How Google AI Overviews Impact SEO

Artificial Intelligence (AI) is changing pretty much everything in the digital world, and many things outside it, as well. Few aspects of our online lives have gone untouched, and now AI is rewriting the rules of Search Engine Optimization (SEO), as well.

As would be expected, Google is at the forefront of this change. The latest iteration of the internet search giant’s AI efforts is Google AI Overviews (AIOs), a search feature that uses generative AI to synthesize information from a wide range of sources to deliver comprehensive answers to search queries. These curated overviews are then presented above the more familiar organic search results.

This addition has profound implications for anyone with a vested interest in being found on the internet. SEO has traditionally been used to ensure high rankings in search results, but now web designers and CMOs will have to adjust their methods to this new reality. In this article, we will explore the impact of AIOs, provide strategies for optimizing content in this new landscape, and try to look into the future of AI search.

What is an AI Overview in Google?

AI Overviews are AI-generated summaries that stand out in search results, frequently appearing before organic listings and occasionally even above ads. Unlike Featured Snippets, which extract information from a single page, AIOs gather data from multiple sources to provide a broader perspective.

Image: AI Overview for the search query, “What is an AI Overview?”

But how does Google choose which sources to include in its AIOs? And is it possible to modify online materials to ensure they are included? To answer these questions, let’s first look at the evolution of this new development.

The emergence of AI chatbots like OpenAI’s ChatGPT in November 2022 lead to a ‘Code Red’ situation within the Google, who were determined not to be left behind in the AI arms race. This urgency resulted in the creation of Bard, a Language Model for Dialogue Applications (LaMDA) based application in March 2023. Bard later evolved into the Gemini Large Language Model (LLM) in December 2023 and was further refined when it was unified with Duet AI (another Google AI product) in February 2024.

It was this flurry of development that resulted in Search Generative Experience (SGE), ultimately renamed AI Overviews. This new approach to internet searching was designed to provide users with quick, comprehensive, generative AI-generated answers directly within search results. Leveraging large language models (LLMs) and “enhanced context” to comprehend and summarize content, AIOs employ embeddings which convert text into numerical form, allowing it to select and retrieve relevant snippets for context.

An AI Overview Study from SEMRush shows that AI Overviews are now utilized in over 20% of Google search results. They are most prevalent for informational queries (80% on desktop and 76% on mobile), particularly in industries like Health, Home & Garden, People & Society, and Science. Informational queries generally follow a format of ‘how’ or ‘what’ (e.g. “How do I optimize my content for AI search?” or “What are Google AI Overviews?”).

This rise of AIOs contributes to an increase in zero-click searches, where users find answers directly on the search results page without needing to click through to websites. This shift has obvious implications for organic web traffic, particularly for websites primarily focusing on informational content. Simply put, AI Overviews will significantly change how users interact with search results – as AI-generated summaries fulfill user needs directly in search results, fewer users may click through to individual websites, affecting overall visitor engagement. The potential decline in organic search traffic due to AI Overviews is a concern for many websites.

Optimizing for AI Overviews in Google – Is it Possible?

This fundamental alteration of the flow of organic search traffic has web developers and marketers asking, “Can you optimize your content for AIOs?” While Google is famously protective of its search algorithm ‘secret sauce’ to prevent people from gaming the system, there are some insights we can explore.

Whether or not you can (or indeed should) optimize content for AIOs depends on several factors, including your content type, target audience, competition, and traffic goals. In some instances, businesses might not to change their strategy – websites already experiencing SEO success without optimizing for Featured Snippets might find similar results with AIOs.

For web developers wanting to pivot content strategies to align with AIOs, understanding search queries for AI Overviews is crucial to align content effectively. Adapting existing SEO best practices is an essential first step – the most consistently successful SEO has always been rooted in providing legitimately high-quality content. For example, analyzing and employing relevant target keywords (as is common practice in traditional SEO) can also enhance visibility in AI Overviews.

If you decide to optimize for AIOs, here are some key high-level strategies that overlap well with traditional SEO concepts:

Technical SEO: Ensure your website is technically sound, easy for Google to crawl, and adheres to Google’s guidelines. This includes having a mobile-friendly website, fast loading times, and a clear site structure. Mobile optimization is crucial for improving user experience and engagement, and hence search rankings.
Content Quality: Create comprehensive content that addresses user questions and satisfies search intent. This means going beyond surface-level information and keyword frequency to provide in-depth answers that thoroughly explore the topic. Optimizing for relevant queries helps align your content with user searches.
Structure and Formatting: The same formatting that makes online content engaging for humans will also apply to AIOs; use clear headings, lists, and concise sections to make your content easily digestible for AI. This helps the AI algorithms quickly understand, and ideally prioritize, the structure and key points of your content.
E-E-A-T: This acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness. By placing an emphasis on these qualities, particularly for YMYL (Your Money or Your Life) topics, you will influence how highly AI will value your content. This means demonstrating your credentials, providing accurate, reliable information, and being seen by third parties as a subject matter authority (as demonstrated by inbound links).
Needs Met: Focus on truly meeting user needs and providing value through your content. Understand what your target audience is looking for and create content that solves their problems and provides actionable insights. Catering to different search intents increases the chances of ranking in high-visibility areas.

AIO Tools – Can They Help?

Again, Google is notoriously guarded about what makes their search algorithms tick. They do this to ensure the search results you get are the most legitimately informative and valuable, not just the ones that have successfully gamed the system. As such, there is no silver bullet solution to guarantee inclusion in AIO results.

That said, there are several tools that can assist you in researching and tracking AI Overviews to create the most ideal content:

Semrush: Offers various tools, including Domain Overview, Organic Research, and Keyword Overview, for researching and tracking AI Overviews.
Advanced Web Ranking: Provides an AI Overview Rank Tracker to monitor keyword performance in AIOs.
Market Brew: Offers an AI Overviews Visualizer to compare content structure and relevance for AIOs.
Ahrefs: Offers comprehensive SEO tools, including features that help analyze and monitor keywords appearing in AI Overviews.
Rank Ranger: Provides a dedicated AI Features Tracker to track and analyze keyword performance in Google’s AI Overviews.

There is no getting around the need for organically informative and authoritative content, but these tools can help to guide your content creation to ensure your efforts are aligned with best practices.

The Future of AI Search in 2025: A Glimpse into What's Next

While there is no crystal ball that could have predicted to mindbogglingly rapid pace of developments in AI over the past few years, there are some trends in the top AI search engines that are poised for significant advancements in 2025:

Increased Personalization: AI search will become more personalized, leveraging user history, preferences, and context to deliver tailored results. This means users will see search results that are more relevant to their individual needs and interests.
Multimodal Search: Search will evolve to incorporate various input methods beyond text, including images, voice, and other data types. This will create a more intuitive and versatile search experience.
Potential Expansion into Transactional Queries: AIOs might expand to include transactional queries, presenting both opportunities and challenges for e-commerce businesses. This could change the way users shop online, allowing them to make purchases directly from the search results page.
Focus on Authenticity and Trust: Search engines will prioritize trustworthy content from authoritative sources to combat AI hallucinations (inaccurate or fabricated information generated by AI). This highlights the importance of building a strong online reputation and providing accurate, reliable information.
The Rise of New AI Search Engines: Platforms like Perplexity AI, Exa, and SearchGPT, offering features like real-time search, source attribution, and conversational interfaces, are challenging Google's dominance. This indicates a potential shift in the search landscape, with more options for users to choose from.
Search Everywhere Optimization is Key: The emergence of diverse AI search platforms emphasizes the need for "Search Everywhere Optimization." This involves optimizing content not just for traditional search engines but also for AI-powered tools, social media platforms, and other channels where users seek information.

Embracing the AI-Powered Future of Search

AI is fundamentally changing the way we search and discover information online – the change is already upon us, and it’s only going to accelerate. AI Overviews represent a significant development in this evolution, presenting opportunities and challenges alike for content creators and businesses.

Knowledge is power. Understanding AI Overviews and the broader trajectory of AI search will empowere marketing officers and their teams to adapt their strategies and ensure their brands remain visible, relevant, and engaging in this dynamic digital frontier. Staying informed about AI advancements, experimenting with new optimization techniques, and leveraging available tools to monitor performance to adjust course accordingly will help you come out on top.