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(Updated August 2025 to reflect new resources and evolving search behavior)
AI Overviews are reshaping search behavior, and brands need to adjust their approach. Homepage traffic has increased by 10.7%, but overall sitewide visits are declining. AI-generated answers are reducing direct website visits, pushing brands to rethink how they drive engagement.
How brands can maintain visibility in AI Overviews
AI Overviews pull information from structured, authoritative content. To stay visible, brands should:
Focus on clear, user-first language that answers questions directly - avoid jargon-heavy corporate speak.
Format content for AI-friendly readability - concise paragraphs, headers, and structured insights work best.
Ensure content is valuable beyond AI summaries so users are compelled to visit your site for deeper information.
As AI Overviews evolve, formats like “Web” and “Notes” (see glossary at end) are being tested, making it even more important to structure content for clarity and authority.
Explore SiVA's Search engine optimization to refine content strategies for AI-driven search.
Why homepage experience matters
With more users landing directly on homepages, brands must optimize navigation, messaging, and user experience to keep visitors engaged. A homepage should:
Guide users toward actionable next steps without overwhelming them.
Be visually clear and structured for easy browsing.
Reinforce brand credibility through relevant insights and value-driven content.
SiVA’s Successful landing pages offers practical strategies to improve homepage engagement.
How brands can drive direct traffic through search
AI-generated search results mean brands can’t rely solely on organic search. Direct traffic comes from intentional efforts beyond search algorithms:
Email marketing – Build relationships through valuable content shared directly with audiences.
Social media presence – Drive engagement through consistent, authentic messaging on platforms like LinkedIn.
Community and partnerships – Encourage traffic through collaborations and active participation in industry discussions.
Explore SiVA's Search visibility hub for updated guides, exercises, and strategies to stay visible in AI-driven search. This includes practical templates and exercises to help teams strengthen direct traffic channels.
Brands that adapt will thrive
AI Overviews are here to stay, but search behavior isn’t disappearing - it’s evolving. Brands that embrace AI-driven search changes, optimize their content for real users, and strengthen their homepage experience will be better positioned for long-term success.
Glossary
Web format / Web Guide An AI-powered search experience that organizes results by topic or theme instead of a standard link list. Ideal for open-ended queries, it helps users explore related concepts more efficiently.
Notes format A user-centric layer in search that allows saving, highlighting, and annotating AI-generated summaries or insights. It’s designed for research, collaboration, or personal learning workflows.
