. Track ROI carefully and be flexible in shifting budgets as AI evolves.

Q6: Do I need new tools to track performance with AI Overviews?

A: Standard tools still work, but you’ll need new metrics. Use Google Search Console to watch changes in impressions and CTR (they now include AI-linked clicks in reports). Pixel-depth or scroll-tracking can show if your content is appearing below an Overview. SEO platforms are beginning to add “AI SERP” features, so look for tools that scrape or simulate Overviews. The key is to focus on conversions and engagement, not just raw traffic.

Q7: Will structured data improve my chances with AI Overviews?

A: While Google hasn’t confirmed a direct link, structured data helps all search features. It clarifies what your content is about, which benefits rich results and AI understandingMark up product info, recipes, events, FAQs, etc. so that Google can classify your content accurately. This makes it more likely your pages will be seen as relevant sources for AI-generated answers.

Q8: Are AI Overviews the same as Google’s new “AI Mode”?

A: AI Mode (the chat interface on Google) is related but different. AI Overviews are the generative answers integrated directly into the standard search page for everyone. AI Mode is a separate conversational interface (still rolling out). Both use similar AI tech, but optimizing for one generally helps the other – good, authoritative content can rank in both. For now, focus on AI Overviews since they impact regular search queries.