The landscape of online search is undergoing a profound transformation as Google’s AI Overviews reshape how users find and interact with information. These AI-generated summaries, appearing prominently in search results, have significantly impacted traditional SEO metrics, such as organic click-through rates, and altered user behavior towards zero-click searches. Publishers, educational platforms, and e-commerce sites alike are feeling the ripple effects of this shift, prompting a reevaluation of digital marketing strategies.
In response, a new approach called Generative Engine Optimization (GEO) is emerging, focusing on optimizing content not just for organic rankings but for inclusion and citation within AI-generated answers. This article explores the ramifications of Google’s AI Overviews pullback and what it means for SEO and GEO moving forward.
Decline in Organic Click-Through Rates and User Behavior Shifts
One of the most immediate impacts of AI Overviews was the dramatic decline in organic click-through rates (CTR). For example, the Daily Mail experienced an alarming 89% drop in desktop CTR, from 25.23% down to just 2.79%, whenever an AI Overview was displayed above their link. This phenomenon is not isolated, as many publishers report similar traffic declines due to users getting answers directly on the search page without clicking through.
This shift towards zero-click searches, often referred to as “Google Zero,” has increased significantly. Studies reveal zero-click searches have surged from around 56% to nearly 69% year-over-year by mid-2025, driven largely by AI Overviews providing immediate answers. This trend challenges traditional SEO efforts that rely heavily on driving user engagement through clicks.
For content creators and publishers, this change necessitates adapting to a landscape where visibility no longer guarantees traffic, and user intent is increasingly satisfied within the search interface itself. The rise in zero-click searches calls for new strategies to maintain relevance and revenue.
The Emergence of Generative Engine Optimization (GEO)
As AI Overviews dominate search results, companies are pivoting from traditional SEO to a novel approach known as Generative Engine Optimization (GEO). GEO focuses on optimizing content to be included and cited within AI-generated answers rather than solely aiming for top organic rankings.
This strategy emphasizes content clarity, authoritative sources, and structured data to improve the likelihood that AI models will reference a particular website’s content in their summaries. As a result, businesses aim to become trusted sources that fuel AI responses, essential as 80% of consumers now rely on AI summaries for at least 40% of their searches.
GEO also involves creating content types favored by AI Overviews, such as “best” and “top” lists, “vs” comparisons, how-to guides, and product-focused pages, which have been shown to boost visibility by up to 40%. This shift marks a fundamental change in content marketing, blending traditional SEO principles with the demands of AI-driven search ecosystems.
Impact on E-commerce Search Visibility
E-commerce platforms have experienced a notable impact from AI Overviews. Analysis of 25,000 e-commerce queries revealed that 16% now return an AI Overview, representing 13% of total search volume for this sector. Surprisingly, 80% of the sources cited in these AI summaries don’t rank organically for the original search queries, indicating a disconnect between traditional rankings and AI citations.
This shift creates both challenges and opportunities for e-commerce businesses. On one hand, visibility in traditional search rankings may no longer translate to traffic or sales if AI Overviews satisfy user queries without clicks. On the other hand, brands that succeed in being cited within AI-generated answers can capture new forms of engagement and influence buying decisions earlier in the customer journey.
To adapt, e-commerce sites must optimize product descriptions, FAQs, and comparison content for AI understanding and relevance, ensuring their offerings are authoritative sources that AI systems prefer to cite.
Google’s Self-Referencing and the “Walled Garden” Effect
Research has uncovered that 43% of AI Overviews include links that redirect users back to Google’s own search results pages. This self-referencing behavior contributes to a “walled garden” effect, where users are encouraged to remain within Google’s ecosystem rather than visiting external websites.
This raises concerns among publishers and marketers as it reduces traffic and dilutes the value of content creation. It also complicates content attribution and monetization, especially for publishers reliant on advertising revenue generated by site visits.
Google’s subsequent scaling back of AI Overviews, such as pausing its use for some health-related queries and limiting reliance on social media posts, reflects attempts to balance innovation with accuracy and fairness. However, the underlying trend towards a more closed search experience remains a critical challenge for the open web.
Challenges with Content Attribution and Accuracy
Beyond traffic declines, AI Overviews have introduced difficulties in content attribution. Many publishers report that despite their content being used to generate AI answers, they receive little or no direct credit or traffic. This issue is compounded by ongoing questions regarding the accuracy and reliability of AI Overviews.
Field measurements show volatile reliability, with AI Overview appearance rates surging toward 40% in early 2025 before being trimmed to around 25% following accuracy complaints. This volatility makes it difficult for content creators to predict and optimize for AI-driven search outcomes confidently.
For publishers and brands, this means investing in content quality, authoritative sourcing, and transparent referencing is more important than ever, both to gain favor with AI systems and to maintain trust with users in an era of increasing misinformation risks.
Adapting SEO Strategies Post-AI Overview Pullback
Following Google’s technical changes and partial scaling back of AI Overviews, marketers and publishers are reassessing their SEO and GEO strategies. While the AI overview feature’s reduced prevalence may restore some organic CTR, the broader trend toward AI-driven search behavior remains intact.
Successful adaptation involves blending traditional SEO tactics, such as keyword optimization, link-building, and user experience improvements, with GEO-focused content development that targets AI citation opportunities. This hybrid approach can help maintain visibility across both organic and AI-driven search channels.
Moreover, monitoring evolving AI features and search engine updates is crucial, as the search landscape will likely continue to evolve rapidly, requiring ongoing flexibility and innovation in digital marketing efforts.
Implications for Educational Platforms and Publishers
Educational platforms have been particularly affected by AI Overviews, as AI-generated answers increasingly address homework and study questions previously driving traffic to learning sites. For example, Chegg reported a 49% decline in non-subscriber traffic between January 2024 and January 2025, coinciding with the rise of AI Overviews.
This shift challenges educational content providers to rethink how they engage learners and monetize their offerings. While AI Overviews satisfy many straightforward queries, deeper engagement and value-added services remain key areas for differentiation.
Publishers must explore new models that leverage AI capabilities while encouraging users to access premium content or interactive experiences that AI summaries cannot replace.
The advent and subsequent pullback of Google’s AI Overviews mark a pivotal moment in the evolution of search. While these AI-generated summaries have disrupted traditional SEO and reduced organic traffic, they have also catalyzed the emergence of Generative Engine Optimization (GEO), a new frontier in digital marketing focused on visibility within AI-driven search results.
Adapting to this new reality requires a blend of strategic content creation, authoritative sourcing, and technical optimization to ensure inclusion in AI answers without sacrificing the value of organic engagement. As Google continues to refine its AI features, businesses must stay agile and innovative to thrive in the changing search ecosystem.