I’m finding AI Overviews in Google Search to be really fascinating because they’re massively transforming SEO and search experience.
Semrush recently published an excellent study on them, which I posted about last week on our company X account.
This is a superb study by @semrush on AI Overviews!
Our top takeaways:
– informational content is the most at-risk (for now)
– AI overviews appear most frequently on queries that have little ads and low CPC
– science, health, people, law, and travel are the industries most… https://t.co/SP9KBOamAG
— Demand Thrive (@DemandThrive) May 5, 2025
SE Rankings just released their own AI Overviews study and it – like the Semrush study – is excellent as well. The findings are quite useful for any business that cares about growing online. It analyzed how AI-generated summaries vary by region (the study collected data from 5 major US cities).
Here are two of the study’s most important discoveries.
Key Finding 1: AI Overviews Appear in Nearly 30% of Searches
The first finding I wanted to share is that between 27%-29% of all queries trigger AI Overviews. That’s incredibly significant, given that AI Overviews didn’t start appearing until May of 2023.
While this stat might seem lower than expected (it did to me, it feels like I see AI Overviews almost every time I search), it still represents a massive shift in the Google Search experience. For businesses, this means nearly one-third of all searches include AI-generated content that could influence customer behavior.
Why It Matters: AI Overviews are here to stay and their prominence demands attention. Your business should adapt its SEO strategies to ensure it’s maximizing its chances of content visibility in AI overviews.
Actionable Tip: Take the time to understand AI Overviews. Focus on creating high-quality content that provides concise and well-written answers to important questions and topics. Google really likes that type of content.
Key Finding 2: AI Overviews Cite Multiple Sources
Another key finding from SE Rankings’ study is that AI Overviews cite 13+ sources on average, with 43% of responses linking back to Google’s organic search results. This is extremely important for SEO strategy and success.
Unlike standalone AI answers, Google’s AI Overviews rely heavily on external sources, providing big opportunities for websites to gain visibility and quality traffic.
Why It Matters: Strong SEO remains critical. The better your content ranks in organic search, the more likely it is to be cited in organic search results. This creates a direct link between traditional SEO efforts and AI-driven visibility. Make it count.
Demand Thrive Client Example: A client of ours secured a long-term consulting deal after a prospect used Microsoft Copilot (an AI chatbot) to research a specific technology. Copilot recommended our client to the user because their website currently ranks #1–#2 for the relevant keyword. While Copilot differs from AI Overviews, the principle is the same: high content rankings drive AI visibility.
Actionable Tip: Don’t let off the gas on SEO yet. Double down on the fundamentals, like keyword optimization and high quality content, to boost your chances of appearing in AI Overviews. Ensure your content answers queries directly and authoritatively.
The Bottom Line
AI Overviews have forever changed how users interact with Google Search. With nearly 30% of searches triggering AI summaries and over 13 sources cited on average, opportunities await businesses. The key? Continue prioritizing SEO excellence to boost your chances of appearing in AI-driven results.
Businesses should act now to optimize for AI Overviews. It’s worthwhile to take the time to understand this new and transformative feature. In the age of AI Search, SEO is still a critical component for website visibility.