Over the past year, Google has significantly evolved how its search engine results pages (SERPs) are displayed, and these changes are having a noticeable impact on organic search performance. From AI-generated summaries to more interactive features and layout shifts, businesses need to rethink how they approach SEO to stay visible and competitive in this new landscape.
Over the past few years, Google’s search results pages have undergone a major transformation, with a growing number of new SERP features being introduced. As a result, traditional organic listings, which once held prime positions near the top, are now often pushed further down the page, making visibility more competitive than ever.
The Rise of AI Overviews and Their Impact
One of the most notable developments has been the rollout of AI Overviews. These summaries use generative AI to deliver quick answers at the top of the search results, combining information from various sources.While helpful for users, these overviews often reduce the need to click through to a website. Studies show that the presence of AI Overviews can significantly reduce click-through rates (CTR) for top-ranking organic listings, even in position one. For businesses relying on organic traffic to drive leads or sales, this poses a real challenge.
The Surge in Zero-Click Searches
The presence of AI-generated results also contributes to the rise of zero-click searches – where users find the answers they need directly on the SERP without ever visiting a website. In fact, nearly 60% of all Google searches now end without a click. Even if your SEO rankings haven’t changed, your enquiry volume may decline as users are simply no longer landing on your site.
The “Find Results On” SERP Feature
A more recent addition to the SERP is Google’s “Find results on” panel. This feature suggests users explore external platforms such as Reddit, Quora, or niche forums for more opinions and information. While designed to add variety to search results, it also redirects user attention away from your website, even if you’re ranking well organically.
To mitigate this, it’s becoming more important to engage across the wider digital ecosystem – contributing to relevant discussions on platforms that Google may feature, building topical authority both on and off your website.
How do we know this feature is taking more traffic away from organic listings on Google?
Since the beginning of 2025 yelp.com for example has gained an additional 1 million clicks on Google:
However their organic listing keywords show a decline over the same period, meaning this traffic has come from being shown on other serp features like the “Find Results On” feature:
Other SERP Features Affecting Visibility
In addition to AI Overviews and “Find results on,” other evolving SERP features are changing the way users engage with search results:
- Featured Snippets & Knowledge Panels – These pull key information from websites but often eliminate the need for a user to click through.
- People Also Ask (PAA) – An interactive box offering related questions and answers that push organic listings further down the page.
- Continuous Scrolling – Especially on mobile, this layout replaces traditional pagination, meaning users are less likely to focus on position-based rankings alone.
- Visual Changes to Local Pack – Google is increasingly showing visual and map-based results for local searches, making it essential to optimise Google Business Profiles and gather reviews.
Algorithm Updates You Should Know About
Google’s algorithm continues to evolve with a clear focus on content quality and user satisfaction. Key updates in the past year include:
- March 2024 Core Update – De-indexed large volumes of low-quality or unoriginal content, rewarding sites with genuinely useful and original information.
- Helpful Content System Update – Prioritises content written by real experts for real users – not just to rank.
- Search Spam Updates – Target sites with manipulative tactics such as keyword stuffing or AI-generated fluff with little value.
How We’re Evolving Our SEO Strategy to Better Support You
As Google continues to reshape the search landscape with AI Overviews, new SERP features, and more sophisticated algorithms, our approach to SEO is also evolving. We’re not just responding to these changes – we’re proactively adjusting our strategies to ensure our clients stay visible, competitive, and continue to generate high-quality leads.
Here’s how we’re adapting our SEO services to work smarter and deliver stronger results in 2025 and beyond:
1. Content That’s Built for Visibility and Value
We’re shifting focus towards content that not only ranks, but earns placement in featured snippets, FAQs, and other SERP features. Our content strategy now emphasises:
- Clear, structured formats (e.g. bullet points, Q&As, concise summaries).
- In-depth topic clusters that build topical authority in your niche.
- Use of schema markup to increase your visibility in enhanced search features.
This approach helps your content rise above standard listings and puts your brand where users are most likely to see and trust it.
2. Smarter Conversion Tracking for Better Targeting
Many businesses still only track phone calls. We’re expanding conversion tracking to include website form submissions, email clicks, downloads, and other meaningful actions. This gives Google’s algorithm more data to optimise towards, and ensures we:
- Capture leads across all devices (not just mobile).
- Understand what’s really driving enquiries.
- Improve budget efficiency by focusing on high-performing actions.
By expanding tracked goals, we can fine-tune your campaigns based on what actually converts, not just what gets clicks.
3. Optimised User Journeys, Not Just Optimised Pages
Google’s algorithm increasingly prioritises user experience. We’re placing more emphasis on:
- Fast-loading, mobile-friendly pages.
- Clear and persuasive calls-to-action.
- Smart internal linking to guide users through your site and convert more visits into enquiries.
It’s not just about attracting traffic – it’s about making sure that traffic turns into leads.
4. Strategic Use of SERP Trends to Maximise Reach
With features like AI Overviews and “Find results on” becoming more prominent, we’re helping clients build visibility beyond their own websites:
- Contributing to third-party platforms (e.g. Reddit, Quora, LinkedIn) that Google is now surfacing in search.
- Leveraging external content as part of your SEO ecosystem to drive trust and authority.
- Positioning your business where your audience is actively researching – even outside of your site.
This multi-platform strategy ensures your brand is visible wherever users are gathering information.
5. Integrated SEO & Paid Strategies for Full Coverage
We’re aligning SEO and Google Ads more closely than ever. As organic CTR becomes more competitive, we make sure our clients:
- Appear at every stage of the funnel through both paid and organic listings.
- Use paid search to supplement visibility where organic results are being pushed down.
- Maximise ROI by using SEO insights to inform Google Ads targeting and vice versa.
By integrating both strategies, we can cover more ground and help your brand stay front-of-mind.
What You Might Be Wondering About These SERP Changes
Do my rankings still matter?
Yes, but not in the same way they used to. Ranking on page one is still important, but it’s no longer the whole picture. With AI Overviews, featured snippets, and things like the “Find results on” panel sending people to other platforms, just showing up isn’t enough.
That’s why we focus on making sure your listings not only rank but stand out. Whether it’s by crafting clear, engaging meta descriptions, earning featured snippets, or structuring content to increase click-throughs, the goal is to attract attention and get users to take action.
Will this affect my website traffic and enquiries?
It’s very possible. Even with good rankings, you might see a dip in traffic, simply because Google is answering more questions directly on the search page. But less traffic doesn’t always mean worse performance.
What we care about is whether the right people are reaching your site and getting in touch. That’s why we focus on lead quality over raw numbers, bring in new traffic from other sources like social or directories, and make sure we’re tracking every meaningful action on your site – not just visits.
What can I do on my side?
There are a few really helpful things you can do to support what we’re working on together.
- Collect more reviews on your Google Business Profile. They help with visibility and trust and especially for getting you seen in the local map pack that is again shown above organic listings!
- Stay active on platforms like Facebook or Instagram and other social platforms, where people are asking for recommendations or advice in your niche.
- Share case studies, customer feedback, or insights with us. These can turn into great content that shows your expertise.
- Let us know about any changes in your services, pricing, or approach so we can keep your content fresh and aligned with your business.
Will things keep changing?
Yes, and that’s not likely to slow down. Google’s search experience is evolving quickly, especially with AI now playing a bigger role. That’s exactly why having a flexible strategy matters more than ever.
We stay on top of these changes so you don’t have to. Whether it’s a core algorithm update or a new SERP feature, we’ll keep adjusting our approach so your business continues to get seen by the right people.
Is SEO still worth it?
Absolutely. But like anything in marketing, it’s changed. SEO is no longer just about getting traffic – it’s about being visible, building trust, and turning interest into action.
