The impact of Google AI Overview on SEO

If you’re working in SEO or digital marketing, you’ve probably noticed how Google search results look different. That instant answer that pops up at the top of the page is AI Overview, and it’s changing the game. Instead of having to click through to a bunch of different websites, users can now get direct answers right there in the search results, thanks to AI.

Michal Kurzanowski, the CEO of OC24 LTD, a marketing company specialising in SEO, has seen a lot of changes over the years. But this new AI feature? It’s something entirely new. With his experience in helping businesses get better rankings, Michal understands how AI Overviews are reshaping SEO.

Back in May 2023, Google introduced the feature as Search Generative Experience (SGE), renamed it in May 2024 to AI Overview, and launched it in the US. By the end of the year, it expanded to over 130 countries. According to a case study analysing millions of search results, 78% of users were happy with the AI-generated answers. That’s a pretty good sign that this feature is here to stay.

What is AI overview?

It’s a feature that gives users the answer they’re looking for right at the top of the search results. Google’s AI pulls information from all over the web and gives a short response to the user’s query. Instead of making them click on multiple links, the AI compiles all the relevant info into a summary.

The answers are usually 160-170 words, just enough to give the user what they need, fast. But here’s the catch: when users get answers this quickly, they’re less likely to click on any links below. And that’s a problem for SEO because it means less traffic to your website.

Now, here’s the kicker: AI Overview can’t be disabled – there’s no way to opt out. However, if you want to get rid of it in your own browser, there’s a Chrome extension called Hide Google AI Overviews that will block it from appearing. But for the rest of us in digital marketing, it’s time to figure out how to work with the change.

How does AI overview affect SEO?

AI Overviews take up a massive chunk of a screen’s real estate. When they appear, they often dominate the top of the search results page, meaning even if your page ranks on page one, you could get passed over because the AI response already answered the question.

It’s not all bad, though. 33.4% of the links that show up in AI Overviews are actually from pages that are also ranked in the top 10 of organic search. So, it’s not like it’s impossible to get featured if your page isn’t number one, but it is tougher.

Now here’s where it gets interesting: 46.5% of the URLs that appear in AI Overviews are from websites ranked outside the top 50. So even pages that aren’t ranking highly can still be included. But, for those trying to grab organic traffic, it’s a double-edged sword.

The domains that show up most often on search pages with AI Overviews are youtube.com, quora.com, wikipedia.org, reddit.com, among others, and information requests are most often generated by AI Overview (about 93%).

How to optimise content for AI overview

This is a dynamic field, and you need to be ready for changes, because SEO is always about challenges, testing, algorithm changes, and so on. AI Overview can actually help a brand become more recognisable and improve its reputation if you get on its radar. Content optimisation is still important, but other factors now play a major role. Michal Kurzanowski has put together a checklist for creating top-notch content that Google’s artificial intelligence will like.

• Follow Google’s recommendations for authors, as it automatically selects links for AI-powered response blocks from various sources, including sites that meet search engine quality standards.

• Start with a strong intro: The first 100 words of your page are crucial. Make sure they answer the user’s main question right off the bat. The quicker you get to the point, the better.

• Keep content fresh and relevant: AI likes fresh content. Update your pages regularly, and make sure your information is always relevant to the questions people are asking.

• Use descriptive headings: Don’t just throw random headings in there. Use H1, H2, and H3 tags that are specific and describe exactly what the content is about.

• Q&A format works well because many AI responses are structured this way, and it helps increase your chances of being selected.

• Lists Are key: Artificial intelligence loves numbered and bulleted lists! About 40% of responses come from content that includes lists.

• Quality over quantity: Share original research, insights, and your own case studies. Google isn’t interested in generic stuff – it’s looking for real expertise.

• Including quotes and statistics makes your content more authoritative. It can boost your chances of being featured by 30-40%, a huge win.

• Visuals and interactive elements: Add videos, infographics, and quizzes to keep users engaged.

EEAT principle: The one’s huge – make sure your content reflects expertise, authoritativeness, and trustworthiness. The more your content shows these qualities, the better.

Final thoughts

Let’s be real: the SEO world is shifting fast. AI Overviews are here to stay, and it’s up to content creators to adapt. The days of getting traffic just by ranking high are changing. Now, it’s about providing the best, most relevant, and easiest-to-understand content that answers users’ questions quickly.

For businesses like OC24 Limited, staying ahead of these changes is essential. Embrace AI Overviews by optimising your content in a way that both Google and users love, and you’ll not only keep up but thrive.