How AI Overviews Impact SEO in 2025

AI is reshaping SEO and the way we interact with search engines and Google’s latest innovation, AI Overviews is set to change how users find and engage with information. As part of Google’s ongoing integration of artificial intelligence into search, AI Overviews aims to provide quick, AI-generated summaries of search queries, offering users concise answers without needing to click through multiple websites.

For SEO professionals and businesses alike, this shift presents both opportunities and challenges. Understanding how AI Overviews works and its impact on search visibility is essential for adapting SEO strategies in this AI-driven search landscape.

What Are AI Overviews?

AI Overviews, previously known as the Search Generative Experience (SGE) in Google’s experimental phase, is a feature that uses generative AI to summarise information directly on the search results page (SERP). Instead of displaying traditional search snippets and links first, Google’s AI Overviews provide a summarised response at the top of the page, pulling information from multiple sources to generate a comprehensive answer.

Unlike featured snippets, which pull content from a single web page, AI Overviews aggregate data from various sources, creating a synthesised response powered by Google’s AI models.

How AI Overviews Work

1. User Query: A searcher enters a question or keyword into Google.
2. AI Processing: Google’s AI scans the web, analysing top sources for relevant information.
3. Generated Response: The AI produces a concise answer with cited sources linked below.
4. Further Exploration: Users can expand the AI Overview or click on linked sources for more details.

Here are some of the ways that AI Overviews impact SEO:

1. Reduced Click-Through Rates (CTR) for Informational Queries

Since AI Overviews provide direct answers on the SERP, users may no longer need to click through to websites for simple queries. This means that sites relying on informational content (e.g., definitions, quick facts, or how-to guides) could see a drop in organic traffic.

What You Can Do:

• Optimise for Deeper Engagement: AI Overviews often cite authoritative sources. Ensure your content is well-researched, comprehensive, and structured with clear headings and subheadings to increase the likelihood of being referenced.
• Encourage Clicks: Use compelling meta descriptions and rich snippets to entice users to visit your page for more detailed insights.

2. More Importance on Topical Authority

Google’s AI prioritises trusted, high-authority sources. Websites with a strong E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) are more likely to be referenced in AI Overviews.

What You Can Do:

• Build topical authority by covering subjects in-depth rather than targeting single, isolated keywords.
• Enhance credibility with expert-authored content, structured data, and backlinks from reputable sources.
• Keep content factually accurate and updated to align with Google’s AI preferences.

3. The Rise of Conversational & Long-Tail Queries

AI-driven search understands natural language better than ever, meaning searches are becoming more conversational and context-driven. Users might phrase searches as full sentences or questions, making long-tail keywords more relevant.

• Optimise for natural language by integrating conversational phrases in your content.
• Answer specific questions directly within your content (e.g., FAQ sections) to increase the chance of being referenced.
• Use structured data markup (like FAQ schema) to help search engines understand and categorise your content.

4. More Competition for Visibility

AI Overviews highlight only a handful of sources for their generated answers. This means increased competition to be among the selected references Google uses.

What You Can Do:

• • • Target high-authority, well-linked sources and ensure content is original, engaging, and high-quality.
    • Monitor changes in search visibility using tools like Google Search Console and adjust strategies accordingly.
    • Experiment with multimedia content like videos, as Google’s AI often pulls from diverse content formats.

Will AI Overviews Replace Traditional Search?

While AI Overviews mark a major shift in search, traditional search results (organic listings, ads, featured snippets) will still play a crucial role. AI-generated responses aim to enhance search, not replace it entirely. However, SEO professionals must prepare for evolving ranking factors and the increasing importance of content quality, authority, and engagement.

How to Future-Proof Your SEO Strategy

4. 4. 1. Create High-Quality, Authoritative Content – Focus on credibility, accuracy, and user engagement.
      2. Optimise for AI Visibility – Structure content to answer complex queries effectively.
      3. Diversify Content Formats – Leverage videos, podcasts, infographics, and interactive elements.
      4. Monitor Performance Metrics – Track CTR, ranking fluctuations, and AI Overview references.
      5. Stay Updated on Google’s AI Evolution – Adapt strategies as AI Overviews continue to evolve.

Google’s AI Overviews represent a significant evolution in search, reshaping how users consume information. While this presents challenges—such as potential declines in CTR—there are also opportunities for brands that prioritise expert-driven, high-value content. By focusing on authority, engagement, and AI-friendly optimisation techniques, SEO professionals can stay ahead in this new era of search.