In the ever-evolving digital world, last year marked a significant shift in how search engines, particularly Google, leverage artificial intelligence (AI) to redefine search experiences. Released on May 14, 2024, Google’s AI Overviews fundamentally altered the search results landscape.
AI Overview (AIO), previously known as SGE (Search Generative Experience), aims to provide users with a comprehensive answer directly on the search results page (SERP), reducing the need to click through to external sites. These answers come from various sources and are linked next to the result.
While there’s been a great deal of concern over how this will impact organic—and even paid—search results, we’ve found that the same SEO best practices that made optimization effective before AI Overviews are just as important now. If anything, making sure your site is optimized for technical SEO and is full of helpful content is even more important in this new era.
How Do AI Overviews Work?
Not every search query result includes an AIO result. Google selectively applies this feature based on the query. While AIOs predominantly appears for nonbranded, longtail keywords, e we are seeing expansion into short-tail keywords (i.e. “headache,” or “gardening”). AIOs even started coming up for branded queries (i.e. “Zyrtec”) with Google’s March 2025 Core Update. Notably, searches related to recipes, lists (e.g., types of flowers, cars), and products typically do not feature AI Overviews.
In addition to expanding the types of keywords that trigger this feature, we’ve observed that the overviews themselves have become longer. When a user expands the text, it occupies enough space that page 1 contains no more than 10 organic results, making it even more important to be in the top 10 rankings.
The good news is that the AI Overview feature does not cancel Featured Snippets. Instead, some searches return only Featured Snippets, some return only AI results, and some return both. As of today, no research has shown how Google determines which feature to display.
How AI Overviews Impact Organic Search Results
Before expanding, AI Overview takes up the top half of the above-the-fold results on desktop, and the entire above-the-fold space, in mobile results. That’s likely to cause impressions and clicks on organic results to decrease. A user who finds the AI result helpful is less likely to scroll down the page to look for more information or click on the source of the AI result. In fact, Pew Research Center found that users who didn’t see an AI-generated summary were nearly twice as likely to click on a search result compared to those who did.
Additionally, the summaries shown may display incorrect information/language.
What You Can Do to Mitigate the Impact of AIOs On Organic Results
You may see SEO for AI referred to as GEO, or Generative Experience Optimizations. However, Google has no official documentation on how they choose AI Overviews sources or information about optimizations specifically for the feature. However, we’ve found that SEO best practices are still just as relevant, if not more so, within the AI landscape. Ensuring content is unique, helpful, and easily readable are still some of the most important steps you can take, and they can increase your website’s chances of appearing as a source.
To successfully compete in the AI era, keep the following practices in mind:
- Answer User Intent: Focus on answering the questions and needs of your audience. Content should directly address what users are searching for, making sure to provide complete, detailed, and helpful answers.
- Use Natural Language: Google’s AI understands natural language. Write content that mimics how people speak or phrase their queries, rather than using overly technical or formal language. Most searches are in question format, therefore, making sure your content answers the questions your users may have could be an effective strategy.
- Keep It Structured: Use clear headings, subheadings, and bulleted lists. This makes it easier for Google’s AI to identify key takeaways for overviews.
- Incorporate Long-Tail Keywords: Since AI-driven systems understand user queries more contextually, incorporate long-tail keywords and synonyms related to your topic. This helps Google understand the nuances of your content.
- Implement Schema Markup: Schema markup and structured data help Google better understand and interpret your content. This can include FAQ, “How-To”, or product schema, depending on your content type.
- Build a Strong Backlink Profile and Focus on Internal Linking: These tactics establish authority and credibility. It’s important to use advanced strategies like digital PR to build your online presence, as spammy backlinks can hurt your site’s credibility.
- Optimize for Technical SEO: Ensure your website is technically optimized. This includes fast loading speeds, mobile responsiveness, and easy crawlability.
- Update Your Content: Regularly update and refresh your content to maintain relevance and demonstrate an “always-on” approach to information.
- Optimize for User Experience (UX): Create engaging, easy-to-navigate content that keeps visitors on your site longer.
- Monitor Performance: Monitor your website’s performance in Google Search Console and analyze which queries are driving traffic, adjusting your content strategy accordingly.
What You Can Do About Misinformation in AI Overviews
AI isn’t perfect, and occasionally displays inaccurate information. As previously noted, there isn’t a clear way to control how Google presents information in its AI Overviews. Typically, the language displayed is either a direct quote or a paraphrased version of content from the sources it references. Clients may consider reaching out to these source websites to request corrections regarding the information displayed. If those updates are made, Google’s AI-generated content may reflect the revised language accordingly.
Adapting SEO Strategies for AI Overviews: Final Thoughts
While adapting SEO strategies for AI Overviews introduces new complexities to organic search, it also offers a chance to innovate and stay ahead in a rapidly evolving landscape. By embracing AI-driven tools, refining targeting approaches, and staying aligned with user intent, marketers can turn these challenges into opportunities. The tactics shared throughout this article provide a strong foundation to help you navigate these changes confidently and position your brand for long-term success in the age of AI-powered search.
Sources: SEMrush, Search Engine Journal, Reddit/Content_Marketing, builtin.com, finch.com, Search Engine Land, Rock the Rankings, backlinko.com, Google Search Central, Digital Position, G2, Digimatiq, Upgrow, Google Ads Help, Lunio, Single Grain.
Contributors: The Butler/Till SEO team
