However, Google’s algorithms have always been in a state of perpetual change. Many of these changes over time have led to new priorities being placed on certain marketing strategies and others being abandoned altogether. But one of the latest evolutions that Google has introduced recently is AI Overviews - and it’s creating a lot of buzz for businesses.
It’s essential for marketers to understand how AI in Google Search is transforming the way search engines respond to user queries and the implications this has for their visibility and associated web traffic.
If you’ve used Google’s Search function recently, you’ve likely noticed that there have been some changes in the format of how information is presented. While the traditional list of reference links on multiple SERP pages has remained the same, “AI Overviews” now appear above the fold.
These are AI-driven responses to user queries generated by Google Gemini that essentially answer questions or provide supporting information directly to the user. This information is based on the top search results provided, reducing the need for users to manually search through multiple links to find what they need.
To achieve the level of intelligence necessary to provide accurate AI-driven responses to users, Google now breaks down inquiries into several smaller related questions. Known as “Query Fan-Out,” this technique enables algorithms to locate relevant information more extensively across the internet, extracting more insights than traditional search crawlers can.
Because of this, the effectiveness of primary keyword optimization has shifted significantly, and businesses now need to think bigger when trying to target a specific type of search intent. To be featured more in AI Overviews and other AI-powered answer engines, covering content topics from a broad range of angles is a more effective approach to getting found online.
Below are some of the ways this is being achieved:
Google now allows users to test more powerful AI features directly from their browser. The platform now features an “AI Mode” that allows users to access more advanced search features still in development that offer even more helpful search experiences.
Google’s proprietary Gemini 2.5 pro engine powers AI Mode. Unlike traditional approaches to accessing information online, users can now leverage images or videos to find what they’re looking for while getting answers that are much more nuanced than before.
Visual search capabilities have become increasingly useful over the years, enabling users to leverage their cameras to gather information on highly specific items. For example, many smartphones now connect directly to Google’s image-search feature, which tries to locate the same photo online and provide relevant information.
As a result, incorporating more visuals into websites is becoming increasingly critical for brands seeking to capitalize on these opportunities for enhanced engagement.
One of the most useful technologies that has been released in recent years is agentic AI. Used in various cloud-based applications and services, agentic AI utilizes independent bots, or “agents,” that can handle tasks autonomously based on specific goals assigned to them.
Google has been developing its own agentic AI solution known as “Project Mariner,” which could represent a significant leap forward in the usefulness of its search engine. Using AI agents, users can navigate various websites, such as hotels or airlines, and actually make purchases based on parameters set by the user.
Below are some of the most effective ways to achieve this:
While focusing on keyword placement still has some weight, its importance in search relevancy is being quickly replaced by improved focus on search intent. This means AI-powered search tools are looking for web content that is high quality and touches on various interconnected subtopics closely related to those primary keywords.
It’s essential for brands to prioritize Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) when crafting their content. This helps them to establish more credibility with Google and increases the likelihood that AI Overviews will feature that same content.
Creating great written content is important. However, now that Google's AI features leverage images and videos when serving results to users, your content strategy should include more of these elements. Whenever possible, increase the scanability and readability of your site by including high-quality visuals, videos, and interactive elements to create a more comprehensive experience for both users and AI crawlers.
When adding more multimodal content, you also want to ensure that it’s properly optimized. This means including metadata such as descriptive filenames and alt text for each visual element.
Another important element of increasing your online visibility to AI models is to focus on the technical elements of your site. Leveraging structured data (Schema markup), for example, is an important way to achieve this.
Schema markup provides helpful labels to search algorithms that help features like AI Overviews better understand the purpose and structure of the content on your site. This allows them to more easily reference things like step-by-step guides, helpful lists, or product instructions.
As more AI-driven features become integrated into Google’s Search results, it’s becoming more important for businesses to adapt their marketing strategies.
By following the advice discussed when creating a more modern content management approach, you’ll ensure that your website continues to be referenced more frequently in AI Overviews and your organic web traffic doesn’t take a hit.