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As AI Overviews take over the search landscape, brands and marketers need to stay on top to maintain visibility on the Search Engine Results Page (SERP). A recent study from Botify and DemandSphere gives us insight into how AI Overviews are changing organic search. Specifically, the study found that 75% of links in AI Overviews come from positions 12 or higher.

With AI Overviews taking up more and more SERP space, you need to know how this affects your SEO. Let’s break down the findings and see how brands can adapt.

Why This Is a Game-Changer

Google’s AI Overviews means search results aren’t just about ranking #1–it’s about visibility and engagement. AI Overviews show up as answers directly in the search results, so users don’t have to click through to the website, but get instant relevant information. This is a big change in how consumers interact with search engines and it’s making brands rethink their SEO.

Compared to traditional marketing, digital marketing is more cost-effective and has advantages such as engaging new audiences better and budget flexibility.

The study highlights the growing importance of the top 12 organic rankings. 75% of links in AI Overviews come from these positions, so ranking high in organic search is key.

What is AI in SEO

Artificial intelligence (AI) has changed the game in search engine optimization (SEO) in recent years. AI in SEO means using machine learning algorithms and natural language processing to improve website ranking in search engine results pages (SERPs). As an SEO agency, we demonstrate our expertise through proven results, offering website design and digital marketing services. AI in SEO has been around since the early 2000s when search engines like Google started using machine learning algorithms to improve their search results.

How AI Works in SEO

In modern SEO, AI plays a big role in helping businesses optimize their websites for search engines. AI algorithms can process huge amounts of data, find patterns, and make predictions about user behavior. This allows businesses to create better digital marketing strategies that drive traffic, engagement, and conversions. AI-powered SEO tools can also automate tasks like keyword research, content optimization, and link building.

Key Findings: AI Overviews in Action

1. AI Overviews Appear for 47% of Keywords Analyzed

In the study, AI Overviews were triggered by 47% of the 57,263 SERPs tested. The study used a mix of informational and commercial keywords but focused on how often AI Overviews would show up.

The researchers intentionally selected 36,000 commercial keywords and used People Also Ask (PAA) data to augment the dataset, resulting in an analysis of over 85,000 keywords with informational intent. While this artificially inflated the appearance rate, the results give us a glimpse into the future of AI Overviews taking over ranking positions. Even in real-world SERPs, AI Overviews are showing up and the study gives us a picture of the growing impact they have on visibility so digital marketing efforts need to be optimized for these keywords.

A chart/graph of keyword set breakdowns between informational (60.3%), commercial (39.1%), navigational (0.4%) and SERPs with AIOs where it's 47.4% with and 52.6% without.

2. AI Overviews Dominate Informational Queries (59%)

AI Overviews showed up for 59% of informational queries, which are top-of-funnel or mid-funnel searches. These types of queries are looking to learn more about a topic so are perfect for AI to summarize content and provide answers within the SERP.

For example, when users search for “What is AI?” or “How do AI algorithms work?” they benefit from having a summary right on the search page. By answering these types of questions right there in the results, Google is making it easier for consumers to find information without having to click through multiple websites. This is why you need to incorporate AI into your digital marketing strategy to address informational queries.

Chart showing that AI Overviews dominate informational queries at 59% when present and 41.3% when not present.

3. AI Overviews for Commercial Queries Are Less Frequent (19%)

Interestingly 19% of commercial intent queries triggered AI overviews. These are the types of queries that signal a consumer is closer to making a purchase decision like “buy running shoes” or “best laptops under $500.”

Optimizing an e-commerce website can increase a business’s visibility and sales, especially when leveraging AI Overviews to capture commercial-intent queries.

Since commercial intent queries come with Google Ads above the fold–ads that generate huge revenue for Alphabet–AI Overviews can disrupt click-throughs. AI Overview Ads launched in October 2024 but already show up below the AI Overviews themselves, further squeezing out organic listings and reducing revenue for Google. Working with a qualified digital marketing agency can help businesses navigate these changes and optimize their strategy for better results.

Chart/graph showing that AI Overviews for commercial queries are less frequent with 19% when present and 80.6% when not present.

4. AI Overviews Are Taking Up Valuable SERP Real Estate

As AI Overviews show up more and more, they’re taking up more of the SERP’s prime real estate. According to the study, AI Overviews and Featured Snippets together take up 75.7% of screen space on mobile and 67.1% on desktops. This means even if you’re ranking highly organically your visibility can be reduced. Even if you’re #1, your visibility can be diminished if AI Overviews and other rich snippets are dominating the search page. This is why you need to optimize your content to be featured in these top positions even if you’re already ranking well organically.

Visual image of AI Overview taking up 67.1% of the desktop screen and 75.7% of the mobile screen.

How to Adapt Your SEO Strategy for the AI Era

To succeed in the AI-powered search era, brands need to refine their SEO strategy and think differently about visibility and engagement.

1. Secure Your Place in the Top 12

75% of AI Overview citations are coming from organic positions 12 or higher. So ranking in these positions is more important than ever. If you’re outside the top 12, you need to implement strategies to get you up the rankings stay visible in this AI-first world and ultimately drive business results.

2. Optimize for Relevancy and Consumer Intent

The study found a strong correlation between cosine similarity — the semantic relationship between your content and the AI Overview’s summary text. In other words, content that answers the consumer’s query in the same way Google’s AI answers is more likely to be featured in AI Overviews.

To increase your chances of being included, focus on content that meets the intent of users’ queries. For informational queries, provide in-depth, well-structured content that answers the core questions. For commercial queries, make sure your product or service pages are optimized to highlight the benefits and address potential customer concerns.

3. Diversify Your Content

While getting to the top is important, you also need to think about content diversification. AI Overviews cover a wide range of consumer needs, so consider producing content that addresses both informational and commercial intent. For example, create informative blog posts that educate your audience on topics related to your products or services, while also optimizing your product pages for commercial queries. Targeted marketing campaigns can also help increase your online presence, attract customers, drive traffic, and ultimately drive conversions.

4. Monitor Engagement Metrics Beyond CTR

Traditional metrics like click-through rate (CTR) and impressions aren’t enough anymore. In the AI era, engagement metrics like how often AI Overviews appear, how much screen space they take up, and how often your content is included in these overviews are just as important. Use advanced analytics to track these AI-powered features and adjust your strategy accordingly. Digital agencies can provide you with the insights and tools to monitor these metrics.

Actionable recommendations on how to adapt your SEO strategy for the AI era

Navigating the AI-First Search Landscape

The AI Overview is one of the biggest changes in search history. As they become a standard feature across Google SERPs, brands need to rethink how they approach SEO. Top rankings are still important, but visibility and engagement in the AI era are just as important.

Brands that can optimize for both traditional SEO and the emerging AI-driven landscape will have a competitive edge. At Brandastic, we specialize in helping businesses navigate these changes and build AI-first SEO strategies that maximize organic growth.

Ready to adapt to the new era of search? Contact us today to start developing your AI-first SEO strategy and stay ahead of the competition in the world of AI-driven search.

TL;DR: Blog Summary

Google’s AI Overviews are reshaping SEO by dominating search engine results, especially for informational queries. These AI-powered summaries appear in top search positions, reducing the need for users to click through to websites. To maintain visibility, brands must focus on ranking in the top 12 organic positions and optimize content for both informational and commercial intents. Additionally, AI-driven SEO requires monitoring new engagement metrics and diversifying content. By adapting to these changes, brands can stay competitive in the evolving SEO landscape.