Google’s introduction of AI Overviews is changing the way users interact with search results. These AI-generated summaries provide direct answers to queries, reducing the need for users to click through to websites. While this feature improves user experience, it raises major concerns for businesses relying on organic search traffic.

So, what does this shift mean for SEO, website traffic, and content strategy? Let’s break it down.

How AI Overviews Work

AI Overviews pull information from multiple sources to generate a concise, AI-written response at the top of search results. Instead of showing just a list of links, Google now provides a direct answer, making search more efficient—but potentially at the expense of website visits.

For users, this is a time-saver. For businesses, it’s a disruption.

The Impact on Website Traffic

Since AI Overviews offer instant answers, users may no longer feel the need to visit external sites. This could result in:

• Lower click-through rates (CTR) – Fewer users clicking on website links.

• Reduced organic traffic – Websites that once relied on high search rankings might see fewer visitors.

• Less visibility for smaller businesses – Larger, authoritative sources may dominate AI Overviews, leaving smaller sites struggling for exposure.

For businesses that rely on SEO-driven traffic, these changes could mean fewer leads, conversions, and revenue.

SEO in the AI Search Era

Traditional SEO tactics alone may no longer be enough. Businesses will need to adjust their strategies to stay visible in search results. Here’s how:

1. Optimise for AI Overviews

Since Google’s AI pulls information from various sources, it’s crucial to:

• Create concise, authoritative content that AI can easily extract.

• Use structured data to help Google understand and categorise your content.

• Focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to improve credibility.

2. Adapt Content for Changing Search Behaviour

Search habits are shifting. Instead of simple keywords, users are asking longer, conversational questions (especially with voice search). Businesses should:

• Target question-based queries (e.g., “How does Google AI affect SEO?”).

• Provide clear, well-structured answers within content.

• Experiment with FAQ sections and direct answer formats.

3. Diversify Traffic Sources

With Google controlling more search visibility, businesses should explore other traffic channels:

• Social media platforms (LinkedIn, X, Facebook, TikTok).

• Email marketing to nurture direct audience engagement.

• YouTube SEO since video content is still gaining traction.

The Legal & Industry Backlash

Not everyone is happy with AI Overviews. Some businesses claim Google’s AI is taking their content without driving traffic back to their sites.

A major example is Chegg, an education platform that recently sued Google, arguing that AI-generated summaries have significantly hurt its traffic and revenue. The lawsuit claims:

• Google’s AI Overviews use Chegg’s information without sending users to Chegg’s website.

• The drop in traffic led to revenue losses and workforce reductions.

• Google’s dominance in search is unfairly impacting businesses that rely on organic search.

This case raises big questions about content ownership, fair use, and AI’s role in search. If courts rule in favour of Chegg, it could push Google to adjust how AI Overviews work—or even provide better attribution to content creators.

What’s Next for SEO & Content Creators?

Google’s AI-powered search is here to stay, meaning businesses need to:

• Focus on high-value, authoritative content that AI wants to feature.

• Monitor search trends to see how AI Overviews affect industry-specific traffic.

• Build a multi-channel strategy to reduce reliance on Google alone.

While AI Overviews might decrease traffic from traditional search, they also open new opportunities. The brands that adapt early will have the best shot at staying visible in this evolving search landscape.

Is your SEO strategy ready for the AI era? Now’s the time to rethink your approach and make AI work for you—not against you.