How AI Overviews Are Changing SEO and Organic Traffic

Google’s introduction of AI Overviews is changing how we search, which links we click (if any at all) and how we consume information. Right now, it’s in the experimental phase in Europe, but these AI-generated summaries are all about giving users quick, super convenient answers. It sounds promising, doesn’t it? But for website owners and SEO professionals, these updates could significantly disrupt organic traffic and reshape SEO strategies.

Read on to find out what AI Overviews are, how they work, and the big changes they’re bringing to different industries. Using real data and case studies, we’ll break down key insights, potential risks and opportunities.

Key Takeaways

• AI Overviews are advanced search features designed to provide quick, concise answers directly in search results, giving users immediate information without the need to click through to websites.
• By delivering instant answers, AI Overviews reduce click-through rates and disrupt traditional SEO strategies, challenging businesses to maintain visibility in search rankings.
• To thrive in this evolving search landscape, the focus should be put on creating authoritative, easily digestible content, optimizing for inclusion in summaries, and addressing user queries clearly and effectively.

What Are AI Overviews?

AI Overviews are Google's latest response to the growing demand for fast, accurate search results. These AI-powered summaries appear at the top of the results page and provide direct answers to user queries by synthesizing content from high-ranking web pages.

From a user perspective, the convenience is undeniable as AI Overviews eliminate the need to click through. But from a publisher’s standpoint, AI Overviews challenge the traditional SEO model: they satisfy search intent without generating a click. This mirrors the trend of "zero-click searches," but with deeper integration of AI and content extraction.

For websites, fewer clicks mean fewer conversions, less ad revenue, and a potentially steep decline in traffic.

AI Overviews typically draw from pages that already rank in Google’s top 10 for a given keyword. That means being "visible" is no longer enough—you need to be structured, trustworthy, and optimized to be included in the summary itself.

What the Data Says About AI Overviews

AI Overviews have been available in various countries for over a year now and have recently been rolled out in several European countries as well. Several SEO analytics firms have released data-backed insights into how AI Overviews are impacting visibility and traffic across various industries.

1. Informational Searches Trigger AI Summaries

According to a 2024 study by Ahrefs, AI Overviews primarily appear for informational queries—those involving definitions, how-to guides, and general knowledge. This has a disproportionate impact on:

• Blogs
• Affiliate websites
• Publishers relying on long-form informational content

2. Health and Science Are Most Affected

Semrush (2025) reports that industries like health and science see the highest rate of AI Overview inclusion. Sites in these sectors have reported notable drops in organic traffic as user questions are resolved directly in the SERP.

3. AI Overviews Draw from the Top 10 Results

According to SurferSEO's Google AI Overviews Study, 52% of the sources that were mentioned in the AI Overviews rank in the top 10 results. This means that high-ranking pages are more likely to be referenced by AI-generated overviews, giving them an additional layer of exposure.

However, even when your page is used as a source, it may not always be linked, which can result in visibility without actual user engagement or traffic.

4. Impact on CTR and Paid Ads

Kevin Indig’s 2024 analysis points out a decline in click-through rates (CTR) when AI Overviews are active. Websites excluded from AI Overviews summaries see a drop in organic traffic and also CTR for paid ads decreased in these scenarios.

The takeaway here is critical yet optimistic. AI Overviews may be reshaping SEO, but understanding their behavior gives you the framework to respond intelligently and adapt your content accordingly.

How Are AI Overviews Reshaping SEO?

If you’re already tweaking your SEO strategies for core updates, brace yourself. AI Overviews are driving a seismic transformation in how search engines interact with users and websites.

Organic Visibility ≠ Organic Traffic

Pages that used to rank high and pull in steady traffic are seeing declines if they aren’t cited in AI Overviews. Even if cited, users may not click, as they might rely entirely on Google’s summary.

SEO now needs to optimize not only for rank but for summary inclusion with attribution.

Trust and Authority Are Crucial

Inclusion in AI Overviews is strongly correlated with:

• E-E-A-T-compliant content: Content needs to align with Google's guidelines for Expertise, Experience, Authoritativeness, and Trustworthiness to build credibility and improve rankings.‍
• Stable ranking performance: The focus should be on creating high-quality, evergreen content that maintains consistent performance over time in search engine results.‍
• Use of structured data (e.g., FAQ, HowTo schema): Implementing structured data markup like FAQ and HowTo schema not only improves search visibility, but also provides users with helpful, easily accessible information directly in search results.

This means websites must elevate their credibility—not just technically, but through transparent authorship, quality sourcing, and demonstrable expertise.

Shorter Journeys, Fewer Touchpoints

AI Overviews compress the customer journey. Instead of users clicking through multiple pages, they get their answer instantly. This reduces opportunities for:

• Lead capture
• Product discovery
• Cross-selling and upselling

Brand recognition, trust-building, and top-funnel engagement are now more critical than ever.

Frequently Asked Questions

How do AI Overviews affect organic traffic?

AI Overviews have the potential to reduce organic traffic significantly by directly addressing user intent within search results. Since many users find the information they need in the summary itself, they often skip visiting the source website. This results in fewer clicks and lower (organic) traffic.

How can websites be included in AI Overviews?

To increase your chances of being cited in AI Overviews:

• Rank in the top 10 search results
• Optimize content for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
• Use structured data like FAQ and HowTo schema

Are AI Overviews replacing traditional SEO?

No, but they are changing the way SEO is done. Traditional SEO still matters, but the focus is shifting toward answer-ready content, source credibility, and schema markup to influence inclusion in AI-generated summaries.

Bottom Line

AI Overviews are a definitive step toward a search environment where speed, accuracy, and user convenience matter most. However, this doesn’t spell the end for SEO or organic traffic. It simply rewrites the rules.

By understanding AI Overviews and adapting your strategies now, you’ll be positioned to maintain visibility and thrive in this exciting new era of search.

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