SEO Recommendations to Capitalize on Google AI Overviews

Blake Adkins July 14, 2025

AI Is Changing The Search Landscape

Google’s rollout of AI Overviews, which began in May 2025, is transforming how people interact with search results, particularly for informational queries. AI Overviews have become significantly more prevalent across a wide range of results, but especially for “what is” and “how to” queries. Instead of clicking through to websites, searchers are increasingly getting answers directly from the Search Engine Results Page (SERP). This shift has major implications for SEO, particularly for companies with a significant amount of educational/informational content.

SEO Impact of Google’s AI Overviews 

In general, we are seeing the following trends across all of our B2B clients:

  1. Total organic impressions are INCREASING: Total visibility in search results remains strong, and in many cases, rankings are even improving for information-oriented queries.
  2. Total clicks (and CTR) are DECLINING: Total organic search engagement is dropping, primarily because AI Overviews often satisfy searcher intent (and provide answers) directly in the SERP.
  3. SEO ROI is HARDER to measure and track: Traditional SEO metrics related to clicks and conversions don’t adequately reflect this new zero-click behavior trend.

EXAMPLE: Here are annual impressions and click trends for a B2B website. As you can see, starting in March of 2025 total organic impressions started to increase significantly while clicks decreased.

Challenges For B2B Marketers

B2B companies typically provide website content that helps prospects and customers across their entire journey. Here is an example of what a website’s full-funnel content may look like:

  • Top of Funnel (TOFU): Blogs. Topic pages. Knowledge Base. FAQs. Glossary.
  • Middle of Funnel (MOFU): Solution Overviews. Industry pages.
  • Bottom of Funnel (BOFU): Detailed Product & Service pages. Technical Spec Sheets. 

For many companies, Top Of Funnel, informational/educational content was historically a major driver of organic traffic. This is the traffic that is most vulnerable to AI Overview disruption.

Avid Demand Recommendations

While marketers can’t control or change Google’s algorithm or SERPs,  there are things SEO Experts can do to embrace AI and capitalize on AI Overviews.

  1. Refine KPIs for TOFU Content

    • Include TOFU impression growth as an important visibility metric.
    • Use Google Search Console (GSC) to monitor clicks and impressions for queries likely impacted by AI Overviews (even though GSC does not currently report AIO-specific engagement separately).
    • Understand that traditional metrics like CTR and click volume are no longer the best measures of engagement for TOFU content.

  2. Focus on Answer Engine Optimization (AEO)

    • Proactively optimize your website content to rank for question-oriented queries.
    • Add the following elements to TOFU pages:
      • Clear, concise definitions at the top
      • Structured Q&A using H2s and H3s
      • FAQ schema
      • Short bulleted summaries before diving into detail

  3.  Create Centralized Knowledge Hubs

    • Consolidate scattered blog and topic content into high-authority landing pages for core topics – think in terms of topic hub landing pages.
    • Within your hub, include comparisons, best practices, links to product pages, and robust FAQs.
    • Add structured data, diagrams, internal links, and actions (if appropriate)..

  4. Add a Sitewide FAQ Page

    • Develop a dedicated, indexable FAQ page that addresses common questions related to your solutions and services.
    • This strategy helps you respond to long-tail questions from Large Language Models (LLMs) via featured snippets (PAA).

  5. Increase Visibility in LLMs (e.g., ChatGPT, Perplexity)

    • On information pages, use clear section labels like “Use Cases” or “Benefits”
    • Add source credibility: Author bylines, citations, industry standards
    • Use internal linking to connect TOFU content with deeper MOFU/BOFU assets

  6. Leverage YouTube to Improve Visibility in AI Overviews

    • Repurpose your TOFU video content into short-form, explainer-style videos.
    • Optimize YouTube metadata with keyword-rich titles, detailed descriptions, transcripts, and closed captions.
    • Embed videos into topic hubs to enrich content and improve dwell time.
    • Organize playlists around topic clusters to strengthen topical authority.

  7. Enhance Structured Data Strategy

    • Use Review, HowTo, Product, and FAQ schema to improve eligibility for featured snippets and AI Overview pulls.
    • Implement breadcrumbs and page-specific schema types for clearer entity definition.

  8. Align Content to Your Buyer’s Journey

    • Organize your website content by topic and intent type (informational, transactional, navigational, etc.)
    • Match each query type to TOFU, MOFU, or BOFU content.
    • Ensure each piece has a logical next step (internal link or CTA) to support conversion and funnel progression.

Embracing AI in Search Marketing

Google’s AI Overviews are only the first step in the AI transformation of search marketing.  Don’t fight it; embrace it.  Refine your SEO strategies and metrics to capitalize on this new opportunity.

Additional Resources Addressing the Impact of Google’s AI Overviews:

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Blake Adkins July 14, 2025

Blake is an Avid Demand SEO Specialist.  He excels at on-page optimization, technical SEO, and optimized content development.