Google’s AI Overhaul of Search: What It Means for SEO (And Why It’s Not a Bad Thing)

One of the most radical shifts in the history of search is underway with Google’s AI Overhaul of Search, announced May 20th 2025 at I/O.

Its newly launched AI Overviews—rolling out across the U.S. now and more widely soon—introduce generative AI directly into search results.

The goal? Answer complex questions with richer, conversational summaries pulled from multiple sources. This move is designed to compete with tools like ChatGPT and Perplexity AI and will fundamentally reshape how people engage with Google.

And yes, marketers and SEOs are watching closely.

But let me assure you: this is not the end of SEO. Google’s AI overhaul of search is the beginning of a new, exciting chapter.

“This isn’t something to panic over.”

“Google’s latest AI rollout might look like a threat to traditional SEO, but in reality, it’s a call to evolve. We’ve adapted to voice search, featured snippets, algorithm shifts, and zero-click answers. This is just the next phase. SEO will always matter—as long as people keep searching for answers.” — Tom Edwards, Founder of Bit Quirky Consulting

What’s Actually Changing?

This update shifts Google from being just a list of links to becoming more of a conversational assistant. When users type in a multi-part question or exploratory query, the AI Overview generates a summary at the top of the page without the need to scroll or click.

These overviews draw from a mix of indexed web content and structured data, aiming to synthesise the best answer quickly. However, they don’t always clearly attribute where that information comes from, which introduces new dynamics for publishers and SEOs.

The rise of hyper-personalised search means that no two users will see the same result. Google now factors in your behaviour, history, location, even your calendar and past purchases. For marketers, this collapses the idea of a ‘universal ranking’—and puts even more emphasis on understanding your audience segments, journeys, and context.

Why does that matter?

• Users may spend less time clicking.
• Publishers may lose traffic from casual or low-intent queries.
• Google has become more answer-focused than navigation-based.

This is a significant shift—but not a sudden one. We’ve been moving toward this with featured snippets, People Also Ask, and voice search. Now, it’s being accelerated.

Why I’m Not Worried (And Why You Shouldn’t Be Either)

Google may be evolving, but it’s no longer the only game in town. TikTok, YouTube, and Pinterest are becoming major search platforms—especially for younger demographics. SEO isn’t just about websites anymore—it’s about visibility wherever your audience seeks answers.

1. SEO Has Always Been About Evolution

SEO has never been a fixed discipline. From Panda to Penguin, mobile-first to BERT, we’ve adapted for years. Now, AI is accelerating that evolution, not ending it. Suppose your SEO strategy is built on human-first content, structured data, and technical soundness. In that case, you’re already in a strong place.

2. Great Content Still Wins

Google’s AI overhaul of search isn’t creating content out of thin air—it’s summarising the web and the content you put on it. The higher the quality and clarity of your content, the more likely it is to be referenced or influence AI outputs. Long-form content that answers nuanced questions, expert-authored material, and tools that deliver unique value will still win visibility—even if attribution isn’t always direct.

3. Authority Will Be Critical

Google’s AI overhaul of search places more weight on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Sites with strong editorial standards, real authorship, and transparent credibility signals will feed this new AI engine. If your site is vague, low-quality, or written for algorithms—not humans—now’s the time to rebuild.

4. Zero-Click Doesn’t Mean Zero Opportunity

Yes, zero-click searches may increase—but that doesn’t mean your content is irrelevant. Savvy marketers will:

• Focus on mid-to-bottom funnel content (where users still want to compare and convert).
• Optimise for visibility within summaries (via structured data and rich content).
• Create content that can’t be summarised in two lines—think tools, calculators, video explainers, and in-depth comparisons.

5. Attribution Challenges Are Real—but Navigable

A valid concern is that your content may contribute to AI Overviews without being clearly credited. That’s frustrating. But the solution isn’t to fight AI—it’s to build a recognisable, trusted brand—one that people return to even if they found you through a summary, not a link.

What Kind of Content Still Works?

While the format of search is changing, the types of content that perform well in this new environment are familiar:

• Expert Q&As and deep-dive explainers
• Proprietary insights, stats, or research
• Interactive tools, checklists, calculators
• Videos and tutorials with structured markup
• Product comparisons and buying guides
• FAQs and schema-rich content

Traditional funnel thinking—awareness, consideration, conversion—is blurring. In the age of AI search, users act on moments: “I need this now,” “What’s nearby?” or “Help me decide.” Content needs to be modular and mapped to intent-driven micro-moments, not just broad stages.

Now more than ever, content needs to be built around real user intent—not just keywords.

For newer brands, being discovered in an AI-first search landscape may be harder. One smart strategy? Borrow visibility. Collaborate with creators, influencers, or high-authority partners to increase your reach and trust signals—on and off Google.

So… What Should SEO Teams Do?

Going forward, SEO strategy shouldn’t start with keywords—it should start with audience segmentation, search behaviour, and platform-specific insight. Google isn’t the only route to discovery, and tailoring content by channel will be a key growth lever.

• Audit your content for depth and clarity. Are you answering real questions? Are you better than the AI summary?
• Use schema markup extensively. Help Google understand your content at a structural level.
• Track visibility, not just clicks. Mentions in AI Overviews will soon become a key metric.
• Focus on branded search and loyalty. Build a site people remember and revisit.
• Invest in trust signals. Reviews, author bios, transparency, and awards all help.

Final Thoughts: Google’s AI Overhaul of Search

This update will rattle some cages—and that’s okay.

Search has continually evolved. We’ve gone through Panda, Penguin, Hummingbird, Core Updates, BERT, and now AI Overviews. Each shift brings fear and opportunity. This time is no different.

This isn’t Google replacing search—it’s Google redefining it. We may lose some vanity metrics, such as fewer clicks and less linear visibility. But the brands that truly understand their users and create content that solves problems will thrive.

We’re entering a world of hyper-personalised results, collapsed customer journeys, and cross-platform intent. Your brand won’t just be found on Google—it’ll need to earn its place in moments, mindsets, and micro-decisions. If you’re not thinking beyond rankings, you’re already behind.” — Tom Edwards, Founder of Bit Quirky Consulting

SEO has never just been about ranking; it’s about being the answer. The brand someone remembers when the AI summary isn’t enough. The site users still click through to—the trusted voice in a noisy space.

If your SEO strategy relies on gaming algorithms, this new model will expose that.

But if you’ve built a strategy around trust, clarity, and helpfulness, this might be your time to shine.

The tools may change. The SERPs may change. But the fundamentals haven’t.

Be useful. Be relevant. Be trusted. Be found.

If your SEO strategy isn’t evolving, now’s the time to rethink it—before your competitors do.

SEO & AI: Common Questions Answered

Will Google’s AI overhaul of search reduce my organic traffic?

Yes, for top-of-funnel informational queries. But users still want to explore beyond summaries—especially for transactional, branded, or complex needs. Focus on content that goes deeper and converts.

How can I get my site referenced in AI Overviews?

While there’s no guaranteed formula, sites with structured data, clear headings, original insights, expert authorship, and helpful formatting have a better chance of being included.

Is SEO still worth investing in?

100%. SEO isn’t just about rankings anymore—it’s about visibility in all its forms: summaries, snippets, maps, reviews, and videos. The approach needs to be more human and strategic.

We’re already helping businesses prepare—not panic through our SEO consultancy.

And if you’d rather talk this through with a human than an AI bot, you know where to find me.

Tom Edwards, Founder of Bit Quirky Consulting