Google auto-expands AI Overviews: what changes for SEO

What has changed in the Google SERP

Starting in recent weeks, Google has begun to auto-expand AI Overviews for some search queries. This was first documented by The Verge , citing reports from Search Engine Roundtable. The change is substantial compared to previous behavior.

Previously, AI Overviews appeared in a condensed form. Users could choose to expand it via a dedicated button. Now, for some searches, Google automatically displays the entire AI summary at the top of the page. Below it, an interactive "Ask anything" box appears. Only after these elements do the traditional organic links show up.

Therefore, the SERP structure changes significantly. Classic organic results are pushed much further down. In some cases, the user has to scroll considerably before reaching the first blue link. This has direct implications for those who depend on organic traffic.

The immediate impact on organic CTR

Organic CTR has historically been tied to SERP ranking. Above-the-fold results capture the lion's share of clicks. However, with the auto-expansion of AI Overviews, even the top organic result risks getting pushed below the fold on many devices.

The self-expansion of Overviews is speeding up the transition to AI-first interfaces. Organic traffic prediction models built in previous years are becoming less reliable.

We at SHM Studio we've already observed, on some customer accounts, variations in organic session volume related to the progressive introduction of AI Overviews in recent months. Auto-expansion represents a further acceleration of this dynamic. In particular, informational queries and those with direct answers are the most exposed.

Which queries are involved: the still uncertain scope

Google has not shared precise criteria for triggering auto-expansion. For now, the phenomenon seems to affect queries with short and defined answers. Factual questions, informational searches, and some navigational queries appear to be the most involved.

However, the scope is evolving. It is not ruled out that Google will gradually extend auto-expansion to transactional or commercial queries as well. This would be particularly relevant for the e-commerce sector and for businesses that rely on searches with purchase intent.

Furthermore, the geographical and linguistic variable counts. The first reports mainly concern the English-speaking market. For the Italian market, the roll-out might happen a few weeks later. So, this is the right time to prepare, not to react in an emergency.

The strategic read: Google is redesigning the value of the SERP

This move is part of a broader strategy. Google is gradually transforming the SERP from a link index into a conversational interface. The stated goal is to keep users inside the Google ecosystem, reducing the need to visit external websites.

User search patterns are shifting towards more conversational interactions. Google is adapting its product to this trend. The consequences for publishers and companies with a strong organic presence are real.

For this reason, the SEO strategy can no longer be based solely on positioning for traditional keywords. It is also necessary to think about optimization for AI Overviews themselves. This means producing structured, authoritative content that can be cited by Google's AI systems. The SEO copywriting is evolving in this direction.

What nobody is saying: the hidden opportunity in the AI Overview

There's an aspect that is often overlooked in the auto-expansion debate. AI Overviews cite sources. When content is cited within an AI Overview, it gains visibility even without a direct click. This is a form of brand awareness and authority building that isn't measured by traditional CTR.

Therefore, the strategic question changes. It's no longer just ‘how do I get the first organic result’, but also ‘how do I get Google to cite my content in the AI Overview’. This requires a different approach to editorial production: structured content, original data, direct and authoritative answers.

Similarly, the presence on platforms that power Google's AI models—such as Google Business Profile, schema markup, and structured data—becomes even more relevant. The activities of Technical SEO and on-page optimization reach a whole new level of strategic importance.

What to do now: the operating priorities for marketing teams

Faced with this change, operational priorities for marketing managers are multi-layered. First and foremost, it is necessary to analyze the real impact on your site. Not all queries are affected in the same way. An analysis by keyword type and search intent allows you to identify the most exposed areas.

Next up, we need to rethink our reference KPIs. Organic CTR on its own is no longer enough as an SEO performance metric. Complementary metrics should be added: impressions, share of voice in AI SERPs, citations in Overviews, as well as direct and branded traffic.

Furthermore, diversifying acquisition channels is becoming urgent. Those who rely almost exclusively on organic traffic are exposed to structural risk. Investing in google ads campaigns , in LinkedIn Ads and in activities of Digital marketing multichannel reduces this dependency.

Finally, the content strategy needs to be updated. Content must be designed to answer user questions directly and in a structured way. This increases the likelihood of being cited in AI Overviews. The team at AI and artificial intelligence by SHM Studio supports clients in this transition, integrating optimization logic for generative systems.

Outlook: where the SERP is heading in the next 18 months

The trajectory is clear. Google will keep expanding AI features in the SERP. The auto-expansion of Overviews is a step, not a final destination. In the coming quarters, the "Ask anything" box is likely to become increasingly central to the search experience.

Between 2027 and 2028, according to industry projections, the share of searches handled in conversational mode could exceed that of traditional link-based searches. This doesn't mean classic SEO will disappear. It means it will transform into something more complex and articulated.

For marketing and digital managers of Italian SMEs, the message is pragmatic. It's not a time for panic, but for adaptation. Those who start now to build content optimized for AI systems, diversify channels, and measure with updated metrics will have a competitive advantage in the coming years. The team at web development and of SEO from SHM Studio is available for a discussion on these topics. You can contact us through the page contacts or explore the insights in Blog .