Organic search is going through one of its most significant transformations in years. You may have noticed that Google has rolled out AI Overviews (AIO) in its search engine results pages (SERPs) over the past year. This new feature has begun to reshape how users interact with search results. And if you’re not adapting your digital strategy, your website’s visibility could be on the line.
In this post, we’ll explore how AI Overviews are impacting search engine optimization (SEO)—and what to do about it.
What Are AI Overviews and Why Do They Matter?
Over the past year, Google has been rolling out AI Overviews, a feature that uses generative AI to answer questions directly in search results. According to Search Engine Land, AIO results are now appearing in approximately 13% of all searches—and that number is expected to grow.
Many business owners are seeing AIO negatively impacting their SEO. This is because more users are getting their answers directly on the search results page without ever clicking through to a website. So, even if your website is ranking high on SERPs, you may be seeing a drop in organic search traffic as a result.
Exceptions to the Rule
Not all searches are impacted, however. Transactional and map-based searches, like “dentist near me,” “vet clinic in Phoenix,” or “dog toothpaste,” still trigger traditional results that continue to dominate. Additionally, AIO functionality remains limited on mobile devices as Google continues refining the user experience.
How AI Overviews Are Impacting Organic Search Traffic
AIO has major implications for website owners, especially those who have focused on optimizing content for long-tail and informational queries. Here are some of the challenges business owners are facing:
1. Traditional Results Are Getting Pushed Down
One key issue is that AIO appears at the top of the page, pushing traditional organic results further down. The further down users have to scroll to find your site, the less organic traffic your site receives. This has caused many sites that still dominate SERPs to start losing organic search traffic since the rollout.
2. The Risk of Zero-Click Searches Is Rising
Another consequence of AIO is the rise of “zero-click searches.” In many cases, users get the information they need directly from the AIO and have no reason to click through to a website on the SERP.
As a result, sites that previously ranked well for and benefited from informational queries may now see a decrease in traffic, even if their content informed the AIO response. Although these queries may not have always led to conversions, they played a crucial role in building brand awareness and introducing users to your value proposition by increasing visibility.
3. Loss of Top-of-Funnel Visibility
This shift is particularly concerning for SEO strategies that aim to capture prospects early in the buying cycle. These top-of-funnel visitors may never reach your website if their questions are answered within the AIO. This means your business is no longer top of mind when potential leads reach the buying stage.
The Growing Role of AI-Powered Search Tools
Adding to the disruption in Organic Search traffic is the growing popularity of AI-powered search tools like Perplexity and ChatGPT. As users turn to these conversational AI platforms, Google is losing search share, and your SEO strategy must evolve to consider how your content appears across a broader ecosystem of search tools.
Google’s Core Updates: UX & Mobile Performance Now Critical
Finally, Google’s latest core algorithm update places even more emphasis on mobile load speed and user experience (UX). If you’ve noticed mobile performance errors in your Search Console audit, you’re not alone. Google is now prioritizing websites that load in under two seconds on mobile devices.
What You Can Do:
Here’s how to ensure your website meets these demanding standards:
- Optimize image files and implement next-gen formats like WebP.
- Minify and streamline scripts to reduce load time.
- Audit your backend performance to remove bloat and improve responsiveness.
How to Future-Proof Your SEO Strategy
There are a few critical elements you need to address to stay on top of these changes. Here’s what we recommend:
1. Align with EEAT Standards
First, ensure that all content you publish aligns with Google’s EEAT guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness). Make sure your content reflects real expertise and a human touch.
2. Strengthen Author Profiles
Next, implement a strategy to establish authorship for your content. Every blog contributor should have a dedicated author profile that includes:
- Credentials and degrees
- Third-party certifications
- LinkedIn and social media links
- Professional headshots
These enhancements help build the author’s credibility and send positive signals to Google.
Avoid publishing blog posts under generic names like “admin.” Instead, publish blogs under the actual writer’s name and include a byline with a link to their author page. This approach strengthens authorship and supports your site’s overall trustworthiness.
3. Prioritize Mobile UX
Lastly, evaluate your website’s load speed and user experience (UX), especially for mobile users. This includes reviewing the backend code, optimizing image rendering, and ensuring a seamless, mobile-friendly browsing experience.
Ready to Update Your SEO Strategy for the AI Era?
The future of organic search is being rewritten in real time by generative AI. While these changes can be disruptive, they also offer an opportunity to rethink how you present your brand and content online.
At New Wine Digital, we specialize in helping businesses like yours navigate this rapidly evolving landscape. From SEO audits to website rebuilds to content strategy, we can help you create a future-proof digital presence that meets users and search engines where they are.
Let’s adapt your digital marketing strategy together—give us a call today to schedule a consultation with New Wine Digital.
Learn More
Check out our VP of Client Strategy Shailesh Ghimire’s episode of his podcast, Corner Your Market, on how to survive AI Overviews to learn more about how AIO is impacting organic search traffic.
Images used under creative commons license – commercial use (6/4/2025). Photo by Milad Fakurian on Unsplash.