In May 2024, Google began a new stage in the search when launching the Ai overViews In the United States. A year later, thanks to a study prepared by the SEO Brightardge platform, we can know what the impact of the views generated by Google, how they have transformed the search and its implications for the results of the websites.
Although in Spain the AI Overviews were not introduced in the search for Google until March of this 2025, to know What has been its evolution in the United States It allows us to look out what will be the near future of SEO in our market. What we always tell you Marketer, getting ahead and being prepared is essential for success.
Impressions grow 49%, but CTR falls 30%
Contrary to what some anticipated, Searches They have not been reduced because of the views generated by AI, but They have increased. Users and users make more varied consultations and more frequently.
According to the study, since the implementation of the AI Overviews in the United States, Impressions in the search for Google have increased 49%. However, The click rate He has not followed the same path and has decreased by 30%. This means that, although people are more active in the search, many of their consultations are covered with the information thrown by the AI Overviews.
This new reality raises challenges around the collection of traffic, highlighting the need to adopt content strategies that put the focus on the value and depth of informationas well as in reinforce authority of your website. On the other hand, it will also be essential to work the GEO (generative Engine Optimization) to be summoned by the AI Overviews.
Health, education, B2B technology and insurance: dominant sectors
Google does not apply the views generated with equal to all types of search and either for all sectors. If we talk about those in whose searches a Greater presence of AI Overviewswe must mention the areas of Health, education, b2b tencology and insurance.
Specifically, education and health stand out, since, in May 2025, in 87% of the consultations related to these sectors in Google, results generated by IA were shown. On the other hand, the adoption of the AI Overviews in searches for B2B technology grew from 36% to 70% in a year. While in Insurance it went from 17% to 63%.
He content related to these sectors is usually characterized by being Factual, explanatory and structured. These aspects are conditions that usually Increase the possibilities of being cited by an AIso if you work in any of these areas, create content that meets these standards will be a good geo strategy.
Complex and largest consultations increase
The arrival of the Ai Overviews has endowed Google for the ability to better understand complex and detailed searches. This does not match the extensive consultations that you can expose against Chatgpt, but it has opened the door to be more natural when interacting with the search engine.
The views generated with Google are increasingly shown for long and detailed consultations that, long ago, the search engine would not have yielded enriched results. The frequency with which they are generated Ai overViews for searches for eight or more words has multiplied by 7 From the launch of this function. Likewise, significant increases are also appreciated for long-tail consultations of 4 words and 5 to 7 words.
Consultations include 48% more technical vocabulary
Users and users have also adapted to the increase in the understanding capabilities of Google AI in regards to the technicity of the topics they are looking for. There has been a Increased technical vocabulary of 48% in specialized health consultations, AI, Finance and Engineering.
The study puts the following example: while a person was looking for “cloud storage”, now tends to be more specific, looking for “microservice infrastructure for the implementation of the hybrid cloud.”
AI overViews allow people to use a professional, precise and specific terms to formulate Complex questions about specific fields of knowledge. Attending to this, if you want your content to be cited by AI, you must focus on addressing this type of technical questions.
Rankings searches fall 60%
Another of the notable effects of the adoption of the AI overViews is the fact that Rankings queries of the style “best mountain bicycles 2025” have decreased by 60.5%. For its part, Comparative searches They are also losing relevance, since 14.5% have fallen.
We can conclude that users and users They trust the information received by the AI Overviewswhich leads them to put aside this type of searches to formulate more contextualized consultations that allow the AI to make recommendations alone. For example, instead of asking Google about the “best CRM software,” the “CRM tools for remote sales and sales” is introduced.
You don't have to be in the top 10 for Google to quote you
Google is not limited to extracting information from the best positioned pages in its search engine, but also bets on collecting websites that are not among the first results.
Brightardge explains that, after the Core Update of March 2025, a 400% increase In the coincidence of appointments corresponding to content positioned between position 21 and 30 In Google results. Likewise, websites between positions 31 and 100 increased by 200%.
The study indicates that, currently, the 89% of all appointments included in AI Overviews They correspond to Sites not included in the Top 100 of organic results from Google. The search engine is extracting useful content regardless of its traditional position, which means that your content can be cited in the views generated by AI although it is not well positioned, provided that it provides value and is well structured.
AI Overviews occupy much of the screen
The view of the AI overViews has become a leading element, reaching the 1,000 pixels highespecially for searches for medical, financial and procedure issues. The study indicates that, generally, 600 pixels is the height considered “ABOVE THE FOLD”that is, the one that is visible without the need to move down on the screen.
Currently, AI Overviews include text paragraphs, but also lists, vignettes or carousels. The dimensions of the AI Overviews has increased more than 40% since July 2024promoting that these views relegate the organic content to the background. This implies that your strategies should not only pursue appear among Google's first results, but also in their answers generated by AI.
The AI overViews still show low penetration in transactional consultations
The views generated by Google appears appear more frequently in informative searches, while lAS Consultations related to ECOMMERCE do not usually integrate AI overViews. At the moment, the search engine continues to bet on its traditional functions and views to offer transactional results.
This attitude on the part of Google may be due to the fact that Purchases are a sensitive issue and influence them without having refined enough their AI can derive in unattainable results for the user or user, causing trust problems.
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