Interview: Google has deployed AI results – what is changing for SEO?

Blog Tips and Advice Marketing
26. 05. 2026
Kateřina Mrenová

Google has also started displaying so-called AI Overviews in the Czech Republic – generated responses directly in the search results. What does this mean for companies, their content, and website traffic? We discussed this with our SEO specialist Martin Vorl. In the interview, he explains why this is not the end of SEO, but rather its further development – and how to adjust content so that people can still find you even though Google AI often provides answers on its own.

Martine, AI Overviews are now appearing in Czech search results. Why is there suddenly so much talk about them and how are they different from what we were used to seeing in Google results?

The key point is that users receive answers directly in the search results – and often have no reason to click further. From an SEO perspective, this means a decline in organic traffic, even though your website is still visible. This is a new situation. AI Overview is compiled by Google from multiple sources, but the result is a single overview that often suffices for users.

Google AI Overviews is an AI-generated response displayed above organic results. It is a summary or explanation that Google compiles from multiple sources on the web using generative artificial intelligence. The AI Overview functions similarly to a classic featured snippet (a special excerpt from a webpage that Google displays in the first position of search results), as the user receives an answer instantly, including the option to click on the cited sources.

Does it sound like a major shift in how we were used to SEO? Is it really that dramatic?

For some websites, yes. In the USA, it has been shown that if an AI Overview starts appearing for a certain keyword, the click-through rate from organic results can drop by as much as 30% – sometimes even more. The AI response is often sufficient – the user reads it and does not click on any website, even if your site is listed as a source.

 

So being mentioned in the AI overview doesn't guarantee a win?

Exactly. It is not a guarantee of traffic. While the AI Overview may mention you, it does not necessarily lead to a click. Therefore, it makes sense to think about how to incorporate something that AI cannot convey – interactive elements, personal experiences, data visualizations, or deeper context. This gives the user a reason to click on your website after all.

 

What does this mean for companies that want to remain relevant in search results?

The approach to content will change. Not in the sense that we should write for AI, but that we need to help it understand what our website offers. Clear structure, headings in the form of questions, concise answers, emphasis on relevance. Working with question-based keyword research and schemas like FAQ is also helpful. AI needs to understand what is on the page – and we must make it easier for it.

 

So SEO is not completely shifting elsewhere, but a new layer is being added?

Exactly.  The basic principles of SEO (quality content, technical processing, relevant keywords) still apply. Google itself has confirmed that no special tricks are needed for AI Overviews, just follow the Search Essentials as before
(developers.google.com). What is changing, however, is the emphasis on Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) – that is, optimizing content to serve as an answer. In practice, this means you should structure and write content so that AI can easily understand it, extract its essence, and quote it.  

Answer Engine Optimization (AEO) is a way to write content that directly answers users' questions. The goal? To get into AI responses or a featured snippet. Just ask a question cleverly (e.g., as a headline) and provide a clear, concise answer below it. Google will then think, "Yes, this is what you're looking for."

Generative Engine Optimization (GEO) goes even further. It helps AI understand and utilize your content when creating a complete summary of answers. Here, the structure of the article, data markup, and website authority also matter. In other words, you are creating content not only for people but also for a robot that has a sense of logic.
Our tip: Within AEO, focus on question-based keyword research. Find out what specific questions your target audience is asking, for example, using tools: 

  • AnswerThePublic,
  • Keywordtool.io,
  • or by analyzing "People also ask" in Google. 

Use these questions directly as headings (e.g., H2 or H3) and immediately write a clear, concise answer below them. Google often selects text sections written this way – either for a quick summary (featured snippet) or for an AI overview directly in the search results.

And what if someone doesn't want their content to be quoted by AI at all?

Google theoretically offers an option to opt out of AI Overviews. But I personally do not recommend it – it’s better to be part of the game than to stand completely outside. If you’re not there, the competition will be.

So is it more of an opportunity than a threat?

Yes. SEO has never been static – I remember times when we dealt with the transition to mobile indexing, the rise of featured snippets, or voice search. This is another evolutionary step. And those who adapt in time can come out stronger.

AI responses may change the rules, but that doesn't mean you should stand aside. On the contrary – now is the perfect time to seize this change in the right way.

We monitor changes in real time and know how to respond in content and strategy. Not sure what it means for your website? Contact us.