The Impact of AI Overviews on Traffic and How to Strategize Your SEO Efforts

Since the integration of artificial intelligence (AI) into search, the traditional search engine has experienced massive and unprecedented changes. The MIT Technology Review claims this is the end of the search engine as we know it.

But what does this mean for digital marketers? Well, search is evolving and so should your online strategies, particularly search engine optimisation (SEO).

Staying ahead of emerging technologies is key to maintaining visibility and traffic. One of the most transformative recent developments is the introduction of AI Overviews by search engines, most notably Google. These AI-generated summaries change how users interact with search results and how websites receive traffic.

What exactly are AI Overviews, and what do they mean for your SEO strategy? This post breaks it down and offers actionable tactics to adapt and thrive.

What Are AI Overviews?

AI Overviews, also called AI Snapshots, are AI-generated summaries that appear at the top of search engine results pages (SERPs). Instead of listing a set of blue links, Google and other engines can now display concise, synthesized answers pulled from multiple sources.

For example, if a user searches “how to learn SEO,” instead of getting a list of blog posts and YouTube videos, the AI Overview may provide a summarized step-by-step answer in the search interface.

These overviews are designed to improve the user experience by delivering faster, more direct answers. They replace the traditional featured results that appeared at the top of SERPS since May 2024. However, this convenience has a potential downside for content creators: reduced click-through rates (CTR).

For a deeper dive into how Google’s AI Overviews work and what they mean for marketers, check out this detailed guide by Digital Hitmen.

How AI Overviews Are Impacting Traffic

AI Overviews appear at the top of SERPs, impacting how users interact with search engines and get answers to their queries. Here is how this affects web traffic:

1. Decline in Clicks for Informational Queries

The most immediate impact of AI Overviews is a drop in organic clicks for websites that typically rank for informational content. Users no longer need to click through to a blog post or article to get the answer; they see it directly in the search results at the top. This can reduce traffic to sites by up to 60%, impacting publishers’ revenues.

2. Shifting Value of Ranking #1

Traditionally, ranking first in Google results was the golden ticket to traffic with a CTR of over 20%. But with AI Overviews appearing above the #1 spot, that position is losing prominence. Users’ attention is now drawn to the AI summary instead, undermining the SEO efforts to clinch the coveted spot.

3. Zero-Click Searches Are Rising

Ars Technica reports that Zero-click searches—queries where users don’t click on any result—are on the rise thanks to AI. As search engines become better at answering questions directly, the incentive to visit individual websites decreases. Users get answers directly at the top of SERPs.

4. Brand Visibility and Credibility

Google says there’s a silver lining, something some SEO marketers have been reluctant to believe. The search giant claims that if your content is cited in the AI Overview, it can boost your brand’s credibility. Even if a user doesn’t click through, seeing your name in overviews can build recognition and trust. This offers an opportunity for adaptation to stay relevant and visible.

How to Adapt Your SEO Strategy

Marketers and SEO professionals need to evolve their digital strategies to survive in today’s AI landscape. Here are the key ways to adjust your approach.

1. Focus on Content that AI Can’t Easily Summarize

AI Overviews do a great job at summarizing factual or broadly agreed-upon information, like how-tos, definitions, and recipes. But they struggle with:

• Personal experiences
• In-depth analysis
• Nuanced opinions
• Original research
• Localised or time-sensitive content

You can create content that emphasizes originality, depth, and unique perspectives. Use data, storytelling, employee narratives, or case studies to offer something AI can’t replicate. Also, you can work with a Perth digital marketing agency to review your content offerings and identify opportunities for improvement.

2. Optimise for Inclusion in AI Overviews

While AI Overviews may reduce CTR, being cited can boost your brand authority and credibility. Search engines often pull from high-quality, well-structured content–there’s an opportunity here to exploit. This means you have to upgrade your content marketing.

Use clear, concise answers for common questions to increase the chances of showing up in AI overviews. Incorporate schema markup to help search engines understand your content structure and ensure high E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

3. Target Transactional and Navigational Queries

AI Overviews focus mostly on informational queries like how-tos. Up to 99% of searches that trigger overviews fall in that category. Users still click through for transactional searches, e.g., best CRM for small business, or navigational queries, like Notion pricing.

Instead, prioritise content that aligns with the user’s buying journey; for instance, comparison posts, reviews, and product-led SEO content remain highly valuable.

4. Double Down on Brand Building

As visibility in SERPs changes, having a recognisable brand becomes more important than ever. Users who trust your brand are likely to contact you or engage with your content off-platform, such as through newsletters, social media, or YouTube.

This is possible through building a strong presence across multiple channels and encouraging repeat visits through email marketing or communities. Also, create branded search demand by developing a strong online presence and promoting it on various channels.

5. Monitor and Adapt with Analytics

It’s essential to track how AI Overviews affect your site specifically, and a Perth digital marketing agency can help with this. Look for patterns in traffic drops, changing CTRs, and fluctuations in keyword rankings.

Remember to segment queries by intent and monitor which ones are most impacted. You can use tools like Google Search Console and third-party SERP tracking software to track changes.

Also, test alternate formats such as video, podcasts, or tools that are harder to summarize in AI snippets.

6. Invest in Other Search Channels

While Google still dominates search, AI Overviews may encourage diversification to target new audiences. Other search engines like Bing and discovery platforms like YouTube, TikTok, and Pinterest are growing in influence and operate differently.

This means you should repurpose blog content for video and visual platforms like YouTube and TikTok. Leverage AI-friendly formats such as structured data for Bing and create SEO strategies specific to Amazon, YouTube, or app stores, depending on your niche or product.

7. Prioritise Community and First-Party Data

As third-party traffic becomes less reliable, build direct relationships with your audience. In this case, your current customer base can be an invaluable asset for driving referrals and repeat purchases.

Focus on growing your email list using signup forms, landing pages, and social media. Host webinars, forums, podcasts, or Slack communities to build a following. Also, create gated content or downloadable resources that add value beyond what AI overviews could summarize.

Boost Your Online Presence in Today’s AI Age

AI Overviews are a threat and an opportunity for content marketers and SEOs–that’s generally agreed upon. They change how users interact with search engines, pushing creators to focus on deeper value, originality, and user trust.

Brands that adapt now by evolving their content, diversifying traffic sources, and investing in community and credibility will be well-positioned for the future of search. AI isn’t replacing SEO; it’s reshaping it. Those who embrace the change will not just survive, they’ll adapt and lead.

Need help rethinking your SEO strategy for the AI age? Let’s talk. Whether you need an SEO audit, content overhaul, or a fresh growth plan, adapting today gives you a competitive edge tomorrow.