Are AI Overviews Killing Organic Search?

AI Overviews have quickly become a prominent feature in Google’s search results, sparking debate across the SEO community: are they reshaping, or even threatening, organic search?

Opinions may vary, but the numbers tell a clear story. Data shows how significantly these AI-powered summaries are changing user behaviour and visibility for websites.

In this article, we’ll explore the latest statistics on AI Overviews, explain how they work, and share practical steps to ensure your content stands a chance of being featured. We’ll also show how Platform Marketing Agency can help you adapt and stay competitive in a search landscape that’s moving faster than ever.

What Are AI Overviews and How Do They Work?

AI Overviews are AI-generated summaries that appear directly at the top of Google Search Result Pages. Introduced as part of Google’s Search Generative Experience in 2023, the feature was rolled out globally in 2024 under the name “AI Overviews.”

Unlike traditional featured snippets that pull a quote from a single page, AI Overviews synthesise information from multiple sources, delivering a concise, conversational answer. They may include links to sources, follow-up suggestions, or structured outputs like lists or tables.

Behind the scenes, Google’s AI often uses techniques such as query fan out, where a search is broken into subtopics and then rebuilt into a unified response. The aim is to provide a more direct and helpful result without requiring multiple clicks.

AI Overviews: Key Stats Every SEO Should Know

Here’s what the data reveals so far:

1. Rapid growth in visibility: AI Overviews appeared for over 13% of all queries in early 2025, up significantly from the start of the year.
   
2. Mostly informational queries: Nearly 9 out of 10 AI Overview appearances are linked to informational queries, with far fewer showing for commercial or transactional searches.
   
3. Dominant presence in SERPs: In some cases AI Overviews show up in more than half of all searches, taking up most of the visible screen on both desktop and mobile.
   
4. Less reliance on top-ranking sources: Around 40% of links within AI Overviews come from pages ranked outside the traditional top 10 results.
   
5. Click through impact: Studies show declines of between 15% and 35% percent in click through rates for websites when an AI Overview is present.
   
6. Publisher traffic declines: Large publishers have reported drops of 1% to 25% in referral traffic from search since the introduction of AI Overviews, with news sites seeing around 7% decline and non news content closer to 14%.
   
7. Google has stated that AI Overviews have increased overall search engagement, suggesting that many users prefer quick summaries to clicking through.
   
8. Semrush found that 82% of desktop and 76% of mobile AI Overviews occurred for keywords with less than 1000 monthly searches (source: Semrush)
   

Source: SemRush

The conclusion is clear. AI Overviews are becoming more frequent and they are diverting clicks that would once have gone to traditional organic listings.

How Can You Get Your Content to Appear in AI Overviews?

There is no special shortcut or separate optimisation method for AI Overviews. Google states that the same principles apply as with standard SEO: create helpful, reliable and people first content that follows search policies.

That said, there are strategic steps you can take to improve your chances:

1. Focus on Informational, Long Tail Queries

AI Overviews appear most often for factual and explanatory searches. Target these types of questions with high quality, well structured content.

2. Optimise for Authority and Clarity

Use clear headings, concise definitions and trustworthy references. Content that is authoritative and easy to understand has a higher chance of being used.

3. Become a Diverse Source

AI Overviews pull from a wide range of websites, not just those in the top rankings. This means that even if you are not in position one, you can still appear if your content is valuable and trustworthy.

4. Structure Your Content Well

Include FAQs, bullet points, comparison tables and clear subheaders. Structured content is easier for AI to digest and include.

5. Monitor Triggering Keywords

Keep track of which queries in your niche trigger AI Overviews. Tools and SEO platforms now provide insights into this behaviour so you can adjust your strategy.

6. Balance Traditional SEO and Answer Engine Optimisation

Go beyond keyword targeting by creating content that answers questions directly. Optimising for both standard search and answer engines will future proof your visibility.

Worried About AI Overviews Affecting Your Rankings? Platform Marketing Agency Can Help

AI Overviews are changing how people interact with Google.

• Organic visibility is being pushed further down the page, reducing potential clicks.
  
• Zero click behaviour is increasing as users find what they need within the AI summary itself.

This shift can feel like a threat, but with the right strategy it can become an opportunity. Platform Marketing Agency helps businesses stay visible whether through organic rankings or inclusion in AI Overviews.

Here is how we support you:

1. Strategic Content Mapping
   We design content that is both SEO friendly and AI friendly, ensuring it is structured, authoritative and focused on real search intent.
   
2. Authority Building and Trust Signals
   From technical optimisation to content credibility, we implement measures that improve your authority and make your site a reliable source.
   
3. AI Overview Monitoring and Optimisation
   We track keywords that trigger AI Overviews, analyse performance and adjust your content to increase visibility.
   
4. Diversification of Traffic
   We do not rely solely on Google. Our approach integrates social media, newsletters, partnerships and direct audience building to make your business more resilient.
   
5. Performance Measurement and Continuous Improvement
   With tailored reporting we show how AI Overviews affect your traffic and adapt strategies to keep you ahead.
   

Conclusion

AI Overviews are changing the rules of search. They reduce clicks, alter visibility and encourage zero click behaviour. But they also open new opportunities for well prepared websites.

By focusing on authority, user focused content and structured formats, your brand can secure a place within these summaries rather than being left behind.

If you are concerned about the impact of AI Overviews on your search traffic, Platform Marketing Agency is here to help. We combine SEO expertise with forward thinking strategies to ensure you stay competitive in an evolving search environment.