The SEO landscape is undergoing significant changes, and at the centre of this evolution is Google AI Overviews. According to a survey by Deloitte in June 2023, two thirds of people in the UK had still not used Generative AI, but this is set to change in a big way as Google embeds artificial intelligence into search results, using its powerful Gemini AI model. The change means that publishers and digital marketers alike are rethinking SEO strategies to stay competitive in a world where traditional ranking factors hold less sway.
In this article we look at the impact of Google AI Overviews on search, highlighting the opportunities they offer and the challenges they pose to both businesses and content publishers.
What Are Google AI Overviews?
Google AI Overviews are concise, AI-generated summaries of information that appear at the top of search results for certain queries. Unlike traditional search engine results pages (SERPs), which rely heavily on ranking algorithms, AI Overviews aim to provide users with direct, high-quality answers to their questions, sourced from various online content.
Currently available in over one hundred countries and territories, this feature has already made significant waves in how users interact with search engines. This is yet another example of Google pioneering ‘zero click’ searches which essentially negate the need for users to have to click through to websites to find the information they need. Great if you’re a user looking for a quick answer to your query, not so great if you’re a business trying to direct traffic to your website.

The Positive Impacts of Google AI Overviews
1. Streamlined User Experience
AI Overviews are designed to prioritise user satisfaction by delivering the “best answer” directly in the search engine results pages (SERPs). This reduces the need for users to navigate to multiple pages to find the information they need. For businesses with strong, authoritative content, this is an excellent opportunity to gain brand visibility without obtaining traditional top rankings in SERPs.
2. Increased Video Visibility
The incorporation of YouTube content into AI Overviews highlights the growing importance of video in digital marketing strategies. Businesses that invest in video content may see increased opportunities to be featured prominently in these overviews.
3. A New Standard for Authority
AI Overviews are reshaping traditional notions of authority. This is because AI algorithms prioritise content that is not only informative but also well-written and factually accurate. Websites focusing on these aspects will likely gain preference in AI Overview summaries, emphasizing the need for robust content creation strategies. As a result, publications and brands not typically associated with certain niches have the opportunity to appear in AI Overview results. For businesses willing to broaden their content scope, this could open new avenues for reach and influence.
The Challenges and Drawbacks of AI Overviews
1. Reduced Organic Traffic for Content Publishers
One of the most significant downsides of AI Overview is the potential loss of organic traffic. By delivering information directly within the search results, Google reduces the likelihood that users will click through to publisher websites. This is particularly troubling for smaller businesses that rely on ad revenue or on-site conversions.
2. Diminished Role of Traditional SEO
Traditional ranking factors, such as keyword optimisation and backlinks appear to be less influential in determining which content is cited within AI Overviews. For SEO professionals, this shift provides an opportunity for a re-evaluation of long-established strategies and a stronger focus on content quality, multimedia integration, and semantic optimisation.
3. Questions About Credibility
The inclusion of sources outside of traditional areas of expertise raises questions about the credibility of AI Overviews. For example, using celebrity news or tabloid content for health advice based queries could undermine trust in the results, especially for users seeking authoritative, domain-specific insights.
4. Regulatory Challenges
The limited implementation of AI Overviews in the EU (because of privacy laws) highlights the regulatory hurdles that may hinder their global adoption. Businesses operating in multiple territories need to navigate this landscape carefully, crafting strategies that account for regional differences in search technology.
Key Takeaways for Businesses
To adapt to the era of AI-driven search, businesses and content publishers alike need to embrace change and innovate. Here are some actionable steps to consider:
- Focus on high-quality, versatile content: ensure your content is not only informative but also adaptable for various formats, including text, video, and audio.
- Expand topic authority: broaden the range of topics you cover to increase the likelihood of appearing in AI Overviews.
- Leverage video content: with YouTube playing a key role in AI Overviews, investing in video production can boost visibility.
- Optimise for featured snippets: As the foundation for AI Overviews, optimising for snippets will increase your chances of being featured.

While Google AI Overviews bring significant opportunities, they also present challenges that cannot be ignored. Businesses must strike a careful balance between leveraging these new trends and mitigating the potential impacts. With strategic adjustments and a keen eye on future developments, it is possible to navigate the ever shifting search landscape successfully.
To discuss how we can support your business with SEO strategies which embrace Google’s ever changing algorithms, please contact info@fsedigital.com.