The introduction of Google's AI Overviews is transforming the search landscape, causing significant shifts in how web traffic flows. These AI-generated summaries, positioned at the top of search engine results pages (SERPs), are designed to provide quick and concise answers to user queries by pulling information from multiple online sources. However, this innovation has sparked concerns among marketers, as it is contributing to a noticeable decline in organic traffic.
According to a recent analysis by SEOClarity, some sectors have seen organic traffic drop by as much as 34.5%, with users increasingly relying on the AI Overviews for answers instead of clicking through to traditional organic listings. The global rollout of AI Overviews, which now extends to a growing number of query types, has only amplified this trend.
Shift in SEO priorities
The rise of AI Overviews is forcing brands to rethink their SEO strategies. Marketers are no longer focusing solely on ranking high in traditional organic results, but are now striving to have their content featured prominently in these AI-generated summaries. As highlighted by data shared on the Google Search Central Blog, websites that are effectively linked within AI Overviews tend to receive higher click-through rates from engaged users. However, overall traffic to non-featured sites is dwindling.
To counteract these challenges, SEO experts recommend utilizing techniques like entity-based optimization. This approach involves creating content that is clear, authoritative, and aligned with how large language models process information. SEO specialist Matt Diggity shared in a post on X that one site achieved a 1,400% increase in AI-driven traffic by employing entity optimization. He emphasized the importance of directly addressing user intent in content rather than relying on outdated keyword strategies.
Another critical adaptation involves incorporating high-quality multimedia into content. Google's multimodal AI capabilities now allow users to query through images and uploads, prompting marketers to enhance their content with relevant visuals and videos. For e-commerce brands, updating platforms like Merchant Center and Business Profiles can increase visibility in AI-dominated results, particularly as competition intensifies.
Decline in organic visibility
The impact of zero-click searches - where users find answers directly on the SERP without visiting external sites - is becoming increasingly evident. A report from SevenAtoms reveals that AI Overviews now appear in over 13% of searches, with some publishers experiencing steep declines in their organic visibility. For example, certain companies have reported their traffic from Google Search dropping from 52% to 28%, according to an X post by The Transcript, which aggregated CEO insights from firms like IAC and Groupon.
In response to these declines, marketers are diversifying their strategies by investing in paid media and brand awareness campaigns. Reports from WebProNews suggest that tactics such as AdRoll retargeting and social amplification are helping brands maintain engagement in an environment dominated by AI summaries.
Preparing for future AI developments
Google has announced plans to unveil an even more advanced feature called "AI Mode", which is expected to deepen user reliance on immersive search experiences. Industry insiders from SEO.com warn that without adaptation, websites could experience further erosion in visibility. To stay competitive, brands are advised to produce evergreen content optimized for voice search and user intent. Structured data and validated schema markup remain essential to securing placement in AI Overviews, as noted in a study referenced by Brandastic’s blog.
Ethical AI practices are also gaining importance. By aligning content with Google’s guidelines, marketers can avoid penalties while boosting their chances of being featured in summaries. Early adopters of these strategies are mitigating losses and achieving better results, according to the same Brandastic study.
Industry reactions and strategies
The reaction among industry professionals has been mixed. On X, marketers like Neil Patel have shared data showing that while traffic initially dips post-launch, content optimized for AI Overviews tends to stabilize over time. Patel’s analysis of small and medium-sized businesses (SMBs) revealed that impressions may drop, but optimized content continues to attract clicks. Meanwhile, a post from Semrush noted that AI Overviews are present in 13% of search results, underscoring the importance of using traffic monitoring tools to track performance.
The broader implication for businesses is clear: traditional SEO metrics like rankings must evolve to prioritize visibility and engagement within AI-driven search contexts. As MBE Group’s blog puts it, websites must now compete for inclusion in summaries by building topical authority and producing in-depth, well-sourced content.
Case studies and best practices
Real-world examples demonstrate the potential for success with AI-focused adaptations. Matt Diggity’s experiments showed how reverse-engineering AI visibility resulted in dominance for 164 keywords included in overviews. Similarly, a guide from Single Grain outlined actionable strategies such as targeting long-tail queries and leveraging user-generated content to gain traction in AI-driven results.
Certain industries, like hospitality, have also felt the effects of AI Overviews. According to a report from Hotel News Resource, these features are impacting direct bookings, prompting hotels to overhaul their SEO practices. Recommendations include performing regular content audits for AI readability and utilizing tools like Google’s Rich Results Test to ensure compliance with best practices.
Navigating the challenges ahead
While AI Overviews present challenges such as the potential for biased or inaccurate summaries, they also offer opportunities for brands willing to adapt. Insights from SE Ranking’s blog suggest actionable steps, including schema markup and A/B testing content formats, to improve placement in summaries.
As the role of AI in search continues to evolve, marketers must remain agile, blending traditional SEO tactics with AI-specific strategies. By focusing on clear, authoritative, and visually rich content, brands can position themselves for success in the ever-changing search landscape.
