AI Overviews and the Future of Website Traffic

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Ralph Otto Chief Product Officer
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If you’ve searched on Google in the last year, those bold new AI Overviews have probably caught your eye. Bright, prominent, and efficient, they serve up instant answers. This is convenient for searchers, but let’s be honest, it’s a curveball for anyone relying on organic traffic to their site. Fewer clicks, fewer visitors.

But it’s not all bad news! With the right approach, you can stay ahead of the curve. Here’s how to turn today’s search challenges into fresh opportunities for your business.

How AI Overviews Have Changed the Game

  • Rapid summaries steal the spotlight: Key information appears at the top, sometimes leaving websites out of the clickstream.
  • User experience is now faster than ever: Searchers get answers in record time.
  • Website strategy needs a rethink: Businesses must redesign content to stay visible in this new environment.

Rethinking SEO for the Age of AI

Search engines have leveled up, and so should your approach. Consider these actions:

1. Prioritize Answering Specific Questions

  • Build detailed FAQ pages targeting real customer inquiries
  • Offer concise, direct definitions and how-to guides
  • Include statistics or timeframes in your answers to snag those coveted AI callouts

2. Add Helpful Schema Markup

  • Use FAQ, how-to, and product schema to organize your content for search engines
  • Schema acts as a guide for Google, making your site easier to categorize

3. Prove Your Authority (E-E-A-T)

  • Share credentials and author bios
  • Link to notable industry mentions or awards
  • Back up claims with citations and trusted sources

Creating Content That Defies Summarization

Don’t hand over all your hard-won traffic to a summary box. Here’s what type of content gives your site a fighting chance:

  • Case studies: Share real results and unique lessons, not just generalities.
  • Proprietary research: Original data, surveys, and reports provide value Google can’t replicate.
  • Personal experience: Write guides and “how to” articles that are grounded in first-hand knowledge.
  • Interactive elements: Tools, quizzes, calculators, and videos encourage engagement beyond a quick answer.
  • Local insights: AI struggles to provide enough nuance for neighborhood-level answers. Consider offering details only a local would know.

Discovery Doesn’t End at Google

With the rise of AI Overviews, it pays to spread your digital wings. Beyond search:

Places Your Audience Finds You:

  • TikTok, for informal product advice and discovery
  • YouTube, the world’s second-largest search engine
  • Reddit, for the nitty-gritty and honest feedback
  • LinkedIn, as a source for industry news and thought leadership

Also, consider:

  • Niche queries: Less likely to be covered by AI; target long-tail keywords that reflect specific needs.
  • Brand awareness wins: When customers search your organization by name, you’re in control of that relationship.

Make Visitors Matter More

If a shrinking piece of Google’s pie has you worried, focus on making each visit count. Try these practical moves:

  • Place clear, inviting calls-to-action where people can find them with zero effort
  • Gather first-party data that you can own (like email addresses) early in a visitor’s journey
  • Offer reasons to return: newsletters, downloadables, or exclusive knowledge/perks

The goal is not just more visitors. It’s more valuable visits.

Mix It Up: Paid and Partnership Traffic

Since organic isn’t work as well, make sure you have a plan to maintain balanced traffic. Using a combination of tactics:

  • Paid channels: Lean into search ads, social campaigns, or sponsored content if needed.
  • Partnerships: Connect with associations, run joint projects, or co-host events to reach new audiences and strengthen credibility.
  • Referral traffic: Tap into industry newsletters or related sites for fresh eyes on your content.

Quick Recap: Strategies for AI Overview Survival

To keep your website thriving, focus on:

  • Structuring content for both AI and humans
  • Publishing unique, original insights
  • Expanding your discovery channels beyond Google
  • Optimizing for conversions vs clicks
  • Blending organic, paid, and partnership strategies

Change will always create noise, but it can also clear the way for new growth. Stay agile, keep your content fresh, and remember, you don’t have to figure it out alone! Contact us!