Search is shifting from “find a page” to “get an answer”.
AI Overviews and LLMs in search compress the research phase. People see a summary, then decide if they still need to click.
That changes what “winning” looks like.
Rankings still matter. Organic search traffic still matters. Yet click-through rates can drop on queries where the results page answers the question upfront.
So your job splits into two:
- Earn clicks where clicks still happen
- Earn mentions and trust inside AI-powered search results where clicks don’t
What’s changed
Google now shows AI Overviews for some searches. They aim to give a quick snapshot with links for deeper reading.
The commercial reality is blunt.
When the answer appears on the results page, fewer people click.
Pew Research analysed March 2025 behaviour and found users clicked traditional results less often when an AI summary appeared (8% of visits with an AI summary vs 15% without).
Google’s view is that these features can still send traffic and that people keep searching because they feel satisfied with results.
The UK context is also moving. The CMA has proposed measures that include giving publishers more control over use of their content in AI Overviews and requiring clearer attribution.
A simple way to map the new world:
• Informational queries
You’re fighting for citations, brand visibility, and trust.
• Commercial investigation queries
You’re fighting for comparison value and proof.
• Transactional and local intent queries
You’re fighting to convert fast with clarity, availability, and confidence.
Key points:
- Some queries will lose clicks
- The clicks you do get will be more concentrated and more valuable
- Visibility in AI answers becomes part of SEO for AI search, whether you asked for it or not
Why it matters for local businesses
Local buyers don’t want a lecture. They want reassurance.
They also don’t browse like they used to. AI summaries reduce the number of pages they visit before they contact someone.
That changes three things:
• Awareness
You may still earn impressions, yet fewer people reach your site.
• Comparison
If an AI overview summarises options, the cited brands feel “safe”.
• Conversion
When users do click, they expect an answer quickly. If your page reads like a brochure, they bounce.
A short, real-world story you’ll recognise:
A local business publishes a solid guide that used to pull steady visits and enquiries.
AI Overviews roll in on the main informational queries. Clicks drop.
Yet the business still wins leads when:
- the guide gets cited
- branded searches rise
- people land on a service page that answers objections fast
So the goal is not “get traffic at all costs”.
The goal is “get the right visits and turn them into calls”.
If you want the local baseline right, build on these:
What to do this week
No six-month “strategy”. You need moves that stack.
Step 1: protect the money pages
Pick 5–10 pages that drive enquiries:
- core service pages
- key location pages
- top converting landing pages
- contact and quote pages
Run a fast audit and fix obvious issues first.
Step 2: use a page format that AI can cite and humans can trust
Here’s the copy-and-check framework for “how to optimise content for AI Overviews”.
Citation-ready page checklist:
- One-sentence answer in the first 10–15 lines
- Subheadings written as real questions
- 3–5 clear points that support the answer
- One example, constraint, or specific detail that proves it’s real
- Freshness signal (updated date, current year relevance, current process)
- Clear business identity (who you are, where you operate, how to contact you)
Step 3: link the journey so people don’t dead-end
Every informational page should point to a relevant service page with a clean next step.
Make your service pages decision-ready, not brochure-like:
This week’s actions:
- Update one money page with the checklist above
- Add 5 FAQs based on real objections you hear on calls
- Add 3 internal links into that page from related posts
- Add one proof block (photos, process steps, case snippet, or what to expect)
Mark up facts / structured data
Structured data won’t guarantee AI Overview inclusion.
It does help search systems interpret your site, your services, and your business facts. That reduces ambiguity, which is useful when search results get more “summary-led”.
Stick to the basics:
- Organisation or LocalBusiness schema where accurate
- Service schema where it matches visible content
- Breadcrumb schema for structure
- FAQ schema only when the FAQ is visible on the page
Keep your facts consistent across:
- footer
- contact page
- services page
- maps listings
Also don’t ignore performance. If your pages are slow or unstable, people leave before trust can form.
Key points:
- Mark up what you actually show
- Keep NAP details consistent everywhere
- Use structured content blocks that can be quoted cleanly
Reviews & trust
If you’re not a household name, you can still win.
AI summaries and humans both lean on signals that reduce risk.
Big brands often win on “general authority”. Local businesses win on specifics.
How smaller brands get cited and chosen:
- Be the best source for local specifics (service area, lead times, constraints, policies)
- Publish original proof (real photos, process steps, examples)
- Make pricing factors clear, even if you can’t show fixed prices
- Earn local mentions from relevant organisations, partners, and community sources
Your trust stack should show up in two places:
- your Google Business Profile and reviews
- your service pages and “what to expect” pages
If you want a practical companion that strengthens resilience beyond platforms, build more first-party relationships.
Common mistakes & quick fixes
Myth vs reality:
Myth
SEO is dead.
Reality
Clicks are less reliable on some queries. Visibility, trust, and conversion quality matter more than raw sessions.
Mistake 1: treating SEO for AI search as a separate thing
Quick fix:
- Improve one money page
- Publish one citation-ready guide
- Link them together
Mistake 2: writing content that can’t be quoted
Quick fix:
- Put the direct answer near the top
- Use question-based subheadings
- Use numbered steps for processes
Mistake 3: measuring only clicks
Quick fix:
- Track impressions, branded demand, and leads by landing page
Mistake 4: ignoring off-site signals
Quick fix:
UK examples
Local trades business
Goal: get cited for pricing and “how to choose” queries, then convert.
Approach:
- One pricing factors page with local constraints and clear scope
- FAQs on each service page
- Regular photos and review responses on your listing
- Short posts answering one question each, pointing to the main guide
Professional services
Goal: reduce uncertainty fast.
Approach:
- “Plain English” explainers for common questions
- “Who this is for” and “who it isn’t for”
- Process steps and constraints that reduce risk
Retail, hospitality, leisure
Goal: reduce reliance on informational clicks.
Approach:
- Put effort into commercial and local intent pages (availability, booking, pricing factors)
- Keep listings clean and updated
- Build an email list so you’re not hostage to platform changes
If social search plays a role in your niche, align your channel choice with buyer behaviour.
What to measure
You need a scoreboard that works when CTR drops.
Start with three buckets.
Search Console signals:
- impressions trend by query type
- branded vs non-branded split
- pages with rising impressions and falling CTR
Business outcomes:
- leads and calls by landing page
- conversion rate by landing page
- assisted conversions from organic sessions
AI presence tracking:
- pick 20 priority queries
- check monthly
- log what you see and what you’ll change
Tracking template (copy into a sheet):
- Query
- AI Overview present (Y/N)
- Cited sources shown
- Your inclusion (Y/N)
- Page you want cited
- Action to take this month
Industry data supports the CTR drop pattern on informational queries with AI Overviews.
Paid layer (keep it sensible):
If CTR drops on a high-value query group, test a small PPC campaign while you build citation presence and improve conversion pages. The goal is coverage, not burning money.
Monthly checklist
Run this monthly. Keep it routine.
- Review Search Console: high impressions, low CTR pages
- Rewrite titles and intros so the answer appears faster
- Update one money page using the citation-ready checklist
- Publish one citation-ready guide with steps, definitions, and constraints
- Add internal links from 3 related pages into that guide
- Update your Google Business Profile with photos and posts
- Fix one technical issue that affects speed or stability
- Review your wider marketing mix so search and social support the same message
Compliance & privacy
AI summaries don’t remove your duties.
They raise the cost of getting trust wrong.
Focus on:
- honest claims you can support
- clear cookie and privacy handling
- consent-based measurement where required
The UK is also actively weighing how AI summaries should treat publisher content, with proposals around opt-outs and attribution.
For UK GDPR-focused guidance:
Conclusion
Search is moving toward answers first and clicks second.
AI Overviews and LLMs in search can reduce clicks on simple informational queries. Pew’s research shows a clear drop in click behaviour when AI summaries appear.
So your goal is the two-step win:
- Earn visibility inside AI answers through clear, citeable content
- Convert fast when users do click through
Do the boring work that pays:
- tighten money pages
- publish citation-ready guides
- strengthen trust signals
- measure outcomes and AI presence, not only CTR
Disclaimer
The information in this article is for general guidance only. Results will vary according to business, market and execution.
