Google Auto-Expands AI Overviews: What It Means for SEO

What Has Changed in Google's SERP

Over the past few weeks, Google has started to auto-expand AI Overviews for some search queries. The Verge was the first to document it, citing reports from Search Engine Roundtable. It's a substantial change from the previous behavior.

Before, the AI Overview appeared in a condensed form. Users could choose to expand it with a dedicated button. Now, for some searches, Google automatically shows the full AI summary at the top of the page. An interactive “Ask anything” box appears below it. Only after these elements do the traditional organic links appear.

As a result, the structure of the SERP changes significantly. Classic organic results are pushed much further down. In some cases, users have to scroll a long way before reaching the first blue link. This has direct implications for anyone who depends on organic traffic.

The immediate impact on organic CTR

Organic CTR has historically been tied to position in the SERP. Results above the fold capture the largest share of clicks. But with AI Overviews auto-expanding, even the first organic result risks dropping below the fold on many devices.

The auto-expansion of Overviews speeds up the shift toward AI-first interfaces. Organic traffic forecasting models built in previous years become less reliable.

At SHM Studio, we have already seen changes in organic session volumes on some client accounts, linked to the gradual rollout of AI Overviews over recent months. Auto-expansion speeds up this dynamic even further. Informational queries and those with a direct answer are the most exposed.

Which queries are affected: the scope is still unclear

Google has not shared precise criteria for when auto-expansion is triggered. For now, the phenomenon seems to affect queries with a short, well-defined answer. Factual questions, informational searches and some navigational queries appear to be the most affected.

That said, the scope is evolving. Google may well extend auto-expansion to transactional or commercial queries over time. That would be especially significant for e-commerce and for businesses that depend on searches with purchase intent.

Geography and language matter too. The first reports come mainly from English-speaking markets. In Italy, the rollout may arrive a few weeks later. So now is the right time to prepare, not to react in an emergency.

The strategic view: Google is redrawing the value of the SERP

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

User search behavior is shifting toward more conversational interactions, and Google is adapting its product to match. The consequences for publishers and for businesses with a strong organic presence are real.

That's why an SEO strategy can no longer rely solely on ranking for traditional keywords. You also need to optimize for AI Overviews themselves. That means creating content that is structured, authoritative and citable by Google's AI systems. SEO copywriting is evolving in this direction.

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

There's one aspect that often gets overlooked in the debate on auto-expansion: AI Overviews cite sources. When your content is cited inside an AI Overview, it gains visibility even without a direct click. That's a form of brand awareness and authority building that traditional CTR doesn't measure.

So the strategic question changes. It's no longer just “how do I get the top organic result,” but also “how do I get Google to cite my content in the AI Overview.” That calls for a different approach to editorial production: structured content, original data, direct and authoritative answers.

Likewise, your presence on the platforms that feed Google's AI models, such as Google Business Profile, schema markup and structured data, becomes even more relevant. Technical SEO and on-page optimization take on a new level of strategic importance.

What to Do Now: Action Priorities for Marketing Teams

In the face of this change, marketing leaders need to work on priorities at several levels. First, you need to analyze the real impact on your own site. Not all queries are affected in the same way. An analysis by keyword type and search intent helps you identify the most exposed areas.

Next, you need to review your reference KPIs. Organic CTR alone is no longer enough as an SEO performance metric. Complementary metrics should be introduced: impressions, share of voice in AI SERPs, citations in Overviews, direct and branded traffic.

Diversifying your acquisition channels is also becoming urgent. Businesses that depend almost entirely on organic traffic face a structural risk. Investing in Google Ads campaigns, LinkedIn Ads and multichannel digital marketing reduces that dependence.

Finally, your content strategy needs an update. Content should be designed to answer users' questions in a direct, structured way. That increases the chances of being cited in AI Overviews. The AI and artificial intelligence team at SHM Studio supports clients through this transition, building optimization for generative systems into their strategy.

Outlook: Where the SERP Is Headed in the Next 18 Months

The trajectory is clear. Google will keep expanding AI features in the SERP. Auto-expanding Overviews is a step, not the destination. In the coming quarters, the “Ask anything” box is likely to become more and more central to the search experience.

Between 2027 and 2028, according to industry projections, the share of searches handled conversationally could surpass that of traditional link-based searches. That doesn't mean classic SEO will disappear. It means it will turn into something more complex and multifaceted.

For marketing and digital managers at Italian SMEs, the message is a practical one. This isn't the time to panic. It's the time to adapt. Companies that start now to build content optimized for AI systems, diversify their channels and measure with updated metrics will have a competitive edge in the years ahead. The web development and SEO team at SHM Studio is available to talk through these topics. You can reach us through the contact page or explore more insights on the blog.