From 18% to 54%: How AI Overviews Took Over SEO in 2024 and What to Expect in 2025
Hello, community! Now that 2024 is finally coming to a close, it’s the perfect time to reflect on the SEO transformations we’ve seen this year. The SE Ranking team created a detailed report based on five in-depth studies analyzing AI Overviews from different perspectives.
This short summary from our final research looks at the current state of AIO, compares it to our earlier findings, and reflects on what these changes could mean for SEO and the industry in 2025. Let’s dive right into it!
Key Takeaways
We studied AIOs in the US throughout the year, focusing on their frequency in search results, the types of keywords that triggered them, the niches they appeared in, and more. After observing all kinds of fluctuations, we are ready to share what we’ve found:
This year, Google started expanding the geography of AIOs to 100+ countries, and we’ve noticed that AI Overviews in the UK are just as widespread as in the US. The UK has really started receiving updates, and we’ve been tracking the trends there:
For this analysis, we created projects for each niche within our platform and used its AI Overview tracking feature to capture AIOs in desktop searches.
What Should We Expect from AI in the SEO Industry in 2025?
Based on our team's research and community predictions, we can outline how the SEO and search industry will evolve in 2025:
Search will become more conversational
AI will continue to shift user behavior toward natural language queries. Instead of keyword-driven searches, users will rely on conversational prompts, expecting AI systems to understand and respond contextually. Users will ask complex, multi-layered questions as if speaking with an intelligent assistant.
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More traffic from alternative AI search engines and diversified optimization
2025 is likely to see an increase in traffic from other search engines like Perplexity, SearchGPT, and more (many have yet to emerge). This shift will require broader optimization strategies that consider these platforms’ unique algorithms and features.
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Greater emphasis on experience and additional value for users
User experience will extend beyond technical aspects like site speed and mobile friendliness. The focus will shift to delivering positive, user-centered experiences. With AI delivering quick answers, you’ll need to find a way to streamline how visitors find information on your website. Moreover, you’ll need to offer unique value that AI can’t replicate.
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Zero-click searches will impact organic traffic and conversions
AI Overviews and other GenAI-powered features are reducing the need for users to click on individual links to find answers. This is good for user experience but not for brands, as it can lessen their share of organic traffic. With a growing number of zero-clock searches, brands will have to use different approaches to become more visible in search. They will even need to consider additional traffic channels beyond traditional SEO.
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Topical authority will become the new gold standard for content strategies
Search engines will increasingly prioritize websites and content creators who show a deep understanding of their subject area. This means going beyond traditional keyword optimization and creating interconnected, in-depth resources that explore topics from multiple angles.
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Optimizing for user intent will be more important
User intent optimization means truly understanding the motivations, context, and potential follow-up questions behind a search query. It involves mapping user journeys, anticipating informational needs at different stages, and creating content that addresses multiple levels of inquiry.
Based on all our research, one thing is clear: the best strategy is to keep tracking AI Overviews to understand their impact on your site and identify areas for improvement. A more detailed analysis of AI Overviews in 2024 can be found in our latest study, "The State of AI Overviews in 2024: Research Insights and Future Forecasts."