Browsing: Overviews

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AI Overviews now appear at the top of a growing share of queries, and a meaningful portion of your audience asks AI Mode, ChatGPT, Claude, or Gemini instead of scrolling through search results. Rankings and clicks still matter, but they capture less of how people find and evaluate brands than they used to.

Why it matters. AI Overviews have created what Ryan calls the SEO “crocodile effect,” where publishers gain impressions but lose clicks. Shopping ads appear to be experiencing the opposite: fewer impressions, but higher CTRs.

There are a lot of assumptions being made about the impact of AI platforms on SEO traffic and conversions. However, how much Google AI Overviews do affect your website’s performance is going to depend on individual factors, like the type of content on your site, the keywords you are targeting, and your audience.