How AI Overview is Hurting Google Traffic

Unless you’ve been living under a rock, you will have noticed that short summaries have begun appearing at the top of some Google search results. This is a new feature called AI Overview, and while it’s convenient for users looking for quick answers, it’s really shaking things up for anyone who relies on website traffic. As a business owner, you may be concerned what this means for your online presence. So, let’s dig into how the AI Overview (and the evolution of generative search) is changing the game and what you can do about it.

Key Takeaways

• AI Overview changes how people search, giving them quick answers directly on the Google results page.
• This can mean fewer clicks to your website, as users might get what they need without visiting your page.
• Some types of websites, like news sites and online shops, are feeling this impact more than others.
• Service-related businesses are currently less impacted, as searchers want to research in more detail and find a brand they trust.
• To keep your traffic up, you’ll need to adjust your website strategy, maybe by focusing on really specific content.
• The future of search is still a bit hazy, but it’s clear that AI Overview is here to stay, so adapting is important.

What is Google’s AI Overview?

Google’s AI Overview is changing how we find information online. Instead of just seeing a list of links, you now often get a summary generated by AI right at the top of the search results. It’s a pretty big shift, and it’s got SEO service providers and everyone in the industry talking.

The Rise of Generative AI in Search

Generative AI is now a big part of Google Search. Instead of just showing you websites, Google tries to answer your question directly. This means AI creates a summary using information from various sources across the web. It’s like getting a quick report instead of having to dig through multiple websites yourself. This feature was previously known as Search Generative Experience (SGE).

This change is significant because it means users might not need to click through to websites as often. If Google provides the answer right there, why would they?

How is Search Behaviour Changing?

Think about how you used to search. You’d type in a query, get a list of websites, and click on the ones that looked promising. Now, with AI Overviews, Google presents key information from various sources directly, potentially reducing the need to visit those sites. This is a concern for website owners and bloggers who rely on organic traffic. To Optimise for AI Overview, consider these points:

• Focus on providing clear, concise answers to specific questions.
• Structure your content to be easily understood by AI.
• Ensure your website is mobile-friendly and loads quickly.

AI Overviews are appearing in around 30% of all searches and for over 75% of problem-solving queries. It’s a big deal, and it’s changing the game for everyone involved in online content.

How AI Overview Impacts Website Traffic

It’s no secret that Google’s AI Overview is changing the game, and not everyone’s happy about it. If your website relies on organic traffic, you’re probably wondering how this new feature is affecting your bottom line. Let’s take a look at the ways AI Overview can impact your website’s traffic.

Reduced Click-Through Rates (CTRs)

The most immediate impact is a drop in click-through rates. When Google provides a direct answer or summary at the top of the search results, users have less incentive to click through to your website. Why bother reading a full article when the AI gives you the gist right away? This is especially true for informational queries where users just need a quick answer.

We have seen this with some clients’ data over the first half of the year, with impressions increasing while actual clicks decrease.

For a lot of service-related queries, the impact might be less direct, but still significant. Users looking for a local plumber or a specific legal service might still need to click through to compare options, read reviews, or book appointments. However, even here, AI Overviews could provide quick summaries of services offered, opening hours, or even direct contact information, potentially reducing the need for a website visit.

Content Summarisation and User Behaviour

AI Overview doesn’t just reduce clicks; it also changes how users interact with search results. Instead of browsing multiple websites to gather information, users might rely solely on the AI-generated summary. This can lead to:

• Decreased time spent on your site.
• Lower page views per session.
• Increased bounce rates (if users do click through but find the summary sufficient).

This shift in user behaviour means you need to rethink how you present information. It’s not enough to just rank high; you need to provide value that goes beyond what the AI can summarise. Think about adding unique insights, data, or experiences that can’t be easily replicated.

Here’s a simple table illustrating the potential impact:

These are just examples, of course, but they highlight the potential for significant changes in your website’s traffic patterns. It’s worth keeping an eye on your analytics to see how AI Overview is affecting your specific situation.

Industries Most Affected by AI Overview

It’s pretty clear that Google’s AI Overview is shaking things up, but some industries are feeling the pinch more than others. If your business relies heavily on people clicking through from Google search, you’ll want to pay close attention.

It’s important to note that a lot of service-related search terms DON’T show an AI overview or aren’t being impacted by significantly reduced click-through rates. Searchers looking for a service provider don’t necessarily want to rely on AI to tell them who is most reputable, and would prefer to click through to various business websites to learn more about them and build trust. But even these types of businesses should still be adapting and optimising for the changing landscape.

News and Information Sites

News outlets and sites that provide general information are getting hit hard. AI Overviews often summarise news articles directly in the search results, meaning fewer people need to click through to the original source. Think about it: if Google gives you the gist of a story right there, why bother visiting the website? This is especially tough for smaller news organisations that depend on ad revenue from page views. It’s a real challenge to stay afloat when Google’s AI is essentially stealing your traffic.

E-commerce and Product Reviews

E-commerce sites and product review websites are also facing difficulties. AI Overviews can pull information from multiple sources to give a summary of a product, including pros, cons, and user opinions. This means potential customers might get all the information they need without ever visiting your site.

It’s not just about losing clicks; it’s about losing potential sales. If people aren’t landing on your product pages, they’re not buying your products. It’s a simple equation, and it’s not looking good for many online retailers.

Here’s a quick rundown of what’s happening:

• Reduced traffic to product pages
• Lower conversion rates
• Decreased ad revenue for review sites

To combat this, businesses need to think about how they can offer something unique that AI can’t replicate. Maybe that’s expert opinions, detailed product comparisons, or exclusive deals. It’s all about finding your edge in this new AI-driven landscape.

Adapting Your SEO Strategy for the AI Era

It’s a new ball game, alright? With AI Overviews changing how people find information, your old SEO playbook might need a serious rethink. It’s not about abandoning everything you know, but more about tweaking and adapting to stay visible. Think of it as levelling up your skills for a smarter search landscape.

Focusing on Niche and Expert Content

Generic content? Forget about it. AI Overviews are pretty good at summarising the broad stuff. You need to drill down into the nitty-gritty and become the go-to source for specific topics. Think hyper-focused content that answers very particular questions. This is where you can really shine and offer something AI can’t easily replicate.

• Identify underserved niches within your industry.
• Conduct thorough keyword research to uncover long-tail queries.
• Create in-depth, authoritative content that demonstrates genuine expertise.

It’s about becoming a specialist. If you can establish yourself as the leading voice on a particular subject, you’re far more likely to attract traffic, even with AI Overviews in the mix.

Optimising for Direct Answers and Featured Snippets

While AI Overviews might be grabbing some clicks, featured snippets are still up for grabs. And guess what? AI often pulls information from these snippets. So, optimising for them is still a smart move. Think about how people phrase their questions and structure your content to provide clear, concise answers.

• Use question-based headings (H2s, H3s) to address specific queries.
• Provide direct, to-the-point answers within the first paragraph.
• Use structured data markup to help search engines understand your content.

Look at this blog post for example. Notice the structure follows this type of approach? And we can tell you first-hand – it works!

The Future of Search: Coexistence or Competition?

It’s a fair question to ask: where is search headed? Will traditional search engine results pages (SERPs) and AI Overviews learn to live together in harmony, or are they destined to compete for user attention and, more importantly, ad revenue? The answer, like most things in the tech world, is probably somewhere in between.

For now, it feels like we’re in a transitional phase. Google is still figuring out the best way to integrate AI into the search experience without completely alienating the websites that provide the content it uses. It’s a delicate balancing act.

Adapting to the Rise of “Zero Click Search”

The rise of AI Overviews is intrinsically linked to the concept of “Zero Click Search”. This refers to searches where users find the answer they need directly on the SERP, without needing to click through to a website. This trend has been growing for years, but AI Overviews are accelerating it.

Here’s what that means for you:

• You need to think about how to get your information directly into AI Overviews. This might involve optimising for featured snippets or creating content that answers specific questions concisely.
• Consider alternative search engines. Some agencies are already exploring options like Perplexity AI, which may offer new avenues for paid advertising.
• Track the impact of AI Overviews on your website traffic. Use analytics tools to monitor changes in click-through rates and adjust your strategy accordingly.

The shift towards zero-click search demands a total rethink of how brands have built their online presence. It’s no longer enough to simply rank highly in search results; you need to be the source that Google uses to answer user queries directly.

It’s not all doom and gloom, though. There’s still a huge amount of value in driving traffic to your website. A well-crafted website can build trust, establish authority, and convert visitors into customers. The key is to adapt your SEO strategy to the changing landscape and find new ways to connect with your audience.

Conclusion

It’s clear that AI Overviews are significantly changing the search landscape, and this is impacting a lot of sites across the world wide web. It’s clear that Google wants to keep users on its platform, and these overviews do just that. While no-one is really sure how this is going to evolve, there are strategies you can implement to maximise your chance of ongoing online success. Focus on making your site a go-to spot for real, in-depth info. Think about what makes your content stand out, and make sure it’s something an AI can’t just summarise in a few sentences. Keep an eye on how Google changes things, and be ready to adjust your approach. It’s all about being smart and making sure your content is top-notch, no matter what.

Frequently Asked Questions

What exactly are Google AI Overviews?

AI Overviews are summaries generated by artificial intelligence that appear at the top of Google search results. They aim to give you quick answers to your questions without needing to click on other websites.

How do AI Overviews affect my website’s traffic?

AI Overviews can reduce the number of people clicking on your website because they often provide enough information directly on the search results page. This means fewer visitors might come to your site, even if your content is relevant.

Which types of businesses are most affected by AI Overviews?

Industries that rely heavily on providing information, like news sites, blogs, and even e-commerce sites with detailed product reviews, are often most impacted. If the AI can summarise the core information, users might not visit the original source.

How can I change my SEO strategy for the AI era?

You should focus on creating very specific, high-quality content that answers complex questions or offers unique insights. Also, try to format your content so it’s easy for Google to use for direct answers or featured snippets.

What makes my content more likely to be used in an AI Overview?

It’s important to make sure your website is seen as a reliable and expert source. This means having clear author information, citing credible sources, and getting links from other trusted websites.

Will traditional websites still be important with AI Overviews around?

While AI Overviews might change how people find information, content that offers deep dives, personal experiences, or very specific solutions will likely remain valuable. Think about what unique value your content provides that an AI summary can’t fully capture.