Google AI Overviews have turned the arrangement of search results and SEO preferences for brands, media and co-permission upside down in no time. What companies need to do now to continue to achieve visibility at Google, explains Uli Zimmermann, head of the online marketing agency eMinded.
With the introduction of Google AI overviews, the search behavior of users is fundamentally changing. Content is increasingly summarized directly on the search results page, so that users receive answers without having to visit any further websites. This new form of presentation of results directly affects the visibility of classical search hits.
What changes – and what content is affected
Many companies are already seeing significant declines in organic access. Even technically clean and editorial high-quality pages lose reach. Proven SEO measures no longer work as usual, because visibility no longer arises solely through classic placements, but about relevance with new, AI-controlled response logics.
The main affected content that offers less depth or is highly standardised, such as simple guide texts, glossaries or generic product descriptions. These can be summarized particularly easily by AI systems and often appear directly in the AI overviews, without users having to visit a website. At the same time, it becomes apparent that classic SEO criteria such as ranking position alone are no longer sufficient to increase visibility.
Therefore, it needs to rethink a rethink in order to continue to keep present in the Google results. Companies must adapt both their technical and structural strategies to the changed framework conditions. This raises the question: What can companies do now to remain visible in Google search?
Strengthening technical visibility: using structured data correctly
In order for companies to show up at Google in the future, they need a solid technical basis. Essential for this are primarily structured data. They enable search engines to interpret content in a targeted manner and to collect information in a machine-readable manner – a central prerequisite for integration into automated response systems such as AI Overviews. Even if structured data does not guarantee visibility, it increases the chance to be recognized and processed by Google as a reliable source.
The basis for structured data is the open standard Schema.org, which is supported by all common search engines. Companies that already work with structured data should regularly review and expand their pages in a targeted manner. Particularly relevant are awards for frequently asked questions, product information, evaluations and information on authors.
How AI thinks: Content Must Do Now
Not only the type of playout changes due to the introduction of the AI overviews. The content that can still achieve visibility at all is also redefined. While Google increasingly generates simple, fact-based responses directly, there is still room for more complex, consulting content. The prerequisite is that they are high-quality, trustworthy and clearly structured. The focus is on the e-E-A-T principle: experience, expertise, authorization and trustworthiness. Content should be based on real expertise, built in a comprehensible manner and create trust. This is achieved above all if companies consider the following aspects: A highly visible authorship, a clear structure with precise subheadings, and the regular update of the content.
Anyone who creates content with depth, relevance and editorial care not only increases the chances of classic rankings, but also to consideration in AI-generated answers.
SEO Strategically Rethinking SEO
In addition to the content and technical adjustments, companies must no longer view search engine optimization in isolation from other areas. For a long time, SEO was considered a purely operational discipline with a focus on optimizing content for specific keywords, monitoring rankings and maintaining technical foundations. But with AI overviews changing search results, this approach is no longer enough. Visibility is no longer created solely through the optimization of individual sides, but rather through a strategically conceived overall orientation that combines technical excellence and editorial quality.
In order to link all requirements meaningfully, close cooperation between the
various teams in editorial, web development and analysis is needed. At the
same time, organizations should regularly analyze their own visibility – also
with regard to new forms of use and changed expectations in the search.
Processes and content must be set up in such a way that they can be flexibly
adapted to new search patterns.The key is to break away from outdated SEO
thinking patterns. Classic success factors such as the mere density of
individual keywords or the systematic use of backlinks are becoming
increasingly less relevant. Instead, companies need to learn to understand how
generative models capture and process information. Because in the future, it
will be decisive how well content serves the information logic of AI-based
systems.
Next steps: What companies should do now
In order to make SEO fit for the future, companies should start with these concrete measures:Content sift: Identify which pages are still visible and what reach is losing.Structured data complement: attach priority to product information, FAQs, reviews and author information.Optimize content: Planning editorial content that offers real added value and is based on expertise.Break down silos: Promote cross-departmental cooperation between editing, development and analysis to enable a holistic strategy.Regularly evaluate visibility: Use Google Search Console specifically and keep an eye on AI features in order to continuously make optimizations.
Conclusion: SEO stays, but with big changes
The impact of AI overviews marks a fundamental change in organic search. Content that has achieved reliable reach so far loses visibility and classic SEO measures are no longer enough to remain present permanently.Instead of sticking to established tactics, companies should see change as an opportunity. Because it is clear that search engine optimization does not disappear, it shifts. In the future, not only the individual keyword will declare, but the ability to create content for the benefit of AI-based response systems – embedded in a holistic strategy.
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