AI Overviews Are Taking Clicks—Here’s How to Survive Google’s New SERP
Google’s new AI Overviews (the generative-answer boxes atop search results) are reshaping SEO. As of early 2025, they appear in about 13% of searches. These AI-generated answers often give users everything they need—without a single click. According to Ahrefs, when an AI Overview shows up, the top organic result sees a 34–35% drop in click-through rate.
The numbers are starting to tell a story. While impressions are rising, actual clicks are plummeting—a pattern some call the “crocodile mouth” effect. For SMBs that rely on organic traffic, this can be devastating. One blog owner reported losing two-thirds of her traffic and ad revenue following the AI rollout. Many affected sites offer how-to or informational content—the exact types AI Overviews are most likely to summarize.
Why Zero-Click Search Matters
This shift is an extension of a long-term trend: zero-click search. Even before AI Overviews, featured snippets and instant answers were reducing user interaction with actual websites. Now, Google’s AI is accelerating the trend, providing more comprehensive summaries that often leave users with no need to visit your site at all.
During a recent webinar, Gina Ramsey, President of Pink Dog Digital, said that zero click search “is becoming a huge tidal wave that is reshaping the entire landscape of digital traffic and SEO.”
Who’s Getting Hit the Hardest?
Small businesses producing informational, top-of-funnel content are feeling it most. These are articles that define terms, answer basic questions, or offer DIY advice.
The AI often cites high-authority pages or brands, so if your site isn’t already ranking high, you’re likely not getting pulled into the AI Overview at all. And even if you are, clicks may still bypass you.
What SMBs Can Do to Adapt
Here are practical, tool-free strategies to stay competitive in this new environment.
1. Structure Content to Answer Questions Clearly
Google’s AI loves Q&A style content. Break your content into clear question headings or FAQ sections with concise answers. SEO experts now suggest writing in a conversational, FAQ format, since that’s how AI pulls information. For example, include “What is…?”, “How to…?” headings and then answer them directly.
Use bullet lists or short paragraphs so Google’s AI (and the old featured-snippet algorithm) can easily grab the content. In short, think about serving the answer on your page, not just promoting a sales pitch. This won’t guarantee a click (the AI might grab you), but it does give you a shot at being cited in that AI Overview (and it satisfies user intent).
2. Shift Keyword Focus
Shift some focus away from super-broad informational queries toward gaps in the AI’s coverage. Studies show most AI Overviews today hit “top of funnel” informational queries – things like definitions, comparisons, or general FAQs. Meanwhile, commercial or branded searches are less affected so far.
For now, prioritize high-value or niche terms (e.g. purchase-intent or industry-specific keywords) that AI isn’t grabbing. Semrush identified that keywords with higher CPC (over a few dollars) and moderate difficulty are mostly untouched by AI Overviews.
In practice, this means heavy research into your vertical: find relevant long-tail or lower-volume questions customers have (maybe using your own Google Analytics or even Google’s “People Also Ask”), then create content for those.
In short, don’t fight Google on “who is the CEO of X” style questions – aim for queries where your product or service is directly relevant.
3. Strengthen Your Brand Presence
Google’s AI tends to cite authoritative or well-known sources. Make sure your site (and authors) show clear expertise. Include your brand and author names on content, and highlight experience or credentials. Use schema markup (Organization, Person, or Article schema) so Google knows you’re a credible publisher.
As one study noted, AI Overviews overwhelmingly pull from content that already ranks highly – which often means established sites or recognized brands. If you can increase your domain’s authority (earn backlinks, encourage mentions, get reviews), you’re more likely to be the chosen answer. Even if you can’t rival Wikipedia, being a named source is an advantage.
4. Improve Technical and Content Structure
Make it easy for Google (and AI) to understand your content:
- Use headings, bullets, and short paragraphs
- Add structured data markup (like FAQPage or Article schema)
- Include updated images and accurate, fresh data
Clean formatting can increase the chance of your content being pulled into AI Overviews—or, at the very least, help you keep a competitive position in traditional organic results.
5. Double Down on Local Optimization
If you’re an SMB with local customers, now’s the time to polish all your local SEO. Google’s AI is now including local business details (maps pack, reviews, addresses) in many overviews.
Make sure your Google Business Profile is complete and accurate. Add location-specific pages or blog posts for each area you serve (e.g. “plumber in [City]”). Encourage customers to leave reviews and respond to them.
AI Overviews often pull in customer reviews and local info, so businesses with clean, updated listings have an edge. Treat your local business data like gold: NAP (Name, Address, Phone) consistency and schema for your storefront or service area can help you show up even when AI answers.
6. Diversify Traffic Channels
The simplest defense is: don’t rely on Google alone. Build up other channels so you’re not helpless if organic dips.
For instance, create a regular email newsletter or social media presence to drive repeat visitors. Publish helpful content on community platforms (YouTube, LinkedIn, industry forums) that link back to your site. Encourage referrals or partnership links with other websites. Even a small budget for targeted ads on other networks (social ads, local directories) can offset lost clicks.
Analysts emphasize that a “diversified approach” is a smart defense in this climate. In practice, this means spending at least as much energy on Facebook, Instagram, or TikTok (if it fits your business) as you do on Google SEO. The goal is to create multiple funnels for leads and customers.
7. Improve On-Site Conversion
With fewer clicks, each visitor is more valuable. Make your website frictionless:
- Fast loading time
- Mobile optimization
- Clear calls-to-action
- Lead capture forms or chat support
Even if traffic declines, strong conversion can keep your leads and sales stable—or even growing. Some businesses report that visitors from AI summaries convert better because they’re more informed when they land on your page.
SEO Isn’t Dead—But It’s Different
These changes are forcing businesses to rethink what SEO means. You can no longer assume traffic will come just because you rank. Now, you need to be the answer – or be the next step after the answer. If you can provide depth, context, or action that Google’s AI can’t, users still have a reason to click through.
Gina Ramsey of Pink Dog Digital pointed out that “getting great rankings aren’t enough anymore. Zero-click search is going to grow, so you need a strategy on how to maximize the clicks that you’re getting by creating content that’s worth clicking. Own your audience. Don’t let them get away.”
Final Thoughts
Google’s AI snippets may grab some clicks, but you still control a lot of the customer journey. By answering searchers’ questions clearly on your site, targeting the best keywords, tightening up your brand presence, and spreading out your marketing efforts, you can weather the AI storm.
In fact, with a smart approach you may end up with a leaner but higher-quality set of leads. Users still need your products and services – you’ll just have to meet them differently when Google tries to answer for you.
Stay adaptable, focus on value for the user (click or no click), and your business can emerge stronger from the shift in Google’s SERP.
Stay Ahead with AI-Optimized Strategy from Pink Dog Digital
The way people search online is changing fast, and AI is leading the charge. At Pink Dog Digital, we’re helping businesses stay visible and relevant in this new search ecosystem.
Our SEO strategies aren’t just built for Google: we design them to thrive across AI platforms too. Whether you need help optimizing your current content or building a future-proof digital presence, we’ve got you covered.
Let’s make sure AI is working for you, not against you.
Contact us at 410-696-3305 or email us at pinkdogdigital@gmail.com to get started. You can also fill out our Contact Us form to learn more about our services.