Google’s AI Overviews (AIO) are significantly altering how search traffic is distributed, putting greater emphasis on deep, well-structured content. As a result, technical SEOs and content managers must ensure that their websites maintain up-to-date, high-quality pages that can be easily indexed by Google. The days of relying solely on homepage authority are shifting, with deeper content now playing a bigger role in search visibility.
Recent data from BrightEdge, shared with Search Engine Journal, highlights how Google’s AIO has rapidly expanded in March 2025. The analysis reveals that Google is increasingly prioritising specialised content from within websites rather than simply citing homepages. This suggests that search results are becoming more precise, favouring content that directly answers user queries rather than generalised landing pages.
This shift is consistent with Google’s ongoing refinements in search technology. Recently, at Search Central NYC, Google introduced the concepts of Predictive Summaries and Grounding Links. These developments aim to improve how AI-generated overviews cite and display information, ensuring users receive highly relevant and contextually accurate results. The latest BrightEdge data indicates that AIO citations are now closely following this pattern, linking users directly to specific pages that contain detailed, useful answers rather than directing them to broader homepage content.
Google has always focused on delivering the most relevant and precise answers to search queries. Homepage links, while important for branding and overall website authority, often do not provide the level of detail needed to satisfy complex or highly specific searches. The BrightEdge data supports this reasoning, showing that Google’s AI-driven approach is reinforcing a preference for deeper, well-structured content that directly addresses users’ search intent.
Another major change has been the physical expansion of AIO in search results. According to BrightEdge, Google has increased the pixel height of AI Overviews by 18.26% in just the first two weeks of March. This means that AIO now occupies more space on the search engine results page (SERP), potentially pushing traditional organic search results further down. Some critics argue that this limits visibility for organic listings. However, it’s important to note that Google’s AI Overviews also include outbound links—ones that are highly precise and contextually relevant. This suggests that while traditional organic placements may be impacted, well-optimised content that aligns with AIO’s focus on deep, authoritative information still stands to benefit.
Interestingly, the expansion of AIO hasn’t been uniform across all industries. Some sectors have seen more significant increases than others, particularly those that rely heavily on detailed, data-driven content.
For instance, the travel industry has experienced the largest growth in AIO size, with a 39.49% increase. This is likely due to the nature of travel-related searches, where users often look for highly specific details about destinations, itineraries, and booking options. B2B technology follows closely behind with a 37.13% increase, reflecting the need for in-depth, technical information in this sector. Education has also seen a notable rise of 35.49%, as students and professionals frequently seek detailed explanations and resources online. Meanwhile, the finance industry has observed a 32.89% increase, likely due to the growing demand for precise financial guidance and market analysis.
These findings underscore the importance of well-structured, comprehensive content. Websites that want to maintain or improve their search visibility need to focus on producing detailed, authoritative pages that provide direct value to users. Ensuring that content is properly indexed, frequently updated, and aligned with search intent will be crucial in adapting to these evolving AI-driven search behaviours.
In this new landscape, businesses must rethink their SEO strategies. It’s no longer enough to optimise homepages or rely on brand recognition alone. Instead, the focus should be on creating in-depth, high-quality content that answers user queries effectively. As Google continues refining AI Overviews and enhancing Predictive Summaries and Grounding Links, websites that prioritise detailed, authoritative content will have a better chance of securing valuable placements in search results.
With AI playing an increasingly dominant role in search, staying ahead of these changes is essential for maintaining online visibility. Whether through structured data, improved internal linking, or content refresh strategies, adapting to Google’s evolving citation patterns will be key to SEO success in the months ahead.
Strategic Response for SEOs And Publishers
BrightEdge advises publishers and SEO professionals to closely monitor key performance metrics to assess the impact of AI Overviews on search traffic. This includes tracking changes in impressions, click-through rates (CTR), and overall clicks to understand how AI-generated results may be influencing user behaviour. However, while traffic fluctuations are important, the primary focus should be on evaluating sales and revenue trends, as these metrics ultimately determine business success.
In response to these evolving search dynamics, some experts suggest that creating content that is more likely to be cited by AI Overviews could be a beneficial strategy. However, it is essential to recognise that Google’s AI primarily summarises information before directing users to the original source for further details. This means that while optimising for citations can be useful, understanding broader user behaviour and adapting to industry trends should remain a top priority.
Now more than ever, businesses must stay informed about shifts in user intent and anticipate changes in search patterns. Keeping track of how people search, what they are looking for, and the context in which they are searching can provide valuable insights into content strategy. This is especially crucial as AI-driven search features continue to reshape how information is displayed and consumed.
Jono Alderson, a well-known SEO expert, recently recommended that businesses should focus on engaging users at the earliest stages of their journey. By targeting audiences before they actively search for products or services, brands can establish authority and trust ahead of AI-driven citations. This proactive approach could help businesses stay competitive in an environment where AI Overviews increasingly influence search visibility.
As Google refines its AI-driven features, adapting to these changes will be vital for maintaining search relevance. Businesses that strategically optimise their content to align with user needs and industry trends will be better positioned to navigate the evolving search landscape.
Importance of In-Depth, Specialized Content
Google’s AI Overviews (AIO) appear to favour deep-linked content over homepages when selecting citations. Data shows that 82.5% of clicks generated by AIO were directed to pages that were at least two clicks away from a website’s homepage. In contrast, homepage citations accounted for less than 0.5% of all clicks, indicating that deeper content holds significantly more value in AI-generated search results.
Another key finding is that 86% of pages cited by AIO were ranked for only a single keyword, typically one with high search volume. This suggests that while these pages may not rank for a broad range of keywords, they still attract substantial traffic due to their association with highly competitive search terms.
The opportunity for leveraging high-traffic keywords is clear. The median search volume for keywords that triggered AI citations was 15,300 monthly searches, showing that pages optimised for even a single, well-targeted term can benefit from AI-driven visibility.
Additionally, a substantial portion of AI-cited content is tied to extremely high-traffic keywords. In fact, 19% of citation-triggering keywords had a monthly search volume exceeding 100,000, further demonstrating the potential for businesses to capture significant organic traffic by aligning content with AI Overview preferences.
This data highlights the importance of structuring content in a way that enhances its chances of being cited. Websites should prioritise creating well-optimised, in-depth pages that rank for specific, high-volume keywords rather than relying on homepage visibility alone.
Implications For Technical SEO And Content Optimization
BrightEdge emphasises the importance of full-site indexing to maximise the chances of being cited in Google’s AI Overviews. Ensuring that all pages are properly indexed allows them to be recognised as potential sources, increasing their visibility in search results. Even older content that may have been overlooked could regain relevance if updated with fresh information and optimised for AI citation.
For years, Google has been prioritising deeper content over homepages when selecting citations. The idea that a homepage is the most important page for organic search has long been outdated—except in the case of local search. This shift highlights the need for website owners to focus on optimising internal pages rather than relying on their homepage to drive traffic.
Recent data underscores this trend, with homepages accounting for only 0.5% of all clicks from AI Overviews. This means that the vast majority of citations direct users to deeper, more specific pages within a website. Given this, it is now more important than ever to refine and optimise inner pages to ensure they remain relevant and easily discoverable.