Google's AI Overview – What this means for SEO

In the age of Artificial Intelligence, companies are increasingly pushing AI-powered tools to capitalise on the buzz. More than ever, it’s important to cut through the hype and understand what these features actually mean for your business and marketing strategy. One such feature is Google’s AI Overview, which was first introduced in New Zealand in late 2024. If you’ve been wondering what this means for your website’s visibility and SEO practices, you’re not alone. We’ve put together our very own overview of this development — and how to stay ahead.

What is Google’s AI Overview?

Google’s AI Overview uses machine learning technology to pull information from various sources across the web, providing quick, upfront responses to certain queries. The generated summary appears at the top of the search results page, saving users the effort of combing through multiple websites to find what they’re looking for. While this hasn’t always been the case, the Overview now typically includes links to sources for verification.

As of 2025, AI Overview generally targets direct queries and broad information-gathering questions, from “how to reduce energy bills” to more open-ended topics like “digital marketing NZ” (as seen above). As the technology evolves, expect it to handle more complex queries, offer comparisons, and allow follow-up questions.

Why This Matters for SEO

AI Overview has several implications for SEO. For one, it reflects how users now want to find information: quickly, directly, and often in a more conversational format. Since the rise of ChatGPT, users are less inclined to browse through websites to locate specific answers.

AI Overview fulfills a similar role within Google Search, which changes how people interact with results. Some users may no longer scroll down to click traditional search listings. If Google answers a query within the Overview, your site may not show up as prominently: potentially limiting your organic traffic.

However, if your content is helpful, well-structured, and trustworthy, Google may feature it in the AI summary — offering a unique visibility opportunity. It’s more important than ever to create content that answers real questions clearly and accurately so that Google sees it as valuable.

AI Overview is still in the early stages in New Zealand, with most updates piloted in the United States before being rolled out globally. The upside? You’ve got time to prepare your SEO strategy.

What You Can Do

According to Google’s development team, AI Overview works much like featured snippets and the general search algorithm. In short: high-quality page content is more likely to be featured.

To optimise your website for generative AI, focus on creating genuinely helpful content. Since AI Overview prioritises informational queries, pages like FAQs and blog posts are valuable for providing the kind of information Google is likely to surface. Think about what your customers frequently ask — then answer those questions clearly in your content.

To make your information easy to read (for both users and AI crawlers), keep it concise and well-structured. Use headings, bullet points, and FAQ sections. Make sure all information is accurate and up to date. Implementing structured data can also give Google extra insight into your content.

Don’t forget other visibility tactics; local SEO, your Google Business Profile, and social media all still matter. A strong online presence helps build your brand’s authority and makes it more likely Google — and AI Overviews — will view your site as trustworthy.

Key Takeaways

• Generative AI continues to expand its capabilities and impact on consumer behaviour.
• Google’s AI Overview is a streamlined way to deliver answers to users, targeting informational queries.
• The best way to stay optimised is to keep your content helpful, updated, and easy to read — especially blog posts, FAQs, and service pages.
• Use SEO alongside other digital marketing tools to build authority and increase your visibility to AI agents.

With the growing adoption of AI, the way people interact with search engines — and the internet as a whole — is evolving fast. Keeping an eye on these developments is key to refining your strategy and making the most of your marketing efforts.

Get in touch with Adhesion’s expert digital marketing team to learn how we can help you stay optimised and future-proof your business.