Has Your Website Traffic Mysteriously Shrunk? What Google’s AI Overviews (AIOs) Mean for Your Small Business
Have you noticed your website traffic mysteriously shrinking, even if your Google rankings seem fine? You're not alone. Google's new AI Overviews, also known as AIOs, are fundamentally reshaping how users interact with search results, creating a seismic shift for small and medium-sized businesses like yours.
In this post, we'll demystify what AI Overviews (AIOs) are, uncover how they're impacting your SEO, website visibility, and traffic, and then equip you with practical, non-technical strategies to navigate this new search landscape and come out ahead.
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What Exactly Are Google AI Overviews?
Simply put, AI Overviews are Google's way of giving you the answer to your search directly on the search results page, before you even click on a website. They are summaries generated by AI, pulling information from various sources.
AI Overviews Search Result Example
You'll see AI Overviews prominently at the very top of search results, above traditional links and ads. Google's goal is to provide users with immediate, comprehensive answers directly on the search page, making it faster and easier to find the information they need.
AI Overviews started rolling out widely in May 2024 and are rapidly expanding. This isn't a temporary test; it's the future of Google Search.
The Big Impact of AI Overviews on Your Website Traffic
Let's talk about why you should care and how to adjust your SEO strategy moving forward to adapt to this new SEO reality.
Impact of AIO on Type of Search Intent (Stanventures, Amsive, SkySEO)
The "Zero-Click" Search:
If Google gives the answer directly, why click to your website? Many users get their answer from the AIO and never visit your site, even if your content was used to generate the answer.
So, how have these AI Overviews affected website traffic?
Overall, organic clicks for website traffic are down significantly. Studies show average drops of 15% to 70% or more (basis.com), depending on the industry and type of search intent! This means fewer potential customers will visit your site, view your products or services, or contact you.
Below is an example of a small publisher site showing Google Search Console data for the last 12 months. As the chart shows, impressions have increased, average position has increased but click-through-rate (CTR) has dropped continuously and overall, a loss of 90%. That is the effect of AIOs on clicks.
Google Search Console 12 Months - Impressions Increasing Clicks Decreasing
Here's another example - this site has seen a steady decline in clicks once AIOs rolled out last year.
Google Search Console - AI Overview Effect on Clicks
However, while it is a drastic change, specific industries, niches, and types of search queries are less affected. We'll also cover how you can adapt to this evolving search landscape.
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"Position Zero" is the New #1
Before, ranking #1 on Google was the dream. Now, being included in the AIO is the new #1.
The Power of AIO Inclusion:
Even if your content was previously ranked lower in Google search results, being in an AIO at the top of search results can, in some cases, increase your traffic. The downside, though, is that if your top-ranked content isn't in the AIO, sites are seeing 50% fewer clicks than if there were no AIO at all. This is truly a "winner-take-all scenario!"
What Types of Searches Are Most Affected by AIOs?
What Industries See AIOs The Most?
There are also industry differences in the frequency of AIOs appearing. Industries such as:
What Industries See the Fewest AIOs?
Industries that see fewer AIOs, for now, include:
But don't get complacent – Google is still evolving, so we’ll see what that looks like as time goes on.
How Can Small Businesses Adapt & Prepare?
How can your small business navigate this new landscape?
- 1Shift Your SEO Mindset: From "Ranking" to "Being Cited." Your content needs to be so good, clear, and authoritative that Google's AI wants to include it in an AIO. Long gone are the old days of cranking out low-quality content for SEO purposes only.
- 2Direct & Concise Content Strategy: Answer questions clearly and directly. Use headings, subheadings, and bullet points to organize your content well.
- 3Focus on "How-to" and "Why" Content: AIOs are good at summarizing facts, but complex "how-to" guides or in-depth "why" explanations might still require a click to your website.
- 4Structure Your Content: Use schema markup (don't worry, many website builders have plugins for this!). Schema markup helps Google determine precisely what your content is about (e.g., FAQ schema if you include Q&A on a page). While not a direct SEO ranking factor, making something clearer gives you a better chance at ranking.
- 5Build Topical Authority: Become the go-to expert in your niche. Create comprehensive content around your key topics so build trust and authority so that you become a reliable source. There’s no replacement for original thought, and your future customers will appreciate it.
- 6Strengthen Your Brand (Crucial for Resilience!): Branded searches are more resilient to AIOs. Invest in brand building – social media presence, local listings, excellent customer service, direct outreach, and PR. If people are searching for you and your brand, you must be worthy of showing up in Google’s search results and AI Overviews.
- 7Diversify Your Traffic Sources: Don't rely solely on Google! Leverage email marketing and build an email list to communicate directly with customers. Develop a social media content strategy and engage your audience and drive traffic from platforms like YouTube, Facebook, Instagram, LinkedIn, and TikTok.
- 8Invest in Local SEO Initiatives: For businesses with local clients, improve your rankings in Google Maps and Local search (the 3-pack of local businesses often shown in search results) – these types of searches have far fewer AIOs. Optimize your Google Business Profile and build citations (listings or other websites that mention your business). (watch my Local SEO video series on YouTube)
- 9Consider using Google Ads: Google is blending ads into AI Overviews, so paid advertising can still be a viable way to gain visibility.
- 10Monitor and Adapt Your Strategy: Stay Informed: Keep an eye on how AIOs are appearing for your industry and keywords. Check Your Analytics or Google Search Console: See which pages are losing traffic and if AIOs are present for those queries. Experiment: Try new content formats or optimization tactics and track the results. Video is becoming more prominent and often appears in AI Overviews.
Google AI Overviews represent a permanent shift.
It's not about fighting them but adapting to them.
Your small business can thrive in this new landscape by being strategic, focusing on high-quality, AI-friendly content, and building a strong brand – advice that was true before AIOs and will continue to be true.
What are your biggest concerns about AI Overviews? Let us know in the comments below!
Discover How Our Agency Can Drive More Leads and Sales To You
SEO - increase traffic and leads from Google
Content Marketing - from a data-driven topic strategy to awesome content
Paid Ads - Google Ads and Paid Social Media
