SEO in Flux: AI Overviews and the Future of Rankings

Adam Henson -

Ah, dear digital denizens! If you thought the SEO landscape couldn't shift more dramatically, hold on to your keywords — Google has turned our beloved search results into an AI playground! In this week’s review, we’ll dive into some intriguing trends, discover how algorithms are redefining our strategies, and ponder whether affiliate marketing is heading for extinction.

The Rise of AI Overviews: The New Kid on the SERP Block

In a study released by Search Engine Journal, it was revealed that Google’s AI overviews have infiltrated 18% of publisher-related queries (Southern, 2024). This percentage suggests that traditional SEO factors are losing relevance, as AI now prioritizes delivering the best answer, regardless of a website's typical ranking position. This transformation showcases a strong deviation from our previous SEO playbook, meaning if you still believe in chasing those top 10 slots alone, your strategy needs a reboot — and a generous sprinkle of AI magic.

As organizations scramble to adapt, the implication is clear: publishers must pivot their content strategies while keeping AI’s penchant for instant answers in mind.

Meanwhile, over at SEMrush, Rachel Handley shed light on Google’s Navboost algorithm, which focuses on user interactions to determine rankings (Handley, 2025). Instead of relying purely on keyword relevance, Navboost considers factors like click behavior and session data to decide which content shines or gets buried. With this revelation, creating engaging content that captivates users becomes paramount. Are your content pieces luring readers in and keeping their attention, or are they getting cold feet and bouncing out faster than a cat at a dog convention?

User Engagement is King!

The key to optimizing for Navboost entails not only attracting the clicks but also facilitating that delightful "aha" moment once users land on your page. Goodbye, basic block text; it's time for vibrant visuals, engaging formats, and quick-to-digest information!

The Great Affiliate Marketing Debate: What's Happening?

Let’s not forget the grumbling around affiliate marketing. Joshua Hardwick of Ahrefs suggests that starting an affiliate marketing site in 2025 might be a fool's errand, and frankly, he's not alone in this sentiment. Google is increasingly favoring established players over independent sites, leaving many affiliate marketers feeling like they're shouting into the void (Hardwick, 2024). If platforms are prioritizing giants like Reddit for product queries over credible niche sites, should we be looking for new avenues or adapting our strategies? Are we heading for a slippery slope where only those with deep pockets can survive?

Google Core Update Whirlwind

Just when you thought it was safe to look at your rankings, the December Google Core Update rolled in like an unwanted houseguest and stayed longer than anticipated (Oberstein, 2024). The update's swift rollout has resulted in a notable spike in volatility, making it clear that keeping a close eye on your site's performance is now more critical than ever. This begs the question: have you prepared for the next seismic event in search? The bar for staying relevant is only getting higher.

Conclusion: Evolving Amidst the Chaos

As we dive deeper into 2025, it’s clear the SEO landscape is morphing into a battleground of algorithms, AI, and consolidation. For marketers and businesses, it’s crucial to remain agile and adapt to these rapidly changing trends. Participate in webinars, stay updated, and forge connections that echo through time. After all, in this merry-go-round of change, learning is our best weapon.

Embrace the new era of SEO, where the best strategies are those that evolve — taking charge of AI and user interactions while evoking genuine engagement! Who knows? An innovative approach today might just lead your site into tomorrow's top results.

References

  • Hardwick, J. (2024). Why I wouldn’t start affiliate marketing in 2025 (and what I’d do instead). Ahrefs
  • Oberstein, M. (2024). December Google Core Update 2024. Semrush
  • Southern, M. G. (2024). Google AI overviews appear in 18% of publisher-related queries. Search Engine Journal
  • Handley, R. (2025). What is Google’s Navboost algorithm? Semrush