Google’s AI Overview Is Changing SEO (And Here’s How We’re Responding)

If you’ve noticed a drop in your website traffic lately, you’re not alone. And you’re not doing anything wrong. Google is in the middle of a massive shift in how it delivers search results, and it’s changing the game for business owners everywhere. 

In this article, we’ll break down what’s going on with Google’s new AI Overview feature, why it’s affecting traffic across the board, and most importantly how we’re adjusting our SEO strategies to keep your business visible, competitive, and ready to grow in this new search landscape.

What is Google AI Overview?

Google’s AI Overview—formerly known as SGE (Search Generative Experience)—is a new feature that uses artificial intelligence to generate instant answers right at the top of the search results. Instead of just showing a list of links, Google now pulls together information from several different websites to create a summarized response to your question.

Think of it like a supercharged version of a featured snippet—only smarter, longer, and more likely to answer the user’s question before they ever scroll down. The result? Fewer clicks to individual websites, even when your content is still being used behind the scenes.

That’s why so many businesses are seeing a dip in traffic—it’s not because your site disappeared, it’s because users are getting the information they need without clicking through.

Here’s just a few examples of my most recent searches that have shown AI Overviews – can you tell I have three young boys who ask lots of questions? And also just renovated a home?

How We’re Adjusting Our SEO Strategies

We’re not just watching the changes happen—we’re actively evolving our SEO strategies to help you stay ahead. Here’s what that looks like:

1. Creating Content That Can’t Be Summarized in a Sentence

 We’re leaning into content that goes deeper—content that answers real customer questions, speaks from experience, and adds value AI can’t replicate. If Google’s AI is giving the quick answer, we want your site to be the next click for people who need more than a surface-level summary.

2. Building Real-World Credibility (aka E-E-A-T)

 Google wants trustworthy sources—and that means showcasing your expertise, your track record, and your genuine know-how. We’re helping elevate your business’s authority so you’re more likely to be featured in AI answers (and trusted by customers too).

3. Making Your Site Easier for Google to Understand

 We’re using structured data (like schema markup) to give Google clearer signals about your content—what services you offer, where you’re located, who you serve. The clearer the signals, the better your chances of being pulled into AI-driven results.

We’re seeing a lot of our clients feeling unsure right now—traffic is dropping, and it’s easy to wonder if SEO is still working. But what we’re really witnessing is a major shift in how Google delivers information, not the end of search visibility. The future of SEO will be about showing up in smarter ways, not just more often. I believe businesses that stay focused on trust, user intent, and meaningful content will come out even stronger.”

— Keiran, Managing Director, 1st on the List

4. Shifting the Focus to Conversions, Not Just Clicks

 Yes, some traffic might drop—but that doesn’t mean your results have to. We’re designing content and site experiences that convert: clear calls to action, trust signals, and user-friendly flows that turn visitors into leads. Because at the end of the day, it’s not just about visits—it’s about growth.

What You Can Do Right Now

This shift in how Google works doesn’t mean SEO is dead—it just means we all need to think a little differently. Here’s what you can focus on right now to keep your momentum going:

1. Look Beyond Traffic

Yes, we all love to see big traffic numbers. But what really matters is what that traffic does. Now’s the time to focus on quality over quantity—leads, calls, bookings, and conversions. These are the numbers that grow your business.

2. Strengthen Your Brand Presence

When someone does click through to your site, they need to feel confident right away. Clear messaging, real photos, strong reviews, and trust signals all help you stand out as the obvious choice—even in a world where fewer clicks are happening.

3. Invest in Real, Original Content

The internet is flooded with generic answers. What cuts through is your voice—your expertise, your client stories, your insights. We’re prioritizing content that can’t be found anywhere else, especially experience-based writing, visuals, and resources.

4. Update What You’re Measuring

We’re helping many of our clients move away from traffic-based KPIs and toward engagement-focused metrics: form submissions, quote requests, phone calls, time on page, and more. These are the real signals of success in today’s search landscape.

And remember, you’re not doing this alone. If you’re our client, we are already adjusting your strategy behind the scenes to navigate this change confidently. This is new territory, but with the right approach, there’s still plenty of opportunity ahead.

What AI Overviews Mean for Local & Transactional Businesses

If your business relies on local leads (think plumbers, electricians, roofers, or any service that starts with a call or booking) you’re in a much better spot than many other industries right now. Here’s why:

1. AI Overviews Are Weak for Local Searches

When someone searches “plumber near me” or “best roofer in Abbotsford,” Google doesn’t hand that off to AI. It still shows the local map pack, your Google Business Profile, and organic results tied to your location.
AI can’t factor in things like proximity, availability, or your 5-star reviews—so these searches still depend on real businesses.

2. Local SEO is Still Going Strong

For transactional searches (especially those with location-based or urgent intent), we’re seeing little to no AI Overview activity. That means your local SEO efforts—your service pages, reviews, citations, and optimized Google listing—are still doing the heavy lifting.

3. It’s All About Conversions Now

You might see fewer pageviews, but what matters most is: are people calling you? Filling out your form? Booking your service? 

That’s where we’re focusing—making your website work harder to turn the right visitors into paying customers.

4. You Have Something AI Can’t Do

No matter how smart AI gets, it’s not showing up to fix a leaky faucet or quote a new roof. People still want to hire someone they trust, and that’s where your reputation, your website, and your local presence come in.

SEO Isn’t Dead – It’s Evolving

Yes, the way people find information online is changing. And yes, that can feel overwhelming, especially when you’re used to tracking traffic and rankings the way we always have. But change in SEO isn’t new. It’s just evolving again, like it always does. And every shift opens up new opportunities for smarter, more effective strategies.

We’re not sitting still. We’re testing, adjusting, and rethinking our approach daily to make sure your business stays visible, competitive, and aligned with how people are searching right now.

If you’re feeling uncertain or curious about what this means for your SEO, let’s talk. Book a quick check-in with us and we’ll walk you through how your strategy is evolving—and where we see the biggest opportunities for your business next.