Google AI Overviews Are Keeping Users on Google—And Website Owners Aren’t Happy

If you’ve ever searched for something on Google, you expect to find a website with the answer. But lately, Google AI Overviews seem to be doing the opposite—keeping users inside Google’s ecosystem instead of sending them to helpful websites. And for website owners, bloggers, and publishers, this is a serious problem.

Instead of directing people to independent websites, Google’s AI-generated summaries now link heavily back to Google’s own search results. For businesses and content creators who rely on search traffic, this feels like a big blow. Many say it’s making it harder to reach audiences, earn money from their content, and stay competitive online.

Is Google Changing How Search Works?

For years, Google was a bridge between people and the vast world of online information. Website owners spent time and effort creating useful content, and in return, Google directed traffic their way. But AI Overviews are changing that system.

Instead of guiding users to different sources, AI Overviews provide quick summaries and encourage users to stay on Google. These summaries now include clickable dotted-line links that lead users back to another Google search results page—rather than an external website.

This means fewer clicks for publishers, fewer ad views, and fewer opportunities for websites to grow.

“This isn’t just frustrating—it’s a major shift that could push smaller sites out of business,” says a digital marketing expert. “If Google keeps all the traffic for itself, independent websites won’t stand a chance.”

How Can Website Owners Adapt?

Optimizing Merchant Listings with SEO

One of the most effective ways to stay visible despite AI Overviews is by optimizing merchant listings on Google. Businesses that enhance their Google Merchant Center profiles and product listings can improve their search presence. Here’s how:

• Complete and Accurate Product Listings – Fill in all product details, including high-quality descriptions, images, and specifications.
• Use Structured Data Markup – Implement schema markup (e.g., Product, Offer, Review) to enhance visibility in search results.
• Encourage and Manage Customer Reviews – Positive reviews improve credibility and ranking.
• Optimize for Local SEO – Ensure your Google Business Profile is fully optimized to capture local searches.
• Leverage Google Shopping and Free Listings – Utilize Google’s product listings to gain additional exposure.

SEO Strategies to Counter AI Overviews

To reduce dependency on Google’s AI Overviews, website owners can adopt these SEO-focused strategies:

1. Diversify Traffic Sources – Focus on social media, email marketing, and referral sites to reduce reliance on Google.
2. Enhance On-Site SEO – Ensure technical SEO, fast page speeds, and mobile optimization to improve user engagement.
3. Create AI-Optimized Content – Structure content to provide direct, authoritative answers that AI Overviews can source.
4. Build Brand Authority – Establish a recognizable brand so users actively search for your site instead of relying on Google rankings.
5. Strengthen Local SEO – Optimize for location-based searches to increase local traffic.
6. Expand Multimedia Content – Use video, podcasts, and interactive elements that AI Overviews cannot fully replicate.
7. Push for Fair Search Practices – Engage in industry discussions and advocate for transparency in AI-driven search results.

By adopting these strategies, businesses can increase visibility, attract customers, and sustain organic traffic despite Google’s evolving AI-driven search experience.

The Future of SEO and Organic Search

The big question is: Will Google continue prioritizing its own ecosystem at the expense of independent websites, or will it adjust its approach to support content creators again?

For now, website owners and digital marketers must rethink their strategies. SEO is evolving, and adapting to these changes will be critical for success in an AI-driven search landscape.