We’re seeing a lot of concern from Australian SMEs right now – a noticeable drop in website clicks despite consistent search rankings. The culprit is almost certainly Google’s AI Overviews, formerly known as Search Generative Experience (SGE). Essentially, Google is now directly answering search queries *within* the search results page, using artificial intelligence. This means users are getting information without needing to click through to a website, including yours.

Think of it like this: traditionally, someone searching for “best coffee machine Australia” would see a list of websites. Now, Google might show a summary – a paragraph outlining popular models, price ranges, and key features – all generated by AI. This is incredibly convenient for the user, but it bypasses your website entirely.

Here’s what’s happening and what it means for your conversion rates:

• Increased Zero-Click Searches: More queries are being fully satisfied on the search results page, leading to fewer clicks to websites. This isn’t about your ranking dropping; it’s about the search experience changing.
• Content Format Matters More: Google’s AI pulls information from various sources. Content that’s clearly structured, concise, and answers questions directly is more likely to be included in an AI Overview. Think FAQs, lists, and how-to guides.
• Featured Snippets are Critical: While AI Overviews are broader, securing a Featured Snippet (the box that appears above organic results) still significantly increases your chances of being referenced in the AI-generated summary.
• Brand Visibility Shifts: Even if you aren’t directly linked in the AI Overview, being cited as a source builds brand authority. However, this relies on Google accurately attributing information.

So, what can we do? Don’t panic. We need to optimise for the ‘answer engine’ Google has become. Focus on creating high-quality, informative content that directly addresses common customer questions. Prioritise structured data markup to help Google understand your content. And importantly, continually analyse your search performance – not just rankings, but also the types of queries triggering AI Overviews where you *should* be featured.

The key takeaway is this: website conversion isn’t just about ranking number one anymore. It’s about being the *source* of the answer Google uses. We recommend starting with a content audit to identify gaps and opportunities to better align your website with this evolving search landscape.