How AI Overviews Are Changing Search Behaviour
AI overviews, driven by large language models (LLMs) like Google’s AI Overviews and other AI technologies, fundamentally shift how users interact with search engines. Traditionally, search was a multi-step process. Users would type in a query, sift through results, and click on a link to find the needed information.
Now, AI overviews are doing a lot of that heavy lifting. Instead of showing a long list of links, search engines can provide users with a quick, AI-generated answer summarising content from multiple sources. This new functionality is changing the game, especially at the top of the funnel, where people seek broad information rather than specific products or services.
Imagine you’re searching for the “best vlog cameras.” Instead of seeing a list of blog posts, AI could generate an overview of the top cameras based on unstructured data from various review sites and videos. This means fewer clicks on SEO-optimised articles and more direct answers right on the search page.
The Problem With Focusing Solely on Rankings
For years, SEO success has been measured by rankings. “We’re number one for this keyword” has been the ultimate goal for many SEO consultants and businesses. But in this new era of AI-driven search, ranking first no longer guarantees traffic or conversions. Here’s why:
- AI is reducing the need for users to click on websites. If the information they need is provided in the search results via an AI-generated overview, they may never need to visit your site.
- Ranking high on general keywords won’t always lead to conversions. Keywords at the top of the funnel, like “Best Fractional CMO” or “What is a Fractional CMO,” might still bring traffic, but that doesn’t necessarily translate into sales. They do not match the intents of the searcher and product/service provider. AI can give users a concise answer, leading them to refine their search without ever visiting your page.
The focus on ranking alone is becoming outdated. SEO is moving toward engaging users deeper in the funnel with a stronger intent to convert.
Top-of-Funnel vs. Mid-Funnel: Where SEO Still Wins
The Decline of Top-of-Funnel Search
SEO has traditionally thrived in top-of-funnel search, where users search for broad, informational terms like “best city hotels” or “top CRM systems.” SEO-optimised long-form content used to win here, but AI overviews are quickly eating into this space.
Users no longer need to sift through SEO-driven lists of the “best” anything. AI can summarise the information and point users in the right direction without them clicking through multiple articles. This shift is significant for websites that once relied on top-of-funnel traffic for ad revenue or affiliate sales. The days of winning traffic just by being number one for a broad keyword are fading.
Why Mid-Funnel Search Is the New Battleground
The mid-funnel is where users have already narrowed down their options and are looking for more specific information to decide. For example, after learning about CRM tools, users might search for more targeted queries like “HubSpot vs. ActiveCampaign for sales” or “HubSpot pricing.”
This is where SEO can still shine. AI might help users narrow their options at the top of the funnel, but it’s at the mid-funnel where users dig deeper into product features, pricing, and reviews. Websites that create detailed, authoritative content that aligns with mid-funnel searches will likely see value from their SEO efforts. Here, users are more likely to click through, as AI overviews cannot cover every nuance of decision-making.
Brands Must Adapt Their SEO Strategy
Given these changes, it’s clear that the days of relying solely on rankings are over. Brands must adapt their SEO strategies to align with the changing search landscape.
- Shift focus to mid-funnel and bottom-funnel content: Instead of chasing broad, top-of-funnel keywords, start creating content that speaks directly to users ready to make decisions. This could include detailed product comparisons, pricing breakdowns, and customer reviews.
- Optimise for intent, not just keywords: Understand what your target audience is searching for at each buyer journey stage. AI overviews might handle top-of-funnel searches, but intent-driven searches deeper in the funnel still need comprehensive answers.
- Build brand trust and authority: Google and other search engines now emphasise brands that are seen as trustworthy and authoritative. By building a strong brand, you can earn mentions, not just links, and stand out even with AI-generated results.
- Embrace structured and unstructured data: As AI tools improve their processing of unstructured data, brands that organise their content with clear headings, bullet points, and structured data like FAQs will have an edge.
- Use SEO as part of a larger digital strategy: SEO can no longer exist in a vacuum. Integrate it with other efforts like social media, content marketing, and paid ads to create a holistic approach that reaches users at multiple touchpoints.
Beyond Rankings—Focus on Conversions
The introduction of AI overviews and LLMs is reshaping the search experience. While traditional SEO strategies have focused heavily on rankings, it’s no longer enough to be number one. AI is eating into top-of-funnel traffic, and businesses that rely solely on rankings will be left behind.
To succeed in this new reality of SEO, focus on creating content that answers specific mid-funnel queries and drives conversions. Shifting your attention deeper into the funnel, where users are closer to purchasing or deciding, will improve your SEO efforts.