Have you recently noticed that your organic traffic — as reported in your Google Analytics — is dropping for no clear reason?
You haven’t changed anything major. You haven’t been penalised. But somehow, your traffic is slipping — and not just to a few pages, but across your entire website.
Well, if that sounds familiar, I’ve got a likely culprit: Google’s AI Overviews.
What Are Google AI Overviews?
Google has been quietly rolling out a feature called AI Overviews (previously called “Search Generative Experience” or SGE). It’s becoming more common across different search types and, increasingly, different countries — and it’s changing how users interact with search results.
When you search for something on Google now, you might see an AI-generated summary appear right at the top of the results. It’s designed to answer your query directly, pulling content from various sources and presenting a tidy little package.
Sounds helpful, right?
Sure — but it’s also pushing traditional organic listings further and further down the page.
Why AI Overviews Are Hurting Your Traffic
Here’s the problem: when that AI Overview box appears at the top, it pushes your website further down the page — and in many cases, way down.
Let me paint the picture:
- You do a search.
- At the top, there’s the AI Overview.
- Then a Google information panel or featured snippet.
- Then come the sponsored ads.
- Then maybe some YouTube videos.
- Then a few “People also ask” results.
- And finally… about halfway down the page, your first organic result shows up.
So, it’s no surprise your website might be seeing fewer clicks. The search results haven’t changed — but they’ve been buried.
And if users are getting their answer from the AI summary or clicking on the curated links inside it, they may never scroll far enough to see your site.
What You Can Do About It
This is a growing trend — and one we can’t afford to ignore. Google is expanding these AI Overviews to more search phrases and rolling them out more broadly. And let’s be honest: it’s probably only going to increase from here.
So, what can you do?
Here’s my advice:
- Audit your traffic drops – Use Google Search Console to identify which queries and pages are being impacted most.
- Optimise for AI Overviews – Create comprehensive, question-based content that answers searcher intent better than anyone else.
- Structure your content clearly – Use headings, bullet points, and schema markup so Google can easily understand (and feature) your information.
- Diversify your traffic sources – Relying only on organic search is risky. Build out your email list, optimise your YouTube channel, and stay active on social media.
Final Thoughts
If your organic traffic has taken a hit lately and you’re scratching your head, chances are it’s not you — it’s Google.
Specifically, it’s the AI Overview taking centre stage in the search results.
Keep an eye on it, monitor your rankings, and start adapting your strategy now to stay visible — both in traditional search and in the AI-powered future that’s fast approaching.
As always, if you need help navigating this shift, you know where to find me.
Cheers,
Ashley
