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The rise of AI Overviews is forcing marketers to rethink how they optimize content for search. However, a new study from WordStream shows the question is not simply “should you optimize or not,” but rather “how should you optimize without trading away your entire traditional traffic strategy.”
New study: AI Overviews drive awareness, but not necessarily traffic
In a recent article on WordStream, the authors said they tracked efforts to optimize content to be mentioned more often in AI search. The real-world results were quite different from expectations: the number of AI mentions did increase, but the impact on traffic was very limited; at the same time, traffic from organic rankings also tended to decline.
The notable point of the study is not that it completely rejects the value of AI search, but that it reopens a widely held assumption in the industry: does being “cited” by AI really equal business effectiveness? WordStream believes many marketers are gradually accepting a new reality, where “citation” and “brand exposure” are seen as substitutes for traditional traffic metrics.
Source: WordStream, Should You Even Try Optimizing for AI Overviews? [Study]
Why optimizing solely for AI search can be an unbalanced strategy
WordStream cites Elisa Gabbert, Director of Content and SEO, who argues that focusing only on AI search optimization is a direction that can easily drift away from the main goal. The reason is not only the low click-through rate, but also the stability of AI Overviews: AI-generated answers can change depending on the query, context, and how the system interprets sources.
In other words, if a brand pours too many resources into “chasing” AI Overviews, it may lose consistency in foundational SEO, meaning the factors that are still creating measurable value such as organic rankings, direct traffic, and conversions.
For marketers, this is a reminder that AI search should be seen as an additional distribution layer, not a complete replacement for existing content and search strategy. Optimizing for AI only truly makes sense when it supports broader business goals.
Source: WordStream, Should You Even Try Optimizing for AI Overviews? [Study]
How should marketers read this study?
From an execution standpoint, WordStream’s study does not encourage ignoring AI Overviews, but it also does not support the mindset of chasing every AI signal as a short-term race. Instead, businesses should evaluate AI search using broader criteria: brand visibility, the ability to be mentioned in the right context, and the indirect impact on the customer research journey.
That means content still needs to be built on an E-E-A-T foundation: clear expertise, trustworthy evidence, an easy-to-understand structure, and optimization for readers before machines. This is a safer approach in a context where AI Overviews are still changing.
In short, the takeaway is not a black-and-white “should you optimize or not,” but rather that marketers need to balance the chance of being surfaced by AI with the goal of creating real business value.
Source: WordStream, Should You Even Try Optimizing for AI Overviews? [Study]
A perspective for the Vietnamese market
In Vietnam, AI-powered search will continue to grow quickly, especially in sectors with high information-research demand such as education, finance, travel, software, and e-commerce. But like the global market, marketers should not treat AI Overviews as the “only destination” of SEO.
As content competition becomes increasingly intense, Vietnamese brands need to invest in in-depth content, accountable experts, clear source citations, and solutions that address user needs correctly. Doing this well not only increases the chance of appearing in AI results, but also protects long-term SEO performance.
In short, instead of asking “should we optimize for AI Overviews,” Vietnamese marketers should ask “how can we optimize for AI Overviews without weakening our entire search and content strategy?”
