How Google’s AI Overviews Could Be Cutting Traffic—but Increasing Conversions

Have you noticed a dip in traffic but an uptick in conversions? That’s a trend we’ve seen with some of our clients recently. The culprit? Google’s AI Overview. Let’s unpack this new feature, what it means for your SEO strategy, and how to make it work in your favor.
What’s Google AI Overview?
Google’s AI Overview is a new feature that uses generative AI to deliver quick, concise, and accurate answers directly within search results. Think of it as Google’s version of “SearchGPT.” It’s designed to provide users with instant clarity on their queries using a Google-optimized snippet.
For content marketers, this is a double-edged sword. On one hand, it’s an opportunity to really cover users’ needs with content and showcase your expertise at the top of the search results. On the other, it can mean fewer clicks to your website if the overview satisfies the user’s query.
But don’t worry. If you play your cards right, being featured in these overviews can elevate your brand’s visibility and drive more qualified leads to your site.
The Game Changer: Answer Engine OptimizationÂ
Curious how to get your content into one of these coveted AI Overviews? Spoiler alert: pumping out generic, keyword-stuffed articles won’t get you there. What you need is AEO—Answer Engine Optimization. This means creating precise, user-focused content that Google can use to populate its AI Overviews.
To understand how to master it, I recommend checking out our AEO’s guide. But first, let’s look at a few examples of how Google’s AI Overview works in action.
I googled "what’s a Kanban board" as an example. For this query, you get an AI Overview—a mini-article that also includes a video. This article has been generated by AI based on the top three results for this query.

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If your article gets fed through AI as a top result, you'll be featured here, which is awesome. I mean, there are people saying that SEO is dead, ranking makes no sense, and we should look for other growth channels or diversify. But there’s still an opportunity to be highlighted by Google, which essentially acts as the source for this AI Overview.‍
From what we can see, the AI Overview has had a pretty big impact. It stops low-quality or unqualified traffic from even reaching your website. Instead of clicking through, skimming your article, and bouncing, users now get their answers straight from the overview. And the traffic that does make it to your website is more likely to convert.
‍Take this example: if I’m a student who just heard "Kanban board" mentioned in class and I google "what’s a Kanban board," the AI-generated answer probably gives me everything I need. I’m not clicking through to Atlassian’s or Asana’s website because my question’s already answered.
But if I’m managing an Agile team or trying to embed a Kanban board into my project management workflow, as Asana’s meta title suggests, I’m more likely to click through to these articles. This makes me a more qualified lead for Atlassian or Asana than a student simply searching for a definition.
In addition to the top three results, there are extra articles for those interested in sources beyond the top three that were used to create this synthesis.
AEO + SEO: How Can They Work Together?Â
So, what does Google’s AI overview mean for SEO? As we’ve mentioned, it means you might see less traffic since users looking for quick answers, like "what’s a Kanban board," are satisfied with the AI Overview. But SEO is still crucial. By creating high-quality content with clear, concise answers, you can rank and even have your content featured in the AI Overview itself. Thus, bringing more qualified traffic to your website.
Google can still highlight your content if it’s used as a source for the AI Overview. Interestingly, the AI Overview appears above sponsored results, and the order of the sources isn’t fixed—it can change with each refresh. In fact, some overviews include videos, while others don’t.
For instance, I searched for "best project management tools for startups," a long-tail keyword. This keyword suggests a more precise intent to adopt a project management tool at a startup. In this case, there were three sponsored results, followed by entries like Reddit and HubSpot, but no prominent AI Overview.

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From our experiments, the more specific the query, the less likely it is for an AI Overview to appear. Middle- or bottom-of-the-funnel keywords seem to bypass the AI Overview more often.‍
If you want traffic, diversify your strategy and target specific use cases or variations of middle- and bottom-of-the-funnel keywords. Programmatic SEO works well for this, and that’s something we at Postigitalist specialize in.
The Shift: Less Traffic, More Value
So, here’s the takeaway: Top-of-the-funnel keywords will likely continue attracting traffic, but at lower volumes and with more qualified users. In my opinion, since we measure success in terms of qualified traffic that converts, this shift is manageable.
If you’re a publisher who monetizes eyeballs rather than conversions, this might be more challenging. You should explore other channels, like video, to maintain your audience.
However, if you’re a B2B SaaS company, don’t worry. Lower traffic doesn’t necessarily mean a negative impact—if you’re doing things right, it shouldn’t hurt you.
To stay visible in this new search landscape, focus on creating content that answers specific user questions clearly and concisely. Think about how you can add real value, not just rank for keywords.
This shift isn’t about working harder—it’s about working smarter. Align your strategy with the user’s search intent, and you’ll not only keep up with AI Overviews but turn them into an advantage.
Your 2025 AI SEO Strategy Starts Here
Ready to adapt and dominate in this new era of search? At Postigitalist, we specialize in helping brands create user-focused content that ranks in AI Overviews and drives ROI.
‍Schedule a call today to see how we can transform your content marketing strategy.