How to attract web traffic in the era of Google AI Overviews

In the ever-changing world of SEO, adapting to Google’s updates is a constant challenge. With the advent of Google AI Overviews, many small businesses are wondering: ‘How can I still attract traffic to my website?’ This guide will show you how to not only survive but thrive in this new landscape. 

What are Google AI Overviews? 

Google AI Overviews are a new feature of Google Search that use generative AI to provide a summary of answers to a search query. They appear at the top of a search and look something like this: 

As you can see from this screenshot, an AI overview explains key information related to the search query with links to the sources featured in the box to the right. If you click on the link symbol next to a specific point, the sources may change to be more relevant to that point. 

Where an AI Overview appears, users can get instant answers to a query without needing to visit the source website to find out more, especially if their search is fairly superficial. 

While this has made life easier for people making searches, it presents some new challenges for those of us who want our content to be found. 

Google AI Overview may affect certain types of searches 

Users won’t see an AI Overview for every Google search they make. Currently, this feature tends to focus on informational queries within search results. 

For example, a query like “what makes a good parent” will bring up an AI Overview of features and opinions from multiple sources.  

In particular, AI Overviews will appear for informational searches that attract differing opinions or lots of research, such as “what is a communicable disease” or “how to design a small garden”. It will try to create a consensus about the most common advice and share the key points. 

However, searches such as “How to make a Victoria sponge cake” currently result in more traditional search results with pictures and links to highly rated recipes. Or a search such as “best laptops for students 2024” will bring up the more familiar list of articles or “People also ask” suggestions. Equally, questions like “when did the NHS start?” will bring up the correct information without an AI overview. 

It’s also unlikely that you’ll see an AI Overview for a local search, such as “affordable wedding venues in Devon”, or for buyers’ guides, such as “best child’s bike”. 

Why there’s no need to panic 

The first thing is to keep things in perspective. Google AI Overviews currently appear for just 7.6% of searches and, if you were already ranking on page one of Google for a search term, there’s a high probability that the AI Overview will pull from your content. 

It does appear that websites that typically attract traffic through informational queries have seen a decline. A recent study showed that after Google’s AI Overviews was launched organic traffic dropped by 18-64%. 

Understandably, stats like this have got people rattled. 

However, having seen many changes to how we do SEO over the years, you won’t find me running for the hills. Things change, and there are reasons to be optimistic. 

How many visitors to your website are turning into paying customers? Because, while traffic flow to your website may dip in terms of volume, I believe that traffic quality will go up because of Google AI Overviews.  

By this, I mean you’ll get a higher proportion of visitors who are actively researching what you sell or are poised to buy. 

Why do I believe this? 

Google found that people make more searches when they start with an AI Overview, probably “because they can suddenly ask questions that were too hard before”. Instead of distilling queries down to a few keywords, Generative AI enables conversational searches that allow people to explain what they need and get a really targeted answer. 

This means that search results will be more relevant to their needs and more likely to prompt them to action. If you can provide content that’s relevant and helpful, they’re likely to stay on your website, even though – or maybe because – it might have taken them longer to find it. 

Right now, Google AI Overviews are in their infancy, which means that they’re not always reliable. People are getting wise to needing to fact-check and refer to original sources. Therefore, searchers will value high-quality, in-depth, and trustworthy content when they find it. 

Your SEO strategy for dealing with Google AI Overviews 

As you can imagine, I’ve been immersed in helping businesses prepare for and navigate generative AI search results ever since this topic appeared on the SEO industry’s radar.  

There are some simple but powerful ways that you can boost your website’s visibility in searches in order to boost enquiries and sales and achieve sustainable growth. Below, you’ll find 15 of my top tips that work with AI Overviews rather than against them.

1. Focus on long-tail keywords 

Why it works:  

AI Overviews often target broad, high-volume keywords. Long-tail keywords (more specific phrases) are less likely to be covered in the summaries and can drive more targeted traffic to your website. 

People tend to use long-tail keywords the closer they get to making a purchase because they want to find something that meets a specific need. For example, if someone searched for “plants that grow well in the shade in north-facing gardens”, there’s a good chance that they might buy or want to learn more about the recommended plants. 

Action:  

Use tools like Google Keyword Planner, Ahrefs Keyword Generator or AnswerThePublic to find niche, intent-driven queries relevant to your business. 

2. Optimise for local SEO

Why it works: 

Local SEO is about making your business as prominent as possible in online searches, usually to bring people to a physical location. AI Overviews prioritise general information, while local searches (e.g., “plumbers near me”) often feature Google Maps results and local business details. 

Action:  

Claim and optimise your Google Business Profile with accurate business hours, contact details, and services offered. You can also use it to answer FAQs or preview special offers or recent articles.  

Encourage customers to leave Google reviews too as this will help you to stand out in search results. 

(You can find my complete guide to a great Google Business Profile here). 

3. Provide in-depth content 

Why it works:  

AI-generated summaries can’t fully replicate the depth and nuance of a well-researched blog or article. Users looking for detailed answers will still visit your site.  

Also, from what I’ve seen so far and from what people I know have observed, AI Overviews aren’t always accurate. If you can provide well-researched and in-depth content with links to sources for any facts or claims, people will value being able to rely on your content for accuracy, which is a great reputation booster. 

Action:

Create authoritative, detailed content like guides, case studies, and FAQs that answer complex or multi-faceted questions. 

4. Embrace visual content

Why it works: 

AI Overviews mainly focus on text, but 91% of consumers prefer visual content. The human brain is able to process images 20 times faster than any other type of information, which means that photos, infographics, videos, and charts are more engaging and can attract clicks to your site. They’re also highly shareable on social media or marketing emails. 

Action:  

Add unique, high-quality visuals to your content and optimise image alt tags and descriptions for SEO and better accessibility. 

5. Implement structured data (Schema Markup)

Why it works:  

Web page features such as reviews, recipes, ratings, events, and product descriptions are easy for human visitors to recognise but search engines can find them harder to understand. This is where structured data (sometimes known as Schema Markup) comes in. 

It’s a special language of tags that go into the HTML code of a web page. These tags tell search engines what specific elements on the page are, as well as what they mean. 

Structured data helps Google understand your content better and may increase your chances of being featured in snippets or knowledge panels, which continue to appear in some search results. 

Action:  

Use schema types like FAQ, How-To, or Product schema to enhance visibility in search results. 

You can find my Schema Made Easy guide here for more advice. 

6. Highlight unique selling points

Why it works:  

Generic information in AI Overviews may lack the personalised touch or unique value your business offers. There’s a saying that “people buy people” when it comes to closing a sale. In other words, there may be loads of businesses that sell similar products or services to you, but only your business has you (or your people). This is something AI can’t replicate. 

Action:  

Craft content that highlights your brand’s personality and story, the people in your business, customer success stories, your brand’s mission and values, or exclusive products/services. 

7. Leverage social proof and user-generated content

Why it works: 

AI Overviews can’t replicate genuine customer testimonials or community engagement, both of which build trust.  

Your potential customers want to know what your past and present customers think about your products and services. Are they glad they bought them? What are the pros and cons? Why did they choose your business over your competitors? 

Action:  

Share reviews, testimonials, and user-generated content on your website and social media platforms. 

8. Focus on Featured Snippets

Why it works:  

A Featured Snippet is a box that presents a relevant answer – or part of an answer – to a search query at the top of page one of a Google search. 

These snippets are often used in Google AI Overviews, so optimising for them increases your chances of being highlighted and helps you gain visibility above standard search results. 

Action:  

Identify questions your audience asks and answer them concisely in your content (preferably in 40-60 words). Use clear formatting such as bullet points, tables, and headings to make the content snippet-friendly. 

You can learn more about how to rank in Featured Snippets here. 

9. Prioritise a fast and mobile-friendly user experience

Why it works:  

On average, nearly 58% of Google searches are carried out on mobile phones. In some industries that figure is significantly higher. If you’re doing all the SEO work to bring users to your site, you want them to have a great experience when they get there. People won’t stay if your site is slow or hard to navigate. Google also wants people to have a good search experience, so it ranks mobile-friendly websites higher. 

Action:  

Test your site’s speed using tools like Google PageSpeed Insights and ensure your website is responsive on all devices. 

10. Optimise for voice search

Why it works:  

Voice search is growing rapidly (27% of the global online population are using it!), and it often pulls answers from featured snippets and concise, conversational content. Optimising for this makes your content more accessible to voice-driven queries. 

Action: 

Write content in a natural, conversational tone and use long-tail keywords structured like questions (e.g., “How do I…?”). Focus on local keywords, as many voice searches are location-based. 

11. Build quality backlinks

Why it works:  

High-quality backlinks signal to Google that your content is authoritative and trustworthy because other people want to use it as a source of information. This can improve your rankings and visibility. AI Overviews pull from credible sources, so strong backlinks can help position your content as a candidate. 

Action:  

Reach out to industry-specific blogs, websites, or influencers for collaboration or guest posting opportunities. Use tools like Ahrefs or SEMrush to identify backlink opportunities and track your progress. 

12. Create evergreen content

Why it works:  

Evergreen content remains relevant over time and continues to attract traffic long after it’s published. AI Overviews often focus on recent or trending information, so evergreen pieces can help fill the gaps. 

Action:  

Focus on timeless topics related to your industry, such as how-to guides, best practices, or FAQs. Regularly update these posts to keep them accurate and valuable. (Use my guide on how to update old blog posts)

13. Build a strong online presence beyond your website

Why it works:  

A consistent and active presence across multiple platforms strengthens your credibility, drives referral traffic, and reinforces your brand’s authority. This can help mitigate any traffic loss caused by AI Overviews. 

Action:  

Stay active on social media, claim listings on directories relevant to your industry, and engage with your audience through comments and direct messages. Collaborate with other businesses or influencers to expand your reach. 

14. Build an email list

Why it works:  

Everything you do on social media or in terms of SEO is, to some extent, subject to ever-changing algorithms. While it’s vital to build a strong online presence, your aim should always be to grow your mailing list so that you’re able to stay in touch with past, present and potential customers. Direct traffic to your website driven by email campaigns isn’t affected by AI Overviews. 

Action:  

Use lead magnets (e.g., discounts, free resources, exclusive previews and launches, VIP schemes, etc.) to grow your email list and engage with your audience directly. 

15. Monitor analytics and adjust

Why it works:  

SEO is never a one-time and it’s done job! The landscape is constantly shifting due to changing algorithms, what your competitors are doing, movement in your industry, global trends, and much more. Understanding your traffic sources can help identify what works and where to improve. 

Action: Use Google Analytics and Search Console to monitor organic traffic trends and adjust your strategy accordingly. 

Your audience is searching – make sure they find you.

Adaptation is the key to SEO success. While Google AI Overviews have changed the landscape, they also open new opportunities for small business owners who are willing to evolve. By focusing on creating high-quality, relevant, and engaging content, you can still attract your ideal audience and drive meaningful traffic to your site. 

Want to ensure your website thrives in the era of AI Overviews? Let’s start the conversation. Whether you’re looking for expert advice, a tailored SEO strategy, or support with implementation, get in touch today.