Google’s AI Overviews: Are They Killing Clicks or Helping Users?

The world of search is changing once again, and if you thought SEO was already a moving target, Google just turned it into a whole new game. Enter Google AI Overviews, formerly known as Search Generative Experience (SGE). With these AI-generated search summaries sitting right at the top of results pages, users no longer have to scroll, click, or even leave Google to get an answer. That raises the million-dollar question for businesses and marketers: are these new AI-generated search results helping users or completely destroying organic traffic?

The answer, as with most things in digital marketing, is complicated. For some businesses, AI Overviews will open the door to higher search visibility. For others, they might feel like a click-killing monster that eats up traffic before users ever reach their website. The key lies in adjusting your SEO strategy and figuring out how to work with these changes rather than fighting against them.

In this blog, we’ll break down what Google AI Overviews are, how they impact different industries, and—most importantly—how your brand can pivot with smart content optimization strategies to stay visible in an AI-driven search world.

What Are Google AI Overviews, and Why Do They Matter?

Google AI Overviews are enhanced search results powered by generative AI. Instead of giving you a simple list of blue links, Google now compiles information from multiple sources into a single AI-generated summary. Think of it as Google saying: “We’ve already read the web for you—here’s the answer.”

Why does this matter for your business? Because if users are finding answers in the overview itself, they may never click through to the source websites. For content creators, publishers, and ecommerce brands, that shift could mean fewer impressions and fewer conversions.

But it’s not all doom and gloom. AI Overviews can also elevate your brand if your content is included in these summaries. Since the overview typically cites sources, being featured can still bring visibility—even if the traffic comes differently than before.

The Click Cannibalization Concern

One of the biggest concerns marketers have about AI Overviews is click cannibalization. If the overview gives users a complete answer, why would they bother visiting your site?

Let’s take an example:

• A user searches “best coffee makers under $200.”

• Instead of scrolling through a bunch of review sites, the AI Overview generates a neat list of recommended products with prices.

In this scenario, the review site that once relied on ranking at the top of search results may now see a dip in traffic. Similarly, ecommerce stores that don’t appear in the AI overview may struggle to compete with those that do.

The stakes are high, but so are the opportunities. Businesses that adapt their SEO strategy to optimize for inclusion in AI-generated search will win big. Those that resist the change may see their organic clicks slowly vanish.

How AI Overviews Affect Different Businesses

Not all industries are impacted in the same way. Let’s break it down:

Ecommerce Brands

For ecommerce, AI Overviews are both a blessing and a curse. On one hand, product recommendations inside the overview could reduce clicks. On the other, being included in those AI suggestions could massively boost search visibility and credibility.

Local Businesses

For local businesses, the impact ties closely to local search optimization. If someone searches “best pizza near me,” AI Overviews might highlight a few top-rated places directly. For small businesses that aren’t optimized for local SEO, this could mean getting left out of the conversation entirely.

B2B Companies

For B2B brands, AI-generated search might actually be helpful. Users researching niche topics are still more likely to click through to in-depth resources. Here, a strong content optimization approach ensures your expertise shows up in the right context.

Publishers & Bloggers

This is the group most at risk. If AI can summarize the content of a blog post or news article, users may never feel the need to visit the source. To survive, publishers will need to focus on original insights, first-party data, and unique perspectives that AI summaries can’t fully replicate.

Adjusting Your SEO Strategy for AI Overviews

So, how do you protect your brand in a world where AI-generated search dominates? The answer is adapting your SEO strategy to align with how Google is curating and presenting information.

Focus on Topical Authority

Google’s AI prefers content from sites that demonstrate expertise and authority in their niche. That means building clusters of high-quality content around your main topics instead of one-off posts.

Optimize for Conversational Queries

AI Overviews are designed to answer natural language questions. Instead of targeting only keywords like “website audit,” you’ll want to create content that answers conversational queries like “how do I run a website audit before fall?”

Use Structured Data

Schema markup helps Google understand the context of your content. Adding structured data makes your content easier to pull into AI Overviews.

Refresh Evergreen Content

AI systems love fresh, accurate data. Updating your evergreen content ensures it stays relevant and increases your chances of being included in summaries.

Content Optimization Tips for AI-Driven Search

If you want to thrive in this new era of search, content optimization needs to go beyond traditional keyword stuffing. Here’s how to make your content AI-ready:

Answer the Question Completely

AI Overviews are looking for content that thoroughly answers a user’s intent. That means writing content that is clear, concise, and covers all angles of a question.

Keep It Readable

Even though Google is using AI, user readability still matters. Clear subheadings, shorter paragraphs, and engaging writing styles improve both user experience and your likelihood of being included in summaries.

Add Depth Where It Matters

Instead of surface-level content, dive deeper. Case studies, statistics, and examples are harder for AI to summarize fully, meaning users are more likely to click through to your site for more details.

Will Google Make Adjustments to Help Businesses?

Google knows that businesses rely on traffic for survival, and it’s unlikely the platform wants to alienate publishers entirely. Over time, we can expect changes to AI-generated search that support business needs:

• More Source Attribution: Google may highlight sources more prominently, giving businesses stronger visibility.

• Better Link Opportunities: Instead of just one or two citations, future AI Overviews might include a list of recommended resources.

• Monetization Models: For ecommerce, Google may experiment with ways for brands to pay for placement within AI-driven product recommendations.

While the exact changes remain unknown, it’s clear Google will continue balancing user experience with the need to keep content creators engaged.

When AI Strategies Are Most Effective

Not every business should panic about AI Overviews. For some, AI strategies could become a powerful tool:

• Brands with Unique Content: Businesses publishing original research or thought leadership are more likely to stand out in AI summaries.

• Local Businesses: With strong local search optimization, local brands can dominate AI Overviews for “near me” searches.

• Ecommerce with Niche Products: Smaller ecommerce stores can carve out visibility if they’re featured in specific product-focused AI results.

For businesses in highly commoditized spaces, however, the focus should be on differentiation and content depth to avoid being reduced to a single mention in an overview.

Adapt, Don’t Resist

So, are Google AI Overviews killing clicks or helping users? The answer is both. For users, they’re a convenient way to get quick answers. For businesses, they’re a challenge that requires rethinking SEO strategy and content optimization.

The takeaway? Don’t waste energy resisting change. Instead, embrace this new search landscape by creating content that is authoritative, conversational, and uniquely valuable. As Google continues to refine AI-generated search, brands that focus on long-term visibility will continue to thrive.

At Deviant Digital Services, we help businesses like yours adapt to evolving digital trends—whether that’s optimizing for AI Overviews, revamping content strategies, or finding new ways to boost search visibility. The future of search may look different, but with the right strategy, your brand can stay front and center.