Google is rolling out one of its biggest search-related changes in years. AI Overviews have now entered testing in Sweden – a shift that could significantly impact how we approach SEO and content going forward.
What is AI Overview?
AI Overviews is Google’s new AI-powered search experience. It means that when you search on Google, you’re presented with a direct, AI-generated summary at the top of the results page – a digest built from multiple sources across the web. In short: you get the answer immediately, without needing to click through to a site.
You might think of it as an evolved version of Google’s “featured snippets,” but this goes much further. Instead of a short quote, AI Overviews generate full, cohesive responses that compile and structure information from several trusted sources in Google’s index.
The feature is powered by Google’s Gemini AI model – part of their broader push into generative AI, which also includes the Gemini chatbot (formerly Bard).
Now testing in Sweden
As of early May 2025, AI Overviews are being tested on Swedish Google – currently in limited rollout. While there’s no official confirmation of a full launch, it suggests AI Overviews could become part of everyday Swedish search behavior sooner than many expected.
What does this mean for your SEO strategy?
In short: getting clicks from certain types of keywords will get harder.
When the answer is presented directly in the search results, the need to click through drops – especially for informational searches where users are simply looking for a quick answer.
But not all traffic disappears.
- Commercial and transactional queries still require site visits – that’s where conversions happen.
- Trusted content can still rank and be featured in AI Overviews – reinforcing your brand and expertise.
- E-commerce and product content are especially impacted. Your descriptions need to be clear, detailed, and aligned with search intent.
How to prepare your site for AI Overviews
If you want to stay visible and relevant in a search landscape where AI Overviews become the norm, here are a few smart moves to make now:
- Simplify your language. AI favors clear, concise, and readable content.
- Answer questions directly. Understand what users are truly looking for – and deliver it fast.
- Optimize your structure. Use headings, FAQ sections, and bullet points.
- Establish authority. Showcase your expertise through consistent, well-crafted content.
- Review your technical setup. Implement structured data to help Google understand your content.
Should you stop writing content for informational searches?
Quite the opposite. Being visible where people seek knowledge is still valuable – even if click-through rates decline. AI Overviews still link to sources. And if your site is included, you gain more than just traffic – you build authority and brand trust.
Plus, your content might be pulled into other AI tools like ChatGPT or Claude. Owning your expertise online is more important than ever.
Want help navigating the shift?
AI Overviews aren’t just a technical update – they’re a new way to think about search, content, and visibility. Want help adapting your SEO strategy for the future? Get in touch – we’re here to guide you through it.
And if you want to dive deeper into AI-driven search, check out our GEO guide.
