In the early days, people typed a few keywords into Google and scanned through a list of results. Now, search has changed with AI-powered summaries that give quick answers on the results page itself. This shift from basic keyword searches to AI Overviews not only changes how people discover information but also how brands appear online. Many users may no longer click through to websites, making visibility harder to achieve. In this blog, we will look at this change, the risks it brings, and how DViO helps brands adapt.
What Was Google SGE?
Google first introduced Search Generative Experience (SGE) as an experimental feature in Search Labs. SGE used generative AI to create a summary of web content for a query. That summary would appear above or alongside traditional search links. The aim was to help users get quick, contextual answers without clicking many pages. Because it was experimental, it was behind a “Labs” toggle, and Google tested it with select users. SGE helped signal that Google wanted to go beyond just delivering links. It wanted to be smarter, more conversational, more like an assistant than just a search box.
Transition to AI Overviews
Over time, Google folded SGE into its broader search interface and rebranded the generative feature as AI Overviews. As of May 2024, Google began rolling out AI Overviews in the U.S., and it expanded to more countries. Google shows a concise summary of a topic or question, drawn from many sources, and then offers links to dive deeper with AI Overviews. The user sees an “overview box,” often at the top of the results. This summary helps people find answers quickly, sometimes without clicking further.
More recently, Google upgraded AI Overviews using its Gemini 2.0 model and began experimenting with AI Mode, a more immersive AI-powered search experience. AI Mode is meant for deeper queries and gives more flexibility, including follow-ups.
How This Evolution Impacts Brands
This change in how search delivers answers has big effects on brands.
Firstly, zero-click searches may rise. Many users may read the summary in AI Overviews and never click to a brand’s page. That means less traffic arriving from Google, even when you are relevant.
Second, brands might lose visibility in prime positions. If AI Overviews dominate the top of a search page, your content might appear lower or be bypassed. Also, Google now selects which sources to cite in the overview, so authority, freshness, clarity, structure, and trust matter more than ever.
Third, AI Overviews may favour certain types of content, those that are easy to summarise. If your content is very technical, poorly structured, or too long, it may get ignored.
Overall, the shift forces brands to be more precise, helpful, and transparent. It reshapes how audiences discover brands and how brands need to present themselves.
SEO Strategies to Adapt
Here are actionable tips for brands and marketers to stay visible in this new search era:
- Make content scannable and structured: Use headings, lists, short paragraphs, and bullet points. AI Overviews like clean structure.
- Use clear questions and subheadings: Many AI Overviews answer “what,” “why,” “how”, including those in your content, which helps.
- Focus on authority, trust, and experience: Signals like expert authors, references, case studies, and reviews help Google trust you.
- Keep content fresh: Update your content regularly so it stays relevant.
- Use semantic content and entity signals: Mention key terms, synonyms, and related concepts clearly, so AI can link ideas.
- Include summaries or “TL;DR” sections: A short summary at the top of your page helps AI and humans alike.
- Earn backlinks and mentions: Authoritative links help your content be eligible to be cited in AI Overviews.
- Monitor performance beyond clicks: Track impression shifts, position changes, citations in AI Overviews, and not just traffic.
- Test and iterate: Try different structures, headings, and content styles to see which ones Google picks up.
These tactics do not replace SEO fundamentals. They build on them for a search world leaning into AI. Google even notes there are no special SEO rules for AI features. Rather, you should focus on good content and technical basics.
The Role of AI in Shaping Brand Discovery
Looking ahead, AI will keep changing how discovery and search work. We may see:
- Fully AI-centric search modes: Google’s AI Mode and other products may reduce emphasis on classic link lists.
- Smarter, interactive summaries: Overviews could become more conversational, ask for clarifications, and allow follow-ups.
- Multimodal understanding: AI may combine images, video, and text in search summaries.
- Personalised AI Overviews: The summary you see may change depending on your interests, history, or location.
- Greater role for brand reputation: If AI is choosing where to draw from, brands with strong, authoritative content are more likely to be cited.
- New metrics of visibility: Brands will need to show presence in AI outputs, not just page ranks.
- Hybrid models: We may not lose classic search entirely, but see blends and AI summaries, plus the choice to explore deeply.
For brands, that means being part of the AI “source pool.” It is no longer enough to rank high; your content must be selected, trusted, and useful for AI systems to pick.
Search has evolved from lists of links to AI-powered summaries. In this shift, brands must transform, too. At DViO, we combine creativity, data, and technology to help brands stay ahead. With our full-stack marketing and digital-first approach, we collaborate with businesses to adapt to AI-driven search and build authoritative content to stay visible in this new era. As search evolves, your brand should remain discoverable not just by humans, but by intelligent systems.
FAQs
What is the difference between Google SGE and AI Overviews?
SGE was the experimental version of generative search in Google’s Labs. AI Overviews is the evolved, integrated version now available more broadly and refined for real searches.
How do AI Overviews impact website traffic and SEO rankings?
They may reduce clicks because users see summaries directly. They also change which pages get cited and how high pages rank, favouring clear and trustworthy sources.
What strategies can brands use to stay visible in the AI-driven search era?
Brands should structure content clearly, aim for authority and trust, include summaries, optimise for entities, earn backlinks, and monitor AI citation and visibility.
