AI overviews are changing search and traffic distribution
Google’s AI Overviews are shifting how search works. Instead of presenting users with a long list of ranked links, AI Overviews generate a concise response by pulling information from multiple sources. Users no longer need to sift through multiple results manually, the AI does that for them. This fundamentally changes how brands attract traffic, redistributing attention toward sources the AI selects while reducing visibility for those left out.
This shift presents both opportunities and risks. If your brand is featured in AI Overviews, you gain immediate exposure and credibility. If not, your organic search performance could take a hit. The old SEO playbook still applies, but now, optimizing for AI-generated summaries is just as important as ranking in traditional results. That means creating factually accurate, high-authority content that AI recognizes as valuable.
“As of the week of February 16, 2025, AI Overviews already appear in 52% of tracked searches. That’s a rapid adoption curve, and it’s only going to expand.”
High organic rankings increase the likelihood of inclusion
If your website already ranks well in Google’s traditional search results, you have a higher chance of being featured in AI Overviews. The AI prioritizes sources that are already trusted and authoritative, meaning SEO fundamentals still matter. Google’s AI is enhancing them by surfacing high-quality content more efficiently.
This means businesses that have invested in strong SEO practices are in a better position. However, inclusion in AI Overviews isn’t guaranteed, even for high-performing pages. Google’s AI continuously adjusts results, meaning a page featured one week may not appear the next. Maintaining visibility requires consistently publishing accurate, high-value content that reinforces credibility over time.
According to Terakeet’s research, AI Overviews typically contain about 175 words and reference between 6 and 10 external links. This confirms that Google isn’t limiting itself to a single dominant source, it pulls from multiple authoritative pages. To increase the likelihood of being included, businesses need to focus on comprehensive, well-structured content that search engines already recognize as valuable. Staying ahead means adapting to how AI selects and ranks information.
Adherence to SEO best practices is key
AI Overviews reinforce the importance of SEO. Pages that already rank well have an advantage, meaning businesses must continue optimizing their content for search intent, authority, and relevance. The difference now is that AI selects and summarizes content dynamically, which creates new challenges and opportunities for visibility.
One key strategy is structuring content around interconnected topic clusters rather than isolated keywords. AI prioritizes comprehensive sources that provide depth rather than fragmented answers. Businesses that create structured, in-depth content covering related themes increase their chances of being recognized as authoritative sources. This requires a shift in content strategy, from focusing on individual search terms to building a broader, high-value knowledge base.
Terakeet’s research confirms that AI Overviews pull from multiple sources, typically including 6 to 10 links. The takeaway is clear: creating high-quality, well-organized content based on strong SEO principles remains essential. Businesses that refine their digital strategies to align with AI selection methods will gain a competitive edge in search visibility.
High-quality content that answers user questions directly
AI Overviews prioritize content that delivers accurate, authoritative answers to user queries. Google’s AI is evaluating how well content aligns with user intent and whether it demonstrates expertise, experience, authority, and trustworthiness (E-E-A-T). Businesses that create well-researched, fact-based content have a stronger chance of being featured.
To increase visibility, brands must focus on content that provides direct, high-value responses to common questions in their industry. This means structuring pages to clearly answer user queries, supporting claims with credible research, and ensuring consistency across digital assets. AI favors content that efficiently summarizes key insights while maintaining depth, so businesses should refine their messaging to be both concise and comprehensive.
Terakeet’s findings indicate that AI Overviews consistently pull from multiple authoritative sources, reinforcing the need for factually accurate and well-organized content. Companies that position themselves as definitive sources within their market will benefit most, as AI Overviews continue to reshape how search prioritizes information.
Aligning content with user intent increases visibility
AI Overviews are designed to surface the most relevant and useful information for a given query. Content that directly answers user questions and aligns with search intent is more likely to be included. Google’s AI evaluates whether a page provides clear, well-structured insights that match what users are looking for. Businesses must make sure their content is optimized to meet specific consumer needs rather than targeting broad keywords.
Understanding user intent requires analyzing search behavior and refining content strategies accordingly. This involves identifying common questions, structuring content to provide precise answers, and maintaining clarity. AI favors content that is both informative and relevant to the search context, which means businesses should continuously adapt their digital assets based on evolving search trends.
Terakeet’s research confirms that AI Overviews consistently extract information from sources that best serve user intent. The strongest-performing content is authoritative and directly addresses what users want to know. Companies that refine their approach to match these requirements will secure greater visibility in AI-driven search results.
Key executive takeaways
- AI Overviews are changing search dynamics: Google’s AI Overviews prioritize summarized, AI-generated content, increasing visibility for featured pages while reducing traffic to non-included sites. Leaders must adapt their search strategies to secure inclusion and maintain digital relevance.
- High-ranking websites have a greater chance of being featured: Pages that already perform well in organic search are more likely to appear in AI Overviews. Executives should ensure their SEO efforts focus on search intent, authority, and content quality to sustain a competitive edge.
- SEO fundamentals remain essential for AI visibility: AI Overviews reinforce, traditional SEO, favoring topic-driven content over isolated keywords. Businesses should refine their digital strategies by structuring content into comprehensive topic clusters to improve AI recognition.
- AI Overviews favor expert-backed, authoritative content: Google prioritizes content that aligns with its E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness). Leaders should invest in well-researched, audience-focused content that directly answers user queries.
- Aligning content with user intent increases AI Overview selection: AI extracts insights that best serve searcher needs, favoring sources with clear, relevant, and well-structured information. Executives must leverage data analytics to refine content strategy and maximize discoverability in AI-driven search.
