• AI overviews vs Traditional Search
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    AI Overviews vs. Traditional Search: What Businesses Need to Know

    CiTec AI Posted on

    Estimated reading time: 6 minutes

    Table of contents

    Key Takeaways

    • AI overviews, powered by large language models, summarize answers by aggregating information from multiple sources, fundamentally changing search results.
    • While AI overviews increase impressions, they often reduce click-through rates for organic search results, particularly the top-ranked ones.
    • To adapt your strategy, focus on targeting informational queries, optimizing for readability, and strengthening your site’s authority signals.
    • Regularly update your content to remain relevant, as AI overviews favor fresh information and improve your chances of being cited.
    • Businesses must balance visibility and traffic by providing helpful answers that align with user intent, building brand recognition in the process.

    Google’s search results aren’t just a list of links anymore. In many cases, a box appears at the very top of the page that summarizes an answer to your question. These AI overviews (also called generative summaries) are powered by large language models such as Gemini. They gather information from multiple high‑ranking pages and stitch it together into a single response. For businesses that rely on organic traffic, this new “position zero” is both an opportunity and a challenge. A report from SeoProfy citing Authoritas research found that AI overviews show up in about 30 percent of U.S. searches and that pages already ranking in the top ten are 52 percent more likely to be cited in these summaries (SeoProfy 2025). Understanding how AI overviews work and how they differ from traditional results is essential to stay visible.

    In a conventional search experience, an algorithm returns a ranked list of links based on relevance, authority and intent. Users scan the titles and snippets and choose a destination. AI overviews turn that on its head. They generate a direct answer by synthesizing information from several sources and present it before any links. Your content might be referenced even if the user never clicks through to your site.

    Google’s own data shows that people who encounter AI overviews often search more. In the company’s largest markets, this feature drove over 10 percent more search usage for queries that trigger an AI overview (Google 2025). While that may sound promising, third‑party research paints a more nuanced picture. Ahrefs analyzed hundreds of thousands of keywords and found that the presence of an overview correlates with a 34.5 percent lower click‑through rate for the top organic result (Ahrefs 2025). In other words, generative summaries can increase impressions but reduce traffic.

    Another key difference lies in the types of queries that produce an overview. Traditional results reward commercial intent—queries like “buy CRM software” return product pages and marketplace listings. AI overviews skew heavily toward informational or comparative questions. Ahrefs’ study revealed that more than 99 percent of keywords triggering an AI overview are informational, while transactional terms account for only about ten percent of cases (Ahrefs 2025). That means it’s no longer enough to optimise solely for head terms and product phrases. To appear in a generative summary, your content must answer questions thoroughly and demonstrate expertise.

    Opportunity or obstacle? The impact on traffic

    AI overviews fundamentally change the relationship between impressions and clicks. When a machine‑generated answer satisfies the user, there’s less incentive to visit the underlying pages. The same Ahrefs analysis shows that pages in the first organic position experience a 34.5 percent decline in click‑through rate when an overview is present (Ahrefs 2025). Yet there is an upside: being cited in an overview still delivers brand impressions and can even stimulate branded searches. Blue Wheel’s analysis of click‑through behaviour found that branded queries experience a nearly 19 percent lift in click‑through rates when the brand is mentioned inside an AI overview (Blue Wheel 2025). Visibility without traffic is becoming a reality. Impressions become a top‑of‑funnel metric, while deeper engagement happens later in the customer journey.

    Consumers also trust answers that include reputable sources. Appearing in a generative summary signals authority and expertise. Google’s update noted that users who interact with AI overviews often return to conduct more searches (Google 2025), suggesting that the feature sparks curiosity rather than replacing research. For brands, the challenge is to adapt: focus on long‑tail, question‑based queries; provide comprehensive answers; and build the trust signals that convince the AI to use your content.

    How to adapt your SEO strategy

    1. Target informational queries. Because nearly all AI overviews are triggered by questions and comparisons, focus your keyword research on phrases that start with “what,” “how,” “why,” and “which.” Long‑tail queries such as “How do AI overviews affect SEO?” or “What are generative summaries?” are more likely to generate an overview. Use tools like People Also Ask and related‑question features to uncover gaps where your content can provide a complete answer.
    2. Optimize for readability and structure. Generative models need clear, scannable information. Present your answer in the first few sentences, then break out details with headings, bullet lists, and tables. SeoProfy notes that well‑structured pages with concise summaries and rich media stand a better chance of being referenced in AI overviews (SeoProfy 2025). A question‑and‑answer format (FAQ sections) helps models extract context easily.
    3. Strengthen authority signals. Pages that already rank in the top ten are significantly more likely to appear in AI overviews (SeoProfy 2025). Continue investing in conventional SEO: earn high‑quality backlinks, use structured data to mark up your content, and ensure your site loads quickly and securely. Demonstrate expertise through author bios, credentials and citations from reputable third‑party studies. The more trustworthy your page, the more likely it is to be cited.
    4. Update content regularly. AI overviews favor fresh information. Schedule periodic reviews to add new data points, update examples and refresh your references. Each update is an opportunity for Google to re‑crawl your page and consider it for generative summaries.

    Balancing visibility and traffic

    As AI overviews become more widespread, businesses must balance clicks and visibility. You might lose some direct traffic, but the exposure can enhance brand recognition and trust over time. Treat AI overviews as part of a broader search strategy. Focus on providing truly helpful answers, aligning your content with user intent and showcasing your authority. When customers need more detailed information, they’ll remember the brands that educated them early on.

    Conclusion and next steps

    AI overviews are rewriting the rules of search. Instead of chasing every click, forward‑thinking brands are asking, How can we be the trusted source the AI chooses? By targeting informational queries, structuring content for readability and reinforcing your authority, you can increase your chances of being cited in generative summaries. While traffic metrics may shift, the long‑term benefit of being visible at the top of the funnel is undeniable.

    Ready to take the next step? Learn how to improve your brand presence in AI overviews by reading our in‑depth best‑practices guide: Best Practices for Improving Brand Presence in AI Overviews.

    References

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