How Google's AI Overviews Are Reshaping the SEO Landscape 

Have you started noticing the AI Summary Box at the top of Google when you search for something? That’s the newest Google AI Overview - an advanced feature that pulls in content from across the web to answer your question before you even click on a link.

And while it’s extremely handy for users, it’s having a huge impact on website owners, marketers, and businesses. Traditional SEO tactics are getting a shake-up, and if your content isn’t optimised for these AI-driven answers, you might miss out on valuable visibility.

In this week's edition of Inside Track, we’re diving into how Google’s AI Overviews are reshaping search, and what you can do to make sure your website is still visible across all search results!

Think of Google’s AI Overviews like ChatGPT built right into your search results. And whilst it's not a 2-way chat, in most cases Google is now giving users a summarised, AI generated answer to their search query. This is making the life of the user easier but lowering the chances of users clicking on links to find their answer.

Let’s say you Google “SEO tactics 2025”. Instead of getting the usual list of blue links and enticing articles, you’ll now see a neatly written summary at the very top, giving you key points straight away. You no longer need to click on 5 different articles, skim 3 and bookmark 2, you'll simply get a high-level summary right at the top of the Search Results Page. Pretty neat, right?

To generate this, Google is using it's own AI algorithms to scan through trusted sources across the web, pull together the most relevant info, and serve up a snapshot that answers your question. Convenient for users, but it means businesses now have less space on the SERPs and a lower chance of getting clicks.

However, there are still advantages that can be taken from this futuristic update...

Just like SEO helped businesses rank high on SERPs, there’s now a new strategy that looks to take advantage of revolutionary AI-driven search engines: Generative Engine Optimisation - GEO for short.

GEO is all about making your content easy for generative engines (like Google’s AI Overviews, Bing Copilot, and Perplexity) to understand, trust, and feature. Instead of just focusing on keywords and backlinks, it’s about crafting clear, well-structured content that answers real questions in a conversational way. You should use Natural Language that AI's can easily understand, which in turn gives your content a better chance at showing up in the Overviews.

For businesses across Scotland and the UK, this shift is a big one. Instead of being found, it's about being the first thing users see, even before they click. GEO gives you the edge in this fast-changing digital space, helping your brand stay visible, relevant, and a step ahead.

UNDERSTANDING GEO

Adapting Your SEO for the AI Era

With AI-driven search changing the rules, adapting your SEO efforts for the age of Google AI Overviews and beyond can help you stay on top. You can do this by:

Focusing on long-tail keywords: Instead of chasing broad terms, target more specific, question-based queries. AI tools love clear intent, so answering niche, highly relevant searches help you land in those top spots.

Prioritising content clarity and structure: Break your content into digestible chunks with clear headings, bullet points, and summaries. The easier it is to scan and understand, the more likely AI is to feature your content directly in an overview.

Not forgetting technical SEO: Make sure your site loads fast, is mobile-friendly, and has proper schema markup. These behind-the-scenes elements still matter, especially when AI engines decide which sources to trust.

Using data-driven marketing: Let performance metrics guide your strategy. Use insights from your analytics tools to see what content is working, what is being surfaced by AI, and where the gaps are.

Reviewing and iterating: This isn’t a one-and-done effort. AI search is constantly evolving, so check your rankings regularly, update stale content, and stay on the lookout for shifts in search behaviour.

BUILDING YOUR SEO STRATEGY

Digital marketing continues to change, and it seems like there’s no stopping it! With AI now dominating the industry, the best strategy for businesses is to ADAPT.

We understand that all these advanced updates and changes can feel overwhelming! Luckily, this is where a marketing expert can be invaluable for the future of your business.

My team at Inspire always stays ahead of the game, with the aim of keeping our clients visible to their audience. From one-off audits to fully managed GEO strategies, our approach is tailored, transparent, and always rooted in results. Whether it be through traditional or AI-driven search engine, we're here to help.

So, if you’re ready to adapt and thrive in the new age of search, don’t hesitate to reach out to me personally to discuss the topic of GEO and AI Search in more detail. Reach out to me directly via email and we can chat more about how you can future-proof your business in the digital age.

If you want any specific advice about anything digital, I'm here to help. Give me a call on 01738 700 006 or drop me a line and I’ll get right back to you.

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