Google’s latest shift toward AI-generated summaries is changing how users interact with search—and it could redefine the role of SEO altogether.

Since its launch in 1998, Google has acted as the internet’s primary gateway, organizing vast amounts of information and directing users to relevant websites. Search engine optimisation (SEO) grew alongside it, helping businesses improve visibility and attract traffic.

That model is now evolving.

With the introduction of AI overviews on its search pages, Google is increasingly delivering direct answers to user queries—often without requiring a click. The goal is clear: keep users within the search environment, where engagement and ad visibility remain under Google’s control.

This shift is already affecting website traffic. A 2025 study by the Pew Research Center found that only 8% of users who view an AI-generated summary proceed to click on a traditional search result. Even highly relevant websites are being pushed further down the page, reducing their visibility.

The presence of AI summaries is also growing rapidly. Depending on the source, they now appear in anywhere from 18% to over 50% of search queries. Pew estimates they show up in one out of five searches, while a June 2025 report by Xponent21 suggests the figure has already crossed the 50% mark.

For content creators and businesses, this signals a major shift. Google continues to index and use website content, but is less inclined to send users directly to those sources. At the same time, social media signals are gaining importance in search rankings, adding another layer to digital visibility strategies.

Meanwhile, competition is emerging from AI-driven platforms that are redefining how users search. Tools like ChatGPT are integrating browsing, recommendations, and even shopping into a conversational interface—appealing particularly to younger audiences who prefer interactive, chat-based experiences.

As search behavior evolves, so does the strategy behind content creation.

The next phase is already taking shape under the term “Answer Engine Optimisation” (AEO). Instead of focusing solely on ranking in search results, AEO emphasizes creating content that directly answers user questions in a clear, concise, and adaptable format—one that works across search engines, AI tools, and social platforms.

This is more than a technical update. It represents a broader shift in how information is discovered, delivered, and consumed online.

The question now is not just how users find information—but how they engage with it in a world where answers are delivered instantly.

Source: https://kbbfocus.com/news/6032-digital-marketing-how-googles-ai-overviews-are-signalling-the-end-of-seo