As AI continues to reshape how we access information, one of the biggest shifts in SEO is happening quietly—right at the top of Google’s search results. With the growing rollout of AI Overviews, Google is increasingly delivering AI-generated answers to user queries without requiring users to click on traditional organic results.
But here’s the catch: a recent study revealed that 43% of links in these AI Overviews point back to Google’s own properties, such as YouTube, Google Maps, Google Shopping, and its Knowledge Panels. This raises a serious question for business owners, marketers, and SEO professionals—is Google prioritising its own ecosystem, and what does that mean for your site’s visibility?
Let’s explore the implications of this trend, why it’s happening, and how SEOs can adapt.
What Are AI Overviews?
AI Overviews are Google’s latest feature designed to enhance search by providing quick, synthesised answers using generative AI. These summaries often appear at the very top of search results, sometimes before any organic links.
They’re meant to help users save time and avoid having to click through multiple sources. However, the links cited within these summaries play a crucial role—they determine which websites get traffic and which get overlooked.
Why Is Google Linking to Itself?
The finding that nearly half of AI Overviews cite Google-owned platforms is concerning but not entirely surprising. Here’s why this may be happening:
- Data Control: Google has complete control over the structure, formatting, and reliability of its own properties. It makes sense it would trust them more when feeding its AI with consistent, clean data.
- Structured Content: Platforms like YouTube, Maps, and Shopping are built on structured data, which AI algorithms favour for extracting and presenting information accurately.
- User Intent & Experience: Google’s goal is to give users what they need quickly. If the fastest route is through one of its own services, it’s going to take it.
- Commercial Incentives: Let’s not ignore the commercial benefits. Sending users to Google Shopping or promoting YouTube content keeps traffic (and ad revenue) within Google’s ecosystem.
What This Means for Your Website
For content creators, business websites, and publishers, the implications are serious. If your content is used to generate AI answers, but you’re not the one being cited or linked, you lose out on traffic, brand visibility, and potential customers.
Here’s how it’s affecting SEO:
1. Reduced Organic Clicks
AI Overviews are the new “position zero.” Even if you rank well organically, fewer people may click through if Google satisfies the query directly or sends users to YouTube or a Google Shopping result.
2. Disintermediation of Publishers
Google’s AI may summarise content scraped from your site but attribute it to a more structured source—or worse, not cite it at all. This is especially problematic for blogs, media outlets, and product review sites.
3. New Metrics of Success
Traditional metrics like keyword rankings or impressions may become less relevant. The new goal? Being cited in AI Overviews and ensuring your site is seen as an authoritative source worthy of attribution.
Should SEOs Be Worried?
Yes—and no.
😟 Why You Should Be Concerned
- Loss of Clicks: If 43% of citations go to Google-owned properties, that means fewer clicks are going to external websites.
- Reduced Exposure: Smaller brands or local businesses may struggle to compete unless they adapt fast.
- Unclear Ranking Criteria: AI Overviews use different logic than traditional SEO. What ranks at the top of search may not get cited in an overview.
💡 Why There’s Still Opportunity
- AI Still Needs Content: Google still relies on quality websites to feed its AI—so content creation remains essential.
- Smart SEO Can Help: Businesses that invest in structured content, schema markup, and credibility are more likely to get cited.
- Local SEO Matters More Than Ever: For geographically focused searches, AI Overviews often lean on location-specific content—giving smaller players a chance to stand out.
How to Stay Visible in the Age of AI Overviews
If you’re wondering what actions to take in response to this shift, here are key strategies to future-proof your visibility:
1. Use Structured Data
AI prioritises well-structured, semantically rich data. Implement schema markup for articles, products, FAQs, reviews, and more to increase the chance of being cited in AI Overviews.
2. Optimise for Topical Authority
Google’s AI wants trustworthy, relevant sources. Build a deep library of content around your niche to establish your site as an authoritative voice.
3. Enhance E-E-A-T Signals
Showcase your Experience, Expertise, Authoritativeness, and Trustworthiness. Include bylines, author bios, citations, and high-quality outbound links.
4. Get Visual with Your Content
Google owns YouTube—so it loves visual content. Creating videos or visual explainers alongside your written content can increase your chance of being featured in AI Overviews or YouTube snippets.
5. Local SEO Is Critical
AI Overviews for “near me” or location-based queries often pull data from Google Maps and local business profiles. Ensure your Google Business Profile is up to date and fully optimised.
If you’re targeting Sydney suburbs, for example, leveraging a strong Local SEO in Sydney strategy is key to being considered for AI-powered local results.
Why You Still Need Human SEO Experts
Navigating AI search and Google’s evolving features isn’t something that can be left to chance—or to tools alone. It requires thoughtful planning, strategy, and consistent execution.
Whether you’re a small business in Bondi or a nationwide brand, it’s crucial to work with someone who understands the AI-powered search landscape. A qualified SEO consultant in Bondi can help you understand the shifting priorities and how to stay visible in both traditional and AI-driven SERPs.
For broader campaigns and tailored strategy, a SEO consultant in Sydney can assess how your website is performing in the current environment and offer hands-on guidance. And for businesses expanding into other regions, collaborating with experienced SEO experts in Melbourne ensures your content and technical SEO align with the latest AI expectations.
Final Thoughts
Google’s AI Overviews are a powerful evolution in search, but they’re not without controversy. When nearly half of citations go back to Google itself, there’s a clear risk that the open web will be increasingly sidelined.
But this doesn’t mean the end of SEO—it means the next stage of evolution. Smart businesses and marketers will adapt by investing in structured data, building topical authority, and aligning content with AI-friendly formats.
Yes, SEOs should be paying close attention. But with the right strategy in place, there’s still plenty of opportunity to thrive—even in a search landscape where Google links to itself.
About the Author
Amir Neta is a senior SEO strategist and co-founder of NetiaWeb, with nearly 20 years of experience helping businesses grow through search. He has worked with clients across Australia — including Sydney, Melbourne, Perth, Brisbane, and regional areas — as well as in the USA, UK, and Europe. Specialising in local SEO, AI search readiness, and digital marketing strategy, Amir is passionate about helping businesses improve visibility, generate leads, and achieve long-term ranking success.