How Google’s AI Overview Is Transforming SEO—and What Marketers Should Do About It
In a major shift for search engine results, Google’s AI Overview feature is rapidly reshaping the digital marketing landscape. Originally launched as Search Generative Experience (SGE) in May 2023 and rebranded in May 2024, AI Overview now delivers instant answers directly at the top of search pages—eliminating the need for users to click through multiple websites.
What was once a race for the top-ranking spot is now a battle for visibility above the fold. For marketers and SEO professionals, this change means adjusting strategies fast—or risking a dramatic drop in organic traffic.
AI Overview: The New Front Page
Unlike traditional snippets, Google’s AI Overview pulls content from across the web to generate a concise 160-170 word answer tailored to a user’s query. This summary dominates screen space, often pushing even top-ranked results below the visible portion of the page.
The result? Fewer clicks to external sites. According to a study analyzing millions of search queries, while 78% of users reported satisfaction with AI-generated responses, many content creators are seeing a decline in site visits.
“It’s a game-changer,” says Michal Kurzanowski, CEO of OC24 LTD, a digital marketing agency focused on SEO. “We’ve been through core updates, mobile-first indexing, BERT—but this is something entirely new. It changes the user journey at its core.”
The Opportunity Within the Challenge
Despite the challenge AI Overview presents to traditional SEO strategies, it also opens the door to new opportunities. Around 33.4% of links that appear in AI Overview responses already rank in the top 10 organic positions. Surprisingly, 46.5% of links shown are from websites ranked beyond the top 50—proof that even lower-ranked pages can make the cut if the content fits Google’s criteria.
The sites that dominate AI Overview responses? Heavy-hitters like YouTube, Reddit, Wikipedia, and Quora—platforms rich in user-generated content and direct answers.
Moreover, 93% of AI Overview triggers come from informational queries. For brands offering expertise or helpful content, this could be a golden opportunity to gain visibility and authority.
Adapting to the AI Overview Era: A New SEO Playbook
Kurzanowski recommends a shift in strategy—one that aligns with how Google now evaluates content for AI responses. Here’s his updated checklist for staying competitive:
- Start Strong: Your content’s first 100 words should clearly answer the user’s main question.
- Stay Fresh: Regular updates and relevance matter more than ever.
- Format Smart: Q&A sections, numbered and bulleted lists (featured in nearly 40% of responses), and clean formatting boost your chances of selection.
- Show Real Expertise: Google values unique insights, original research, and first-hand experience. Furthermore boost authority by incorporating reliable stats and expert quotes to increase credibility.
- Use Visuals: Videos, infographics, and interactive tools improve user engagement and AI appeal.
And while there’s no way to disable AI Overview globally, users can hide it locally with browser extensions like “Hide Google AI Overviews.” For digital marketers, though, the focus needs to be on adapting—not avoiding.