Google tests combination of conversational search with AI overviews

James Hussey

If you run a business – or manage a website – recent moves by Google could significantly impact how potential customers discover you online.

Earlier this month, Google began testing a merged search experience that combines its quick “AI Overviews” with its conversational “AI Mode,” letting users go from a short summary to a back and forth AI (artificial intelligence) discussion without leaving the search results page.

Here’s why this matters for business owners:

A smooth, all-in-one search flow

Before now, people used traditional search when they wanted quick facts – and switched to AI Mode only for deeper exploration. The new test removes that friction.

When users see an AI generated summary, they can immediately dive into a conversation, ask follow-ups and explore related queries, without toggling between different interfaces.

Risk: potential drop in clicks to your website

That smooth user flow could become a double-edged sword. If users get their answers directly within Google’s interface, they may feel less compelled to click through to external sites – including yours. For many businesses, fewer click throughs mean fewer opportunities to convert visitors into customers, readers or leads.

What businesses should do now

Reassess your content strategy

If Google increasingly provides full answers via AI, being on the first page may no longer be enough. Instead, create content that stands out in quality, depth and value – something AI Overviews or chats can’t replicate easily.

Structure your content for AI discoverability

Clear, well organised, authoritative content (with strong, semantic structure) is more likely to be drawn into AI driven summaries or responses.

Focus on brand value beyond basic info

Think about what compels a reader to click through: unique insights, case studies, opinions, downloadable resources – things that add real value beyond a generic summary.

Visibility in new formats

On the flip side, this shift also creates opportunity. Businesses that adapt quickly by optimising for AI-powered search surfaces may find themselves surfacing not only in traditional search results, but also in AI Overviews and conversational panels. This could mean early exposure to users when they’re still forming intent, which may boost brand recall or drive conversions.

For any assistance adjusting your content to meet GEO (generative search optimisation) needs, get in touch with the team at Engage Web.

About
Latest Posts

James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.