What Are Google AI Overviews?
AI-generated summaries that appear at the top of the search results page for many queries. Instead of showing only a list of blue links, Google now synthesises information from multiple sources to provide a direct, conversational answer to a user’s question.
These overviews are powered by Google’s generative AI models and are designed to help users understand a topic quickly, explore follow-up questions, and dive deeper only if needed. Sources are still cited, but the AI summary often becomes the main interaction point.
From “List of Links” to an Answer-First Experience
Traditionally, Google search worked like a directory: type a query, scan a list of links, and click through to find answers. Google's AI Overviews have transformed search from a "list of links" model to an "answer-first" experience.
Now, users often get what they need without clicking at all. This means fewer clicks for some websites, especially those relying on basic informational queries. At the same time, it rewards content that is clear, authoritative, and genuinely helpful being the kind of content AI can confidently summarise.
For SEOs, this shift changes the goal. Ranking #1 isn’t always enough anymore. The real win is becoming a trusted source that AI Overviews pull from when generating answers.
What Is GEO and Why Marketers Are Talking About It
GEO has entered the conversation (Generative Engine Optimisation)
GEO is the practice of optimising content not just for traditional rankings, but for inclusion in AI-generated responses. Instead of asking, “How do I rank higher?” marketers are now asking, “How do I become the best answer?”
That means:
- Writing clear, structured content
- Demonstrating real expertise and original insight
- Answering questions directly and comprehensively
- Building a strong brand and author credibility
Marketers are talking about GEO because AI Overviews are shaping user behaviour in real time. Visibility now comes from influence, not just position.
Is this over for traditional Google Search?
We no, not yet anyway whilst AI saw sudden growth Semrush has found that AI Overviews peaked in mid-summer, then declined. After starting the year at appearing for 6.49% of keywords in January 2025, the share rose to nearly 25% in July before sliding down to 15.69% in November 2025. - Semrush December 2025
In addition to this AI Overviews show up more often for searches that tend to get no clicks. But when we looked at the same search terms before the AIO was there and after, we found people actually clicked slightly more with the AIO. Also, the overall zero-click rate of keywords with AI Overviews has slowly declined since January 2025. As well as this searches vary by insdusties with the industries with the most AI Overviews in November wereScience (25.96%), Computers & Electronics (17.92%), and People & Society (17.29%).
The Bigger Picture
AI Overviews signal Google’s long-term vision: faster answers, fewer clicks, and smarter discovery. SEO isn’t dead, but it is evolving. The future belongs to brands that educate, explain, and lead conversations, not just chase keywords.
Looking to optimise your content for AI Overviews? Speak to us today
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