Artificial intelligence and AI Overviews

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AI is without question the most disruptive force in SEO, as in many other areas of marketing and business. If you’ve been running searches online in recent months, you’ve likely noticed some of the AI functionality being introduced on platforms. For example, last year Google started rolling out its Search Generative Experience (later redubbed AI Overviews), which uses the technology to summarize results, helping searchers find what they’re looking for more efficiently and intuitively.



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There’s no doubt that AI tools like these will have a progressive impact on search behaviors and web traffic. Early research has suggested that AI Overviews are pushing organic results down by an average of 900 pixels, affecting the click-through rates of even top-ranking pages.

However, there does appear to be a gap between perception and reality when it comes to AI and search. Generative engines are gaining popularity, but still haven’t made much of a dent in Google’s dominion over search, and while zero-click searches are on the rise, AI summaries only appear in select SERPs.

It should be noted that Google openly remains focused on driving bolivia telegram data traffic to publishing websites: “As we bring generative AI into Search, we’re continuing to prioritize approaches that send valuable traffic to a wide range of creators, including news publishers, to support a healthy, open web,” said a spokesperson.

In other words, don’t make any rash or dramatic decisions about your SEO strategy based on what we’re seeing thus far. As of 2024, Google was still reportedly processing roughly 8.5 billion searches per day. With results being pushed down the page, we are already seeing that higher organic rankings are more critical than ever.

“Looking ahead to 2025, SEO isn’t just about keywords anymore (hasn’t been for a while now) — it’s about building genuine authority in your space. With AI changing how people search, brands need to think beyond just writing for Google. Create content that actually helps your audience and answers their questions naturally. The winners will be those who focus on real expertise and value, not those trying to game the system. It’s about showing up where your customers are actually looking, whether that’s in traditional search results or through new AI-powered search features.” – Ryan Leighty, Search Manager at TopRank Marketing