Google’s AI Overviews – Here’s Why That Matters for SEO (New Study Insights)
A new study shows an unexpected finding. Most users read about a third of Google’s AI Overviews. As Google adds more generative AI features to its search results, this pattern is raising concerns in the SEO and content marketing space.
If Google creates AI-generated summaries to help users “find what they’re looking for faster,” why are so many stopping before finishing them? And what does this tell you about planning your organic search strategy?
Let’s break down what the study found, why people avoid most of these AI Overviews, and how you can adjust your SEO efforts to succeed in this evolving AI-focused search system.
Quick Summary: What Do Google AI Overviews Do?
Google uses AI Overviews in its Search Generative Experience, or SGE. These AI-based snippets show up at the top of the search result page to give you a condensed answer. They push standard organic links lower on the page.
The overviews collect details from various websites and sources and combine them into one answer. They seem pretty useful, right? However, newer data suggests that many people either find them too overwhelming or simply skip over them.
Main Insight: People Read About One-Third of AI Overviews
A study on user behaviour by the Nielsen Norman Group, backed by SEER Interactive’s clickstream data, shows that many users skim the first 30 to 35 per cent of an AI Overview. They decide from this glance whether they will scroll further or leave the page.
This suggests that most of your brand’s links or citations, if placed deeper in the overview, could go unnoticed. For SEOs relying on visibility in AIOs, this might lead to missed opportunities for engagement and wasted efforts in optimization.
Why Do Users Stop Reading AIOs Early?
There are a few main reasons why users might stop reading AIOs after a short time:
- Too Much Information: AI overviews cram a lot of details into small sections. This crazy amount of info can make readers feel lost, so they just skim instead of getting it.
- Hard to Trust or Understand: Some people don’t trust AI answers as much as those written by humans. Spotting unclear or complex language makes them leave.
- How People Read: Studies on eye movement say we read in an “F-pattern,” going from top to bottom and left to right. People grab key ideas fast and then stop reading.
- Not Enough Visuals: AI overviews often skip using visuals or bullet points. This makes them trickier to skim than knowledge panels or featured snippets.
SEO Note #1: Placement Still Counts—Even Inside AIOs
Where your content is featured in an AI Overview matters. Readers who scroll through the top section might miss your brand if it’s listed lower down.
Advice: Track and adjust for the keywords that spark SGE summaries. Focus on writing clear, well-organized content that can land closer to the top.
We posted tips on structuring content to improve AIO rankings on our blog: How to Optimize for Google’s SGE (AI-First SEO Strategy).
SEO Note #2: Interaction Beats Just Being Seen
Getting mentioned in an AIO feels rewarding, but if users skip over your section or fail to click, the SEO benefit stays low.
To address this, you can:
- Use Google Search Console to track zero-click impressions
- Check tools like Microsoft Clarity or Hotjar to understand user actions after landing through AIOs
- Compare how often visitors leave AIO-driven pages versus regular SERP pages
We created a free AI SEO Dashboard available at seotreasures.com/tools/ai-seo-dashboard.
SEO Insight #3: Build Trust by Strengthening Brand Authority
AI Overviews often start by mentioning well-known, reliable domains. If people don’t see your brand in those initial mentions, they might not pay attention to it.
Here are ideas to make your brand trustworthy:
- Share your own research and findings (like what we’re doing here).
- Get your name featured in respected sources like .edu sites, government pages, or big news outlets.
- Create strong backlinks and improve search volume tied to your brand.
To learn ways to build authority now that AI is changing the game, see our guide: How to Build E-E-A-T for AI Search.
What type of content works best in Google AI Overviews?
SEER’s research shows that the content most likely to appear and attract readers in AI Overviews is:
- Answer factual questions
- Share how-to steps in short, clear sentences
- Use bullet points and lists
- Explain terms or compare ideas
To tweak your approach, try adding these styles to your writing. Here’s an example:
Instead of saying:
“SEO is a long-term marketing strategy focused on improving visibility in search engines.”
Say:
“SEO stands for Search Engine Optimization. It helps boost a site’s ranking by using keywords, improving content, and building links.”
Quick tip: Add schema markup to let Google understand your lists, FAQs, or definitions better.
What should marketers focus on next?
- Review your 50 best-performing keywords to check if Google AI Overviews now appear for them.
- Use Google Search Console to measure click-through rates on these keywords.
- Build a content plan to rank higher in Google AI Overviews by focusing on structured content, clear openings, and credibility signals.
- Analyse user behaviour using tools like heatmaps or session recordings to understand what catches users’ attention most.
We’ve made step #3 easier with a free tool: Download the AI-First Content Framework at seotreasures.com/ai-content-framework.
Final Thoughts: More Eyes Don’t Equal More Value
Showing up in an AI Overview isn’t enough. Grab attention fast, show value upfront, and use solid data to confirm you’re keeping users engaged.
As Google keeps improving its generative search features, SEOs and marketers need to keep up. Success now depends on adjusting to how people actually search online, not just how we assume it works.
Want to strengthen your SEO plan for the future?
Check out our complete AI SEO Success Guide at seotreasures.com/blog/ai-seo-strategy.
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Struggling to track results in this AI-driven landscape? Schedule a free chat with our experts at seotreasures.com/contact.
FAQs:
Q. What are Google’s AI Overviews (AIOs)?
Google AI Overviews show up at the top of Google’s Search Generative Experience results. They create summaries by pulling info from different sources and mixing it into a unified answer.
Q. Why do many users read only part of the AI Overviews?
Most people skim these summaries because they’re overwhelmed by too much information, they don’t trust AI-based answers, or they follow a natural habit of scanning content in an “F-pattern.” The text might also feel too heavy and lack enough visuals to keep their attention.
Q. How does this impact SEO if AI Overviews are read?
When people just focus on the top sections, any citations or brand mentions further down can get ignored. This lowers the SEO advantage of being included in those sections.
Q. Does the position of my brand or content in an AI Overview matter?
Yes, showing up near the top is crucial. Most users stop reading before they reach the lower parts of a summary.
Q. What kind of content is more likely to appear and be noticed at the top of AI Overviews?
Google AI Overviews prefer short answers, step-by-step instructions, lists, bullet points, or simple comparisons and definitions. These get attention and are easy to digest.
Q. How can I improve my chances of being featured at the top of Google AI Overviews?
You should structure your content, add schema markup, include unique and credible insights, and ensure it answers the user’s query.
Q. Why focus on engagement instead of just visibility in AI Overviews?
Getting mentioned alone doesn’t mean users will click or interact. It’s crucial to monitor what they do after seeing Google AI Overviews to understand the true SEO value.
Q. What can I use to understand user actions tied to AI Overviews?
You can use tools like Google Search Console to track zero-click impressions. Platforms like Microsoft Clarity, Hotjar, and heatmaps also help you explore user interactions through AI Overview-driven traffic.
Q. How does boosting brand authority influence AI Overview mentions?
Building trust in your brand with original research, backlinks from credible sites, and increasing branded search volume makes it more likely your brand will be cited early in AI summaries.
Q. How can marketers adjust their SEO strategy based on these user habits?
Review the words that activate Google AI Overviews, refine how content is laid out, monitor interaction data, and aim to make clear and reliable content that grabs user interest fast.