google ai overview seo magnifying glass

Are Google’s AI Overviews a friend or foe for SEO?

Perhaps I shouldn’t admit this as a writer who specializes in SEO copy, but here goes: I’m a fan of Google’s AI overviews (AIOs).

What are AI Overviews (AIOs)?   AIOs are AI-generated responses that appear at the top of the search engine results page (SERP). Unlike traditional search results, they summarize information from multiple sources (with links) to provide direct answers to user queries.

Let me show you why I like AIOs

I was off lactose for a while (the things we do for our offspring!), and I wanted a smoothie from one of my favorite smoothie chains. So, of course, I Googled, and the AIO gave me the specific answer I wanted (and more) straight away:

which kauai smoothies are free from lactose?AI overviewKauai offers many dairy-free and vegan smoothies, including the plant protein, plant power, and peanut butter berry smoothies.

Quick, easy, done.

By contrast, here is the top search result for the same query (which happens to be from the brand’s website):

dairy-free archives - kauaipurple power cup mango blueberries ube root acai dates orange juice purified water. Topped wtih banana, strawberries, almond macadamia nut butter, ...

Here’s what happened when I clicked the link:

Delicious? Yes.

Lactose-free? Yes.

But is it what I’m looking for? No.

I’m going to have to keep scrolling. Or just close the tab and drink water instead.

In general, AI overviews can improve the user experience by making it faster and easier to find specific, tailored information. Instead of having to scour multiple sources, scroll (gasp!), or even click you can get a summarized answer to your query right then and there in the SERP.

Of course, I’ll always proceed with caution. I’m not going to trust an AI overview to diagnose and treat my daughter’s mysterious rash, but it sure can be helpful when I need to narrow down the smoothie menu. 

So, there it is. I’m here for AI overviews as a user, but what about as an SEO professional? It’s a little more complicated.

3 things for SEOs to know about AIOs

(aside from more acronyms to keep up with)

1. They focus on informational queries

AIOs tend to pop up for search terms that ask questions or explain concepts (i.e. informational intent). Think “how to improve SEO” or “what’s the best CRM for small businesses.” These are top-of-the-funnel searches, which means they don’t always signal high buying intent.

For businesses, this means two things:

  • Writing for these queries won’t always drive conversions, but it can build brand awareness and trust.
  • If you’re targeting these terms, aim to answer them completely and clearly. Write like you’re explaining to someone who has no time to waste.

2. They don’t always pull from the top-ranking results.

Here’s a surprising stat: 48% of sources featured in AIOs aren’t even on the first page of Google. That means your content doesn’t need to be in the top spot to get noticed—it just needs to be relevant and well-structured.

3. They’re not perfect.

AIOs are fast and convenient, but they’re not always accurate. They can pull from outdated sources or miss key nuances. That’s why plenty of people still skip the overview to dive deeper into the search results.

So, what is the impact of AI on SEO?

Just for fun, let’s ask the Google bots:

AI overviews, like Google's AI-generated summaries on the search results page, can significantly impact SEO by potentially reducing website traffic as users may find the information they need directly within the overview, thus decreasing the need to click through to individual websites, especially for informational queries; this can lead to a shift in SEO strategies towards creating content that is highly relevant and concise enough to be featured in these summaries.

I like this overview. It mirrors many of my thoughts (below) on the topic of AI’s impact on SEO.

Yes, SEO is changing

It’s no secret that SEO is shifting. Here’s what you should keep in mind.

Less traffic, but better traffic

Some sites may see fewer visitors as AIOs answer queries directly in the SERP. But the traffic you do get will likely be more relevant—people who need more than the surface-level overview. Unless your site relies on ad views to generate revenue, you shouldn’t be too worried.

Visibility matters more than rank

With AIOs pulling from beyond the first page, it’s less about being #1 and more about being visible. Focus on creating content that’s thorough, well-structured, and focuses on the needs of your target audience.

You can’t game the system

You can’t force your way into an AIO. Google’s vague about how they select content, but the basics are the same: write great content, follow E-E-A-T guidelines, and make your site easy to use.

You may also be interested in: AI is Shaking Up SEO: Here’s what you need to know

What can you do to have a better chance of showing up in an AI overview?

If you’re already creating high-quality, helpful content, you’re on the right track.

But here are a few extra tips to help you stay ahead:

  • Focus on long-tail keywords: AIOs often trigger on specific, niche phrases. These tend to have lower competition and align with informational searches.
  • Use structured data: Schema markup helps Google understand your content better, making it more likely to feature in an AIO.
  • Optimize for mobile: With mobile-first indexing, your site’s mobile performance can make or break your rankings. Keep it fast and responsive.
  • Keep it scannable: Bullet points, numbered lists, and clear headings make your content easier for both users and AI to digest.
  • Update regularly: AIOs love fresh content. Keep your articles up to date to stay relevant.

You may also be interested in: How to create a modern website that people actually want to visit

Are AIOs a threat or an opportunity?

Honestly, they’re both. But with the right strategy, you can make them work in your favor. But, yet again, the more things change, the more they stay the same. The fundamentals of good SEO haven’t changed, and all the tactics mentioned above are things you’re already doing as part of good SEO practices.

If not—or if you’re feeling overwhelmed—don’t stress. That’s where we come in. Let’s work together to help you stay in the SERPs.

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