Marketers globally have reported traffic increase since the launch of Google’s AI Overviews, contrary to concerns it would reduce website traffic according to NP Digital Australia.
The report, based on surveys of 1,000 search users and 600 marketing professionals, found 56% of marketers globally have seen traffic rise since AIO’s launch.
NP Digital Australia suggested that the findings indicate that AI-driven search is changing SEO strategies rather than undermining visibility.
Brand mentions are becoming more important according to the agency, with 78% of marketers citing them as critical to performance.
The findings highlighted a shift from keyword-led tactics to more authority-driven approaches, as well as growing interest in platforms such as TikTok, YouTube, Reddit, and ChatGPT for product discovery.
“While the data is skewed towards the US, it offers a strong signal for what’s next in Australia,” said Guy Jarvie, Managing Director of NP Digital Australia & New Zealand.
“AI Overviews and generative search are already influencing user behaviour locally. This report gives Aussie marketers a valuable head start in adapting their strategies before these shifts become more entrenched.”
NP Digital called this trend “Search Everywhere Optimisation,” which focuses on ensuring brand visibility across both traditional and emerging search channels.
“Success in search today goes beyond keywords and rankings,” said Adam Kelly, Head of Solutions of NP Digital Australia & New Zealand. “To remain visible, Australian brands need to optimise for where and how people are actually searching. That may be in AI summaries, video or social platforms,” he added.
Looking ahead, the agency also noted that one in three marketers believe AI tools could account for 25–50% of all search activity within the next year.
More than half are already tracking brand visibility in AI platforms, while 38% are exploring how to do so. Common strategies include investing in visibility tracking tools and optimising for long-tail keywords aligned with AI-generated results.