Google’s search results are changing at a rapid pace. One of the biggest changes in recent years has been AI Overviews. In this article, we explain what AI Overviews are, why Google is introducing them, what impact they have on click behavior, and, most importantly, what this means for your SEO strategy.
AI Overviews are AI-generated summaries that appear at the top of Google’s search results. These summaries are compiled from information sourced from various reliable sources and provide a consolidated, clear answer to the user’s search query.
The main difference from a regular featured snippet is that AI Overviews don’t just highlight a single source, but combine multiple sources to formulate a more comprehensive and nuanced answer. In addition, Google often includes several links to the sources used below the summary, allowing users to easily consult the underlying information if they want to dig deeper.
The goal is to provide users with information quickly, clearly, and comprehensively, so that, in principle, they do not need to click through to other pages.
With AI Overviews, Google aims to compete with popular AI-powered tools such as ChatGPT and Perplexity. These tools have quickly gained popularity because they provide immediately usable and comprehensive answers, eliminating the need for users to search further on other websites.
Users appreciate this direct approach because it saves them time and immediately meets their information needs. With AI Overviews, Google aims to provide this user experience while keeping users within its own ecosystem. By offering these summaries, users don’t have to click through to external sites as often, which helps Google strengthen its position as the go-to source of information.
Our own research shows that users are less likely to click through to websites when an AI Overview is displayed. The need to search further decreases, because users often already see the answer in the summary. For informational search terms, we’re already seeing a drop in CTR of about 30%, with clicks remaining steady or sometimes even increasing. This is called “SEO decoupling.”
For website owners, this could mean a significant drop in organic traffic, especially for informational search terms. The impact on commercial and transactional search terms is still uncertain, but we expect shifts in user behavior there as well.
The drop in traffic isn’t necessarily something to worry about. It’s a logical consequence of the fact that users see answers to their questions right in the search results. Although this leads to a drop in traffic, it generally doesn’t result in a drop in conversions.
AI Overviews call for a different approach to search engine optimization. It’s no longer just about high rankings in the SERP, but also about visibility in AI Overviews. So, in SEO, we’re in the midst of a transition from rankings to complete SERP dominance. This requires:
AI Overviews may display incomplete or incorrect information. This poses a risk to businesses, especially if their content is misinterpreted or misrepresented. That is why it is important that your content is clear, reliable, and easy for AI to interpret.
At SmartRanking, we’ve been working on GEO (Generative Engine Optimization) since early 2025: a new form of SEO specifically geared toward AI search engines such as AI Mode and ChatGPT. In practice, this means that content must meet new requirements, such as in-depth information, clear structure, and strong authority.
To remain visible within this new search experience, it is important to:
We expect AI Overviews to eventually evolve into Google’s AI Mode. In this fully AI-driven search experience, content will be evaluated even more rigorously for relevance, depth, and authority. Companies need to prepare for interactive elements such as images, videos, and comparisons within AI Mode.
As pioneers in GEO, we guide organizations through their transition to an AI-first search environment. We help companies refine their content strategy, identify opportunities within AI Overviews and AI Mode, and make adjustments based on data and user behavior.
AI Overviews are radically changing the SEO landscape. Fewer clicks, more summaries. Less blue, more AI. But one thing remains the same: valuable content wins. Those who prepare now are building tomorrow’s discoverability. We’d be happy to help you with that— feel free to contact us for more information, with no obligation.
Jarik Oosting is one of the Netherlands’ best-known SEO and GEO specialists and is the founder of SmartRanking. With more than 15 years of experience, he has worked on over 150 SEO and GEO projects for Dutch and international companies. His expertise ranges from technical SEO and complex migrations to strategies and visibility in AI models.
In January 2025, Jarik introduced GEO (also called AEO) to the Netherlands. He wrote the Dutch book “GEO – Zichtbaar zijn in de antwoorden van AI” about AEO, is an author and editor at Frankwatching, and a contributor to Marketingfacts. As a speaker at events, he shares his knowledge about SEO, GEO, and the search landscape.