6-Month Check-In: What's New With AI Overviews?

Remember in May 2024 when Google dropped AI Overviews? If you're like me, your reaction was likely part curiosity, part mild concern. What does this mean for search? Will it cut into organic traffic? Will adding AI to the equation derail everything I know about tried-and-true SEO tactics?

Six months in, I've realized something important: This change wasn't just about Google flexing its AI muscles; it was driven by us — the users.

We want quick, accurate answers and have become conditioned to trust what we see at the top of the search page. In fact, 49% of users trust the answers they receive from AI tools, according to our recent study. This shift means we have to embrace change and rethink our search strategies.

If you've missed the hype, here's a quick rundown:

• Google's AI Overviews give users a summarized snapshot of the most relevant information directly at the top of the search engine results page (SERP).

• Instead of scrolling through endless links, users can get a quick, curated answer in seconds.

Google data shows that users are more satisfied with bite-sized overviews – and yes, they're even clicking on ads that appear in them. Not surprising, considering how much value we place on the top spot in SERPs. The reality is that users want answers, and they want them now.

AI Overviews isn't going anywhere. In fact, Google just expanded the feature to over 100 countries. What does this mean for marketers? Fewer users click through to traditional SERPs, which can impact organic traffic. In response, we need to adjust KPIs and consider how to surface our brands in this new feature.

Here are three key things I've learned about how AI Overviews reshape search - and what marketers should do to keep up.

The brands that thrive in this AI era are those with well-organized data.

AI doesn't just randomly pick which brand to showcase; it chooses based on which brand has the most structured, reliable data. If your brand information is well-organized, consistent, and easy for AI to read, you're already a step ahead.

How do you get your data AI-ready?

Focus on these three essentials:

1. Clean up your listings: Make sure your business info is accurate and up-to-date everywhere. Any discrepancies can confuse AI and cause your brand to be overlooked.

2. Be consistent across all channels: The information on your website, social media profiles, and anywhere else your brand appears should align with your local listings.

3. Keep your content fresh: Regularly update your website with new, high-quality content. Fresh content signals to AI that your brand is active and relevant.

Did you know?

Brands that leverage structured data have seen a 25% increase in CTR on Google search as a whole – not just with AI Overviews.

Nearly half of all Google searches have local intent, meaning people are actively looking for nearby options. This is where AI Overviews can work in your favor — if you're optimizing correctly.

Here's what's working:

• Create local pages: If your brand has multiple locations, make sure each one has a dedicated page with specific, localized content. For example, if you're a restaurant chain, highlight location-specific menu items, events, or unique services.

• Step up your review game: AI Overviews often pull in customer reviews, especially for "near me" searches. Actively manage and respond to reviews to boost your credibility.

• Leverage hyper-local content: Go deep on the topics your local audience cares about. AI is more likely to showcase your content if it's directly relevant to users' specific needs.

Did you know?

When Google's AI Overviews show a "Map Pack" for "near me" searches, they often include related content like local reviews and business details. Your search strategy is now connected to your reviews and social strategy.

I'll be honest — when AI Overviews launched, I worried that traditional SEO would take a backseat. But here's the good news: it still matters, big time. Optimizing for keywords, using schema markup, and maintaining a solid interlinking strategy is still crucial.

What's changed is how AI interprets your SEO efforts. It's less about stuffing keywords and more about context, intent, and structure.

Here's how to adapt:

• Invest in schema markup: This helps AI understand the context of your content, making it easier to feature you in those coveted overviews.

• Target long-tail keywords: AI Overviews results are driven by intent. Optimize for conversational, question-based searches to capture users looking for specific answers.

• Keep content fresh and relevant: AI loves new, up-to-date information. Regularly update your blog, product pages, and FAQs to stay ahead.

Did you know?

Google's AI Overviews were used in over 90% of healthcare queries while in beta. That trend is only growing. A robust content strategy is a new way to surface your brand for different queries.

Six months in, it's clear that AI Overviews isn't a passing trend — it's here to stay, and it will only get smarter. So, what's the next move?

Here's my advice: conduct a digital audit. Look at your listings, your content, your reviews — everything. Are you consistently showing up where your customers are searching? Are you regularly publishing fresh content? If not, you're leaving opportunities on the table.

Also, don't be afraid to double down on what's already working. If you're seeing success with local pages or review management, keep optimizing. AI rewards brands that provide accurate, relevant, and timely information.

If you're ready to learn more, download our ebook 3 Keys to SEO Success in Generative Search for practical strategies to navigate the evolving search landscape. And if you want help optimizing your digital presence for AI-led search, connect with one of our experts to workshop opportunities for your brand.