Search engines like Google and Bing are constantly updating their algorithms and display methods. One of the most notable recent changes is the addition of an AI Overviews section to the search engine results page (SERP). This new section often appears at the top of the results and pulls in references to relevant websites highlighting summaries, facts, and answers directly within the search page.
How does the AI Overview Affect my Website’s Traffic?
Because the AI Overview section showcases important content directly in the SERP, many websites that are not included in this section are seeing a decline in organic traffic.
What is organic traffic in digital marketing? It refers to real users who begin their journey to your website through a search on platforms like Google or Bing. In the past, users would scroll through results and click on individual links (those familiar “blue links”) to visit your website. But with AI-generated answers now front and center, users are getting their answers without clicking through to the original source.
Some websites have reported as much as a 60% drop in organic traffic. Why is this so significant? Because organic search results are often one of the most cost-effective ways to reach people actively looking for your products, services, or expertise. For many local businesses, it’s the main path to lead generation, contact form submissions, or valuable customer engagement.
How to reach new users with the changes in search?
If you’re worried about losing traffic due to AI Overviews, the good news is: you can still compete but the strategy must evolve.
Here are a few proactive ways to adapt:
1. Optimize for Inclusion in AI Overviews
Structure your content to answer questions directly. Use clear headings, bullet points, and concise answers. Add FAQs to your pages using schema markup. AI relies heavily on structured and easily digestible content.
2. Double Down on Local SEO
Local businesses can still win by targeting location-specific keywords, optimizing Google Business Profiles, and encouraging online reviews. Google’s AI still draws from authoritative local sources when users include geographic intent in their queries.
3. Prioritize First-Party Engagement
If traffic volume drops, make the most of the visitors you do get. Build strong calls-to-action (CTAs), implement lead capture forms, and use email marketing to keep people engaged once they land on your site.
4. Create “Experience-Based” Content
AI Overviews are great at summarizing facts but they’re not great at personal stories, unique insights, or user experiences. Focus on content that shares case studies, testimonials, behind-the-scenes looks at your process, or expert opinions that AI can’t easily summarize.
5. Diversify Your Traffic Sources
Relying solely on Google is riskier than ever. Supplement your organic efforts with social media, paid search, email newsletters, and even offline marketing like QR codes that drive to landing pages.
What to do about AI Overviews?
In Summary: The search landscape is changing rapidly with the rise of AI-generated answers. While this poses challenges, it also creates opportunities for businesses that adapt quickly. By optimizing for visibility in AI Overviews and building deeper engagement across platforms, you can continue to grow, even as the rules of the game evolve.
