How brands can stay competitive as AI Overviews transform search

In Part 1 of this series, we looked at how AI-driven search is changing the way consumers find and engage with information online. But what does this shift mean for brands?

As AI reshapes search, brands face new challenges — and big opportunities. Consumers are loving the ease and relevance of AI-powered results, but for businesses, this evolution demands a fresh look at SEO and a strategy that meets rising user expectations.

Here’s what brands need to know to stay ahead in the world of AI-powered search.

Expected impact for brands

Just a heads up before we dive in: this is an early rollout in Australia, so only a limited number of people currently have access, and only certain queries are triggering AI Overviews (mostly informational queries).

This means the impact is low for now, but it’s set to grow as the rollout expands. By looking at the US rollout, we can start to make some educated guesses about what to expect here in Australia.

Consumer behaviours are changing

In Part 1, we looked at how AI Overviews (AIO) are transforming the search experience for everyday users. With AIO, people get comprehensive answers on a single screen, cutting down on the need to click through multiple sites. While I still enjoy diving into niche or expert content on various sites, I can see myself relying on AIO more if it consistently delivers accurate answers.

Discovery isn’t just happening on Google anymore.

Traditional search engine use is dropping, especially among younger audiences who now turn to social media to discover content and brands. In a “Future of Search” session I co-presented with Google’s Joseline Mutumbo and my colleague Bonnie Dodemaide, most of the audience shared that social media was their primary source of news.

We also asked about chatbot use for search, and 25% said chatbots like ChatGPT have largely replaced Google for them.

The recent launch of SearchGPT (OpenAI’s new search engine) will likely reinforce this trend and could pose a real threat to Google’s dominance.

Organic CTR and traffic will be affected

Since AIO displays detailed answers directly on the search results page, fewer people are likely to click through to websites as traditional organic results get pushed further down. In a recent survey by Lily Ray, one in two users on Twitter and LinkedIn said they’re less likely to click on standard organic results when an AI Overview is present. And looking at the space AIO takes up in Search, it’s easy to understand why.

A study by Seer Interactive found organic click-through rates (CTR) dropped by around 70% when an AIO result appeared on the search results page. However, in more positive news for brands, CTR tends to increase when a brand is highlighted as a source in the AIO itself.

Google has pointed out that users who view an AI Overview before visiting a site often spend more time there, indicating stronger intent. Google also reiterates that it’s committed to delivering quality traffic to sites through these AI-driven features.

With studies showing mixed results, it’s important to monitor your brand’s exposure to AIO and test what works best for your website and industry.

Search advertising is evolving

Google is testing various ad formats, including search, shopping, and ads within AI-generated content, though the full rollout timeline for Australia is unclear.

Last month, Google began testing ads within AI Overviews, saying it helps people “quickly connect with relevant businesses, products, and services at the exact moment they need them”.

AI Overviews accelerate decision-making by significantly reducing research time. They provide detailed insights during the discovery phase, attracting more qualified traffic. However, for transactional searches, ads are prioritised to guide users directly towards a purchase.

AI is definitely reshaping search advertising, but Google is moving cautiously to protect its revenue — something reflected in their Q3 earnings, with Search revenue up by 12% this quarter.

Navigating performance in a data-scarce world

The traditional SEO metrics we rely on (eg keyword rankings and traffic) are losing relevance as we move into an era of disappearing data.

In 2024, search marketers faced limited data, from dark social and cookie deletion to Google’s PMAX “black box”, new search layouts, and now, AI Overviews. Google has no plans to release data on how AI Overviews impact performance, making tracking and attribution even harder.

While people are still searching and buying online, tracking their journey is more challenging than ever. The zero-click trend, highlighted by Rand Fishkin, when he revealed that almost 60% of searches end up with no clicks to websites, has only intensified with AI Overviews.

However, when users are ready to make a purchase, they’re likely to return to traditional search results to look for specific brands recommended by AI-powered search engines and chatbots.

To adapt, it’s essential to track conversions from branded queries, and consider new metrics like share of search (developed by Les Binet), a leading indicator of future growth. Share of (Google) search looks at the number of searches for your brand, divided by the searches for all brands in the category. Share of search correlates closely with the share of the market.

To stay competitive in the meantime, businesses must monitor AI-related performance closely (third-party tools like Ahrefs, SEMRush, and ZipTie have begun tracking AI Overviews, though the data is still limited due to Australia’s partial rollout), and continuously evolve their strategies in response to these changes.

How can brands prepare?

Mastering SEO for the AI era

With 90% of sources in AI Overviews coming from page 1, brands that have strategically invested in building a strong organic presence are already positioned to thrive in an AI-dominated landscape.

Staying updated on Google’s latest guidelines and continuing to invest in long-term SEO and content strategies will help safeguard performance against AI-driven changes.

While it’s still early days, and Google has stated there’s nothing specific that brands or content creators need to do to appear in AI Overviews, SEO practitioners will undoubtedly find ways to optimise for anything.

So far, AI Overviews function similarly to featured snippets but with added depth. A BrightEdge study found AI Overviews are 195% more likely to appear when a featured snippet is present. Therefore, optimising for AIO aligns closely with traditional SEO fundamentals.

Consumers, and AI, tend to favour brands they know and trust.

Rather than chasing the latest tactics, marketers should focus on creating high-quality, brand-aligned content that offers unique insights and genuine value. Sites that consistently deliver comprehensive answers are better positioned to rank well.

A recent Google Content API leak showed a strong link between a brand’s authority and its search performance. Investing in earned PR links and reputable mentions remains a powerful way to elevate organic success and build the authority needed to stand out in an increasingly competitive online space.

Leverage AI-powered solutions

Google says advertisers need to utilise AI-powered ad solutions (including responsive search ads with image assets, Broad Match coupled with Performance Max, and Value-Based Bidding) to position their campaigns for success.

Additionally, brands should ensure that their ads remain prominent during the transactional phase, as AI overviews guide users through the discovery process.

Regularly testing and refining ad formats to align with evolving AI integrations will be key to staying competitive in this changing landscape.

So, what does this all really mean for brands?

The rollout of AI-powered features in Search is more than just an update. It’s a transformative shift and marks a key milestone in Google’s (and the internet’s) history.

Websites that rely on traffic from Google to generate revenue (eg affiliate websites, education blogs) will be the most impacted. Google is also transforming the shopping experience with AI, which will cause further pressure on retailers and e-commerce sites.

The impact will be significant, and no doubt is going to create tumultuous conversations between brands and search professionals as we all try to navigate this new reality.

What can you do to prepare?

1. Stay curious and informed: Ensure everyone in the business understands the implications of AI in search and its impact on brands. A broad, non-technical grasp is enough, but it’s essential to stay updated.
2. Create for users, optimise for Google: There are still plenty of ways to be relevant in Google’s organic eco-system across traditional search, shopping, and AIO. Focus on doing good long-term SEO, addressing UX and investing in high-quality (AI-supported) brand-led content. Invest in authority building activities like digital PR and get positive mentions in authoritative places. Look at search holistically (paid + organic). Use data to understand the impact of the update on your business and test what works for you.
3. Diversify: We’ve all heard the horror stories of too many businesses that had to close because their traffic from Google dropped 95% overnight and their revenue from Google along with it. Bigger brands aren’t exposed to that level of risk, but it’s a good reminder to not put all your eggs in one basket. Explore other platforms relevant to your brand and audience (eg YouTube, TikTok, Pinterest, Amazon, ChatGPT, SearchGPT, even Bing!)

Doing well online still always comes down to three elements: identifying your users, finding out what platforms they are using online, and delighting them with amazing experiences in various shapes and forms to stay top of mind.

AI isn’t going to change that.

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