Since AI Overviews were rolled out in 2024, much has changed in search. We’ve shifted towards the zero-click search paradigm – and we’re seeing generated answers appearing in around 40% of searches for long tail keyword queries and sector specific queries, including science, health, and pets (Ahrefs).
Not only this, but AI Overviews became more common in commercial and mid/top of funnel searches throughout 2025, suggesting we’re moving beyond AIO simply plugging information gaps, towards a world where it holds great power in buyer journeys (Semrush).
But what does it all mean? Here, we answer the questions everybody is asking; how do you feature in AI Overviews? Is it even worth it in a zero-click world? Is SEO over? Let’s dive into the state of play of AI Overviews in 2026.
What are AI Overviews, and how are they transforming search?
In case you’ve missed the hype, AI Overviews incorporate generative AI directly into the Google results page. It gives users highly relevant, curated answers to more specific and long-tail queries. In a nutshell, Google’s objective with AI Overviews has been to enhance the search experience by giving people immediate answers to their questions, eliminating the need to navigate through numerous websites.
At Varn, we’ve seen many different types of AI Overview panels. For example, some had fully visible links, others partly visible ones, and we even discovered hidden link panels. And as of January 2026, Google has started to roll out a new feature where people can respond directly to overviews with more questions, creating a back-and-forth dialogue like we’re used to seeing in AI chat models.
One of the big shifts in AI Overviews since their launch has been their expansion beyond informational queries. Around the time of the launch, Google stated that AI Overviews would mainly be used when people want to quickly understand information from a range of sources. But recent studies suggest AI Overviews are now twice as common for commercial queries, and have increased more than ten-fold for transactional and navigational queries.
An obstacle or an opportunity?
In this article, you’ll learn how to see if your website is featured in AI Overview snippets from Google, and what they mean for your SEO strategy, and we will explore the opportunities they provide your website’s search strategy.
Can you track AI overview snippets from Google?
One of the biggest concerns about AI Overviews is how limited the data is. At Varn, we wanted to check if our website was in AI Overviews and to understand more about the traffic they generated. AI Overviews have been active in the UK since August 2024, and while Google still doesn’t provide a dedicated “AIO” filter, the measurement stack has improved.
Can I see how many clicks my website has received from Google’s AI overview?
Not exactly. As of June 2025, Google officially confirmed that “AI Mode” and AI Overviews are included in the overall search traffic data in Google Search Console (GSC) under the “Web” search type. This means impressions and clicks are counted, but they are mixed with traditional 10-blue-links data, making isolation difficult but not impossible through advanced filtering. One way to do this is using the AI-powered configuration feature for the GSC Performance report, which lets you set up complex filters and comparisons. There are also third-party tools for monitoring AI visibility, including our own AI visibility framework.
How do AI overviews correlate with snippets and SERPs?
In the early day of AI overviews, there was an estimated 99% correlation between SERP rankings and sites in AI overviews. In other words, the higher you rank, the more likely you are to be cited by AI. But more recent reports have found that while a high organic ranking is still important, AI search uses a “fan-out” technique, which surfaces a more diverse set of links than classic web search. So while being in the top ten blue links does increase your AI visibility, the relationship isn’t linear. Today, being number 1 in the search rankings only gives you a 1 in 3 chance of being in the AI overview.
Does being in an AI overview increase CTR?
AI overviews have decreased click through rates overall, but it’s not necessarily the disaster it’s framed to be. Firstly – being featured in the AIO itself doesn’t decrease the chance of a click; the loss in clicks is just due to the overviews in general. And while it’s true that we’ve shifted away from click-through rates, this isn’t all bad. It’s likely that AI overviews are simply filtering out low-value clicks. Whereas people with a genuine need for information, products or services will still click, and they spend more time on clicks. For example, transactional queries still end in nearly 100% clicks.
The “opportunity” is not in higher CTR, but in “Share of Voice” and maintaining brand visibility in a world where users don’t click. Our advice is, don’t let these shifts deter you from staying proactive when it comes to your SEO strategy. Instead, learn how zero-click is changing search, and where the most exciting opportunities lie in generative engine optimisation (GEO).
What is zero-click search optimisation?
A zero-click search is when the answer to a user’s question appears directly on the search results page without the user having to click on anything. Zero-click searches are more prevalent, because search engines want to answer the question without ever needing to leave the search window. Some of the latest data suggest that 92-94% of informational queries on AI mode will end without a click (though it’s likely still around 60% using general search mode).
So what’s driving this radical shift in search behaviour? Common uses of zero-click searches are:
- Voice search: Devices like Google Home and Alexa have increased voice search popularity. They provide immediate spoken answers.
- Mobile search: Smartphones’ convenience has fuelled the rise of quick answers and zero-click results.
- SERP Features: These snippets have become a cornerstone of zero-click searches. This popularity has been fuelled by the convenience of smartphones, which encourage quick and digestible information consumption for users.
SERP features like AI Overviews, snippets, knowledge panels, and local packs are driving the zero-click trend. But even when they end without clicks, SERPs are still a valuable place for your brand be; offering exposure and authority. The different SERP snippets all have different benefits and should be used in a strategic combination to try to get the best coverage on the SERP.
How are zero-click searches affecting SEO?
While the initial shock of AI Overviews in 2024 led to predictions of the “death of SEO,” the reality is an industry that has matured. It is no doubt frustrating losing traffic to Google properties after spending months perfecting a search strategy, especially when roughly 60% of searches now end without a click. But it’s not the end of search optimisation – just the beginning of a new era.
The UK regulatory rebalancing
The most significant change to this landscape occurred in October 2025, when the UK Competition and Markets Authority (CMA) formally designated Google as having “Strategic Market Status” (SMS). This landmark decision led to the January 2026 proposal of new conduct requirements aimed creating a “fairer deal”.
If these proposals go ahead, AI Overviews will be decoupled from traditional rankings, allowing websites to opt out of the overview without losing their organic visibility. Furthermore, Google would be legally required to provide prominent and accurate attribution for any content used in its summaries.
Winning the answer, not the click
This new world is less about winning the click and more about winning the answer. While zero-click searches have eroded traditional traffic, they have created new opportunities in the battlefield of brand influence. The key to survival is not in resisting the synthesis of information but in becoming the authoritative source that the synthesis cannot exist without.
Understanding how to optimise for zero-click features is now non-negotiable. It means shifting your focus toward:
- Information gain – Create original research and expert commentary that AI cannot easily replicate
- Brand mentions – Use a Search Everywhere strategy to build community presence on platforms like Reddit and YouTube, as mentions are now up to three times more predictive of AI visibility than traditional backlinks
- Extractability – Structure content into clear “semantic chunks” that machines can easily identify and credit
For a more in-depth analysis of zero-click search and how to optimise for it, see our ultimate guide to zero-click search.
Our Strategy for 2026
Rather than get caught up in reduced traffic figures, it’s vital to see these shifts as an opportunity to build trust and brand recall. Our advice at Varn is to stay aggressive in the SERPs while AI Overviews and organic rankings remain closely coupled. Brand mentions, high domain authority and a top-10 organic presence account for the overwhelming majority of AI citations.
By aligning your short-term and long-term strategy with the SERP features prioritised by Google, you ensure your brand remains the primary authority in your niche, whether the user clicks through or simply reads your name in the summary.
If you’re looking for a helpful partner in your SEO journey, our team of experts can support you with AI search innovation and beyond. Contact our expert SEO team to discuss your SEO and UX challenges, we would love to help.
