“Convenient for searchers, disruptive for professionals.” This phrase perfectly captures the arrival of AI Overviews, a new Google feature that summarizes answers from multiple websites directly on the search results page. Users no longer need to click through to read the full article. As a result, many websites are seeing a decline in traffic and clicks, raising a critical question: How severe is the impact of AI Overviews on website owners and SEO professionals, and what strategies should we adopt to navigate this change?
This article is based on data analysis and personal opinion. Please read with discretion.
Analyzing the News: Are AI Overviews Really Harmful to Our Websites?
A few weeks ago, news broke that Google is facing a lawsuit over its AI Overviews feature from a major U.S. publisher, Penske Media, which owns iconic publications like Rolling Stone, Variety, Billboard, and The Hollywood Reporter.
The core allegations are:
- Google illegally used content from Penske Media’s websites to generate summary answers in its AI Overviews.
- This feature diverted traffic away from Penske’s websites, causing a significant drop in revenue. Penske claims its affiliate revenue has fallen by more than a third from its peak.
This lawsuit marks the first time a major U.S. publisher has directly sued Google over its AI search capabilities. However, similar copyright disputes have emerged before, with companies like OpenAI and Anthropic facing legal challenges of their own.
Source: Engadget
This news highlights a growing sentiment among website owners: AI Overviews are becoming a direct competitor, making it less necessary for readers to visit their pages.
How Do AI Overviews Work and Why Do They Reduce Traffic?
AI Overviews is a Google feature that uses artificial intelligence to summarize information from various websites and present a comprehensive answer at the top of the search results. The system analyzes content from multiple sources, extracts key points, and presents them in an easy-to-digest format, complete with links to the original sources.
While this seems to credit the source websites, the problem is that when users get a complete answer from the AI Overview, they often feel no need to click through to the original article. This directly leads to a noticeable drop in the Click-Through Rate (CTR).
Furthermore, AI Overviews occupy the prime real estate at the top of the page, pushing traditional organic search results further down. This reduces the likelihood that users will scroll down to see and click on them.
A Deeper Analysis: Are AI Overviews Truly Detrimental to Your Website?
It’s not a one-size-fits-all answer. The impact of AI Overviews varies depending on the type of website.
Websites that provide straightforward answers to questions—such as news sites, general information hubs, or “how-to” guides—are likely the most affected. This is because AI can effectively summarize this type of content. On the other hand, websites focusing on in-depth analysis, unique opinions, or personal experiences may be less impacted, as users will still want to read the full, nuanced content.
However, the most undeniable negative effect is the decline in organic traffic, which can directly hurt revenue from advertising and online sales.
The Unexpected Benefits of AI Overviews
Despite the concerns, AI Overviews also present some advantages that shouldn’t be overlooked:
- Increased Visibility: Being featured in an AI Overview can enhance your website’s credibility and authority.
- Attracting Highly Interested Users: A user who clicks through from an AI Overview is likely a high-quality lead who is genuinely interested in your detailed content.
- New SEO Opportunities: Optimizing your content for AI Overviews could give you a competitive edge, potentially making you less reliant on traditional search rankings.
How SEO Professionals Must Adapt Your Digital Marketing Strategy
1. Focus on In-Depth Content That AI Can’t Fully Summarize
AI excels at pulling short snippets, but it can’t replicate deep expertise, unique perspectives, or real-life experiences.
For example, create detailed comparison reviews based on actual user experience or provide analytical content that is too complex for an AI to summarize completely. Content that offers more value than a brief summary will always entice readers to click for more.
2. Invest in Branding to Build an Audience Beyond Google
Relying solely on SEO is no longer enough. Websites must build a strong brand identity and credibility. When users know and trust your brand, they will seek out your content directly instead of going through Google every time. Continuing to create content that aligns with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) remains vital, as both users and algorithms value it.
3. Diversify Your Traffic Sources
Don’t put all your eggs in the search basket. Diversifying your traffic sources mitigates risk from future algorithm changes.
- Social Media: Use platforms like Facebook, Instagram, TikTok, or LinkedIn to promote your articles.
- Email Marketing: Build a newsletter to bring subscribers directly back to your site.
- Community & Forums: Create online groups or participate in communities related to your brand to build sustainable, high-engagement traffic.
4. Structure Content to Provide Quick, Concise Answers
As mentioned, AI Overviews have tangible benefits. Structuring your content with Q&A formats, bullet points, or brief summaries increases your chances of being featured.
For instance, use H2/H3 headings to directly answer common user questions or include a “Key Takeaways” or “Highlights” section at the end of your articles to make it easier for AI to pull your content.
Conclusion: The Future Trends of AI Overviews
The impact of AI Overviews on the SEO and digital landscape is undeniable. While many websites may face losses in traffic and revenue, this shift also creates opportunities for those willing to adapt. Creating high-quality, user-centric content and building a strong brand will be the keys to survival and growth in the era of AI Search. Ultimately, this article is an analysis based on the current situation. We must all continue to monitor the news and be ready to adapt as new changes arrive.
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Originally in Thai. Translated to English with the help of Gemini.
