Intro
Who’s Benefiting, Who’s Losing Traffic—and Why?
Since Google AI Overview began appearing in millions of search results, SEOs and publishers have reported dramatic shifts in visibility, traffic, and user engagement. Some websites are seeing record brand reach, while others are struggling with falling organic clicks. To help you learn from the best (and avoid common pitfalls), here’s a look at real-world winners and losers from the AI Overview era—plus what you can do to position your site for success.
Who’s Winning with Google AI Overview?
1. Authoritative Niche Experts
Example:
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Sites like Healthline (health), Investopedia (finance), and TechRadar (tech product reviews) are consistently cited in AI Overviews.
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Niche leaders in areas like DIY, gardening, and fitness—such as The Spruce or Runner’s World—also benefit from comprehensive, well-structured content.
Why they win:
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Deep topical authority and E-E-A-T
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Clear, direct answers to common questions
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Regular content updates and in-depth guides
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Strong citation from other trusted sites
2. Large Publishers & Educational Sites
Example:
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Wikipedia, Mayo Clinic, CDC, and government agencies are frequently cited as primary sources.
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Top universities, .gov, and .edu domains are prioritized for informational and scientific queries.
Why they win:
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High domain authority and trustworthiness
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Comprehensive coverage of broad topics
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Transparent sourcing and peer-reviewed content
3. Brands Investing in Content Clusters
Example:
- SaaS companies and startups that build robust blog clusters around key topics (e.g., Ahrefs or Shopify on SEO and ecommerce).
Why they win:
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Strategic interlinking and pillar content structure
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Consistent updates and fresh research
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Use of FAQs, how-tos, and expert commentary
4. Publishers with Unique Data & Visual Assets
Example:
- Sites offering proprietary research, infographics, calculators, or interactive tools.
Why they win:
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AI Overviews look for content that goes beyond basic summaries
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Original data and multimedia content stand out as reference-worthy
Who’s Losing Out—and Why?
1. Thin Content Aggregators
Example:
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Low-quality directories, spun content farms, and scraped “best of” sites.
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Sites with little original research or unique value.
Why they lose:
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Lack of E-E-A-T and topical authority
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Outdated or duplicated information
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No clear source attribution or author profiles
2. Publishers Relying on “One-Shot” Pages
Example:
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Sites with single, generic pages on trending topics, without broader coverage or depth.
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“Set and forget” content with rare updates.
Why they lose:
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Google’s AI prefers sites with ongoing commitment to the topic
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Shallow, unmaintained pages are overlooked for citations
3. Sites With Weak Branding and Credibility
Example:
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Anonymous, ad-heavy blogs
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Lack of About pages, contact info, or transparency
Why they lose:
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Trust is crucial in the AI Overview era
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Pages without clear expertise or ownership rarely get cited
4. Publishers in Highly Competitive Niches (Without Differentiation)
Example:
- Smaller players in health, finance, or news, competing directly with .gov, .edu, or well-known brands.
Why they lose:
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AI Overview “defaults” to high-trust sources in sensitive categories
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No unique value proposition to earn a citation
Common Traits of AI Overview Winners
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Strong E-E-A-T: Clear expertise, author bios, and trustworthy sources
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In-depth coverage: Content clusters and topical depth
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Up-to-date and original: Frequent updates, proprietary research, multimedia assets
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Readable and well-structured: Clear headings, summaries, and answer-first formatting
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Cited elsewhere: Recognized by other trusted sites
What You Can Learn—and Apply
- Audit Your Site:
Identify your most-cited (and ignored) pages for AI Overview queries.
- Invest in Authority:
Build deep, interconnected content clusters with ongoing updates and clear expert authorship.
- Differentiate Your Content:
Offer tools, data, or perspectives competitors don’t have.
- Boost Trust Signals:
Make your site’s expertise, transparency, and value clear on every page.
- Monitor Results:
Use Ranktracker and other analytics to track shifts in citations, traffic, and SERP real estate.
The Bottom Line
Google AI Overview is a new battleground for SEO—and the sites that win are those that double down on expertise, authority, and unique value. Learn from the real winners, avoid the common pitfalls, and commit to being the best source in your space. That’s how you’ll thrive in the new era of AI-powered search.
