Google is rapidly transforming organic search results through its integration of AI. So far, these new features have led to traffic declines for most external websites, prompting a need to revise search engine strategies and priorities. Here’s an overview of AI’s current impact on traditional organic search visibility: AI Overviews AI Overviews provide direct answers to search queries by summarizing and citing top-ranking pages. This typically blends traditional SEO efforts with visibility within these Overviews. Key effects of AI Overviews include: - Reducing the need for users to click through. When a query triggers an Overview, fewer clicks occur, even if your page is cited. - Cited pages often appear in average position 1 in Google Search Console but with unusually low click-through rates. As a result, the average position shown in the Performance tab may improve, yet actual clicks decline. “People also ask” Standard SEO advice has suggested incorporating “People also ask” questions within content to attract clicks. However, Google now frequently provides AI-generated answers directly in this section, lowering click rates both there and in organic listings. Suggested topics Google has introduced a “suggested topics” section that acts like a fan-out, proposing related subjects for queries with multiple intents.

For instance, searching “roof repair” might display suggestions about symptoms and causes of roof damage. Selecting any suggested topic generates an AI-produced answer, which generally does not drive traffic to external sites. AI-generated search snippets Google is reportedly experimenting with AI-created search snippets, moving away from relying solely on publishers’ meta descriptions or body text. In some cases, Google enhances snippets with extra information, which can boost click-through rates. Local search AI integration is evident in mixed results, especially within local packs. Google’s AI now encourages users to learn more about local businesses and suggests related fan-out-style questions. This approach resembles Google’s URL bar behavior by motivating users to explore more about each page. Therefore, local businesses should emphasize presenting detailed on-site product or service information, fostering customer reviews, answering queries, and similar actions. Additionally, AI-driven features are emerging in local packs, as seen in AI Mode. For example, searching “car tires near me” might prompt Google to offer AI-assisted price checks. Originally, there were concerns that generative AI might replace organic search entirely. Instead, search engines themselves are adopting AI, rendering organic results less predictable, harder to track, and less effective at generating traffic. We understand these changes are underway. The critical step is to adapt traffic goals, tactics, and expectations accordingly.