Google’s AI Overviews are changing the SEO landscape. By providing instant answers directly in search results, users no longer need to visit individual websites to find information. While this innovation enhances the user experience, it has caused ripples across industries that rely on organic search traffic. A recent report by NerdWallet highlights how Google AI Overviews have led to a “brutal quarter” for SEO, as traffic dwindles for websites that traditionally benefited from informational searches.
In this article, we’ll explore examples of industries and businesses that might suffer or benefit the most from this shift.
Industries Likely to Suffer
1. Affiliate and Review Websites
Example: NerdWallet, The Points Guy, and Wirecutter
These websites thrive on detailed reviews and comparisons of products or services. Google AI Overviews often extract the most relevant information, such as “best credit cards for rewards” or “top-rated laptops,” and display it directly in search results. This reduces the need for users to click through, diminishing traffic and conversion opportunities.
2. Content Publishers
Example: Healthline, Investopedia, and Wikipedia
Websites offering informational articles, guides, or explainer content are heavily impacted. For instance, a search query like “What is a 401(k)?” may be fully answered in Google’s AI Overview, leaving no reason for users to visit Investopedia’s detailed article.
3. Local Service Aggregators
Example: Yelp, TripAdvisor, and Angi
With Google AI offering local recommendations and summarizing reviews directly on the search page, these platforms may see a reduction in clicks. A search for “best Italian restaurants in Denver” might no longer drive traffic to Yelp if Google displays aggregated reviews upfront.
4. Educational Blogs
Example: Khan Academy, Medium, and smaller niche blogs
Content creators sharing tutorials or niche expertise, such as “How to set up a podcast,” are at risk. If Google provides the step-by-step instructions directly, their organic reach will suffer.
Industries Likely to Benefit
1. Transactional Businesses
Example: Amazon, Walmart, and eBay
Google AI often links users to transactional pages for shopping-related queries. For example, a search for “buy iPhone 15 Pro” directs users to retailers rather than providing a detailed overview of features.
2. Specialized Service Providers
Example: Local electricians, plumbers, or niche medical services
While informational searches might decline, businesses providing specialized services stand to benefit if Google AI overviews redirect users to verified service providers in their area.
3. Data-Enriched Platforms
Example: Bloomberg Terminal and subscription-based analytics tools
These platforms provide proprietary data or insights not easily replicated by Google’s AI. Businesses relying on exclusive or premium information are less likely to be cannibalized by overviews.
4. E-commerce with Unique Offerings
Example: Etsy, specialty boutiques, and niche online stores
If Google AI recognizes unique inventory or custom-made products, these businesses may gain traffic from enriched snippets leading users directly to their platforms.
How to Adapt
1. Focus on High-Value Content
- Shift from answering basic questions to creating in-depth, unique, or interactive content that adds value beyond what AI can provide.
- Example: Instead of “What is a heat pump?” create a comparison tool for heat pumps versus traditional heating methods.
2. Invest in Direct Channels
- Strengthen email marketing, app engagement, and social media campaigns to reduce dependence on search traffic.
3. Optimize for Rich Results
- Implement schema markup and structured data to increase visibility in AI Overviews or enhance the chances of being credited as a source.
4. Leverage Local SEO
- Ensure your business is optimized for local search queries, as Google AI often emphasizes location-specific recommendations.
Final Thoughts
Google AI Overviews are reshaping SEO, creating both winners and losers. Businesses that rely on informational clicks may face challenges, while those that focus on transactions or unique value propositions could benefit. The key to thriving in this new environment is adaptability—understanding how users interact with search results and aligning your strategy to remain relevant.
As SEO evolves, it’s essential for businesses to keep a close eye on analytics, test new strategies, and innovate to stay ahead in the race for visibility.