How Charities Can Harness Google's New AI Overviews for SEO Success

The arrival of Google's AI Overviews marks a seismic shift in the search engine landscape. For many, especially charity digital marketers, this change might seem daunting. Reduced click-through rates (CTRs) for informational queries and the complexity of AI-driven search can feel like barriers to reaching your audience. But despite these challenges, AI Overviews present unique opportunities for charities to amplify their visibility, engagement, and impact.

So how Google's AI Overviews are transforming SEO? We explore the challenges and opportunities for charities, and offer actionable tips to adapt your strategy.

What are AI Overviews?

AI Overviews are Google's latest innovation to improve how users find information. Think of it as an enhanced search snippet, where Google pulls data from multiple authoritative sources and presents it directly in the search engine results page (SERP). This allows users to get quicker, better answers without having to click through to individual websites.

For charities, this impacts traditional SEO approaches. Instead of solely optimizing for ranking positions, the focus shifts to ensuring your content is discoverable and valuable enough to be featured within Google's AI Overviews.

The challenges for charities

It’s not all smooth sailing. AI Overviews bring a few hurdles that charity marketers need to address:

1. Reduced CTRs for informational queries

Google's AI Overviews often answer questions directly on the results page. This means fewer people are clicking through to websites, reducing traffic for traditional long-form informational content. If your charity relies heavily on educating the public through informational blogs, this could feel like a hit.

2. Fundamental changes in search behavior

AI has transformed how users think about search. They’re no longer just typing simple questions. They're asking longer, more complex queries. For example, someone researching your cause might ask, "How can I contribute to clean water access in remote regions?", rather than entering "clean water charities."

3. Heightened competition

AI Overviews aggregate information from multiple sources, meaning your charity is now visible beside competitors. This increases user choice, but also raises the stakes for content quality and authority.

Opportunities for Charities in AI Overviews

Thankfully, AI Overviews aren’t all about challenges. They offer exciting opportunities for charities to shine.

1. Unmatched visibility

Appearing in an AI Overview places your charity right at the top of the SERP, ensuring prime visibility. This is even more valuable if your website isn’t traditionally ranking in the top slots.

2. A favorable edge for niche causes

Google's new tool rewards high-quality content and surfaces niche topics prominently. This means smaller charities with specific missions, such as wildlife preservation for endangered amphibians, can now get a bigger platform.

3. Deeper user engagement

AI Overviews are designed to provide users with helpful, actionable answers. If your charity offers genuinely insightful content, users are more likely to trust your expertise and seek further engagement.

4. Boosted brand recognition

Users are more inclined to engage with content providers they recognize and trust. If your charity's name appears frequently in AI Overviews, it fosters a sense of authority and credibility.

Actionable SEO Strategies for Charities

To make the most of AI Overviews, your SEO strategy needs to evolve. Here are some practical steps your charity can take:

1. Craft concise, high-value content

AI Overviews pull specific, helpful snippets from content that directly answers user queries. Focus on creating succinct, compelling content tailored to common search questions in your area of expertise.

For example, if you're a food bank charity, answer questions like “What are the most effective ways to donate to local food banks?” in a bullet-point format or an FAQ section.

2. Diversify content formats

Static blog posts alone won’t cut it anymore. Google favors varied content types, such as:

• Bullet Points and Lists: Easy for AI to parse and display directly in overviews.

• Infographics and Explainer Videos: Ideal for visual learners and sharable formats.

• Comparison Tables: Great for outlining differences between programs, services, or solutions.

Mixing up your content formats ensures your material is engaging across a broad audience and optimized for AI Overviews.

3. Prioritise fresh, updated content

AI systems favor websites that frequently update their material with the latest, most relevant information. Keep your content current by regularly revising old resources, offering updates on your charity’s initiatives, and addressing emerging trends.

4. Focus on brand searches

Building brand trust is more important than ever. Users might not click on generic AI Overview results unless they recognize the brand associated with the snippet. Strengthen your charity’s brand presence by:

• Maintaining a consistent tone and message across all your platforms.

• Collaborating with well-known organisations for co-branded campaigns.

• Encouraging brand-led search by optimising for terms like “[Your Charity Name] water initiatives.”

5. Optimise for long-tail keywords and niche queries

With AI enabling users to search more specifically, identifying and targeting long-tail keywords is crucial. Use tools like Google’s “People Also Ask” or keyword research platforms to pinpoint niche queries that align with your charity’s mission.

6. Measure New SEO Metrics

Traditional SEO metrics like CTR may no longer paint a full picture. Instead, track:

• Engagement metrics like time on site and bounce rates.

• Brand mentions in AI Overviews.

• Assisted conversions to see how AI-driven users find and support your charity.

7. Prepare for Future AI-Driven Searches

Platforms like ChatGPT and Perplexity are gaining traction as alternative search tools. Adapting early by formatting your content for both traditional search engines and AI assistants ensures your charity stays ahead of the curve.

Why Charities must act now

The evolution of SEO isn’t just a technical shift; it’s a new way to connect with your audience. AI Overviews are giving charities the opportunity to enhance their outreach while building trust and authority. Charities that quickly adapt will maintain or even increase their impact in this new digital ecosystem, while others risk falling behind.

This isn’t a time to fear change, but to leverage it. By implementing the tips above, your charity can take advantage of AI Overviews to not only weather the changes in SEO but also thrive in them.

At its core, SEO is still about connecting people with the information they need. For charities, it’s about connecting with the hearts and minds of those who want to support your mission. Leveraging Google’s AI Overview is the next big step in strengthening this connection.

The future of search is here, and it rewards those who move fast. Don't just adapt to AI Overviews - master them to amplify your mission. Ready to shift your SEO strategy from surviving to thriving? Get in touch to explore how we can help your charity capture unmatched visibility and impact.