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Aligning SEO and Paid Search in the Age of AI Overviews

How AI Overviews Have Changed Search

Google’s introduction of AI overviews in October 2024 reshaped how information appears on search results. These summaries sit above both organic listings and paid ads, giving users quick answers without needing to click through. As a result, high-ranking pages and ads are pushed further down the page, reducing the visibility that businesses once relied on. Search behaviour has shifted, and older SEO methods cannot secure the same level of traffic they once did.

The Business Impact of Reduced Visibility

AI overviews now answer many search queries without directing users to websites. This affects businesses in two ways. First, fewer people click through to read full pages, which reduces organic traffic. Second, ads are affected because impressions and clicks are no longer concentrated at the top of the page. Since May 2025, ads have appeared inside AI overviews, yet Google’s reporting does not separate these from standard placements. This leaves businesses with limited clarity on how their paid activity is performing and why user journeys look different.

The result is a measurable drop in traffic, especially for top-funnel searches. Pages that once attracted early-stage visitors now appear below an AI summary that answers basic questions instantly. Businesses that depend on informational searches feel this most strongly, with reduced visibility feeding through into weaker engagement and fewer leads.

Why Organic Traffic Is Falling

AI summaries remove the need for visitors to explore further when looking for basic facts or definitions. Users receive enough information without clicking any result, which limits opportunities for websites to attract new audiences. This is why many websites have seen a downturn in page views, even when rankings remain stable. The search page is now structured in a way that makes organic clicks harder to earn.

Despite this, SEO remains valuable. The focus simply shifts from competing for broad, informational phrases to publishing clearer, more specific content that supports commercial intent. Sites that provide detailed, well-structured answers for deeper queries can still earn strong visibility below AI summaries.

The Role of Buyer Intent in the AI Era

Buyer intent is now one of the strongest signals for gaining visibility. When search queries show a clear intention to purchase, compare, or enquire, users still move past the AI summary to explore websites that offer solutions. Content and ads that reflect this intent stand a better chance of attracting meaningful traffic, because the user is already motivated to act.

Improving clarity, relevance, and depth helps pages appear for these queries. This creates steadier engagement and counters the drop seen in early-stage searches. Strong intent often aligns with better commercial performance, which is why focusing on it is now essential.

Why SEO and Paid Search Need Shared Strategy

SEO and paid search face the same challenge: reduced visibility at the top of the page. When AI overviews absorb early-stage searches, both disciplines rely more heavily on accurate data and insight to find the strongest keywords and conversion paths.

Working together allows both teams to:

• Identify keywords where AI summaries are most active
  • Focus spend and content on terms that still produce high-value clicks
  • Spot new competitors appearing inside or beneath AI summaries
  • Maintain consistent messaging from paid ads through to landing pages
  • React quickly when performance shifts across either channel

Without this shared view, optimisation becomes slower and less effective, and traffic can continue to decline. A combined approach helps recover visibility and supports conversions in a tighter search environment.

Building a Unified Approach for Better Results

A more effective strategy brings SEO and paid search together around shared goals. This involves studying how AI summaries structure their answers, identifying which types of queries are most affected, and refining content and ads to give clearer, more useful responses.

Testing plays an important role. Both channels benefit from trying different formats, adjusting language for clarity, improving landing page content, and monitoring which pages still break through below the AI summary. Over time, this builds a stronger model for future campaigns, with better targeting and clearer user pathways.

How Piranha Supports Search Performance

Piranha’s digital team works as a single unit, combining SEO and paid media to analyse trends, track search behaviour, and plan responses that improve visibility. By sharing insight across campaigns, we help clients focus on search terms that still drive engagement and sales. A recent example is a UK HVAC company that achieved stronger search visibility and generated close to £3 million in sales and revenue during 2024 with aligned SEO and paid activity.

Moving Forward with an Aligned Strategy

AI overviews are a long-term change to search behaviour, but they do not remove the value of SEO or paid ads. They simply require a more focused and coordinated approach. By aligning both channels, understanding buyer intent, and refining content for clarity, businesses can regain visibility and attract users who are ready to act. Piranha continues to support this through practical strategy, clear analysis, and consistent delivery across all search activity.

If you want a search strategy that works across both SEO and paid campaigns, our team can help. Get in touch with us today to arrange an initial meeting to discuss your needs.