AI Overviews (Search Generative Experience)
In 2025, AI Overviews (Search Generative Experience) are transforming the way users interact with Google. These AI-generated summaries sit at the top of search results, synthesizing information from multiple sources into one concise response. Rather than clicking through to articles, many users find their answers directly on the Search Results Page. This shift forces SEOs to rethink strategies around traffic, visibility, and content creation. In this article, we’ll explore:
- what AI Overviews are and how they work
- how they’re impacting traditional SEO metrics
- the industries most affected
- proven tactics to optimize for AI Overviews and thrive in this new landscape.
1. What Are AI Overviews (Search Generative Experience)?
AI Overviews (Search Generative Experience)—formerly part of Google’s Search Generative Experience (SGE) beta—are AI-powered summaries generated by Google’s Gemini model. They appear as multi-paragraph overviews at the top of SERPs, often with inline links and suggested follow-up prompts
These summaries go beyond traditional featured snippets. Instead of quoting a single website, AI Overviews synthesize insights from multiple sources, presenting users with a unified and coherent answer . Introduced to general U.S. audiences in mid-2024 with expansion ongoing, they’re expected to reach over a billion users by end of 2025 .
Users increasingly engage with AI Overviews, especially for complex or multi-part informational queries—such as “what causes seasonal allergies” or “compare solar vs. wind power.” Google reports AI Overviews drive a ~10% increase in usage for queries where they appear.
The rise of AI Overviews (Search Generative Experience) represents a seismic shift: Google is evolving from a pure Search Engine to an Answer Engine, aiming to satisfy informational intent within the SERP itself.
2. The SEO Disruption: Decreased Organic Visibility & Traffic
2.1 Visibility & Click-Through Decline
With AI Overviews (Search Generative Experience) occupying prime real estate above traditional listings, organic links are being pushed further down — sometimes beyond the first visible page fold . Studies have reported a 20–60% decrease in click-through rates for results that trigger AI Overviews .
One SEO consultant noted:
“Google's AI Overviews affect SEO by decreasing organic visibility… with some sites estimating a 20 to 60% decrease in organic traffic.”
Publishers in high-trust areas like science, finance, and YMYL (Your Money Your Life) are particularly impacted, with visibility drops between 15–22%.
2.2 ZeroClick Search Patterns
AI Overviews (Search Generative Experience) are fueling zero-click behaviors—where users get answers directly from SERPs without visiting any site. Though studies showed zeroclick rates around 56%, this is likely due to a mix of Featured Snippets and AI Overviews . Semrush suggests queries triggering AI Overviews are indeed more likely zero-click than average informational queries.
However, there's nuance: Semrush reported that from January to March 2025, zero-click rates for those queries actually declined slightly (38.1% → 36.2%)—indicating user behavior is more complex.
2.3 Industry-Specific Impact
According to Semrush’s 2025 study, AI Overviews (Search Generative Experience) are most prevalent in: Science (+22%), Health (+20%), People & Society (+19%), and Law & Government (+15%)—highlighting how heavily trusted informational domains are now targeted.
Informational queries dominate at ~88% of triggers, compared to just ~1.7% transactional and 1.4% navigational. This trend suggests top-of-funnel content faces the biggest challenge.
3. Google’s Perspective vs. SEO Reality
3.1 Google’s Messaging
Google says AI Overviews lead to deeper engagement and more diverse site visits—claiming that links within overviews drive more clicks than traditional blue-link results . They also highlight that user satisfaction and continued usage have increased .
3.2 SEO Industry View
Contrastingly, many SEO professionals report declining organic traffic after AI Overviews appear for targeted queries. Numerous case studies report CTR drops of 48–56% on queries impacted by AI Overviews .
Despite Google's claims of generating diverse site visits, SEO data often shows reduced clicks and revenue—a tension between Google’s narrative and third-party analytics.
4. SEO Strategies for the AI Overview Era
To thrive amidst AI Overviews (Search Generative Experience), SEOs must evolve. The following tactics are proven effective:
4.1 EEAT & Unique Expertise
Emphasize Experience, Expertise, Authoritativeness, and Trustworthiness. Google prioritizes first-hand narratives and authoritative content—especially for inclusion in AI Overviews. Include author bios, case studies, data, or credentials to reinforce credibility.
4.2 Leverage Structured Data & Schema
Schema markup (FAQ, HowTo, Article) helps Google identify relevant content for AI-derived summaries. Boomcycle emphasizes schemas as a "translator" for Google’s generative engine.
4.3 Optimize for Mid-Funnel & Bottom-Funnel Terms
Since most AI Overviews focus on informational queries, targeting transaction-ready and mid-funnel search queries—those not yet triggering overviews—offers opportunity Semrush highlights high-CPC, low-competition topics as high-value targets
4.4 MultiModal & Visual Content
AI Overviews increasingly include video and visual elements. Thumbnail integration is rising—making videos and images more valuable for SEO visibility .
4.5 Aim to be Cited in AI Overviews
Rather than trying to rank above AI Overviews, focus on ensuring your content is cited within them. Craft concise, accurate summaries that can serve as source material. Semrush notes that being cited as a reference in AI Overviews can still drive traffic .
4.6 Expand Across AI Ecosystem
Your presence isn’t limited to Google. Visibility on Perplexity, ChatGPT, Bing, and other AI platforms matters. Lumar terms this AIO/GEO strategy—ensuring your brand and content are optimized for AI responses across engines.
5. Tracking & Measuring Success
Traditional tools like Search Console and GA4 don’t yet isolate AI Overview-driven traffic. However:
- GA4 can track scroll-to-text highlighting when included on your page, shared among AI Overview clicks and other SERP features.
- SEO platforms such as Semrush offer AI Overview analysis tools that highlight queries triggering them.
- GA4 and Analytics can separately monitor referrers from AI Mode and AI Overview environments .
To monitor:
- Create dashboards tracking impressions and clicks around queries that trigger AI Overviews.
- Pay attention to revenue-linked metrics—especially for sites monetized via ads or affiliates.
- Adjust attribution models to account for post-click behaviors, even when users didn't click.
6. Long-Term Outlook for SEO
In the era of AI Overviews (Search Generative Experience), SEO evolves from ranking to visibility. Key shifts include:
- From position to presence: Being mentioned in AI answers is now as important as traditional ranking
- From keyword strategy to content intelligence: Structured, authoritative content delivers better results than keyword stuffing
- From organic-only focus to multi-platform presence: Digital exposure across chatbots, AI search engines, and direct search interfaces matters .
Those who adapt by optimizing for AI visibility, enhancing EEAT, and targeting un-cannibalized queries can continue to succeed—even in a post-click world.
Conclusion
By mid2025, AI Overviews (Search Generative Experience) are deeply embedded in Google’s SERPs—reshaping user behavior and SEO strategy. Organic rankings alone can no longer guarantee visibility or traffic. Instead, optimized presence in generative answers, strong EEAT signals, structured data, and multi-platform exposure define success.
Content creators should:
- Build authority and depth
- Format content for AI inclusion
- Track AI-driven traffic
- Diversify across search platforms
The future of SEO isn’t just about being seen—it’s about being used. As generative AI continues to shape search, adaptability and insight will be the key to relevance.
