SEOZoom Caffè: “With AI Overview, fewer clicks but more conversions”

Yes, we know: traffic is down. Or at least, that’s how it seems when Google’s AI Overview is involved, which—let’s face it—answers everything before the user even clicks. But if we stop there, we risk seeing only half the picture. During the first SEOZoom Caffè event, we discussed this in depth. And today, I want to share with you a concrete point for reflection that emerged during the live event: fewer clicks, yes. But much higher quality.

The case study by Paolo Calicchio

Paolo, SEO manager and project manager at Moca, told us about one of his latest field tests. In a specific sector, he found that almost 50% of queries were served by AI Overview. The result? A 15% drop in CTR, with the same number of impressions. So: same visibility, fewer clicks. So far, so familiar.

But the real plot twist comes later.

He took a closer look at traffic data from Gemini, ChatGPT, Perplexity, and the like. And he discovered this:

• Conversion rate 6-7 times higher than average.
• Average session duration increased by 30%.

In practice: fewer users, but much warmer ones. Those who are not really interested stop at the Overview. Those who want to learn more or buy arrive on the site more motivated and more ready. The funnel—in some ways—has shortened.

Ivano Di Biasi’s vision: the brand is multichannel

Ivano, founder of SEOZoom, was very clear: “The problem is not AI itself. It’s multichannel. Traffic doesn’t disappear: it moves.”

Today, Google is an engine that chooses the right answer in the right format: videos, social posts, snippets, maps. And it decides where to send it, even if it’s not your site. That’s why the SEO strategy today must be multichannel.

Having a presence on YouTube, TikTok, and LinkedIn is no longer a “nice to have.” It has become the way to be in SERPs, period.

And to do that, you need a solid brand presence. Here, too, Ivano reiterated: if your site doesn’t clearly say who you are, if schema.org isn’t implemented, if Google doesn’t understand your brand, it’s like you’re talking to yourself.

Giuseppe Liguori’s point: Google knows who you are

Giuseppe, co-founder of SEOZoom, added an important detail: today, Google really knows who we are. It doesn’t just trust links: it watches videos, reads transcripts, and analyzes social media.

“Video is no longer just video. It’s text. It’s data. It’s reputation.”

This changes everything in the way authority is assessed (the famous E-E-A-T), especially now that the brand is everywhere. And precisely because Google collects signals from everywhere, the narrative consistency of the brand becomes central.

Maria Letizia Russo: “Consistency is strategy”

And speaking of brands, Maria Letizia Russo, Consultant and LinkedIn Trainer—who was with us live—shared her first-hand experience:

“ChatGPT mentioned webinars, slides on Slideshare, LinkedIn articles, reviews… Why? Because they are all consistent content, curated over time, linked to my name and my project.”

Her concept of “strategic creativity” says it all: it’s not enough to be everywhere. You have to do it with a clear voice, with content that speaks to the same audience, with the same tone, with the same goal.

New solutions in SEOZoom: writing (well) for AI

The real challenge today is not just what we write, but for whom. For Google, of course. But also for Gemini, ChatGPT, Perplexity… and for AI Overview, which selects and summarizes content from authoritative sources.

That’s why SEOZoom has introduced tools designed specifically to address this new scenario: our Editorial Assistant now works in an AI-first way, helping you write structured texts to respond to conversational queries, complex questions, and natural language searches.

The goal is simple: optimize to be cited, not just clicked. Because if AI Overview has to choose a source, it better choose you.

And with SEOZoom and the brand new AI Engine, you can finally test whether what you write has what it takes to really get noticed.

Let’s recap:

• AI Overview doesn’t kill traffic, it selects it.
• Clicks drop, but conversions can skyrocket.
• You need an omnichannel SEO strategy, with your website at the center as an aggregator.
• The brand is key. Google needs to know who you are. And that’s why you need to be the one to tell them, everywhere.

The future of SEO is not a gamble. It’s a conscious choice.

Next appointment with SEOZoom Caffè?

June 26, 2:00 p.m.

See you there.