Search engine optimization continues to evolve quickly, and for small businesses, keeping up is more important than ever. One of the most significant shifts in 2025 is the growing influence of AI Overviews in SEO 2025, which are changing how Google presents information at the top of search results and reshaping how SEO works in the process.
AI-generated summaries now appear ahead of traditional links, providing users with fast, direct answers. While this improves user experience, it often leads to fewer clicks to individual websites. This article explores what AI Overviews mean for small businesses, what the latest data shows about traffic loss, and how companies can update their SEO strategies to remain competitive. For expert support in navigating these changes, small business owners can turn to partners like Scale by SEO, who specialize in content strategies built for long-term visibility—even in an AI-dominated search environment.
What Are AI Overviews?
AI Overviews are summaries created by artificial intelligence, powered by large language models. They appear at the top of the Search Engine Results Page (SERP), especially for non-branded and informational queries. Google’s version of AI Overviews, introduced in 2024 and refined through 2025, presents users with quick, synthesized responses that often eliminate the need to click through to external websites.
These summaries frequently include links to supporting resources, but the content within the AI Overview itself is designed to fulfill user intent directly. As a result, many users never leave the search results page.
Declining Click-Through Rates and Zero-Click Search Behavior
A growing body of research shows that AI Overviews are contributing to a drop in organic search traffic. A Forbes article from April 2025 titled “The 60% Problem” reports that roughly 60% of all searches now end without a single click. The article highlights that AI-generated answers satisfy many users’ needs before they ever visit a website.
Search Engine Land’s April 22, 2025 report also points to measurable declines in click-through rates (CTR). According to Ahrefs data, CTR for the top-ranking organic result has dropped by over 34%. Amsive’s research found an average 15.49% drop in CTR across all organic listings, with nearly 20% lost for non-branded keywords.
Physical displacement plays a role in this change. Google’s AI Overview pushes top-ranked links down by more than 1,500 pixels, making them less visible and less likely to be clicked.
Not All Queries Are Affected Equally: AI Overviews in SEO 2025
The effects of AI Overviews are not the same across all search types. Branded searches, where a user types in a company name or product directly, have seen less impact. In fact, Search Engine Land’s data shows an 18.68% increase in CTR for branded queries.
Non-branded and informational queries, on the other hand, are most vulnerable to traffic loss. A Blend B2B study from late 2024 reviewed over 1,600 non-branded keywords and found that URLs included in AI Overviews received 8.9% fewer clicks than those appearing in traditional results.
This highlights a key shift. Businesses that rely on informational content—such as tutorials, guides, and educational blogs—face the greatest challenges under AI Overviews SEO 2025.
Quality Over Quantity: The New Traffic Reality
While overall traffic may be declining, the quality of remaining traffic could be improving. Forbes reports that up to 10% of conversions in high-consideration sectors, such as software and financial services, now come from AI-influenced search behaviors.
Users who click through after reviewing an AI Overview may be further along in the decision-making process, making them more likely to convert. Forum One’s January 2025 article adds nuance by noting that not all clients have seen major traffic drops. In some cases, traffic has remained stable, especially for websites that deliver unique or in-depth information.
This suggests that small businesses can still succeed if their content offers value that AI Overviews cannot fully summarize.
SEO Strategies to Address AI Overviews in 2025
In response to AI Overviews, SEO strategies are evolving to focus on content that is not only optimized for search engines, but also valuable enough to attract users despite zero-click trends.
Prioritize Real Questions and Clear Answers
The most effective SEO content in 2025 answers specific user questions in a direct, helpful way. This aligns with advice from Forbes and other experts, who emphasize a content-first approach. Content should anticipate follow-up questions, use a conversational tone, and offer something useful beyond the overview summary.
Rewriting headings into full questions and providing short, factual answers underneath is one practical way to prepare content for inclusion in an AI Overview. These structures help Google recognize the content as authoritative and relevant.
Use Structured Data and Schema Markup
Structured data helps search engines understand the layout and meaning of your content. By using schema markup, businesses can increase their chances of being selected for AI Overviews or related search features.
Common schema types used for this purpose include FAQ, HowTo, and Article. Adding these elements makes it easier for AI systems to extract the most useful parts of your content.
Create Content That AI Cannot Replace
A 2024 article from Webbiquity suggests developing content that cannot be easily summarized by AI. This means focusing on deep insights, expert commentary, and content that is tied to your unique brand voice.
Long-form content that offers step-by-step walkthroughs, proprietary data, or brand-specific perspectives can remain valuable even when AI provides a short summary at the top of the page.
Refresh Existing Pages and Add Internal CTAs
Updating older content with more direct answers and fresher structure can help reclaim visibility. Adding internal calls to action (CTAs) and links to related resources keeps users engaged, even if they begin their journey on an AI Overview.
A simple FAQ section added to the end of a blog post can make a big difference in helping your page align with AI overview formatting.
Strategic Takeaways for Small Business SEO Teams
The current state of AI Overviews in SEO 2025 requires small business owners and SEO teams to adopt a more intentional strategy. Visibility is no longer guaranteed by ranking alone. Instead, content must be crafted to compete for attention within the overview space and to serve users even when clicks do not follow.
Key tactics include:
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Targeting non-branded keywords with precise, helpful content
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Adding schema markup to enhance AI readability
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Structuring answers with clarity and brevity
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Creating value beyond what AI can summarize
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Including CTAs and resource links to encourage deeper engagement
Being flexible, monitoring click behavior, and refining content over time are now essential components of a successful SEO program.
Conclusion
AI Overviews are changing how search works in 2025. For small businesses, adapting to AI Overviews in SEO 2025 means building content that goes beyond basic answers. It requires clear structure, trustworthy information, and a commitment to answering real questions in ways that AI alone cannot replicate.
While the drop in clicks is real, the opportunity to earn qualified traffic and brand trust remains strong. Businesses that respond with thoughtful, well-structured content will stay visible and continue to grow in this AI-powered search environment.
