New data reveals extent of Google’s AI Overviews’ expansion

Luke Meredith

Google’s AI Overviews are appearing across more search results, according to newly found data on the topic.

While results vary from user to user, data found by Semrush, SE Ranking and seoClarity shows that, in some datasets, AI Overviews appear in as many as 80% of searches. For businesses that rely on Google to bring people to their website, this raises questions about how potential customers will find them.

AI Overviews are the generated answers that appear within Google’s search results, allowing users to read information without necessarily visiting the websites it came from. Although these answers include links, someone looking for a straightforward explanation may already have everything they need.

What could this mean for website traffic?

If Google answers a question directly, a user may have less reason to click through to the original page. Research involving 900 US adults found that AI Overviews were associated with fewer clicks and a greater likelihood of users ending their browsing session.

For a business publishing advice, this presents a practical challenge. An article might answer a potential customer’s question, but if they receive that answer through Google, the business may lose the opportunity to introduce its services on the website.

However, different searches serve different purposes. Someone checking what a term means may only need a short explanation, whereas someone choosing a supplier may still want to examine its services, previous work and suitability before making contact.

This makes it useful to look beyond visitor numbers alone. Reviewing which pages attract enquiries and sales can help establish whether changes in traffic are affecting the results that matter to the business.

Is SEO still important?

Google’s own guidance confirms that established SEO (search engine optimisation) practices remain relevant to its AI (artificial intelligence) search features, because these experiences are rooted in its search ranking and quality systems.

Businesses should, therefore, continue to explain their services clearly and produce useful content that reflects their expertise. For example, a page explaining how a service works can address the questions customers ask before enquiring, while examples of completed work can help them assess whether the company is suitable.

The aim is to give potential customers enough useful information to take the next step, wherever their search begins.

At Engage Web, we help businesses understand changes in search and what they mean for their online marketing. If you’d like to discuss how your website can continue to reach potential customers as Google develops its AI features, speak to our team.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

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