Search has changed, whether businesses like it or not. In 2026, Google increasingly answers questions directly in search results using AI Overviews.
These summaries sit at the top of the page and often give users exactly what they need without clicking through to a website.
For many businesses, this creates a confusing situation. Rankings look strong, impressions are up, but website traffic or enquiries appear to dip. It can feel like SEO (search engine optimisation) has stopped working, but in reality, something different is happening.
When your content is featured in an AI Overview, Google is effectively saying it trusts you. Your website has become a source, not just a result, and that trust has value – even if it does not always lead to an immediate click.
AI Overviews pull information from sites that are clear, well-structured and credible. If your content is used, it means your explanations are strong, your information is reliable and your website is seen as authoritative within its topic. This is a significant credibility signal, both for search engines and users who repeatedly see your brand referenced.
The downside is that informational clicks can reduce. If someone searches a question and gets the answer immediately, they may not need to visit your page. This does not mean your SEO is failing though; it means your content is doing its job so well that Google is confident enough to summarise it.
This can lead to real opportunity, as people remember the brands they see consistently. When they are ready to take action, compare providers or make a purchase, they often search again using brand terms. This is where trust turns into enquiries.
The key is balance. Your website needs content that earns AI Overview visibility to build authority, alongside strong commercial pages that convert visitors when they arrive. This is not about chasing clicks at any cost; it is about becoming the trusted answer and then being ready when intent increases.
At Engage Web, we help businesses adapt their SEO for this new reality. We focus on making your content clear, credible and AI-ready while ensuring your website still drives meaningful enquiries. If you want to improve your visibility through AI Overview SEO without losing sight of real business results, get in touch with the team at Engage Web. We will help you turn AI trust into long-term growth.
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