What do Google AI Overviews Really Mean for Your Website?

AI Overviews are AI-generated summaries for search queries. They sit atop Page One of Google, and can affect rankings, traffic, clicks and conversions. Combined with Google’s new AI Mode feature, they represent the most significant shift in search behaviour we’ve seen. At Artemis, we have been vocal about AI Overviews and what they mean for SEO, as you may be wondering what the point of them are. This guide breaks down what AI Overviews really mean and how you can still get value from them in the AI-heavy search environment we find ourselves in today.

Picture this: you’ve spent months creating the perfect evergreen guide to answer your customers’ most common questions. It ranks well, drives traffic, and helps establish and reinforce your expertise in your field.

Then, suddenly, Google rolls out AI Overviews, and before you know it, your carefully crafted content is being summarised in a neat little box at the top of search results. What happens next is that the users who were previously clicking through to your site, don’t do that anymore, because the AI Overview has told them what they need to know.

Sound familiar? You’re not alone.

AI Overviews represent one of the biggest shifts in search since Google began, and as an SEO agency having lived through a whole host of Google algorithm changes and updates, we are feeling the effects of it just like you. What’s more, with the recent arrival of Google’s AI Mode, the search experience has evolved even further, giving users numerous ways to interact with AI-powered search results. In short, Google is using AI to answer user queries directly in search results, and delivering more personalised results, offering a more ChatGPT-esque search experience – a far cry from the search experience of yesteryear.

In fact, many small business owners are wondering the same thing: What does this mean for my website?

Let’s cut through the noise and look at what’s actually happening with AI Overviews, backed by real data and practical advice for UK businesses.

What Are AI Overviews?

AI Overviews are Google’s AI-generated summaries that appear at the top of search results for certain queries. Unlike traditional search results, these boxes pull information from multiple sources to provide comprehensive answers, complete with embedded links and sometimes even multimedia content like images, videos and infographics.

Google expanded AI Overviews to the UK in August 2024, and they’re now a permanent fixture in search results, much like the local pack, shopping listings, featured or rich snippets, and other SERP features. But the funny thing is that AI Overviews aren’t appearing everywhere.

Current research shows AI Overviews only appear in around 12.47% of search results, which means the majority of your searches still look exactly as they did before.

AI Overviews AND AI Mode? 

While AI Overviews automatically appear for certain search queries, Google has also introduced AI Mode to the UK – a feature that allows users to actively choose a more conversational, ChatGPT-style search experience.

Unlike AI Overviews, which are automatically triggered by Google, AI Mode is user-activated and designed for more complex, multi-part queries.

This means your business now needs to consider two distinct AI search behaviours:

• Passive AI consumption through AI Overviews for quick, informational queries
• Active AI interaction through AI Mode for more detailed research and complex questions

Statistics of AI Overviews

Before we hit the panic button, let’s look at what the research about AI Overviews shows us thus far.

Studies show an average 8.9% reduction in clicks for URLs included in AI Overviews compared to traditional search results. That’s significant, but it’s far from the apocalypse that some predicted.

Informational intent keywords generate the most AI answers, followed by commercial, transactional, and lastly navigational. This suggests that your sales pages and service descriptions can be largely considered safe from AI influence.

Over 58% of Google searches now result in zero clicks, meaning users find what they need without visiting websites. This trend started long before AI Overviews were even a concept.

The salient point is that user behaviour is changing and has been for some time, and AI Overviews are just capitalising on a trend that’s been predicted for a while.

The Problem With AI Overviews

• AI Overviews can dramatically reduce organic search traffic, particularly if the downturn in clicks continues to escalate. This is rightfully concerning for businesses that rely on organic traffic to generate leads and revenue.
• AI Overviews pull information from multiple sources, often missing vital details or nuances, which can misrepresent brand messaging or values. They don’t prioritise brand intent, which makes it harder for businesses to control how they are perceived in search results.
• Given that AI Overviews prioritise and extract content from authoritative sources, it’s harder for newer or smaller websites to gain traction and visibility, and establish an online reputation.
• AI Overviews tend to offer comprehensive, one-size-fits-all responses, meaning that highly specific long-tail queries or niche searches won’t necessarily get the desired personalised response.
• Visual and video content is being prioritised over traditional text-based answers, particularly as AI Overviews evolve and become more complex.

The Silver Lining

Whilst overall traffic might decrease, the quality of traffic is often improving. Users who click through to your site after seeing an AI Overview are often more informed and educated about their query and have a genuine interest in obtaining more in-depth information.

Not all searchers will be scanning for quick answers – some will want the full picture.

This means that, provided your content satisfies the right search intent, you could see:

• Higher engagement rates on your pages
• Better conversion rates from visitors
• More qualified leads and enquiries
• Reduced bounce rates

Many businesses are finding that whilst they’re getting fewer visitors, they’re getting better quality visitors who are more likely to become customers.

In terms of the complexities around how Google determines authority, it’s not all doom and gloom. Studies show that 74% of the three websites in AI Overviews rank in the Top 10 organic results. Therefore, good SEO still matters, perhaps more than ever.

For your business, this means:

• Building genuine expertise and authority in your field
• Creating content that demonstrates real experience
• Earning quality backlinks from reputable sources
• Focusing on digital PR efforts to build credibility

How to Adapt SEO Strategy for AI Overviews and AI Mode

AI Overviews appear for predominantly broad, high-volume, information search queries, but do struggle to provide relevant answers for intricate, nuanced searches. AI Mode, meanwhile, handles more complex queries but still relies on authoritative sources for its responses.

This represents a perfect opportunity for local businesses. For example, instead of targeting “employment lawyers,” focus on “employment lawyers for Sussex SMEs” or “solicitors for startups in Sussex.”

AI is excellent at summarising widely available information, but it struggles with content that requires original thought, deep storytelling, and expert analysis. This means that focusing on the following will prove invaluable in your SEO efforts:

• Real case studies and testimonials
• First-hand experiences
• Local insights and regional expertise
• Behind-the-scenes content that shows your personality
• Recognisable names and faces
• Community events and outreach

AI Overviews are drawn to well-structured content that’s easy to extract and display. Use clear headings, bullet points, and FAQs to make your content reader and AI-friendly. Furthermore, consider adding:

• Video explanations of your services
• Infographics that simplify complex topics
• Step-by-step visual guides

As a local business, you have several advantages in this new landscape. Someone searching for local businesses will still need to pay the actual business a visit, whether it’s a website or a brick-and-mortar store.

One of the drawbacks of AI is that it can’t replicate the personal touch that local businesses provide. Your story, your team, and your local knowledge become more valuable than ever. Complex, niche queries requiring specific information may drive more traffic to websites, rather than take away from it. Your expert knowledge of local markets and specific industries is something AI can’t easily replicate.

What Do AI Overviews Mean for Your SEO Investment?

The question everyone’s asking: is SEO still worth it?

The answer is a resounding yes, but with some important caveats.

Remember the following key steps:

• Prioritise quality over quantity when it comes to content generation and traffic.
• Build authority in your field, not just through your website but also through references and brand mentions on other reputable domains (e.g. directories or listings).
• Optimise your site to make the most of the traffic you do get.
• Invest in digital PR and create relevant thought leadership content.
• Develop content that AI can’t easily replicate without specific knowledge or context.
• Expand your digital marketing efforts to include social media marketing, email, video, and other channels – don’t exclusively focus on SEO and organic search.
• View AI tools as assets to augment your business, rather than fight against them. They’re here to stay for the long haul.
• Build meaningful connections with your audience, not just existing or previous customers but prospective ones, too.
• Remain adaptable as search engine algorithms and ranking factors all change.

However, SEO now needs to be part of a broader strategy that includes content marketing, social media, and direct relationship building.

The Bottom Line

AI Overviews and AI Mode don’t spell the end of SEO or web traffic. They are new features which must be understood and harnessed for their strengths. Businesses can still thrive even with their continued presence, if they provide genuine value to their audience with relevant content, build real authority across the digital terrain, and build trust in their brand and name.

Yes, some traffic patterns are changing. But opportunities exist for businesses that understand these changes and adapt their strategies accordingly. The key is to see how AI Overviews and AI Mode can help, rather than hinder your progress.

Artemis Marketing helps businesses across all sectors understand and harness AI to help them get results while maintaining their competitive edge. Get in touch to discover how we can help your business thrive in the AI era.