The deployment of AI Overviews by Google has disrupted the SEO landscape. This innovation has profoundly changed user behaviors through new search directions and unprecedented interaction with results. Digital players, concerned about their visibility, are questioning the repercussions of this technology. A meticulous analysis of this evolution reveals fascinating trends. Impressions on Google have seen significant growth, while the click-through rate has dangerously collapsed. The ability of companies to adapt to these changes will determine their long-term success in this dynamic environment.
The impact of Google AI Overviews on SEO a year later
After a year of operation, Google’s AI Overviews have profoundly changed the SEO landscape. This feature, which provides AI-generated summaries for certain queries, captures users’ attention while raising concern among content publishers.
Increase in impressions and drop in clicks
A study conducted by BrightEdge reveals that the number of impressions on Google has increased by more than 49% since the launch of the AI Overviews feature. This data suggests that users are prompted to conduct more searches with an expanded range of queries, particularly those generating abbreviated and AI-enhanced answers.
Despite this rise in impressions, a concerning phenomenon has emerged: the average click-through rate has dropped by 30%. Internet users are accessing prepared answers more easily, thereby reducing their need to click on search results.
Particularly affected areas
Google has extensively expanded the use of AI Overviews in sectors where authority and structured content are essential. Themes such as health and education are now among the most impacted, each with an integration rate exceeding 87% of queries. This content, often considered factual and “evergreen,” lends itself ideally to AI summaries.
Other sectors, such as B2B technology and insurance, are also experiencing a significant increase in the use of AI Overviews, with 70% and 63% of the queries concerned, respectively.
Transformations in user queries
Users are adapting the way they formulate requests, favoring longer and more nuanced queries. These questions, often made up of more than 8 words, show a trend towards a conversational and contextual search mode. The terms used are also becoming more technical, primarily in the fields of health, finance, and engineering, showing a progression of 48%.
Sources of AI Overviews
The evolution of the sources cited by AI Overviews is also significant. Initially limited to the top-ranked results, AI Overviews have broadened their scope, now incorporating content from pages located well beyond the top positions of search results.
Since a major update in March 2025, citations from positions 21 to 30 have seen an impressive increase of 400%, while those from positions 31 to 100 have doubled. Currently, 89% of the sources used come from pages not featuring in the top 100 results.
Conclusion on the evolution of SEO impact
The SEO landscape must now adapt to these new challenges posed by Google’s AI Overviews. In light of the increase in impressions, the decrease in clicks, and the evolution of queries, SEO professionals must quickly rethink their strategies. Controlling sources and seeking authority remain primary concerns.
Frequently asked questions
What are the main impacts of AI Overviews on SEO traffic since its launch?
Since its launch, AI Overviews have led to an increase in impressions of more than 49%, however, the average click-through rate has dropped by nearly 30%. This indicates that users often find essential answers directly in the summaries generated by AI, reducing their need to click on links.
Which sectors are most affected by the changes brought by AI Overviews?
The most impacted sectors include health and education, with activation rates of AI Overviews reaching 87% in these areas. Other sectors like B2B tech and insurance are also heavily affected.
How do AI Overviews affect the formulation of user queries?
AI Overviews encourage users to formulate longer and more complex queries, often 8 words or more. This demonstrates a trend towards more conversational and contextual searching.
What are the implications for content creators in light of AI Overviews?
Content creators must adapt by producing articles that answer complex questions, as AI Overviews favor factual and relevant content. Structuring and the authority of information thus become crucial.
Do the sources cited by AI Overviews always come from the top-ranked pages?
No, AI Overviews now use sources even from outside the top 100 search results. There have been significant increases in citations from positions 21 to 30 and even from positions 31 to 100.
How can businesses adjust to these changes brought by AI Overviews?
Businesses need to optimize their SEO strategy by incorporating long-tail keywords and focusing on creating high-value content that answers complex questions users might be searching for.
What types of content work best with AI Overviews?
Factual content, often referred to as “evergreen,” that addresses well-defined topics like health or education is better supported by AI Overviews, making it more visible in search results.
What are the performance trends of AI Overviews in terms of SERP?
AI Overviews show a trend of integrating diverse content even outside the top results, which could transform how page visibility is judged and optimized for SEO.
