AI Overviews & SGE – The Biggest SEO Shift in Years. Are We Ready?
SEO revolutions are loud and fast. If you’re not keeping pace, you’re out. Algorithms don’t wait for you to adapt. And right now, Google’s AI Overviews and SGE are shaping up to be the biggest shift in search we’ve ever seen.
1. What’s all the noise about?
Google just turned 27, and let’s be honest - its ambitions go way beyond being “just” a search engine. The giant is openly saying: I want to be the best assistant. Proof? AI Overviews and the so-called AI Mode just rolled into US search results at full speed (blog.google).
So, what’s the difference?
Classic SERP → 10 blue links, a few ads, maybe a featured snippet.
AI Overviews / SGE → Google “summarizes” the internet into one block. The user gets the answer, while links are just footnotes.
Less scrolling and instant answers served right at the top. A whole new search experience.
2. Is it happening now?
Yes. And it’s happening fast. Wondering how much time you’ve got left? Short answer: not much. The clock is ticking. Here’s what’s happening:
US: AI Overviews are everywhere. According to seoClarity, the number of AI Overview results on mobile grew 119% in March 2025.
Media: The Guardian reports some publishers lost up to 79% of traffic because AI is serving answers instead of sending readers to their sites (The Guardian).
Google: pushing “AI Mode,” a feature where users can actually talk with Search—follow-ups, side questions, multi-format answers (developers.google.com).
3. What about Europe?
Here’s where things get complicated.
AI Overviews are expanding to dozens of countries in Europe - including Germany, Spain, Italy, the UK, and Poland.
But: rollouts are uneven. Some countries see limited tests, others face regulatory roadblocks under EU law.
The direction is clear though: sooner or later, generative AI will be baked into search across the continent.
4. Possible scenarios worldwide
The betting table is open. Here are the most likely outcomes:
Hybrid rollout - AI only for educational / informational queries.
Full mode - commercial queries get AI answers too (think: “best laptop under $700”). CTR drops hard.
Big brand dominance - AI cites only “trusted” giants. Small players fade.
Product integration - Google pulls data straight from marketplaces and comparison sites. If your SEO isn’t structured, you’re invisible.
5. Opportunities and risks
The stakes are high, and as always, it cuts both ways.
Opportunities
Your brand cited in AI answers (without being #1).
Expert, data-rich content gains higher value.
New discipline: Answer Engine Optimization (AEO).
Risks
Zero-click searches - users never reach your site.
Smaller brands struggle to build authority.
Content costs rise: “copy-paste SEO” is dead.
6. What you can do right now
Don’t sit back and wait for the wave to hit. That’s like watching a tsunami and saying, “maybe it’ll pass us by.”
Prepare now:
Audit your content - focus on “how / why / what is” queries.
Add proof & expertise - case studies, data, unique insights.
Structure smartly - schema.org, Q&A headings, lists.
Track AI citations - watch if your site shows up in answers.
Diversify traffic - email, socials, direct. Don’t rely only on Google.
7. Wrapping it up
AI Overviews & SGE aren’t future concepts. They’re already live in the US and spreading fast in Europe and beyond. For e-commerce, SaaS, and content creators, this means one thing: SEO as we know it is ending. But it also opens a new game. Whoever learns to optimize for AI first → wins.
