Google revolutionizes search: what AI Overview changes for your brand’s visibility
In May 2024, Google began a major transformation of its search engine with the introduction ofAI Overview, a feature based on generative artificial intelligence. This evolution aims to provide synthetic and contextual answers directly in search results, thus changing the way users access information.
Although this feature was initially deployed only in the United States, it is gradually being extended to other countries. In May 2025, Google announced the expansion of AI Overview to over 200 countries and territories, with support for more than 40 languages, including French.
The AI Overview is an AI-generated answer that appears at the top of search results for certain complex queries. It provides a concise summary of the information sought, accompanied by links to relevant sources. This feature is designed to help users quickly obtain answers to complex questions that would previously have required several searches or follow-ups. To put it simply, Google integrates into its search engine in the first position an answer given by an AI no doubt derived from Gemini.
With AI Overview, users can get answers without clicking on traditional links, which could lead to a reduction in organic traffic to websites. Studies have shown a significant drop in clicks on informative content sites for certain queries, with a decrease averaging around 30% in the USA. Media and content sites are likely to be most affected. However, SEO based on informational content on a merchant site (activities to do near the hotel, a page explaining a product or service…) will also be impacted.
To appear in AI Overviews, it’s crucial to produce high-quality, well-structured and reliable content. Brands need to focus on creating content that precisely answers users’ questions and demonstrates their expertise in their field. Overall, this tends to make SEO even more relevant to traditional search engines as well as LLMs (chatgpt AI and in this case, Gemini). Having content that answers questions in a synthetic way becomes paramount.
Being cited as a source in the AI Overview can offer considerable visibility, as this will be the new position 0 (this follows the maxim: “first take all”). However, this requires advanced SEO optimization and a recognized authority in the relevant field.
At Eliophot, we understand the challenges posed by these changes for hoteliers and premium brands. Our expertise in digital strategy and SEO enables us to help you :
Optimize your content to meet the criteria of the AI Overview and AI in general (GEO). Integrate FAQs and text relevant to your target audience’s questions.
Enhance your reputation with Google (E-A-T: Expertise, Authority, Reliability) through targeted content strategies (customer reviews, certification…).
Adapt your website to Google’s new structuring and performance requirements (featured snippets, mobile first…).
By anticipating these changes, you can not only maintain your online visibility, but also take advantage of the new opportunities offered by the AI Overview.
