As the digital landscape transforms with innovations like Google AI Overviews, staying ahead of the curve is crucial for marketers and businesses. Today, we’re thrilled to sit down with Aisha Amaira, a seasoned MarTech expert with a deep passion for blending technology and marketing. With her extensive background in CRM marketing technology and customer data platforms, Aisha has a unique perspective on how businesses can harness cutting-edge tools to uncover vital customer insights. In this conversation, we dive into the seismic shifts in SEO caused by AI-driven search features, explore strategies for adapting to declining organic traffic, and discuss how to optimize content for visibility in this new era. Aisha also shares her thoughts on diversifying marketing approaches and preparing for future changes in search technology.
Can you explain what Google AI Overviews are and how they’re changing the way search results appear to users?
Absolutely. Google AI Overviews are essentially AI-generated summaries that pop up at the top of search results pages. They pull information from various web sources to give users quick, concise answers to their queries without needing to click through to a website. Unlike traditional organic listings, which are just links with meta descriptions, these overviews often provide a direct response, sometimes with visuals or structured data. It’s a game-changer because it prioritizes instant information, which can reduce clicks to individual sites but also offers a chance to stand out if your content is featured in the summary.
How have you seen the reported drop in organic traffic—sometimes as much as 34.5%—affecting the businesses or websites you’ve worked with?
It’s been a significant wake-up call for many businesses I collaborate with. That 34.5% drop isn’t just a number; it translates to real losses in leads, sales, and engagement, especially for sites that relied heavily on organic search for traffic. I’ve noticed content-heavy industries like publishing and niche blogs taking the hardest hit because users are getting answers directly from the AI summary. What’s surprising is how quickly this has forced marketers to pivot—some are seeing it as a crisis, while others are treating it as an opportunity to rethink their entire digital strategy.
With AI Overviews leading to more ‘zero-click’ searches, what does this trend mean for website owners trying to drive traffic?
Zero-click searches are exactly what they sound like—users get their answers from the AI summary without ever visiting a website. For website owners, this is a double-edged sword. On one hand, you’re losing potential visitors; on the other, being featured in that summary can boost brand visibility even if there’s no click. The challenge is adapting to a world where traffic isn’t the only metric of success. It’s about ensuring your content is the one feeding those summaries, so your brand stays top-of-mind, even if the user doesn’t land on your page.
Let’s talk about optimizing content for AI visibility. Can you break down what that means and why it’s so critical right now?
Optimizing for AI visibility means crafting your content in a way that AI systems, like Google’s large language models, can easily understand and prioritize. It’s not just about keywords anymore; it’s about clarity, structure, and authority. For instance, using structured data helps AI parse your content better, while focusing on user intent ensures you’re answering the right questions. It’s critical because if you’re not in those AI Overviews, you’re likely losing visibility to competitors who are. It’s about aligning with how machines process information, not just how humans read it.
I’ve read that high-quality images and videos play a big role in AI-driven search results. Why do you think multimedia is becoming so important?
Multimedia is huge because Google’s search capabilities are now multimodal, meaning they can handle queries through images, videos, or even uploads, not just text. High-quality visuals can make your content more engaging and likely to be featured in AI Overviews, especially for industries like e-commerce or hospitality where a picture speaks volumes. It’s also about user experience—people are drawn to rich, visual answers. For businesses, this means investing in professional imagery or videos that showcase their products or services directly in those search summaries, capturing attention before a click is even needed.
Some suggest moving beyond traditional SEO by focusing on paid ads or social media campaigns. What’s your take on diversifying marketing efforts in response to these AI shifts?
I’m a big advocate for diversification, especially now. Relying solely on SEO in an AI-driven search world is risky with organic traffic taking such a hit. Paid ads can help maintain visibility, especially retargeting campaigns that reconnect with users who’ve seen your brand in AI summaries. Social media is also powerful for building direct engagement and driving traffic outside of search engines. For smaller businesses, it’s about balance—start with low-cost social strategies or targeted ads on platforms where your audience hangs out. Diversifying isn’t just a backup plan; it’s a way to build resilience against future search changes.
Looking ahead, Google’s upcoming AI Mode is expected to shake things up even more. How do you think this will impact website visibility in the long run?
I think AI Mode will deepen the trends we’re already seeing—more immersive, personalized search experiences that might further reduce traditional clicks. It could mean even smarter summaries or interactive results that keep users within Google’s ecosystem longer. For website visibility, this is a warning sign to prioritize relevance and trustworthiness now. Sites that don’t adapt risk becoming invisible as AI gets pickier about what it showcases. The long-term impact might be a complete redefinition of what ‘ranking’ means—it’ll be less about position and more about whether you’re even part of the conversation.
What’s your forecast for the future of SEO as AI continues to evolve in search technology?
I see SEO evolving into something more holistic, where it’s not just about search engines but about understanding and influencing AI systems across platforms. We’ll likely see a stronger focus on topical authority, where in-depth, well-connected content wins over fragmented, keyword-heavy pages. I also expect user intent to remain king, with AI getting better at predicting what people want before they even ask. My forecast is that marketers who embrace AI as a tool—using it to analyze data, refine content, and personalize experiences—will thrive, while those stuck in old-school tactics might struggle to keep up. It’s an exciting, if challenging, road ahead.