Rethinking SEO: How Google's AI Overviews are changing the Search Landscape
With Google's AI Overviews and 'AI Mode' set to transform the search landscape, publishers and agencies are grappling with declining click-through rates and the need to adapt their SEO strategies.
Google Introduces AI Mode
Google has just introduced ‘AI Mode’ to its search engine, initially available to all users in the US, with a global rollout planned for later. Powered by its Gemini 2.5 model, this feature enables more conversational interactions and adds new capabilities such as automatic concert ticket purchases and live video search.
In addition, the tech giant recently announced that its AI Overviews in search now reach 1.5 billion users monthly. Unlike traditional search results, AI Overviews summarize information from multiple web pages with the idea of helping users quickly grasp complex topics.
The Impact of AI Overviews
However, while AI Overviews may have benefited Google, analysis from Ahrefs indicates they significantly impact organic search traffic, with a 34.5% reduction in click-through rates (CTR) for top-ranking pages.
"With AI Overviews, Google is making it super easy for users to get quick info, which is awesome," says Gary Cheung, managing director, NP Digital.
Adapting SEO Strategies
Given the significant long-term impact that AI Overviews will likely have on the search landscape, some media agencies are already rethinking their SEO strategies.
"Instead of just chasing keywords, we’re focusing on crafting richer, more engaging content that really grabs attention," says Cheung.
Embracing Change in SEO
Despite these optimization efforts, Google has always dominated search, and AI Overviews are just another evolution of that dominance.
Recent studies suggest that AI Overviews are routinely taking a chunk of visibility away from organic results, leading to a notable decline in referral traffic click-through rates.
Diversification and Multi-Channel Strategies
While Google's AI Overviews are likely to significantly impact the search landscape, Wong stresses that the only certainty is constant change.
"The product is new and evolving fast. It's hard to say if what works now will work even two to three months down the line," says Wong.
In conclusion, as AI continues to reshape the search landscape, it becomes imperative for publishers and agencies to adapt their SEO strategies to stay relevant and maintain visibility in the ever-changing digital landscape.
