If you search for something on Google today, the answer likely appears directly on the results page. No need to click any link. This is called AI Overviews, and it's changing the rules of SEO.
What are Google AI Overviews
AI Overviews (formerly known as Search Generative Experience or SGE) are AI-generated answers that Google displays directly in search results.
How they work
- The user performs a search
- Google analyzes multiple information sources
- AI generates a summarized answer at the top of results
- Traditional links appear below
The impact in numbers
- 40% of searches already show AI Overviews in some markets
- CTR to top results has dropped 15-25% for informational queries
- Zero-click searches have exceeded 60% in some categories
What this means for your business
If your SEO strategy depends on ranking in top results to capture traffic, you need to adapt. It's not the end of SEO — it's an evolution.
What stops working
- Generic content that just repeats what everyone else says
- Shallow articles optimized only for keywords
- "Volume" strategies without depth
What starts working better
- Content with real experience: Opinions, case studies, proprietary data
- Long-tail keywords: Specific searches that AI doesn't cover well
- Multimedia content: Videos, infographics, interactive tools
- Topical authority: Being the go-to reference in a specific niche
5 strategies to adapt your SEO
1. Aim to be the cited source
Google AI Overviews cite sources. If your content is good enough, you'll appear as a reference within the AI response.
How to achieve it:
- Include original data, proprietary statistics, or unique research
- Structure content with clear headings and direct answers
- Use schema markup to help Google understand your content
2. Focus on transactional searches
AI Overviews mainly affect informational searches. Purchase-intent searches still show traditional results.
Examples of searches that maintain high CTR:
- "digital marketing agency nordics pricing"
- "hire SEO service business"
- "best email marketing tool comparison"
3. Create experience-based content (E-E-A-T)
Google prioritizes content with:
- Experience: Have you done what you're describing?
- Expertise: Are you an expert on the topic?
- Authoritativeness: Do others recognize you as a reference?
- Trustworthiness: Is your site reliable?
4. Diversify your traffic sources
Don't put all your eggs in Google. Combine SEO with:
- LinkedIn for B2B
- Email marketing for recurring traffic
- Video content for YouTube (the world's second-largest search engine)
- Communities and industry forums
5. Optimize for featured snippets and rich results
Featured snippets still appear alongside AI Overviews. Optimize your content for:
- Numbered and bulleted lists
- Comparison tables
- Clear definitions in the opening lines
- FAQ schema markup
SEO isn't dead, it evolved
Businesses that adapt to these changes won't just survive — they'll face less competition, because many will abandon SEO thinking it "no longer works."
The reality is that SEO remains one of the highest long-term ROI channels. You just need to adjust your approach.
Conclusion
Google is changing, but people's need to find solutions isn't. Your job as a business is to be the best possible answer — whether Google shows you as a link, as a cited source in an AI Overview, or as a rich result.
Not sure how these changes affect your business? Request a free SEO audit and we'll show you exactly where your opportunities are in the new Google.