Google's AI Overviews: a new strategic factor in SEO that we cannot ignore

In May 2024, Google officially introduced one of the most significant innovations of recent years in its search engine: AI Overviews. This new format of results, powered by generative artificial intelligence, is beginning to transform information consumption patterns and reconfigure how brands, media, and content creators should approach their organic presence. 

In this article, we analyse what AI Overviews are, how they work and, above all, why they force a rethink of many of the usual practices in SEO strategies. 

Google's AI Overviews 

AI Overviews, formerly known as Search Generative Experience (SGE), are responses generated by artificial intelligence models that Google incorporates at the top of many search results. Their purpose is to offer the user an immediate, accurate, and useful summary, synthesising information from multiple online sources. 

These AI-generated summaries combine answers written by the AI model, text snippets from different web pages, suggested links to expand the information, and limitations notices if the AI considers it needs to provide additional context. 

Its operation aims to address complex, comparative, explanatory or decision-making searches. For example, when performing a query such as “best digital marketing strategies for SMEs in 2025”, the user can obtain a detailed summary with various recommendations, along with references to sites that provide additional information. 

Why AI Overviews are a disruptive change for SEO 

This new results model affects several core principles on which we have historically designed positioning strategies: 

New pattern of consumption of results 

Users receive immediate answers, which in many cases reduces the need to click on classic organic ranking links. This change may decrease organic traffic to sites that previously led the top positions. 

Competition within the Overview itself 

Being cited as a source within the AI Overview becomes a new objective for maximum visibility. Optimisation no longer focuses solely on traditional organic ranking, but on being considered a reliable source to feed generated responses. 

Higher demand for quality, depth and relevance 

Generative models reward well-structured, specialised, up-to-date, and authoritative content. Superficial content loses effectiveness, while in-depth analyses with data and context gain weight. 

Indirect impact on brand and reputation 

Although the volume of clicks may decrease, being cited or referenced within the AI Overview can reinforce brand credibility, generate perceptions of expertise, and consolidate sector reputation. 

How do AI Overviews affect SEO strategy? 

Adapting SEO strategies to this new scenario requires adjustments on several levels: 

Optimising content for AI 

The content must respond accurately to specific questions, cover topics in depth, and be written clearly, precisely, and in a structured manner. Semantics play a central role. 

Using structured data 

Data structured using schema markup allows Google to better understand content, the entities mentioned, and the relationships between concepts, facilitating its use by generative models. 

Building topical authority 

Generating a specialized and coherent content ecosystem reinforces the perception of expertise, a key factor for Google to select this material as a source for its summaries. 

Strengthening EEAT principles 

Experience, expertise, authority, and trustworthiness remain pillars in Google's evaluation of content quality. Demonstrating legitimacy and rigour is more crucial than ever. 

Presence monitoring in AI Overviews 

There are already SEO tools that allow auditing whether your own content is being used as a source in AI Overviews, providing key data to assess the effectiveness of strategies. 

Are we facing the end of SEO? 

We are not facing the end of SEO, but a profound evolution of its fundamentals. This new scenario defines an SEO 3.0 with its own characteristics. Classic organic traffic will tend to decrease in absolute volume, but appearing in generative AI environments will bring a new type of high-value visibility. Long-tail searches, complex queries, and conversational searches will become increasingly relevant. Content engineering, semantic analysis, and contextual optimisation will largely replace simple keyword competition. 

SEO is not disappearing; it's becoming more professionalised and a much more strategic job, merging editorial knowledge, data analysis, and brand building. 

What actions can we implement from now on 

At MIG Prisma we are already incorporating this new reality into our clients' strategies through: 

• Audits of visibility and presence in AI Overviews. 

• Redesign of contents for generative AI. 

• Advanced Structured Data Implementation. 

• Semantic optimisation focused on search intent. 

• Long-term thematic authority strategies. 

The future of SEO will be an exercise in editorial engineering, data engineering, and reputation engineering. 

Google's AI Overviews are not a fleeting experiment, but the first major public demonstration of the impact artificial intelligence will have on online search. Brands and businesses that adapt quickly to this new model will be able to maintain digital visibility leadership in the coming years. 

Now is the time to update strategies and position yourselves correctly for this new phase of the search. If you have any questions, please don't hesitate to consult our experts.