AI Overviews: Adapting your strategy

The tool initially rolled out in the US over a year ago, and Google has continuously worked to improve the feature since then. Recently, a series of new search updates went live, and AI Overviews is now available in over 200 countries and 40 different languages* – with Sweden and Swedish now included.

AI Overviews and the impact on your SEO and traffic

Simply put, AI Overviews are AI-generated summaries that show up at the top of Google's search results. The tool combines information from several different sources to create a single, consolidated answer. This means users don't need to click around on various pages to find the information they're looking for; instead, they get a quick and comprehensive answer right in the search results. But what impact will this have?

As it stands, this primarily impacts informational searches – that is, users early in the "purchase funnel" that are seeking information rather than making a conversion.

Unlike traditional "featured snippets," these overviews are more comprehensive and also include links to several different websites for further reading.

With this major launch, businesses and brands need to adapt to maintain and earn their place in search results. The new update is expected to impact 88% of informational searches**, as AI Overviews will appear at the very top.

If you have a strong organic flow, you'll likely see your click-through rate (CTR) and traffic potentially drop in line with altered search behavior. Because AI Overviews now occupy the top of the page, organic results are automatically pushed down, which in turn can lead to fewer clicks to your site.

6 tips to adjust your SEO strategy

Google continues to prioritise websites with well-optimised and high-quality content. So, if you have a solid foundation of SEO work, there's a greater chance your content will be prioritised as a source for AI Overviews. Basic SEO best practices largely remain the same, but here are 6 tips we believe will be particularly important from now on:

1. Restructure and optimise your content

   To rank high in AI Overviews, review your content for user intent and ensure it's relevant and credible. Structure it with clear headings and concise language to help Google's AI quickly understand and present your answers.

2. Quality over quantity

   Prioritise high-quality content over large volumes. Use a natural language and a conversational tone that isn't AI-generated. A recommendation is to create content in an FAQ format for common questions.

3. Technical optimisations and structured data

   It's not just the content that matters; Google prioritises websites that are fast, mobile-friendly, and have correct technical SEO (e.g., handling 404 pages). For optimal visibility in AIO, you should implement structured data. This makes it easier for search engines to interpret your content correctly, increasing your chances of appearing.

4. Show your expertise with EEAT

   Google's guidelines for EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) remain just as important. Build trust within your niche and for your content by strengthening your expertise, building quality links, and getting mentioned in relevant contexts.

5. Optimise for entities

   It's important to focus on keywords, but it's not the most crucial aspect. Instead, build content around different themes, concepts, and topics.

6. Conversion Rate Optimisation

   Another effective trick is to review your website's Conversion Rate Optimisation (CRO). This increases the chances that visitors to your site will actually become customers, even if traffic is affected.

Summary

By reviewing these points and continuously improving in these various areas, you have a good chance of getting your content cited by AI Overviews. It's important to remember that both SEO and AI are constantly evolving fields, and this requires ongoing adaptation of your strategies.

Review your goals for the year and what strategies you're aiming for in 2026. Do you need help adapting your SEO strategy or optimising your content for the new AI-driven search landscape? Get in touch!

*Google AI Overviews expand to more users

**Semrush AI Overviews Study: What 2025 SEO Data Tells Us About Google’s Search Shift