In May 2023, Google announced something that’s set to reshape how we all find information online: AI Overviews.
If you’ve noticed search results lately looking more like bite-sized summaries rather than a list of blue links, you’re not imagining it.
That’s AI at work, giving users a faster, more direct way to get answers.
So, what does that mean for your business? And more importantly, how do you make sure your content still gets seen?
At Five by Five, we’re all about helping you share your magic through great looking, high performing websites. Whether you’re a new business in need of a wow-worthy digital launch, or an established business looking to refresh and replace your old site, we have the know-how and dedication to make it happen. Contact us today to get started.
What are AI Overviews?
AI Overviews are Google’s newest feature designed to help users find answers faster.
Powered by generative AI, it provides a snapshot-style summary at the top of the search results page, consolidating key information from across the web and presenting it in a single, easy-to-read box.
Instead of clicking through multiple links to piece together an answer, users get a curated response instantly.
These summaries are generated in real time and aim to combine the most relevant, helpful, and trustworthy insights on a given topic.
Let’s say you search, “What’s the best way to increase website traffic?”
With AI Overviews switched on, you might see a paragraph at the top of the results that says something like:
“To increase website traffic, focus on improving search engine optimisation (SEO), creating high-quality content, leveraging social media, and engaging in email marketing. Additionally, consider paid advertising, content distribution strategies, and building backlinks.”
Underneath that, you’ll still see the usual search results and links to websites, articles, videos, and images. But the AI summary comes first.
Where AI Overviews are not currently appearing
It’s important to note that AI Overviews aren’t showing up for every search. Google is still being cautious with how and when they appear. Right now, they’re not typically shown for:
- Local search queries: e.g. “digital marketing agency Brisbane” or “best SEO consultant Gold Coast”
- Branded search queries: e.g. “Five by Five web design” or “Ahrefs SEO tool”
This means if someone is already searching for your business or services in a specific location, traditional SEO still holds a strong advantage.
AI Overviews tend to appear more for broad, informational queries rather than transactional or location-based ones.
A few key things to know:
- AI Overviews doesn’t replace search; it reshapes it. Users can still browse the web, but may not scroll as far down the page.
- The content is pulled from live websites, including yours, though often without clear attribution.
- It’s not shown for every query, and Google is actively testing and refining where AI summaries are appropriate.
In short, Google is evolving from a search engine into more of an answer engine.
If your content is optimised the right way, it could land a spot in these AI summaries, bringing big visibility with it.
What impact are AI Overviews having on your website traffic?
If you’re investing in content and SEO, the rise of AI Overviews might feel like yet another curveball.
But rather than panic, it’s more useful to understand what’s really going on and how your business can adjust.
At a high level, AI Overviews are changing how users interact with search results, particularly for informational queries.
Instead of scrolling through multiple links, users can get a summary of key information in one click-free snapshot.
While AI Overviews don’t currently impact more transactional keywords, where someone is specifically looking for a product or service (Think “buy runners online”, “plumber gold coast” etc…), if your business relies heavily on more informational keywords to find customers through organic search, AI Overviews are likely impacting the number of users finding your website.
This has changed user behaviour, which has forced us to review how we think about SEO for these types of search queries.
Fortunately, we have 1st party data from our clients that has helped us develop strategies on how to maximise organic traffic in an AI world.
So, what’s actually working in this new environment?
What Works for AI Overviews
Google’s AI-generated summaries aren’t just pulling from any random paragraph online; they’re trained to select content that directly, clearly, and neutrally answers the question being asked. Here’s what that means for your content:
Hyper-focused, contextualised answers win
AI Overviews are designed to directly answer user queries. That means Google rewards content that stays tightly on-topic and clearly addresses a specific question. Consider incorporating frequently asked questions, how-to instructions, and concise definitions into your content.
Consensus-based content performs better
The AI behind these summaries is trained on vast data sets, aiming to provide a balanced, widely accepted answer. If multiple reputable sources support a particular point of view, that increases the chances of it being included in an AI Overview.
Neutral, nuanced language is key
Where relevant, AI favours balanced perspectives over strong opinions. So, content that says “it depends” (and explains why) can actually outperform more definitive, one-sided claims.
What Works for Organic Search (and Why It Still Matters)
The rise of AI Overviews doesn’t mean the end of organic rankings.
In fact, it’s a good reminder that not all content should be written for AI.
There’s still huge value in creating content that performs well in traditional organic search, and in many cases, that content may feed into the AI model, too.
Here’s what continues to work in organic search:
Longer-form content that satisfies broader intent
Pages that rank well in Google often answer the primary query and a handful of related questions. This is great for capturing secondary keywords and long-tail traffic that AI Overviews may not address directly.
Original insights and informational gain
If your page offers something new, whether that’s expert commentary, analysis, or first-hand experience, it stands out. Google rewards content that goes beyond the basics and provides value that users can’t find anywhere else.
Definitive perspectives and expert-led arguments
While AI might prefer balanced summaries, traditional search still benefits from confident, authoritative takes. If you’re a thought leader in your field, don't shy away from sharing your point of view. Just make sure it’s backed by evidence or experience.
The Sweet Spot?
It’s not about choosing between AI Overviews and organic rankings; it’s about understanding the role each plays.
AI Overviews serve quick answers. Organic results provide depth.
For your business, this means your content strategy should aim for both:
- Short, clear sections that can be picked up by AI for summaries
- In-depth, valuable content that ranks well in traditional search
By doing both, you increase your chances of being seen and clicked.
How to Rank in AI Overviews
Now that we’ve covered what AI Overviews are and how they’re shifting the search landscape, let’s get to the good stuff: how to actually rank in them.
Early research suggests pages that rank 1st or 2nd organically have a roughly 40% chance of being featured in an AI Overview.
By this, we mean the first 2 results that appear beneath the AI overview (Not including sponsored ads).
Statistically, this means that ranking 1st or 2nd puts you in the best position to appear in the AI Overview as well, according to Surfer SEO.
But as we outlined earlier, what works for ranking in organic search doesn’t necessarily line up with what ranks in AI Overviews.
The good news is, it is possible to optimise for AI Overviews and organic search at the same time. It just takes a bit of a balancing act.
Your Game Plan to Maximise Visibility
The key is to strike a balance between offering original insights and presenting information that aligns with the general consensus.
AI Overviews favour clarity, neutrality, and authority, but that doesn’t mean your content has to be bland.
In fact, it’s often the extra layer of unique value that helps your content stand out.
Here’s your three-step game plan:
1. Review What’s Already in AI Overviews
Before diving into content updates, do a quick audit:
- Search your target queries and see if AI Overviews appear
- Take note of the type of language, sources, and structure used
- Identify what’s missing or could be better explained
This will help you spot content gaps, areas where you can contribute something more useful, more accurate, or more complete.
2. Add Unique, High-Value Insights
Once you understand the consensus, look for creative ways to add to it. Google loves balanced content in its AI overviews, but it also rewards trustworthy, expert-driven perspectives in its organic rankings, especially when they build on existing ideas.
Here are a few ideas to elevate your content:
Quotes from experts
If you work with clients or specialists in your industry, get their input! Even a few lines of practical advice can elevate your article’s authority.
Case studies
Real-world examples are powerful. Whether it’s campaign results, website redesigns, or SEO improvements, showing the “how” behind success is gold.
Proprietary or first-party data
Have internal data, research findings, or interesting stats? Use them. Google values original data, especially if it supports broader trends.
Survey or poll data
Consider running a simple poll or survey to gather opinions or behaviours. These can offer fresh insight no one else has.
The goal is to ask: “What can we add that no one else is saying?”
Even if it’s small, that unique layer can be the difference between getting featured and getting skipped.
3. Make Your Content AI-Friendly
Once you’ve added that layer of value, don’t forget to structure your content in a way that helps Google’s AI understand it:
Answer queries early
If you’re targeting a specific question, answer it right at the top of your content. AI wants the clearest, fastest answer; it won’t dig five paragraphs deep to find it.
Keep content fresh and accurate
Outdated information gets ignored. Make sure your top-performing pages are regularly reviewed and updated. Add new sources, stats, or links where needed.
Answer long-tail, question-based keywords
Once your page is live and has enough data, dig into Google Search Console and find questions your audience is already asking. You can then add targeted FAQ sections that answer these directly. We’ve found that this works really well because more specific search queries don’t have as much competition as more generalised topics.
Essentially, if you’re already doing SEO well, you’re in the running to be featured in AI Overviews for any search query your website ranks well for.
By adding original insights, targeting the right questions, and keeping things up to date, you give yourself a much stronger shot at maximising the amount of real estate your website owns in the search results.
And don’t forget, AI Overviews aren’t always the end of the line. In many cases, they link out to high-quality sources.
While AI Overviews are generally reducing website traffic, if your content is helpful and relevant, there’s still plenty of opportunity to earn clicks, leads, and visibility.
At Five by Five, we can help you assess your current visibility, identify content opportunities, and reshape your SEO strategy to suit what search looks like now, not what it looked like five years ago.
Let’s make sure your content is ready for whatever Google throws at us next.
Contact us today to chat with one of our digital strategists about how we can help you achieve your business goals.
