What Is AI Overview?

AI Overview is Google's generative AI-powered search feature that provides users with AI-generated answers to certain queries. These summaries typically appear above all other search results, often before organic listings and sometimes even above ads. Unlike Featured Snippets, which extract concise information from a single web page, AI Overviews synthesize information from multiple sources to provide a more comprehensive summary.

Initially introduced as "Search Generative Experience (SGE)" in Google's Search Labs program, the feature was officially renamed to "AI Overviews and more" and rolled out to everyone in the U.S. on May 14, 2024. Since then, it has expanded to over 100 countries, including Ireland, reaching more than a billion users worldwide.

The technology behind AI Overview is a custom version of Google's Gemini language model, specifically designed for search. It combines Gemini's advanced capabilities, including multi-step reasoning, planning, and multimodality, with Google's best-in-class search systems. This integration allows AI Overview to draw information from various sources across the web and Google's Knowledge Graph to create comprehensive, informative summaries.

What makes AI Overview particularly powerful is its ability to handle complex, multi-faceted questions in a single step. Rather than requiring users to perform multiple searches to gather information on different aspects of a topic, AI Overview can synthesize a complete answer that addresses multiple dimensions of the query simultaneously.

How AI Overview Changes Search Behaviour

The introduction of AI Overview has fundamentally altered how users interact with search results. According to Google's official statements, people are using Search more with AI Overviews and report higher satisfaction with their results. This makes sense, users can now get both a quick overview of a topic and links to learn more without having to piece together information from multiple sources.

One of the most significant changes is the ability for users to get answers to complex questions without leaving the search results page. For example, if someone searches for "best cities for tech startups with low cost of living in the U.S.," AI Overview can provide a comprehensive answer that considers multiple factors—tech ecosystem, cost of living, location, all in one place.

This convenience is changing user expectations. People are beginning to expect immediate, comprehensive answers rather than having to click through to multiple websites. They're also starting to formulate more complex, conversational queries, knowing that AI can understand and process these requests.

Research indicates that AI Overviews currently appear in approximately 6-21% of search results, with the highest prevalence in health (23%), science (20%), and internet/telecom (11.7%) sectors. This prevalence varies significantly by search intent, with informational queries much more likely to trigger AI Overviews than transactional or navigational ones.

The impact on click patterns is mixed. On one hand, Google claims that "links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query." On the other hand, many SEO experts are concerned about an increase in "zero-click searches," where users find their answers directly in the AI Overview without visiting any websites.

What's clear is that when users do click through from an AI Overview, they're often more engaged and qualified visitors. Having already gained a baseline understanding from the overview, they're typically looking for deeper information or specific details—making them potentially more valuable visitors for website owners.

Impact on SEO Practices

AI Overview represents both challenges and opportunities for traditional SEO practices. The most immediate impact is on visibility. With AI Overviews appearing at the top of search results and taking up significant screen real estate (more than 1700 pixels according to some measurements), traditional organic listings are being pushed further down the page.

This change emphasizes the importance of being featured within AI Overviews. Research from multiple sources indicates a strong correlation between ranking well in traditional search results and being featured in AI Overviews:

• 74% of the three websites in AI Overviews rank in the Top 10 (Authoritas)

• 73% of websites in AI Overviews rank in the Top 10 (SE Ranking)

This suggests that many of the fundamental SEO practices that help websites rank well in traditional search will also help them appear in AI Overviews. However, there are some important nuances to consider.

Content quality and depth have become even more critical. Google's systems are looking for authoritative, comprehensive content that thoroughly addresses user queries. Websites that provide unique insights, first-hand experiences, and original research are more likely to be featured in AI Overviews than those offering generic, thin content.

The E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) have taken on renewed importance. Google's AI systems appear to favour content that demonstrates genuine expertise and trustworthiness, particularly for queries related to health, finance, and other YMYL (Your Money, Your Life) topics.

Measurement and analytics are also evolving. While impressions, clicks, and average position data from AI Overviews enter Google Search Console, they're not filterable from traditional search result data. This makes it challenging to understand exactly how AI Overviews are affecting a website's performance without third-party tools.

Perhaps most significantly, many SEO professionals are reporting a shift in traffic patterns—sometimes seeing decreased overall traffic but increased quality of visitors and even improved revenue. This suggests that success metrics may need to evolve beyond simple traffic numbers to focus more on engagement and conversion metrics.

How Website Owners Should Respond to AI Overview

Given these changes, how should website owners adapt their strategies? Here are key recommendations based on both Google's official guidance and expert analysis:

Focus on Comprehensive, Authoritative Content

Create content that thoroughly covers topics with depth and expertise. Rather than producing numerous thin articles targeting slight variations of keywords, focus on developing comprehensive resources that address all aspects of a topic. This approach is more likely to position your content as a valuable source for AI Overviews.

Add character and unique perspectives to your content. Include anecdotes, first-hand experiences, and original insights that AI can't generate on its own. This not only helps differentiate your content but also provides the kind of unique value that Google's systems are increasingly prioritising.

Optimise Technical Foundations

Ensure your website is fully crawlable and indexable. Technical issues that prevent Google from accessing your content will obviously prevent it from being featured in AI Overviews. Regular technical SEO audits are essential to identify and address any crawlability or indexability issues.

Implement structured data where appropriate. While not specifically required for AI Overviews, structured data helps Google better understand your content and may increase the chances of it being correctly interpreted and featured.

Improve your site architecture to help users and crawlers navigate your content more effectively. A logical structure that connects related content helps Google understand the relationships between different topics on your site.

Adapt Measurement and Analytics

Reset traffic expectations. Some studies suggest websites may lose up to 25% of organic traffic due to AI offerings like AI Overviews. However, this doesn't necessarily mean a corresponding drop in conversions or revenue.

Focus on engagement metrics. As traffic patterns shift, metrics like time on site, pages per session, and conversion rates may become more important indicators of success than raw traffic numbers.

Use third-party tools to supplement Google Search Console data. Tools like Semrush, Ahrefs, and others are developing features to help track performance in AI Overviews.

Consider Strategic Pivots

Diversify your content to serve different stages of the customer journey. While informational content may increasingly compete with AI Overviews, content targeting transactional or navigational intent is less likely to be affected.

Focus on building brand authority in your niche. As Google's systems increasingly prioritize authoritative sources, establishing your site as a go-to resource in your field becomes even more valuable.

Develop deeper content for qualified visitors who click through from AI Overviews. These users have already gained a baseline understanding and are looking for more detailed information—make sure your content delivers.

Strategies for Getting Your Brand Featured in AI Overviews

Beyond the general recommendations above, there are specific strategies that can help increase your chances of being featured in AI-generated responses. These approaches focus on optimizing your online presence specifically for AI discovery and citation:

Optimize Your Website with E-E-A-T in Mind

While E-E-A-T has been mentioned earlier, it's worth emphasizing its critical importance for AI Overview visibility. Google's AI systems heavily favor sources that demonstrate strong Experience, Expertise, Authoritativeness, and Trustworthiness. To enhance these signals:

• Ensure your website includes clear author information with relevant credentials and expertise. For company websites, provide comprehensive "About Us" pages that highlight your organization's history, mission, and expertise in your field.

• Make contact information easily accessible and ensure all content is regularly updated. Outdated information can significantly diminish trust signals.

• Implement comprehensive schema markup, particularly Organization, Product, Review, and FAQ schemas. This structured data helps Google's AI systems better understand your content and its relevance to specific queries.

Secure Citations from High-Authority Sources

Google's AI doesn't just pull information from your own website—it also considers how your brand is mentioned across the web. To improve your chances of being featured:

• Develop a strategic outreach program to be featured in industry publications, news articles, and trusted directories. These third-party mentions serve as validation signals for Google's AI.

• Create a regular cadence of press releases distributed through reputable newswire services when you have genuinely newsworthy developments to share.

• Establish a presence in trusted online communities like Reddit, Quora, and LinkedIn where your brand might be discussed. While social mentions aren't always directly cited, they can influence overall brand visibility in AI systems.

Create FAQ-Focused Content

AI Overviews frequently appear for question-based searches, making FAQ-style content particularly valuable:

• Develop content that directly addresses common questions related to your brand or products. Consider queries like "Is [Your Brand] good for [specific use case]?" or "Where to buy [Your Product] in [specific location]?"

• Structure this content using Q&A schema markup to make it even more accessible to Google's AI systems.

• Ensure your answers are concise, factual, and easy to understand—AI systems tend to favor clear, straightforward responses over marketing language.

Leverage Google's Own Ecosystem

Google's AI naturally tends to trust information from within its own ecosystem:

• Maintain a complete and regularly updated Google Business Profile with accurate business information, photos, and posts.

• Actively encourage satisfied customers to leave Google Reviews, as these can influence how your brand is represented in local-focused AI Overviews.

• If applicable to your business, develop a strong YouTube presence with optimized video content. Google's AI frequently pulls information from video descriptions and transcripts when generating overviews.

Use Structured Data for AI Discovery

Implementing the right structured data can significantly improve your chances of being featured in AI Overviews:

• For e-commerce sites, ensure all products have complete Product schema implementation, including pricing, availability, and review information.

• Use FAQ Page schema for any question-and-answer content on your site.

• Implement Organization schema to provide clear information about your company.

• Add Review schema where appropriate to highlight social proof and customer satisfaction.

Monitor and Adapt to AI Overview Appearances

Understanding how AI Overviews are currently representing your industry and brand is crucial:

• Regularly search for queries relevant to your business, such as "Best [your industry] brands" or "[Problem your brand solves]" to see if and how AI Overviews appear.

• Use Google Search Console in conjunction with SEO tools like Ahrefs or SEMrush to identify keywords where you're ranking but potentially losing visibility due to AI Overviews.

• When you do appear in AI Overviews, analyze which content is being cited and use those insights to optimize other pages.

Create AI-Friendly Content Formats

The format and structure of your content can significantly impact its likelihood of being featured:

• Use clear, descriptive headings and subheadings that directly address user questions.

• Incorporate bullet points and numbered lists to break down complex information into digestible chunks.

• Provide direct, concise answers to common questions near the top of relevant pages.

• Enhance your content with relevant images, videos, and other multimedia elements that provide additional context and value.



The Future of Search with AI Overview

As AI Overview continues to evolve, we can expect further refinements and expansions of the feature. Google has already announced plans to add more capabilities, including the ability for users to adjust their AI Overview (simplifying language or getting more detailed information), enhanced multi-step reasoning for complex questions, and integration with planning tools for tasks like meal planning and travel itineraries.

The addition of ads within AI Overviews also signals Google's commitment to making this feature a central part of the search experience going forward. For website owners, this means that adapting to AI Overview isn't just a temporary adjustment but a fundamental shift in how SEO needs to be approached.

While some in the SEO community have expressed concerns about the "unspoken contract" between Google and websites being broken—with Google potentially keeping more users within its ecosystem rather than sending them to websites—the reality is more nuanced. The quality of traffic may be changing, with more qualified visitors clicking through to websites for deeper information after getting baseline knowledge from AI Overviews.

Conclusion

AI Overview represents a significant evolution in how search works, changing both user behaviour and the SEO landscape. For website owners, the key to success lies in adapting strategies to focus on comprehensive, authoritative content that offers unique value beyond what AI can generate on its own.

By ensuring technical foundations are solid, adapting measurement approaches, and considering strategic pivots, websites can not only survive but thrive in this new search reality. Those who embrace these changes and focus on delivering genuine value to users will be best positioned to benefit from the opportunities that AI Overview presents, even as the search landscape continues to evolve.

The future of search is here, and it's powered by AI. Website owners who understand and adapt to these changes will find themselves ahead of the curve, ready to meet the changing needs and expectations of both users and search engines in this new era.