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Don’t worry, SEO is not dead (but it is evolving… and getting interesting).
For years, ranking well on Google has been the basis of many digital strategies. But as of May 2024, the world’s most used search engine has begun a profound transformation (and no, it’s not an update like any other): the arrival of AI Overviews, also known as “AI-generated summaries”.
Since then, there has been talk of traffic losses, changes in user behavior and a general feeling that “Google is not what it used to be”. How does this update really affect us and what can we do about it?
Here we explain it to you without scaremongering, with real data, practical strategies and, of course, a bit of style.
1. What are Google AI Overviews?
AI Overviews are AI-generated summaries that appear directly at the top of search results. They are designed to respond quickly, clearly and concisely to user queries, without requiring them to click on any links (if you don’t want them to, of course).
This functionality is part of Google’s Search Generative Experience (SGE), which seeks to offer a more conversational experience, similar to interacting with an AI such as ChatGPT. The information displayed in the overviews comes from various sources that Google considers reliable, and the AI generates a summary using its Gemini model. This AI is trained to understand context, user intent and combine multiple pieces of data into a single response. Like the typical know-it-all friend, but robot version(more technical details here).
2. What has been its impact so far?
Although Google’s intention is to improve the user experience, the effects for many websites have been harsh. Some publishers are reporting traffic drops of up to 60%. An emblematic case is the Daily Mail, which according to Dircomfidencial, has lost more than half of its organic traffic since AI Overviews were activated.
This situation has set off alarm bells throughout the SEO ecosystem, especially in the media, specialized blogs and ecommerce that depended on organic positioning as their main channel of attraction.
Google, for its part, has responded by assuring that the clicks coming from AI Overviews are of higher quality. That is, although there may be fewer clicks, those generated are more relevant and closer to conversion. But it is also true that most users do not even stop to look at which sources are used in the response.
3 What are the consequences and how does it relate to new forms of consumption?
AI Overviews are changing how users interact with the search engine (or have new forms of consumption pushed Google to this change?).
- They no longer scan lists of links, they look for direct answers.
- They ask long, natural questions, as if conversing with an AI.
- They use search for quick, even complex decisions.
This reinforces an already growing phenomenon: zero-click searches. According to Semrush, up to 50% of searches no longer generate any clicks. Content is consumed directly in the SERP. Although this was already happening with the featured snippet and FAQ boxes.
The immediate consequence is a decrease in organic traffic. But it is also an opportunity to rethink how we communicate, how we provide value to the user and how we position our brands in an increasingly experience-oriented and immediately useful environment.
4. How to deal with the drop in organic traffic?
This is not the time to abandon SEO, but to evolve with it (yes, like a good Pokémon). Some practical recommendations:
- Optimize for intent, not just for the keyword. Google has made this clear in its recommendations for AI SEO.
- Well-structured and clear content. Headings, lists, direct answers: quick and easy to understand.
- Betting on “quotable” content. The AI is looking for copy-and-paste ready answers. You be that answer.
- It includes structured data (Schema.org). Here they explain how.
- Optimize your brand and reputation. Google likes reliable sources (and so do humans).
5. How to improve our presence in AI Overviews and other AI environments?
What we used to call “ranking in the top 3 of Google” now also means appearing in the summary that nobody knows comes from your website. To achieve this:
- Write as if you were answering a question. Natural and clear.
- Use FAQs, tables, lists, definitions. The AI loves them.
- Create content that is deep but easy to scan. Don’t make it lazy.
- Focus on topics where you really have authority.
In Backlinko they analyze how this new experience is reshaping the game. And if you want to see where this is all headed, take a look at Exploding Topics.
6. Complementary strategies and where the market is headed
In addition to adapting our content for AI, it’s key to diversify channels and tactics. (We saw this coming and that’s why at NAL3 we’ve always made a big deal about omnichannel and 360º strategies. Wink, wink)
- Smart paid advertising: Google Ads, LinkedIn Ads or Meta are still great allies if used with strategy and segmentation. Not everything is organic, and a well-thought campaign can open many doors, even with AI in the middle.
- Email marketing, prospecting and CRM: engage, mature, build loyalty.
- Premium content (ebooks, videos, podcasts): real value, long interaction, attracts the lead.
- Branding and community: if they search for you by name, the AI has no excuse.
- Don’t abandon your website: it is still your digital home.
- Social networks: B2B and B2C, everyone is there, searching and deciding.
- Presence in new AI platforms: Perplexity, ChatGPT, TikTok Search.
- Events, popups, physical marketing: experience is still king.
The current approach aligns with what MarketingProfs raises about AEO, and Search Engine Land reinforces that SEO is evolving, not disappearing. You can also read TheeDigital, LinkedIn and what was discussed at the Web Summit.
Yes, Google is changing. But that doesn’t mean SEO is dead. It means we have to work more strategically, more creatively and more focused on user experience.
At NAL3, we don’t just keep up with each update. We anticipate, adapt strategies and accompany our clients so that their visibility and attraction do not depend on a single channel.
