AI Overviews in SERPs: Impact on Local Business Clicks and Review Management Strategies
In recent months, we’ve observed a significant shift in how AI-generated overview snippets are influencing local search results, particularly for health care practices. A notable case involved a multi-location dental practice where branded search visibility was notably affected by the appearance of AI Overviews that highlighted less-than-glowing reviews directly in the SERP.
Case Study: Sudden Drop in Branded Clicks Due to AI Overviews
In late January, a client with four dental practice locations experienced an unexpected decline in branded search engagement. Despite a robust online presence—top 3 rankings in the local map pack across all locations, fully optimized Google Business Profiles (GBPs), and an average star rating of 4.4 based on approximately 600 reviews—their branded search results began displaying AI Overviews. These snippets extracted two negative reviews, summarizing them as “some patients report long wait times and billing issues,” and presenting this summary prominently above the map and site links.
This new feature appeared to displace previous rich snippets and impacted user clicks to the website. Over five weeks, branded clicks plummeted by approximately 38%, reducing from about 3,200 to fewer than 2,000 per month. Additionally, phone calls originating from GBP inquiries declined in tandem, aligning with broader reports of decreasing click-to-call actions across local search.
Response and Recovery Strategies
To mitigate this impact, the practice implemented a targeted review management approach. Key steps included:
-
Active Review Response: Instead of generic replies, the team responded to every negative review with specific details about corrective measures. For example, “We’ve added a second billing coordinator and reduced average wait times to 12 minutes,” demonstrating transparency and commitment to improvement.
-
Soliciting New Reviews: The practice encouraged recent patients to leave reviews by requesting feedback and highlighting recent positive experiences. Within six weeks, approximately 45 new reviews were collected, many referencing detailed aspects of their visits.
-
Content Optimization: The FAQ section on the practice’s website was rewritten to directly address common concerns such as wait times and billing procedures, including relevant figures and improvements made.
Outcome and Insights
After approximately two months of these efforts, the AI Overviews began to present a more balanced summary, and the number of branded clicks recovered to around 2,800 per month. This case underscores the potential influence of AI-generated snippets on local search visibility and user engagement.
Broader Observations and Implications
While this example centers on healthcare, the phenomenon of AI Overviews selectively highlighting review content seems to be emerging across various verticals. It raises questions about how businesses can proactively manage their online reputations and optimize their presence for AI-driven features in search results.
Concluding Thoughts
Businesses should stay vigilant about emerging SERP features and their impact on user behavior. Active review management, transparent communication, and website content optimization remain crucial strategies in adapting to evolving search landscapes shaped by AI technologies.
