Artificial Intelligence (AI) is reshaping how businesses appear in search results, making it a hot topic for small business owners. Google’s introduction of AI Overviews (AIOs) has significantly shifted how search results are presented. While these changes aim to provide quicker and more concise answers for users, they also challenge traditional SEO strategies, leaving businesses wondering how to maintain their online visibility.
What Are AI Overviews, and Why Do They Matter?
AI Overviews are summaries generated by Google using AI technology. They appear prominently at the top of search results and synthesize information from various sources to answer user queries quickly. Unlike traditional organic results, these summaries often prevent users from clicking through to websites.
Small business owners have fewer opportunities to drive traffic to their websites from search results, especially for informational content. According to Rich Sanger and Authoritas research, AI Overviews are now featured in over 20% of search results for informational queries, and their impact on organic clicks is growing.
The Decline of Organic Traffic
Studies reveal that AI Overviews could result in an 18–64% drop in organic traffic for some websites, particularly those focusing on informational content. This phenomenon, often referred to as “zero-click searches,” is when users find their answers directly in the search results without visiting a website.
This trend poses a significant challenge for businesses relying on organic traffic. Fewer clicks mean fewer opportunities to convert visitors into customers, and competing for visibility becomes tougher.
How AI Is Shaping User Behaviour
AI-driven search results are changing how people interact with search engines. Instead of exploring multiple links, users now rely on AI Overviews for quick, digestible answers. While this improves user convenience, it raises concerns for businesses trying to stand out.
Moreover, consumer trust in AI remains low. According to the 2025 Qualtrics Customer Experience Trends report, 86% of Australians place “low trust” in businesses using AI, primarily due to fears of data misuse. This mistrust further complicates the landscape for businesses attempting to leverage AI in their marketing strategies.
Strategies to Adapt to AI Search
While the rise of AI Overviews might feel like a setback, businesses can take actionable steps to stay competitive.
1. Prioritise High-Quality Content
Comprehensive, authoritative content that aligns with user intent has a better chance of being featured in AI Overviews. Focus on creating value-driven content that answers specific questions your audience is searching for. Incorporate clear headings, bullet points, and concise summaries to make your content more accessible to AI systems.
2. Strengthen Local SEO
Local businesses should emphasise their local presence to stand out. Ensure your Google Business Profile is optimised with up-to-date information, reviews, and local keywords. Local search queries are less likely to be dominated by AI Overviews, providing an opportunity to capture nearby customers.
3. Invest in Branding
Strong branding can help your business remain visible even as AI Overviews dominate search results. When users search for your business name or branded keywords, your website will still appear at the top. Build trust by showcasing testimonials, case studies, and your unique story across your digital platforms.
4. Leverage AI Responsibly
Embrace AI tools to enhance your marketing strategy but ensure ethical practices. According to Vanta’s recent report, only 24% of Australian businesses anonymise customer data used in AI training. Prioritise transparency and data privacy to build trust with your audience.
5. Monitor and Adjust Your SEO Strategy
SEO remains essential, even in the age of AI. Continue to focus on traditional elements like keyword research, quality backlinks, and user-friendly design. Keep an eye on how your content performs in AI-driven search results and adapt accordingly.
The Future of AI and SEO
AI search is still evolving, and its full impact on SEO remains uncertain. However, one thing is clear: businesses must adapt to this new environment to remain competitive. The key lies in balancing AI-driven opportunities with traditional marketing strategies that prioritise customer trust and engagement.
Google’s push for AI Overviews aims to streamline search for users, but it underscores the need to innovate for businesses. By staying informed and proactive, you can position your business to thrive in this AI-driven landscape.
At In The Willow, we help small businesses power through the demands of modern marketing. From creating high-quality content to optimising your SEO strategy, we’re here to help you adapt to the changing digital world. Contact us and explore how we can support your organic business’s growth.