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Google AI Overviews are changing the way users search and receive information on Google, directly impacting organic traffic to e-shops. The immediate response provided by AI limits clicks in organic results, causing Google traffic loss and transforming SEO strategies and digital marketing. Learn how to adapt to changes in AI overviews and how to maintain or increase traffic with upgraded search engine optimization practices, quality content production and smart use of AI in Google.
Google AI Overviews are a major upgrade to Google's search engine functionality, introducing artificial intelligence (AI) to the genetic presentation of information in search results. In practice, with AI overviews, Google provides concise answers at the top of the search results list, incorporating AI-generated content based on quality articles, guides, products and reviews. Digital marketing professionals and online store owners face a new reality: traditional organic traffic is directly affected, as users receive many of their answers without visiting websites anymore. Understanding exactly how Google AI Overviews alter the search experience is essential to being able to protect or even increase traffic your e-shop.
Google AI Overviews have brought a noticeable change in how the volume of visits is shared between websites. Research presented by Semrush showed that 49% of search queries where Google AI Overviews appear lead to a sharp decline in click-through rate (CTR), as users often meet their information needs directly from Google's AI generated content without clicking on an organic result. Another prime example is that for high-value keywords in the e-commerce space, AI search results can “consume” up to 30% of users' attention before they reach traditional listings. In short, Google traffic loss is becoming a key concern for modern online stores, while at the same time the need to adapt e-commerce SEO and SEO strategies is becoming more urgent than ever.
Successful adaptation to Google AI Overviews requires a sophisticated approach to search engine optimization and content production. More specifically:
The Google ranking of websites that feed AI overviews depends on their expertise in specific topics. Producing AI generated content with an emphasis on originality, validity and unique perspectives is imperative, as Google prioritizes pages that clearly answer user queries.
Make sure the product and category pages answer common market questions. Use Q&As, FAQs with keywords such as AI overviews or algorithm changes, and enhance credibility through citations to authoritative sources.
Use tools like Semrush or Google Analytics to identify exactly where Google AI Overviews appear in the searches you're interested in, and adjust your content strategy accordingly.
The key to securing your online presence is differentiation and investing in multiple digital marketing channels. Some suggestions include:
Strengthen your online store's brand name to be a destination for reliable information even when users are looking “above” AI search results. A strong brand helps to maintain traffic.
In addition to traditional SEO, focus on performance marketing and promote your products through social media, email marketing and partnerships with influencers.
Learn how AI at Google can support your e-shop in creating content that meets the latest user demands and at the same time “understands” the signals that Google AI Overviews favour.
In 2024, Semrush recorded a decrease in organic traffic from 7% to 18% for e-commerce sites in searches where Google AI Overviews are enabled. In specific niches, losses exceeded 20%. In addition, Similarweb analyses confirm that the total time spent on organic results has decreased, while instant AI search results “lock the user into” the Google page itself. This means that businesses that don't readjust their SEO strategies are facing significantly reduced traffic and a drop in conversion.
To stand out in the new landscape of Google updates and ensure growth for your e-shop, invest in the following:
The evolution of Google AI Overviews is a dynamic process that is reshaping the search landscape. Adaptability and continuous learning are key to sustainable organic growth.
