Short answer
AI Overviews mean that many informational searches are now answered at the top of Google, so fewer people click through for simple questions. SEO still matters, because the overview is built from ranking pages, but the goal shifts from earning a click to being the cited source, and success is measured in visibility, leads and sales, not traffic alone.
Three practical changes for most businesses:
- Traffic mix shifts. Simple "what is" searches send fewer visits. Comparison, pricing and "near me" searches still drive clicks and inquiries.
- Content changes shape. Pages need a direct answer up top and real depth below: examples, data and experience an AI summary cannot copy.
- Reporting changes. Track impressions, AI citations, branded search and conversions alongside clicks, so a drop in visits is not mistaken for a drop in demand.