Google AI Overviews: what does this mean for your SEO strategy?

The introduction of Google's AI Overviews in the Netherlands has been a long time coming, but it is still a big step in the evolution of online search. Where these smart AI summaries were first only available in the US and a few other countries, Dutch and Belgian internet users can now also use them. What exactly does this development entail? And what does it mean for your work as a marketer?

Since May 2025, so-called AI Overviews have been appearing at the top of search results in the Netherlands. These are short, artificial intelligence-generated summaries of the best answer to a search question. Suppose you search for "Where can I report my missing pet?", you will immediately get a clear answer with a source and extra context. Only then do the well-known blue links to websites follow.

The goal? Helping users faster and better by providing the most relevant answer immediately. The technology behind AI Overviews analyses numerous sources to provide a summary as objectively as possible. This is similar to how AI services such as ChatGPT and Perplexity AI work, which also focus on direct answers instead of lists of separate links.

Although more than a billion people worldwide already use AI Overviews, the Netherlands lagged behind until recently. The European rollout started earlier this year, but the Netherlands and Belgium were initially skipped. According to sources such as Emerce and Tweakers, this was mainly due to consultations with regulators about privacy and transparency. The feature is now available, albeit first for a limited group of users.

For ordinary internet users, AI Overviews seem to be mainly an improvement. You get a faster answer to your question, without having to visit dozens of websites. This can be useful and time-saving, especially for informational searches – such as health questions, technical explanations or practical tips.

Reliability and transparency: key issues for discussion

The introduction of AI Overviews rightly raises questions about the reliability of the answers. How exactly does Google select which resources to use? Google is working to better cite sources and combat factual inaccuracies, emphasising that AI Overviews are intended to complement traditional search results, not replace them. But it remains important that users remain critical and do not blindly trust the first AI answer. In practice, however, not everyone will click beyond the AI answer – something to keep in mind if you're active online.

What does this mean for SEO and your website?

For marketers and content creators, the arrival of AI Overviews is a significant change. Where for years the goal was to be 'at the top of Google', it is now at least as important to be included as a reliable source in AI Overviews. This requires a different SEO strategy:

1. Focus on trustworthiness and authority: Make sure your content is clear, well-researched, and up-to-date.
2. Optimize for context: AI Overviews pull information from contextually relevant sources. Think of structured data and content with clear headings and subheadings.
3. Keep measuring and analysing: Click behaviour is likely to change. If the AI answer is sufficient, people are less likely to click through. Keep an eye on this in your analytics and adjust your strategy

It is expected that AI Overviews and Bing (with Copilot) will only become more important in the coming years. Search engines continue to develop the technology, with more attention to transparency, context and combating misinformation. For businesses and content creators, this means being prepared and continuing to adapt your strategy to this new reality.

Llms.txt is a new text file that you place in the root of your website. It provides AI systems, such as ChatGPT, with an overview of your most important content – from product pages to blogs. This helps AI to better understand and cite your website. It complements robots.txt and sitemap.xml, developed specifically for AI-driven search results.

There is currently no official widespread adoption of the llms.txt format. AI systems such as OpenAI, Google, and Anthropic have not yet confirmed that they are actively reading it.

Little effort, potentially a lot of profit: Creating a llms.txt file takes little time (especially compared to technical SEO adjustments), but can contribute to your visibility in AI search results in the long run.

The rollout of AI Overviews marks a new era for online search. It offers opportunities for faster and better information provision, but also requires new ways of thinking about SEO and content creation. One thing is certain: the internet landscape is changing again, and those who are active online will have to adapt to remain visible and relevant.

With the latest AI technologies and 28 years of experience in online communication, Basic Orange helps your organisation to optimise visibility in Google AI Overviews.