Why Google Search is starting to look like ChatGPT – and what that means for your website

Lia Bartley

Remember the good old days when Google gave you 10 blue links and left you to it? Fast-forward to 2025 and things look a little… robotic.

Google’s new AI Overviews (formerly known as Search Generative Experience, or SGE) are popping up at the top of search results like a well-meaning know-it-all, giving users a neat little AI-written answer before they’ve even clicked anything.

At first glance, it’s impressive. Ask a question and Google now stitches together a response using a mix of online sources, all dressed up in a friendly tone. No need to click a blog, browse a product page, or – heaven forbid – read a long-form article.

But while users might enjoy the shortcut, business owners should be worried.

Clicks are vanishing

Google’s AI Overviews often scrape the answer directly from websites, meaning users can get what they need without visiting the original source. This means fewer eyeballs on your content, fewer conversions and a whole lot of head-scratching from marketers watching traffic drop without a ranking dip.

So, what can businesses do?

Focus on content depth

Surface-level answers will be gobbled up by AI (artificial intelligence). You need to go deeper -include opinions, unique insights and media (like videos, charts or case studies) that AI can’t replicate.

Build brand searches

If people are Googling you rather than generic terms, you win. Invest in brand awareness and make your site the destination, not just a source.

Optimise for visibility elsewhere

Think featured snippets, Google Business Profiles, FAQs (frequently asked questions) and social media. If the AI is going to skim the web, make sure it skims you.

We’re not saying SEO (search engine optimisation) is dead (it definitely isn’t). But it is evolving – again. If your strategy hasn’t moved on from keywords and backlinks, it’s time to rethink it before Google’s robot starts hoovering up your traffic for good.

Not sure where to start?

At Engage Web, we help businesses adapt to search changes and stay visible in an AI-dominated landscape. If you want a website that attracts traffic, converts visitors and doesn’t get lost in the noise, get in touch with our team today.

About
Latest Posts

Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.