Google’s AI Overviews appear to be including more links in search results, but not all of those links behave in the same way. Some links still send users to external websites, while others can route users into Google’s AI Mode instead. That distinction matters for businesses that rely on organic search traffic, lead generation and performance reporting.

What happened

According to the reported update, Google’s AI Overview results now contain more linked elements. However, those links do not all lead to the open web. In some cases, a user click may open another Google AI experience rather than sending the visitor directly to a publisher, retailer or company website.

The report also says these interactions are measured differently in Google Search Console. That means businesses reviewing impressions, clicks and click-through trends should be careful not to assume that every visible link in an AI Overview represents the same type of traffic opportunity.

Why it matters for European businesses

For many European SMEs, search remains a core channel for discovery, enquiries and online sales. If more search interactions happen inside Google’s own AI interfaces, companies may see changes in how users move from search to their websites.

This has several practical implications:

• Traffic expectations may need to change. A higher number of visible links in AI Overviews does not automatically mean more website visits.
• SEO reporting may become harder to interpret. Marketing teams may need to separate brand visibility from direct traffic outcomes.
• Content strategy may need to adapt. Businesses may need pages that are more useful for citation, summary and follow-up searches, not only for traditional blue-link rankings.
• Lead generation forecasting may be affected. If users get more answers within Google’s interface, fewer may click through to service pages, product pages or articles.

For e-commerce companies and lead-generation websites, even small shifts in search behaviour can affect revenue, customer acquisition costs and marketing attribution.

Who may be affected

• Marketing teams tracking SEO performance and organic acquisition
• E-commerce businesses depending on product discovery from Google Search
• Publishers and content-driven companies relying on informational traffic
• SMEs and founders using their website as a primary sales or enquiry channel
• Digital agencies and SEO teams reporting search performance to clients

What companies should consider

• Review Search Console data carefully. Look for changes in impressions, clicks and query patterns rather than relying on headline traffic numbers alone.
• Focus on business outcomes, not only rankings. Track leads, sales, assisted conversions and branded search growth alongside SEO visibility.
• Strengthen high-intent pages. Make service, category and product pages clear, current and easy to act on if users do reach your site.
• Improve content structure. Well-organised pages with clear headings, concise explanations and strong topic relevance may be better positioned for AI-driven search environments.
• Diversify acquisition channels. Companies heavily dependent on Google organic traffic may want to strengthen email, paid search, marketplaces, social platforms or direct brand demand.
• Update reporting for stakeholders. Boards, founders and clients may need clearer explanation that search visibility and website visits are no longer moving in parallel.

The reported change does not mean Google Search stops sending traffic to external websites. It does, however, reinforce a broader trend: search is becoming more of an AI-mediated experience, and businesses should prepare for visibility, traffic and measurement to evolve accordingly.