Things were finally settling down in the SEO world until Google decided to shake things up again by rolling out AI Overviews in 2023.
Rolled out as part of Google’s Search Generative Experience (SGE), this isn’t just another tweak to the algorithm. It’s a full-blown shift in how search works and it’s already changing the rules of the game.
In a study of 300,000 keywords, clicks to the top organic result dropped by 34.5% when AI Overviews showed up. In plain terms: even if you’re ranking on 1st page, there’s a good chance users aren’t clicking through to your site anymore.
Is that so much for the 1st Page Rankings Myth?
Is SEO dead? Are we looking at the actual death of first-page SEO as we know it? Or is this just the next evolution in a long line of SEO shakeups?
Well, here’s the deal. Like it or not, search has changed. And if you want your content to survive in this AI-driven landscape, you’ll need to understand what AI Overviews are, why they matter, and what they mean for your visibility in Google’s new world.
Let’s break it all down.
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What Are AI Overviews and How Did We Get Here?
Originally introduced in 2023 under the name Search Generative Experience (SGE), Google’s AI Overviews became official in May 2024. Since then, they’ve rolled out in over 100 countries and changed how search results look and feel.
So, what is an AI Overview, exactly?
It’s a block of AI-generated text that appears right at the top of your search results. Instead of the usual list of blue links, Google now gives you a summary answer, pulled from multiple websites, stitched together by its large language model, Gemini.
And yes, these overviews often show up before the top organic result. Sometimes, the only thing a user sees is that summary and a few source links on the side.
In Google’s own words, this new feature is meant to help users “get the gist” of what they’re searching for without having to click into every site. But for website owners, marketers, and SEOs? It’s a whole new reality, one where search traffic is no longer guaranteed, even if you’re playing by the rules.
How AI Overviews Affect Google Rankings
Google’s AI Overviews aren’t just a test feature anymore, they’re expanding fast and cutting into organic traffic along the way.
Let’s look at the numbers.
According to a report by SEMrush, AI Overviews appeared on 6.49% of search results in January 2025. That jumped to 7.64% in February—an 18% month-over-month increase. In March, AI Overviews showed up on 13.14% of SERPs, a 72% leap in just one month!
This means more users are getting their answers directly from Google’s AI—without ever clicking through to a website.
But it doesn’t stop there.
AI Overviews are no longer just answering general questions. They’re creeping into high-value search intents too:
- Commercial keywords rose from 6.28% in January to 8.69% in March
- Transactional queries climbed from 1.69% to 1.76%
- Navigational terms like branded or business-name searches nearly doubled, from 0.74% to 1.43%
In plain terms: even the queries that used to drive conversions, leads, and revenue are now getting intercepted by AI summaries. This is why there’s an organic search decline in AI generated results without ever clicking through to a website.
Given how dominant Google is in the Australian market, it’s reasonable to assume that AI search visibility in Australia has been similarly affected for businesses.
How Do AI Overviews Work?
Let’s break it down.
AI Overviews are part of what Google calls the Search Generative Experience or SGE, if you’re into acronyms. It’s Google’s way of bringing AI in google search, not just behind the scenes but right in front of the user.
So, what’s actually going on when you see one of those big summary boxes at the top of your search?
It starts when you type in a query. Google’s systems go to work trying to understand what you’re really asking—not just the words, but the intent behind them. Then, instead of just serving a list of blue links, Google pulls content from different sources across the web, combines it, and generates a short, helpful answer. That’s your AI Overview.
The tech behind it? Google’s own Gemini model—a large language model built specifically for this kind of task. It’s fast, contextual, and designed to be accurate. It even adds source links directly into the summary, so people can click to explore more
What Is Zero-Click Search?
Zero-click search happens when someone googles something, finds the answer right on the results page, and leaves without clicking any links. No websites visited, no traffic passed on, just a quick, in-and-out search.
This happens because Google gives the info upfront, and for many users, that’s enough. For businesses relying on clicks, it’s a growing challenge.
Let’s say you search “time in Perth now” or “Sydney weather today.” You don’t even need to click on a website. Google shows you the exact time or temperature right at the top of the page. That’s a classic zero-click search.
Are AI Overviews Causing More Zero-Click Searches?
AI Overviews are quietly rewriting the rules of how users interact with search results. And the numbers prove it.
A Semrush report found that searches with AI Overviews generally had higher zero-click rates compared to those without. But when the same keywords were tracked before and after AI Overviews were introduced, the zero-click rate slightly dropped from 38.1% to 36.2%.
This shows that AI Overviews don’t always cause users to stop clicking—other factors like search intent still play a big role.
As AI Overviews take center stage in search results, zero click searches in Australia are becoming more common. For local businesses in Australia, this change is a big deal.
Still, all isn’t lost. Tools like Google Business Profile give businesses a way to track real actions like phone calls, map directions, and profile views. It’s not the old way, but it’s still a smart way to measure what counts.
How to Adapt SEO for AI-Powered Search
The evolution of SEO has reached a turning point. With artificial intelligence search engine optimization becoming a hot topic, businesses must rethink how they create and structure content. These six strategies will help you stay visible in this new AI-first landscape.
1. Focus on Search Intent and Content Depth
Forget keyword stuffing. AI-powered search engines care more about relevance and user satisfaction. That means your content needs to match real questions people are asking—and go deep on the answers. Start by creating pages that solve problems clearly, with helpful explanations, examples, and takeaways.
Whether someone’s researching a product or looking for how-tos, your goal is to meet them exactly where they are in their journey. Strong topical coverage tells AI that your content deserves to be referenced, not skipped.
2. Build for E-E-A-T from the Ground Up
AI systems like Google’s Gemini don’t just scan your words, they evaluate who’s behind them. That’s where E-E-A-T comes in: Experience, Expertise, Authoritativeness, and Trust. To signal these traits, include author bios with credentials, cite reliable sources, and back claims with real data.
If you run a business, your About page should proudly show why you’re qualified. Even better—feature real-life experience in your content. Google and AI Overviews are far more likely to showcase content that feels authentic, credible, and written by people who truly know their stuff.
3. Create AI-Friendly Formatting
If your content looks like a wall of text, you’re doing it wrong. AI Overviews need quick, structured answers they can easily scan and summarize. That means using subheadings, bullet points, short paragraphs, and clear Q&A formats.
Lead with your main point, then expand. Don’t bury the answer three scrolls down. Include lists, stats, and takeaways that stand on their own. This makes it easier for AI to pull accurate, useful snippets and helps users get value fast, which boosts engagement and trust in your content.
4. Target Long-Tail and Conversational Keywords
AI search thrives on specific, natural-sounding questions—so your content should too. Instead of chasing broad, high-competition terms, focus on long-tail keywords that mirror how real people speak. Think: “how to choose a solar panel for a small home” instead of just “solar panels.”
These conversational queries give your content a better shot at getting featured in AI Overviews. They also reflect higher intent, which means users are more likely to act. Use tools like Ubersuggest or AnswerThePublic to discover these hidden keyword gems.
5. Strengthen Your Technical SEO and Page Performance
Even the best content won’t shine if your site’s a mess under the hood. AI-powered systems still rely on clean code, fast load times, mobile responsiveness, and structured data to crawl and understand your pages.
Use schema markup where relevant (like FAQs or articles), fix broken links, and ensure your site structure is easy to navigate. Google’s AI models prefer sites that are technically sound and user-friendly. Get this right, and everything else becomes easier to rank and feature.
6. Embrace Answer Engine Optimization (AEO)
If AI Overviews are the new front page, then AEO is your ticket in. Answer Engine Optimization is all about writing content that gives people exactly what they’re asking for, quickly and clearly. Instead of rambling intros or keyword-stuffed fluff, you lead with answers.
Use question-based headings, short sentences, and formats like bullet points that are easy for Google’s AI to scan and summarize. The better your content answers real questions, the more likely it is to show up in AI Overviews, voice search, and other zero-click formats.
AI SEO Strategies to Grow Small Businesses in Australia
Small businesses in Australia can still thrive in this AI-powered search world, if they play smart.
When AI Overviews pop up at the top of results, fewer people scroll down or click through. This shift changes how local Aussie businesses measure success, less site visits might mean fewer calls or in-store drop-ins, even if online visibility stays high.
How It Hits Local SEO:
- Reduced website clicks can hurt online leads and sales.
- Accurate Google Business Profile info boosts AI trust.
- Strong reviews and content build reputation with AI.
- Even local queries may get AI Overviews first.
How to Optimize Local Visibility for AI Overviews in Australia?
1. Perfect Your Google Business Profile
Make sure your Google Business Profile has every detail right—your hours, services, contact info, and fresh photos. Google often pulls from this to create AI Overviews, so if it’s outdated, you could miss out on local visibility.
2. Focus on Getting Consistent Reviews
Ask happy customers to leave Google reviews and reply to them all. Reviews help Google’s AI decide which businesses to show first. The better your feedback looks, the more likely you are to show up in local searches.
3. Use Location-Specific SEO Content
Mention your location across your website. Add content that answers local questions, includes suburbs you serve, and talks directly to your nearby audience. This helps Google connect your site to people searching in your exact area.
4. Build Citations Across Aussie Platforms
List your business on trusted Australian directories like Yellow Pages and TrueLocal. Keep your business name, phone, and address the same on every listing. These help Google confirm you’re a real, trustworthy business in your area.
5. Work with SEO Services Consultants
SEO experts like 1st Page Australia understand how AI is changing search. They can guide you with local SEO tactics, help you stay visible in AI Overviews, and make sure your business stays competitive in your local market.
Final Takeaway
The rise of AI Overviews does’nt mean the death of First-Page SEO, but a major shift in how visibility works. With artificial intelligence search engine optimization becoming the new standard, businesses can’t afford to rely on old tactics.
The rise of zero-click searches in Australia through Google’s SGE means fewer users are visiting websites but that doesn’t mean opportunity is gone. It just means you need to optimize smarter: with better structure, stronger expertise, and local SEO that fits how Australians search today.
And the good news is, Google’s already adjusting. It’s scaling back AI Overviews for sensitive queries, trimming their size, and citing fewer low-quality sources. So yes, ranking still matters but just being on the first page isn’t enough anymore, busting the 1st Page Rankings Myth!
It’s a good sign that great content can still shine, even in the age of AI-powered search.
FAQs
1. Will AI Replace SEO?
AI enhances SEO, not replaces it. Experts agree that AI tools speed up research and content creation, but human insight, strategy, and creativity remain essential. Google’s AI systems still need human oversight to align with business goals.
2. Is SEO Dead with ChatGPT?
Absolutely not. ChatGPT and similar tools assist with writing and ideation, but SEO still requires deep understanding of user intent, E‑E‑A‑T, and algorithm updates, things AI alone can’t fully handle.
3. Will SEO Be Replaced by AI?
No. AI automates tasks like keyword research and onsite checks, but SEO experts provide the necessary context, interpretation, and strategic thinking that machines can’t replicate.
4. Can AI-Generated Content Rank on Google?
Yes, if it’s high-quality. Google ranks AI-generated content when it meets standards for originality, relevance, and trustworthiness. Studies show about 19% of top-ranking content is AI-assisted, but human refinement is key.
5. Can AI-Generated Content Rank on Google?
Yes, when edited for clarity, accuracy, and freshness. AI can draft, but strong E‑E‑A‑T signals—author bios, citations, expertise—make the difference between traffic and invisibility.
6. Do AI Overviews in Australia Reduce Clicks on My Site?
Yes, and the numbers are hard to ignore. When AI Overviews show up, they pull attention away from the traditional blue links. A study by Ahrefs found that clicks to the top organic result dropped by 34.5% when an AI Overview appeared.