AI Overviews and SEO

In 2025, Google will roll out AI Overviews in search results worldwide. These summaries, generated by artificial intelligence, provide immediate answers at the top of the page — often without the user even having to click through to a website. For SMEs, this means that traditional SEO strategies will become less effective. In this article, we explain what is changing, how to prepare for it, and which tactics are crucial for remaining discoverable.

What exactly are AI Overviews?

AI Overviews are summaries generated by Google using generative AI, based on multiple online sources. They appear as a sort of ‘snippet block’ at the very top of the search results. The user receives an immediate answer to their question, possibly accompanied by a source reference or a link to further information.

Google sources information from reliable websites, as well as from its own services such as Google Shopping, Google Maps and YouTube. More than 40% of the links in AI Overviews now lead back to Google itself.

What will change for SME owners?

• Fewer clicks: Users get their answer straight away in the search results. That means less traffic to your website.
• More competition at the top: It’s not just other websites, but also Google’s own content that competes with your page.
• Other user behaviour: People scroll less, click less, and are quicker to be satisfied with an AI summary.

Research by Amsive Digital shows that the average CTR on organic results drops to 15–20% for search terms featuring AI Overviews. Companies therefore need to review their strategy to maintain traffic and leads.

New tactics for staying visible

1. Structure your content as an answer to a question

Use H2 and H3 headings to pose questions (as in an FAQ) and provide a specific, concise answer directly below each one. This increases your chances of appearing as a source in an AI Overview.

2. Focus on E-E-A-T

Google is taking an increasingly critical look at Experience, Expertise, Authoritativeness and Trust. Use author profiles, showcase real-life case studies or experiences, and gather positive reviews from external sources.

3. Use structured data

Use Schema.org markup (such as FAQ Page or HowTo) to make your content easier to understand. This helps Google to process the content correctly and display it in overviews.

4. Be careful with ‘nosnippet’

You can use meta tags (for example <meta name="robots" content="nosnippet">) exclude content from AI summaries. However, the downside is that you won’t appear in featured snippets either. So weigh this up carefully.

5. Actively monitor your performance

Search Console has recently started showing whether your pages are included in AI Overviews. You can also use it to measure the impact on your traffic and impressions. Analyse this regularly and make adjustments based on the data.

6. Optimise internal links and page authority

A clear internal linking structure helps Google to better understand your content and link it together. This is important for reinforcing the context and relevance of your content.

7. Combine text with visual elements

AI Overviews sometimes include images as well. So make sure to use original and relevant visuals, infographics or short videos to make your content more appealing to both Google and visitors.

Looking ahead: how can SMEs stay relevant?

It’s clear that Google increasingly wants to provide answers itself. But users still want context, reliability and depth. That’s where your opportunity lies as an SME: create authentic, specialist content, provide practical examples and invest in a recognisable brand.

Want to find out more about how to translate this into a content strategy? Read the article on The SEO roadmap for 2025.

AI Overviews are a game-changer. They make Google smarter, but they also force you to become smarter in your SEO approach. Focus on questions, E-E-A-T, and measure what works. Only then will you remain discoverable, relevant and profitable in this AI era.

Would you like to know if your content is ready for AI Overviews? Find out get in touch with us for a quick review of your key pages. You’ll receive tailored advice within two working days!