Google’s AI Overviews are a search feature that uses generative AI to provide quick answers directly in search results.
Here’s what it looks like:
We’ve spent many hours studying AI Overviews since they were announced on May 14, 2024. And we’ve analyzed what their introduction means for the world of SEO.
In this (evolving) article, we cover:
- What AI Overviews are
- How AI Overviews affect SEO
- How you can optimize for AI Overviews
AI Overviews are a fairly new feature, and they are subject to frequent changes. Results can fluctuate between searches. A keyword might trigger an AI Overview one day, but not the next. And the feature’s impact varies across different industries.
We’ll keep updating our findings as AI Overviews continue to develop.
What Are AI Overviews?
AI Overviews are AI-generated summaries of results for your search query. They appear above the traditional organic search results. And can be before or after paid results (ads), depending on the query.
AI Overviews vary in layout. And they can appear as mini-articles, tables, or lists.
For example, when you search “what is SEO,” you’ll see a concise overview.
This overview includes link cards—clickable links to websites used to generate the AI-generated summary. Or provide information on related topics and queries.
But AI Overviews aren’t limited to simple queries. They can also answer complex, multi-faceted questions in a single step.
For example, if you search “best cities for tech startups with low cost of living in the U.S.”, the AI Overview checks for a few things at once:
- Cities suitable for tech startups
- Low cost of living
- Located in the United States
- Ranking or comparison of options (i.e., which is “best”)
Instead of making you search each of these separately, AI Overviews provide an answer that covers all these points. It understands and responds to your specific, detailed query—without needing you to break it down.
Let’s see this in action with a travel-related query:
“5 day travel itinerary in Andalucia Spain”
You get a complete, day-by-day plan directly in the results:
You can even interact with these results without leaving Google.
Don’t like the suggested activities? Change them with the Replace and Add buttons.
You can also choose accommodation, compare hotel prices, and read reviews. Right in the search results.
This is a huge time-saver. As everything you need is in one place.
But for businesses that rely on organic (unpaid) search traffic, this can be concerning.
If users can get all the information they need directly from Google, they might not click through to individual websites. Which could lead to a decrease in website visits and potential customers.
So, as a website owner, it’s crucial to understand how AI Overviews might affect your traffic. And how you can optimize for them.
How AI Overviews Affect SEO
AI Overviews change the way people interact with search results.
Instead of scanning blue links, users now see an AI-generated summary with sources. That means:
- Fewer clicks on traditional organic results. Users often get their answer without leaving Google.
- Higher stakes for visibility. If your brand is cited in the Overview, you can capture attention even without ranking #1.
- Different winners. Google often pulls from diverse sources: blogs, YouTube, Reddit, and product pages. Not just high-authority domains.
In short, AI Overviews compress the SERP. More answers at the top. Fewer clicks below.
How to Optimize for AI Overviews
The good news: you can influence whether your brand shows up.
Here are practical steps we’ve found effective:
- Answer questions clearly. Use concise definitions, lists, and tables.
- Publish original data. AI systems favor stats, benchmarks, and transparent pricing.
- Keep Knowledge Graph info accurate. Update schema, FAQs, and structured data.
- Earn reviews and UGC. Google frequently cites real customer experiences.
- Diversify formats. Create YouTube videos, Reddit posts, and guides. Google cites across platforms, not just websites.
Think less about “ranking for one keyword.” Instead, seed your expertise wherever Google looks for answers.
The Current State of AI Overviews
It’s worth noting once again that AI Overviews are still evolving.
They now appear for a majority of terms, according to data from Advanced Web Ranking.
The Semrush Sensor indicates that AI Overviews appear for at least 16.85% of U.S. search queries.
What’s Next for AI Overviews
AI Overviews are still new. But they’re moving fast.
Here’s what to expect in the next 12–18 months:
- More coverage. Right now they trigger for a fraction of queries. Expect that share to keep climbing.
- Deeper personalization. Overviews will adapt based on user history, location, and preferences.
- Richer interactivity. Think built-in product comparisons, price tracking, and booking tools.
- Higher competition. As brands catch on, everyone will fight to be cited. The bar for authority will rise.
For SEOs, the key takeaway is simple: stop thinking only in rankings. Start building visibility across every surface where Google pulls answers.
To get ahead, check out our guides:
- AI Search Strategy: How to Create an Effective Plan
- Generative Engine Optimization (GEO): How to Win in AI Search
Backlinko is owned by Semrush. We’re still obsessed with bringing you world-class SEO insights, backed by hands-on experience. Unless otherwise noted, this content was written by either an employee or paid contractor of Semrush Inc.