Google AI Overview is more than just a new feature—it marks the definitive entry of generative AI into the search experience. Now officially launched in Italy and other European countries, this system is set to dramatically reshape how users access information and how content appears in search results.
In this article, we’ll explain what AI Overview is, how it works, the impact on SEO, and how marketers and content creators can adapt to this major shift.
Table of Contents
- AI Overview: what it is and why it’s transforming SEO
- How AI Overview works
- How Google selects content for AI Overviews
- The difference from snippets and traditional results
- SEO strategies must evolve
- How to get your content included in AI Overview
- Impacted industries: info sites and e-commerce
- When does AI Overview appear?
- A conversational future: Google AI Mode
- FAQ
AI Overview: what it is and why it’s transforming SEO
With the official launch of AI Overview in Italy and across Europe, Google marks a decisive shift in the evolution of online search. This isn’t just a new feature, but a structural integration of generative AI into the SERP. In simple terms, Google no longer just lists links based on relevance—it now generates synthetic answers by combining content from multiple sources into a ready-to-read summary, often enriched with multimedia elements.
For users, it’s a positive revolution: fewer clicks, less time spent, and faster answers. For professionals in digital marketing, content creation and SEO, it’s a paradigm shift that requires rethinking how organic visibility is achieved.
How AI Overview works
AI Overview relies on Google’s Gemini 2.0 language model to synthesize real-time information from multiple sources. The system uses a process called query fan-out, which breaks a question into subtopics, analyzes them separately, then recombines the insights into a structured answer. The output? A natural, original response with links, images, and graphs.
So when a user types a broad question like “how does metabolism work?”, instead of getting a list of links, they’ll see a well-structured summary covering different aspects of the topic drawn from reliable sources.
How Google selects content for AI Overviews
A frequent question among content creators is how content is selected for inclusion in AI Overviews. According to Google, no special action is needed from publishers. The system automatically evaluates if a generative response can help the user, especially for complex queries that require synthesis across multiple sources.
Links shown within AI Overviews are automatically chosen based on quality, reliability and topical relevance, not through manual tagging or special markup. These links help users explore further and discover content from publishers, creators, businesses, e-commerce platforms, and more.
Google also confirms that these links are logged in Search Console. Clicks, impressions, and positions from AI Overviews are included in standard performance reports. SEO professionals can track the impact of AI Overview traffic using existing tools.
If you don’t want your content to appear in AI Overviews, you can apply existing search preview controls, such as
robots.txt
or meta
robots
settings. However, Google emphasizes that browser extensions like Chrome plugins have no effect on how content appears in Overviews.
You can read Google’s official documentation on this topic at AI Overviews and your site.
The difference from snippets and traditional results
While featured snippets extract a short piece of text from one source, AI Overviews blend content from multiple sources into a custom-written, longer summary. This isn’t copy-paste—it’s real-time rewriting and reorganization by AI.
This also changes how organic traffic is distributed: many users find what they need within the Overview and don’t click on any links. The “zero-click search” trend becomes even more pronounced.
SEO strategies must evolve
According to Donato Paolino, SEO Specialist at Dopstart, “This is a bigger shift than the featured snippet introduction. It’s no longer about ranking; it’s about becoming the source chosen by AI.”
Paolino emphasizes that the SEO goal is now to thoroughly cover search intent, not just match keywords: “This is the era of conversational SEO.”
How to get your content included in AI Overview
You’ll need more than good writing. Your content should:
- Fully address user intent
- Use clear subheadings and logical structure
- Implement semantic markup and structured data
- Show experience and authority (EEAT principles)
- Cover multiple perspectives, not just single keywords
Superficial or overly technical pages are less likely to be selected.
Impacted industries: info sites and e-commerce
AI Overviews have a strong impact on informational queries like how-to guides, definitions, and tutorials. In these cases, users often find answers directly in the summary.
E-commerce is also affected, especially when relying on generic content. However, niche expertise and in-depth product analysis still attract clicks. Paolino confirms: “When users seek expert evaluation, they still visit trusted websites.”
When does AI Overview appear?
The feature is not shown for all searches. Google shows it only when:
- The query is complex or multifaceted
- Reliable sources are available
- The topic is not restricted (e.g., medical, finance, YMYL)
The rollout is gradual and ongoing. In Italy, it’s already active for many queries.
A conversational future: Google AI Mode
AI Overview is just the beginning. Google is also testing AI Mode, a more interactive experience that lets users ask follow-ups in a chatbot-like dialogue. The result is a new search paradigm that feels more natural and fluid.
We are entering a new era of real-time, visual, conversational search.
FAQ
- What is Google AI Overview?
A generative AI feature that summarizes answers directly in the SERP. - How does it work?
It combines information from multiple sources and rewrites it into a readable summary. - How is it different from snippets?
Snippets show one excerpt; AI Overviews synthesize multiple inputs. - How is content selected?
Based on quality, structure, and topical relevance. - Is AI replacing traditional results?
Not entirely, but it’s changing how users interact with SERPs. - Is AI Overview available in Italy?
Yes, for many types of searches. - Which queries trigger Overviews?
Complex, multifaceted queries—not simple or sensitive topics. - How should SEO change?
Focus on content quality, structure, and complete coverage of search intent. - What industries are most affected?
Informational content and e-commerce with general advice. - How can Dopstart help?
We offer a free consultation to help you adapt your SEO strategy to AI-driven search.
Want to improve your visibility in AI Overviews?
Book a free SEO consultation with Dopstart. We’re here to guide your success in the future of search.
Sign up for the newsletter. Stay updated!
We will send you periodical important communications and news about the digital world. You can unsubscribe at any time by clicking the appropriate link at the bottom of the newsletter.
