Google AI Overviews: when Google answers for you (and what changes)

Google answers for you (and that's a problem)

If you're like me, you probably raised an eyebrow when those large AI-generated boxes appeared at the top of Google results. Type a question and Google produces a neat summary without you needing to click anything. Convenient for users. Disastrous for websites relying on organic traffic.

Those boxes are AI Overviews. They've been available in France since late 2025, and they're changing SEO completely. Honestly, it's probably the biggest shift since mobile-first arrived ten years ago.

The numbers hurt

Here's the painful part: the data speaks for itself:

• -34,5% in clicks on the first organic result when an AI Overview is present
• -61% in click-through rate for informational queries with an AI Overview
• -20% in overall clicks on traditional results in countries where it's active

Basically, even if your site ranks first on Google — that position you spent months fighting for — you could receive A THIRD fewer visitors. Ouch.

And the worst part? Google uses YOUR content to generate its summaries. It sometimes cites you in small print at the bottom, but the user already has an answer. Why click?

GEO arrives: SEO for the AI era

A new discipline is emerging in response, with a name that sounds like a 1980s superhero: GEO (Generative Engine Optimization). The idea is to go beyond appearing in standard results and become a trusted source cited directly by Google's AI.

Despite what some loudmouths on LinkedIn would have you believe, GEO doesn't replace SEO. It's an additional layer. In practice, it involves:

Topical authority — isolated articles aren't enough. Google wants to see you cover a subject thoroughly. If you're a plumber, one article on leaks no longer does the job. You need the complete guide: leaks, pipes, water heaters, maintenance… Content clusters that demonstrate your expertise.

E-E-A-T on steroids — Experience, Expertise, Authoritativeness and Trustworthiness. Google used to focus on these mainly for health and finance. Now they matter for ALL competitive queries. Prove you're a real expert, not a site that used ChatGPT to rehash Wikipedia.

Structured data — Schema.org markup is a language AI understands. FAQ, HowTo, Article… The more clearly your content is marked up, the easier it is for AI to process and cite. On semzen.fr, I use automated schema markup on every page.

Content with unique value — THIS is where it gets interesting. AI can generate generic content. What it CANNOT do is invent your case studies, proprietary data or client testimonials. That's your competitive advantage.

Not all searches are affected equally

Some good news (really): the impact isn't the same everywhere.

Informational queries ("what is SEO", "how to create a sitemap") → heavily affected. AI answers directly; goodbye clicks.

Transactional queries ("website development quote", "SEO consultant rates") → less affected. Google still displays ads and standard results. AI won't produce a quote for you (not yet…).

Local queries ("plumber Angoulême", "restaurant La Rochelle") → moderately affected. The Google Maps local pack remains clearly visible. All the more reason to work on your Google Business Profile listing.

What you can do right now

Diversify your traffic sources

If 80% of your traffic comes from Google, you're playing Russian roulette. In 2026, you NEED other channels:

• Your newsletter — the only channel you control completely
• LinkedIn for B2B — organic reach is still decent there
• Your local SEO — Google Business Profile is free and powerful

Create content AI can't replace

Stop answering questions Google can summarise in three lines. Focus on:

• Use Case studies with measurable results from YOUR clients
• Use Authentic testimonials — not generic reviews
• Use Practical guides based on your real experience, not whatever the first Google result says

Build your brand

The more your brand is recognised and mentioned online, the more AI considers you a trusted source. Press mentions, citations on other blogs, Google reviews… it all counts. Think of it as reputation-based SEO.

SEO isn't dead; it's changing

After 15 years in digital, I've seen SEO transform a good dozen times. Every time, people said "SEO is dead". Spoiler: it never is.

This time, though, the change is substantial. Sites that simply answered basic questions with generic content really will take a hit. But those building recognised expertise, unique content and strong authority signals? They'll keep performing.

SEO isn't dead. It's growing up. And those adapting now will have a head start on everyone else.

Source: Authoritas, Search Engine Land, Google Search Central

Translated from the original French article. Publication dates, examples and figures refer to that original version.