How AI is
changing Google
Google is no longer just ten blue links. AI Overviews now appear at the top of search results, answering questions before users see any organic listings. AI Mode lets users have full conversations within Google. Gemini handles complex, multi-step queries. For UK businesses that have built their growth on Google organic traffic, these changes are the most significant disruption since Google introduced mobile-first indexing. The rules of the game are changing, and the businesses that adapt fastest will capture the most value.
61%
fewer clicks when AI Overviews appear
90%+
Google's UK search market share
47%
of UK adults have used ChatGPT for search
22%
of UK adults use Gemini
Three ways AI is transforming Google search
Google is not replacing traditional search overnight. Instead, it is layering AI on top of its existing product in three distinct ways, each affecting UK businesses differently.
1. Google AI Overviews
AI Overviews are AI-generated summaries that appear at the top of Google search results. When a user searches for "best accountants in Bristol for small businesses", Google now shows an AI-generated answer above the traditional listings. This answer summarises information from multiple sources, often naming specific businesses and explaining why they are recommended.
The impact on organic traffic is significant. Research shows that when AI Overviews appear, organic click-through rates drop by up to 61%. Users get their answer directly from the AI summary without needing to click through to any website. For businesses that relied on being in Google's top three organic positions, this represents a fundamental shift in how they acquire customers.
AI Overviews do not appear for every search. They are most common for informational queries ("what is the best..."), comparison queries ("difference between...") and recommendation queries ("which company should I use for..."). Product searches, navigational queries and simple factual lookups are less likely to trigger AI Overviews.
2. Google AI Mode
AI Mode is Google's conversational search experience. Instead of entering a single query and reviewing results, users can have a multi-turn conversation with Google. They ask a question, review the AI-generated answer, then ask follow-up questions to refine their search. This mirrors the ChatGPT experience but within Google's ecosystem.
For UK businesses, AI Mode changes the nature of search queries. Instead of short keyword phrases, users ask detailed, conversational questions: "I need a solicitor in Leeds who specialises in commercial property leases for small businesses with fewer than 10 employees." AI Mode can handle this complexity because it understands context across multiple exchanges.
3. Gemini integration
Gemini, Google's AI assistant, is being integrated across Google's products: Search, Maps, Gmail, Workspace and Android. For local businesses in particular, Gemini's integration with Google Maps and Google Business Profile means that AI-powered recommendations draw directly from your local Google data. A well-optimised Google Business Profile with recent reviews is increasingly important as Gemini becomes a primary interface for local search. Learn more about the difference between AI search platforms in our article on how AI search engines differ from Google.
The impact on UK businesses
Declining organic click-through rates
The most immediate impact is fewer clicks from Google to your website. When Google answers a question directly through AI Overviews, many users do not click through to any website. This is not speculation. Businesses across the UK are already reporting declines in organic traffic for queries where AI Overviews have been activated. For a detailed analysis, read our article on why businesses are losing traffic to AI.
The queries most affected are informational and comparison queries. "How much does a loft conversion cost?" "Best CRM software for small businesses" "What should I look for in a financial adviser?" These are the queries that businesses have traditionally used to attract top-of-funnel traffic. When Google answers them directly, that traffic disappears.
Transactional queries are less affected. Someone searching for "buy running shoes online" or "book a restaurant in Edinburgh" is still likely to click through to a website. But even these queries are starting to shift as Google experiments with AI-assisted transactions.
The new value of being cited
Being cited within an AI Overview is becoming more valuable than ranking first in organic results. When Google's AI Overview mentions your business by name and explains why it is recommended, the users who do click through arrive with higher purchase intent. They have already been told why your business is worth considering. This pre-qualification effect means higher conversion rates, even if total traffic is lower.
SEO is not dead, but it is changing
Traditional SEO fundamentals still matter. Google AI Overviews and AI Mode draw from the same index as traditional search. Strong technical SEO, quality content and authoritative backlinks still help. But they are no longer sufficient on their own.
The additional layer is AI optimisation: structured data that helps AI understand your content, Q&A formatting that AI can cite directly, cross-platform consistency that builds confidence in your business information, and review management that provides the social proof AI platforms rely on. For more on adapting your SEO strategy, read our article on SEO in the AI era.
How visible is your business in Google AI?
VestVale tracks your visibility across Google AI Overviews, Gemini, ChatGPT and Claude. See where Google's AI mentions your business and where it does not.
How to get cited in Google AI Overviews
Getting cited in AI Overviews is not entirely different from ranking well in organic search, but it requires additional attention to how your content is structured and presented. AI Overviews draw from Google's existing index, so traditional SEO remains the foundation. But the content that AI chooses to cite has specific characteristics.
Answer questions directly
AI Overviews favour content that provides clear, direct answers. When your page answers "How much does conveyancing cost?" with a direct price range in the first paragraph, followed by detailed context, Google's AI is more likely to cite you than a page that builds to an answer over several paragraphs. Start with the answer, then provide the supporting detail.
Use clear heading structure
AI Overviews often extract information based on heading hierarchy. Use H2 and H3 headings that match the questions users ask. Each heading should contain the question or topic, and the content immediately following should answer it clearly. This makes it easy for Google's AI to identify and extract the relevant answer.
Add structured data
Schema markup helps Google's AI understand your content with precision. Organisation schema tells AI who you are. Service schema tells it what you offer. FAQ schema provides ready-made question-answer pairs. Review schema shows what your customers think. Pages with structured data are cited more frequently in AI Overviews than those without. For the complete guide, read our article on why structured data matters for AI visibility.
Maintain freshness
Google AI Overviews favour recent, up-to-date content. A guide to "best accounting software for small businesses" published in 2023 will lose out to one published in 2026 with current pricing and features. Regularly update your key content pages with current data, pricing and recommendations.
Build E-E-A-T signals
Experience, Expertise, Authoritativeness and Trustworthiness are core to Google's AI citation decisions. For UK businesses, this means displaying professional credentials (FCA registration, Law Society membership, RICS qualification), publishing author bios with relevant experience, earning backlinks from authoritative industry sources and collecting genuine customer reviews. These signals help Google's AI trust your content enough to cite it in its summaries.
How Google's AI changes affect different UK business types
Local service businesses
Plumbers, electricians, solicitors, accountants, dentists. Gemini's integration with Google Maps and Business Profile is the biggest change. A complete, reviewed Google Business Profile becomes even more important. Local businesses with strong Google Reviews will benefit from AI-powered local recommendations.
E-commerce businesses
Google Shopping is being enhanced with AI-powered product recommendations. Product pages with detailed specifications, clear pricing, and structured data (Product schema with reviews, price, availability) will be cited more often. AI is increasingly helping users compare products across retailers. Read more in our article on how AI recommends products.
Professional services
Law firms, financial advisers, consultancies. AI Overviews frequently appear for professional service queries. Content that demonstrates expertise through detailed guides, case studies and FAQ pages will be cited. Professional accreditations (Law Society, FCA, RICS) carry extra weight in AI recommendations.
B2B and SaaS companies
AI Overviews appear prominently for B2B comparison queries. "Best project management software for small teams" or "CRM alternatives to Salesforce" now get AI-generated recommendations. Detailed feature comparisons, transparent pricing and customer reviews determine which tools get recommended. See our article on how AI recommends SaaS tools.
Content publishers and media
Publishers face the steepest challenge. AI Overviews can answer informational queries without sending users to the original content. Publishers that provide unique data, original reporting and expert analysis will retain their citation value. Those that aggregate or summarise publicly available information will see the most traffic loss.
Agencies and consultancies
Agency recommendation queries are common in AI Overviews. "Best SEO agency in Manchester" or "Top digital marketing agencies for e-commerce" trigger AI-generated shortlists. Agencies need strong Clutch profiles, detailed case studies and clear positioning to be included. Read our guide on AI visibility for marketing agencies.
Adapting your strategy for AI-powered Google
Do not abandon SEO
Google AI Overviews and AI Mode draw from Google's existing index. Strong technical SEO, quality content and authoritative backlinks remain the foundation. What changes is the additional layer of optimisation needed to get cited within AI-generated answers rather than just ranking in organic results.
Diversify beyond Google
Google still holds over 90% of UK search market share, but its dominance is being challenged. ChatGPT, Perplexity and Claude are capturing search queries that would have gone to Google. Building visibility across multiple AI platforms reduces your dependence on any single source. Read our guide on how to stay visible without Google.
Invest in Google Business Profile
For local businesses, Google Business Profile is becoming even more important as Gemini integrates with Google Maps. Complete every field: photos, services, products, opening hours, Q&A, and most importantly, collect recent reviews. Gemini draws directly from Google Business Profile data when recommending local businesses.
Track AI visibility alongside SEO metrics
Traditional SEO metrics like rankings, traffic and click-through rates do not capture the full picture anymore. You also need to monitor how often and where your business is mentioned in AI Overviews, Gemini and other AI platforms. Tools like VestVale provide this additional visibility data.
Focus on content that AI cites
Not all content is equally likely to be cited in AI Overviews. Content that answers specific questions directly, provides unique data or insights, includes clear pricing or specifications, and demonstrates genuine expertise gets cited more often. Generic, thin or purely promotional content is unlikely to appear in AI-generated answers.
Prepare for the conversational future
As Google AI Mode grows, users will ask increasingly conversational, detailed queries. Structure your content to answer these kinds of questions naturally. FAQ pages, detailed service descriptions, comprehensive guides and clear pricing information all help your business appear in conversational AI responses.
Frequently asked questions
Is Google replacing organic search results with AI?
Not replacing, but supplementing. AI Overviews appear above organic results for certain queries, reducing clicks to individual websites. Organic results still appear below the AI Overview. However, the trend is clear: AI-generated answers are getting more prominent with each Google update.
How much traffic will I lose to Google AI Overviews?
The impact varies by query type. Informational queries (how-to, what-is) see the largest traffic decline, up to 61% fewer clicks. Transactional queries (buy, book, hire) are less affected. The key is to shift your strategy from driving traffic to getting cited within AI answers.
Does traditional SEO still matter?
Yes. Google AI Overviews draw from the same index as traditional search. Strong technical SEO, quality content and authoritative backlinks help you rank in both organic results and AI-generated answers. But you also need to optimise for AI citation: structured data, Q&A formatting and cross-platform consistency.
What is Google AI Mode?
AI Mode is Google's conversational search feature. Instead of typing a keyword and reviewing links, users can have a multi-turn conversation with Google. They ask questions, get AI-generated answers, and ask follow-up questions. It functions similarly to ChatGPT but within Google's ecosystem.
Should I block Google's AI from using my content?
Some publishers have blocked AI crawlers, but this comes with trade-offs. If Google cannot access your content for AI Overviews, you lose the citation opportunity entirely. For most UK businesses, being cited in AI Overviews is more valuable than the lost organic traffic from direct visits.
How do I track whether Google AI mentions my business?
Google Search Console does not yet show detailed AI Overview data for most businesses. Use a dedicated AI visibility tool like VestVale to monitor your business across Google AI Overviews, Gemini, ChatGPT and Claude. This gives you the complete picture of your AI visibility.
Monitor your visibility in Google AI and beyond
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