There are significant changes happening in the world of organic search. You may have noticed that Google has rolled out AI Overviews (AIO) in its search engine results pages (SERPs) over the past year. According to Search Engine Land AIO results are now appearing in approximately 13% of all searches—and that number is expected to grow. This means that more of your queries will likely be answered directly through AIO.
There are some exceptions, such as transactional or map-based searches triggered by terms like “dentist near me” or “vet clinic,” where traditional results still dominate. Additionally, AIO functionality remains limited on mobile devices as Google continues refining the user experience.
AIO has major implications for website owners, especially those who have focused on optimizing content for long-tail and informational queries. One key issue is that AIO pushes traditional organic results further down the page. As we know, the more users have to scroll, the more traffic tends to drop.
Another consequence of AIO is the rise of “zero-click searches.” In many cases, users get the information they need directly from the AIO and have no reason to click through to a website. As a result, sites that previously benefited from informational queries may now see a decrease in traffic. Although these queries may not have always led to conversions, they played a crucial role in building brand awareness and introducing users to your value proposition.
This shift is particularly concerning for SEO strategies that aim to capture prospects early in the buying cycle. These top-of-funnel visitors, who are just starting to learn about your product or service, may never reach your website if their questions are answered within the AIO.
Adding to the disruption is the growing popularity of AI-powered search tools like Perplexity and ChatGPT. As users turn to these conversational platforms, Google is losing search share, and your SEO strategy must evolve to consider how your content appears across a broader ecosystem of search tools.
Finally, Google’s latest core algorithm update places even more emphasis on mobile load speed and user experience (UX). If you’ve noticed mobile performance errors in your Search Console, you’re not alone. Google is now prioritizing websites that load in under two seconds on mobile devices. That means it’s time to optimize images, streamline scripts, and refine your site’s back-end performance to meet these demanding standards.
There are a few critical elements you need to address to stay on top of these changes. First, ensure that all content you publish aligns with Google’s EEAT guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness).
Next, implement a strategy to establish authorship for everyone who contributes to your website. This includes enhancing their bio pages by adding qualifications, degrees, links to third-party certifications, and social profiles such as LinkedIn. These enhancements help build the author’s credibility and send positive signals to Google.
Avoid publishing blog posts under generic names like “admin.” Instead, publish under the actual writer’s name and include a byline with a link to their author page. This approach strengthens authorship and supports your site’s overall trustworthiness.
Lastly, evaluate your website’s load speed and user experience (UX), especially for mobile users. This includes reviewing the back-end code, optimizing how images are rendered, and ensuring a seamless, mobile-friendly browsing experience.