Google has recently started showing AI Overviews in the United States. This is a summary, written by artificial intelligence (AI), at the top of the search results. For many informational queries, the answer is therefore already on the page before the first website comes into view.
The Netherlands has not reached that point yet. Google often tests new features in the US first and rolls them out to other markets later. It makes sense to prepare now. In this article you will read what is changing, which pages are most affected and what you can do today.
What are AI Overviews?
AI Overviews are short answers that Google compiles itself using AI. The system reads information from several websites and turns it into one compact text. Links to the sources appear alongside the answer.
You see them mainly for questions that many sources can answer. Think of “how does a heat pump work” or “what is a content calendar”.
The idea itself is not new. You may know featured snippets. These are boxes containing an answer taken from a single website. AI Overviews go a step further, because they combine several sources into one narrative.
What does this mean for your traffic?
If the answer is already at the top, not everyone needs to click through. For queries such as “what is” or “how does it work”, fewer people will land on a website. This is also known as zero-click search.
For searches with clear buying intent, less changes. Someone searching for “SEO agency Amersfoort” or “quote for a dormer window” does not want a summary. That person wants to compare, get in touch and choose.
We do not yet know exactly how much traffic you will lose. It is too early for hard figures, and it varies by sector. Drawing firm conclusions would therefore not be honest. The direction is clear, though: for purely informational queries, the click is becoming scarcer.
Which pages are most affected?
Not every page is equally vulnerable. Content that gives a short, general answer is under the most pressure. Think of:
- Definition pages, such as “what is remarketing”.
- Short explanations of how something works.
- Lists of generic tips that read the same on many sites.
- Questions with a single, unambiguous fact as the answer, such as a date or an abbreviation.
Pages with first-hand experience, depth or a concrete action are less affected. The same applies to comparisons, service pages and pages where you can request or buy something.
Incidentally, a visitor who only wanted a definition was never going to become a customer. A loss of traffic therefore does not have to mean a loss of revenue. You do need to check this yourself, and we explain how further on.
How do you increase your chances of being cited?
The AI draws its answer from websites. If you give clear, factual answers, you make it easier to be cited. There is no guarantee, but you can improve your chances.
Here is what you can do:
- Give the answer first. Directly under a heading, put one or two short, clear sentences that answer the question. Then explain.
- Use headings phrased as questions. This matches the way people search.
- Add frequently asked questions. A short question followed by a short answer. This is a format that both readers and search engines understand well.
- Write factually and keep it current. Check older articles for outdated information.
- Get the basics right. A fast site that Google can read easily is the starting point. Structured data helps with this. It is extra code that tells Google what is on a page, for example that something is a question with an answer.
This is not a trick. It is simply good content: clear, accurate and pleasant to read. You will enjoy those benefits even if AI Overviews never reach the Netherlands.
Measure enquiries, not just visitors
Many businesses focus mainly on visitor numbers. With this change, that is a risky measure. Fewer visitors with the same number of enquiries is not a problem.
So also look at these figures:
- The number of enquiries, quotes or purchases.
- Which pages those enquiries come through.
- The number of impressions and clicks per page in Google Search Console, Google’s free tool that shows how your site performs in search results.
- The quality of your enquiries, not just the quantity.
A common scenario: an installation company has a blog post about “how does a heat pump work”. That page attracted plenty of visitors for years. Suddenly the traffic to that article drops noticeably. The company is alarmed. On closer inspection, though, most enquiries come in through the service page and the page with subsidy information. The visitors who disappeared had only read the explanation and then left. The number of enquiries stays the same. The company therefore decides not to delete the blog post, but to improve the explanation and add a clear link to the service page.
Without proper tracking, this company would probably have drawn the wrong conclusion. So make sure you measure enquiries and sales properly, so that you know which pages deliver real value.
Make your pages for buyers just as strong
Many businesses invest a lot of time in blogs and far less in their service and product pages. As the informational click becomes less of a given, it is time to turn that around. The visitors who do still arrive are often more serious.
Review your most important pages against these points:
- Is it immediately clear what you offer and who it is for?
- Does the page include concrete examples, methods or results?
- Is the step towards contact or purchase small and visible?
- Does the page load quickly and work well on a phone?
In addition, build ways to keep visitors engaged that do not depend on Google. Think of a newsletter, a strong brand name and a good presence on social media. People who already know your brand will search for your name directly and will then click through.
Frequently asked questions
Are AI Overviews already available in the Netherlands?
No, at present they are limited to the United States. When and in what form they will reach other countries is not yet known. It is still worth preparing now.
Should I stop writing informational blogs?
No. Informational articles build trust and introduce people to your brand. Do write them with a purpose, though: a clear answer, your own perspective and a logical next step towards your services.
Do I need to change all my content now?
No, start small. Begin with the pages that generate the most enquiries and the informational pages with the most traffic. Improve the structure and the direct answers there. Then measure what happens.
Book a free 30-minute introductory call
Would you like to know how your site is performing and which pages really generate enquiries? Then book a free 30-minute introductory call with Adventio Marketing in Amersfoort. Together we will look at your content, your visibility in Google and your tracking. You will receive concrete pointers, with no obligation.
