In 2025, Google has once again redefined the landscape of online search with its latest advancement: the Google AI Overview (formerly Search Generative Experience). This transformative technology is reshaping the way users find information and interact with search results, bringing immense opportunities and challenges for businesses worldwide, especially in Australia.
We covered Google’s Search Generative Experience (now known as AI overview) last year when it started to roll out across the US, discussing the potential impact it will have on search in Australia (read the article here). Now that it is officially being rolled out within Australian search engine results pages (SERPs) we thought we’d take a closer look and help to define exactly how this will impact our approach to content marketing and SEO in 2025.
What is a Google AI Overview?
The Google AI Overview is a search feature powered by generative AI that provides summarised and context-rich answers to user queries directly on the search results page. Instead of scrolling through multiple links, users now receive comprehensive overviews synthesised from high-quality sources. This innovation aims to make information more accessible, precise and actionable.
Google’s search has been transformed by the Search Generative Experience (SGE), which integrates advanced AI to deliver these comprehensive, AI-generated summaries. As a recently new feature, there are frequent changes. A part of these changes can include the same search result not triggering an AI Overview each time. With AI overviews continually evolving, it can be noted that on average it has only appeared for 10% of search queries.
What does Google AI Overview look like?
Google AI Overview appears at the top of the search results page as a visually distinct and interactive module. They are typically positioned above the traditional organic search results.
The AI Overview is usually laid out with a concise summary of synthesised information from varying trusted sources. They will include clickable links in the overview or link cards below the summary.
See below for a few examples of what Google AI Overview search results look like.
1. ‘What is ERP in construction’ -> The below AI Overview result pulled data from multiple sources to answer the query of what ERP stands for within the first sentence and then briefly notes the advantages of ERP and how it relates to construction.
2. ‘How to start a business’ -> The AI Overview result has summarised the process of starting a business in concise dot points, with credible pages linked to the right of each step. In one clear view this serves the informational search intent of the user.
3. ‘How to pick the right watermelon’ -> The AI Overview result clearly and concisely answers the users query in the opening sentence. Following this in dot points, it then highlights key relevant information on steps to achieve the outcome of the query.
Is AI overview available in Australia?
Yes, Australian users can now access AI Overview as part of Google’s global rollout. Google has tailored the feature to accommodate regional nuances, ensuring relevance to Australian businesses and consumers.
How is the AI Overview affecting SEO?
AI is revolutionising SEO by shifting the focus from keyword-stuffed strategies to focusing on user intent and high-quality content. Algorithms are now better at understanding context and delivering the most relevant results, emphasising the importance of delivering real value through content. Understanding the customer journey is crucial in this context, as it allows businesses to map out the steps consumers take from awareness to purchase.
With the rise of AI search, zero-click searches have also increased. An SEMrush study in 2022 notes that zero-click mobile search share was at 57%. This highlights how search behaviour and engagement has changed, as users can now find the answers in position zero of the search pages and therefore don’t need to proceed through to the website.
RELATED: What is ‘Keyword stuffing’?
How do I optimise my website to appear in Google AI Overviews?
With AI Overview prioritising high-quality and authoritative content, SEO strategies must evolve. To increase the chances of appearing in AI Overviews:
1. Build and maintain a strong foundation of SEO and brand.
Google’s AI Overview prioritises authoritative and credible sources. Building a strong SEO foundation and brand reputation is key to gaining visibility.
- Focus on expertise and relevance: Develop content that directly addresses user queries with authoritative insights. Conduct keyword research that prioritises user intent over keyword density.
- Adhere to Google’s Search Quality Rater Guidelines: These guidelines provide insights into what Google considers high-quality content, focusing on expertise, authoritativeness and trustworthiness (E-A-T). By aligning your content creation process with these standards, you increase the likelihood of being recognised as a reliable source by Google’s algorithms and AI.
- Build a foundation of good Technical SEO practices: A technically sound website is crucial for appearing in AI Overviews. Focus on these key elements:
- Leverage structured data: Use schema.org markup to make your content more accessible to Google’s AI. Structured data helps identify key points, such as FAQs, product details and reviews, which are often featured in AI Overviews.
- Streamline navigation: Ensure users can access any page on your site within three clicks.
- Secure your site: Use HTTPS for trust and data protection.
- Improve load times: Compress images, minimize JavaScript, and use browser caching for fast performance.
- Fix errors: Use tools like Google Search Console to resolve crawl issues and broken links.
- Stay mobile-friendly: With mobile searches dominating, ensure your website loads quickly, has a responsive design and provides a seamless user experience.
RELATED: On-page SEO vs technical SEO: what is the difference?
2. Optimise content with concise summaries.
Google AI Overview thrives on delivering concise yet comprehensive answers. Tailor your content to align with this format.
- Write clear introductions: Start each website page, blog or article with a succinct summary of the topic. Think of it as a preview of what the reader will gain by engaging further.
- Highlight key information: Use headings, bullet points and infographics to make your content easily digestible. AI Overviews often pull data from well-structured and scannable content.
- Answer FAQs directly: Include an FAQ section that answers common questions about your topic. Use straightforward language and link to more detailed content for readers who want to dive deeper.
3. Align content with evolving search behaviour.
Google’s AI Overview responds to user intent and conversational queries. Adapting your content strategy to this trend is essential.
- Create conversational content: Write in a tone and style that mimics how users search online. For instance, instead of creating content titled ‘Car Maintenance Tips’ try ‘How Do I Maintain My Car in Winter?’
- Incorporate multimedia: Include high-quality images, videos and charts that enrich the content. AI Overview often pulls visuals to complement the text summary, which can improve engagement.
- Refresh old content: Update existing content to reflect current trends, user queries and search behaviour. Keeping content relevant ensures it remains eligible for inclusion in AI Overview.
4. Emphasise quality over quantity.
Gone are the days of publishing excessive amounts of low-quality content. Google’s AI Overview values depth and quality.
- Invest in long-form content: Create comprehensive guides and in-depth articles that thoroughly explore a topic. Longer content, when well-structured, has a higher likelihood of being summarised by AI Overview.
- Cite credible sources: Link to reputable and authoritative websites. This not only boosts your content’s credibility but also increases trust in the eyes of Google’s algorithms.
- Use data-driven insights: Support your content with statistics, case studies and real-world examples. AI Overview tends to highlight content that offers practical, actionable insights.
By combining these strategies, businesses can effectively position themselves to feature prominently in Google’s AI Overview, gaining greater visibility and driving more meaningful engagement with their audience.
RELATED: Your SEO content checklist: where and how to optimise your content.
Aligning AI Overviews with search intent.
AI Overview’s ability to understand and match search intent is its core strength. For businesses, this means focusing on creating content that mirrors what users are genuinely looking for. Identifying and addressing the ‘why’ behind a search query can significantly improve a site’s visibility.
For example, if users search for ‘best cafés in Melbourne’, providing a detailed listicle with ratings, photos and updated information about each café increases the likelihood of appearing in an AI Overview.
The benefits of AI Overview for users.
AI Overview offers several benefits for users, including more accurate and relevant results, detailed answers to complex questions and a more personalised search experience. Unlike traditional search engines, AI search engines can provide users with comprehensive answers that include important information about a business, such as its services and expertise. This makes AI search a valuable tool for quick questions and in-depth research alike.
How does Google AI Overview positively affect small business growth?
Small businesses stand to gain significantly from AI Overview. By providing clear and direct answers, the feature helps level the playing field, giving well-crafted, localised content a chance to shine alongside larger competitors. Local SEO strategies—like maintaining a robust Google Business Profile and generating customer reviews—are more critical than ever. Optimising local business listings can significantly enhance visibility and credibility for businesses.
RELATED: How to set up and update your Google Business Profile.
AI related tips to make informed decisions for SEO.
To succeed in an AI-driven SEO environment, businesses should:
- Use AI tools for keyword research and content creation.
- Optimise for voice search, as conversational queries are on the rise. Covering the topic in-depth with conversational search patterns of long-tail search terms will assist in increasing relevance for specific audiences and assist in answering questions that go in featured snippets.
- Regularly analyse performance metrics and adjust strategies accordingly.
RELATED: Rich snippets: The key to driving click-throughs to your website.
Looking ahead: The future of AI search and embracing the AI evolution.
As Google continues to integrate AI into its search ecosystem, the future of search is rapidly evolving. For businesses, this presents opportunities and challenges that require careful adaptation and strategic planning.
Key trends and challenges.
- Focus on informational queries: AI Overviews dominate informational queries, requiring content creators to adapt by meeting search intent effectively.
- Transactional queries remain unaffected (for now): Ads remain central for transactional queries, but future integration with AI Overviews is possible.
- Decline in organic clicks: Zero-click searches are rising as users find answers directly in AI Overviews, reducing traffic to websites.
- Combating AI hallucinations: Inaccuracies in AI content make trustworthy, accurate information essential for building user trust.
Adapting to the AI search era.
- Prioritise quality content: Align with Google’s E-A-T principles to enhance visibility and credibility.
- Stay agile: Monitor algorithm updates and remain flexible in strategy to adapt to AI-driven changes.
- Optimise for user intent: Craft concise, actionable and relevant content that directly satisfies user queries.
The path forward.
While Google’s AI advancements bring exciting possibilities, they also present uncertainties. Investing in quality content, maintaining technical SEO and understanding user behaviour will help businesses thrive in the AI-driven search era.
By focusing on building trust, delivering value and staying ahead of algorithm updates, businesses can navigate the challenges and opportunities presented by Google’s AI search evolution, ensuring long-term growth and success.
