AI Overviews are transforming search – What this means for content and SEO

Search behaviour is undergoing a fundamental shift. Many companies are observing a paradoxical phenomenon: the number of impressions for their content is rising, yet click-through rates (CTR) are falling. The reason for this is the prominently placed ‘AI Overviews’ – answer boxes generated by artificial intelligence that appear directly in the search results. This development is shifting the focus away from clicks alone towards a new form of visibility. It is crucial for brands to understand this shift and adapt their strategies in order to remain relevant in the age of generative search.

What are AI overviews and how do they work?

AI Overviews are dynamically generated summaries that answer a search query directly on the results page. Rather than simply displaying a list of links, the search engine consolidates information from various sources and presents a coherent answer. These answer boxes may contain simple definitions, step-by-step guides or comparisons of different products.

Unlike traditional search results, which redirect the user to an external website, AI Overviews aim to complete the information search directly. Whilst this is convenient for users, for content creators it means that a click through to their own site can no longer be taken for granted. The focus shifts from the link to the content itself, which is cited within the overview.

Impact on CTR and traffic

The introduction of AI Overviews has had a measurable impact on AI Overviews search traffic. Studies and analyses, such as those by Animalz, suggest a decline in organic click-through rates of between 15 per cent and 35 per cent on pages competing with generative answer boxes. Although brands are seeing their content appear more frequently in search results (rising impressions), they are receiving proportionally fewer visitors.

This phenomenon, also known as ‘search traffic leakage’, is a direct result of changes in user behaviour. If the answer is already provided, there is less incentive to click through to further sources. The traditional model, in which traffic was the primary measure of SEO success, is beginning to falter.

A new approach to visibility: retrieval rather than clicks

This new reality calls for a shift in mindset: visibility no longer simply means being clicked on, but rather being retrieved and mentioned in AI overviews. This principle is known as ‘Retrieval over Clicks’. A brand that is frequently cited as a source in these answer boxes builds a form of digital authority even before a user visits the website.

Being featured in an AI Overview acts as a sort of seal of approval from the search engine. It signals to users that the brand is a relevant and trustworthy source of information on the topic in question. In the long term, building this authority can be more valuable than individual clicks, as it strengthens brand perception right at the start of the information-seeking process.

Strategies for adaptation and compensation

To counteract the loss of traffic and capitalise on the new visibility, brands need to adapt their content strategies.

• Optimising content for overviews: Create content that provides direct and concise answers to specific questions. Sections formatted as ‘What is...’, ‘How does...’ or ‘The best...’ are more likely to be quoted in an overview.

• Place brand references strategically: Integrate your brand name or product naturally into informative content. Rather than simply describing a problem, position your solution as part of the answer.

• Use structure and formatting: Clear headings (H2, H3), lists, tables and concise paragraphs make it easier for AI to understand and extract content. Structured data (Schema.org) further supports this process.

• Regular updates: Search intent and AI-generated overviews are constantly changing. A fixed schedule for regularly reviewing and updating existing content is crucial to remaining relevant.

KPIs and metrics for the new visibility

As the click-through rate is becoming less meaningful as the sole indicator of success, the focus must shift to new metrics.

• Impressions and visibility in Overviews: Track how often your content appears in search results and what proportion of mentions in AI Overviews your brand accounts for (share of voice).

• Conversion metrics: Shift your focus from mere clicks to downstream conversions. Measure how many qualified leads, sign-ups or sales result from organic traffic.

• Brand searches: An increase in direct searches for your brand may be an indication that visibility in Overviews is successfully boosting brand awareness.

Challenges and limitations

Adapting to the world of AI overviews also presents challenges. The algorithms that generate these responses are often a ‘black box’, making it impossible to guarantee success. There is also a risk of over-optimisation, whereby content is tailored so extensively for the AI that readability for humans suffers. Finally, the continuous updating of content requires considerable human and financial resources.

Conclusions and recommendations for action

AI Overviews are bringing about a lasting change to the rules of search engine optimisation. Rather than viewing this change as a threat, brands should see it as an opportunity to redefine their visibility. It is no longer simply about generating traffic, but about being perceived as an authority.

Companies that act now will secure a decisive advantage. Start by analysing your most important keywords and identifying where AI Overviews are already playing a role. Tailor your most successful content specifically to increase the chance of being featured. Define new KPIs to measure the success of these measures. Those who learn to optimise for views rather than just clicks will succeed in the new era of search.