2 days ago
AI overviews have changed search; here's how MENA brands can stay relevant
Until recently, optimising for top-of-funnel search queries was a cornerstone of user acquisition strategies. Publishers relied on search-driven traffic to fuel ad revenue, while e-commerce brands reduced their customer acquisition costs (CAC) by ranking for intent-rich keywords. But the landscape has shifted. User behaviour is increasingly moving towards conversational platforms like ChatGPT, and the most significant disruption came with Google's rollout of AI Overviews.
This ushered in the so-called 'zero-click' era, where answers are delivered on the results page, and users no longer need to visit websites to get the information they seek.
The quiet revolution reshaping Google Search has reached our doorstep. Are we ready?
In 2024, Google began rolling out AI Overviews across global markets, first as an experiment and now as the default experience in over 200 countries. As marketers, publishers, and e-commerce leaders in the Middle East, we must pause and ask: what does this shift mean for the digital ecosystems we've worked so hard to build?
If you run an online business or publish content for a living, your customer acquisition model likely relies heavily on Google. But what happens when your most valuable traffic source starts doing the job for you and not necessarily in your favour?
From helpful summaries to zero-click search
Globally, AI overviews are changing the game by summarising answers at the top of search results. Users now receive AI-generated content compiled from across the web, reducing the need to click through to original sources.
Data from the U.S. shows a concerning trend: search impressions are up, but click-through rates are down. In fact, over 60 per cent of searches are now 'zero-click', meaning users get what they need from the results page and never visit a website. Publishers like The Planet D have reported traffic drops as high as 90 per cent. E-commerce sites are seeing fewer clicks on their SEO-rich product pages, as Google compiles reviews, specs, and comparisons directly into the AI response.
We can expect similar patterns here in the MENA region as adoption accelerates. For businesses that depend on organic traffic, this isn't just disruption; it's a redefinition of how digital visibility works.
E-Commerce in MENA: what gets lost in AI translation
E-commerce players in the region are already grappling with aggressive competition, rising customer acquisition costs, and maturing consumer expectations. AI overviews add a new twist: they flatten the upper funnel.
Previously, a user would research 'best travel baby strollers', browse a few product pages, read reviews, and maybe land on a well-optimised blog post before they convert. Today, they may get an AI-generated summary with a few product picks before they even see an e-commerce website.
This shift not only cuts off the path to brand discovery but also strips away the opportunity to influence the buying journey. Worse, it challenges the ROI of content strategy since users may consume the essence of the work without ever engaging with the brand platform.
Publishers at risk: content without the clicks
For publishers, especially those investing in news, thought leadership, or how-to content, the threat is existential. In markets like the UK, news outlets have reported 40 per cent traffic declines since the introduction of AI overviews. As search behaviour shifts, the foundational economics of publishing are put under pressure: fewer visitors mean fewer ad impressions, fewer subscribers, and diminished relevance in the eyes of advertisers.
In the Middle East, where publishers are still navigating digital transformation and revenue diversification, this could accelerate the collapse of traffic-dependent models. Local journalism, niche content creators, and even lifestyle portals must brace for a reality where quality content is consumed by AI, not readers.
What can businesses do now? Practical advice for the Middle East
We are not powerless in this shift. In fact, MENA's relatively young digital economy gives us a chance to leapfrog by adopting adaptive strategies early. Here's how:
Structure content for AI visibility
Use schema markup and structured data to make it easy for AI to cite content.
Add concise summaries, Q&A sections, and bullet points to key pages.
Create content that AI can't replicate
Lean into real-life case studies, personal insights, and local expertise.
Focus on formats that are harder to summarise (e.g., videos, interactive tools, long-form opinion pieces).
Maximise conversion for high-intent visitors
Accept that some users will only land on the website when they're ready to act.
Invest in optimised product pages, fast mobile experiences, and trust signals to capture value from these rare but golden clicks.
Diversify traffic sources
Grow email lists, strengthen social presence, and explore performance marketing beyond search.
Treat every Google visitor as a guest, and aim to make them a subscriber or follower before they leave.
Monitor AI performance in your industry
Use SEO tools to track when AI Overviews appear for your business target queries.
Watch how your competitors are cited or ignored, and adjust accordingly.
Invest in brand awareness across channels
Build brand recall and visibility by maintaining a consistent presence across platforms where your audience spends time. This includes social media, video platforms, newsletters, podcasts, and offline activations.
Wherever possible, position your brand as a destination – not just a result – so audiences learn to seek you out directly rather than only discover you via search.
Create offline touchpoints and community moments
Complement your digital strategy with real-world engagement. Host branded events, community gatherings, expert panels, or workshops tailored to your audience's interests.
These offline moments reinforce brand presence, foster loyalty, and give your audience a tangible reason to stay connected beyond the algorithm.
A moment of reckoning, or of reinvention?
The arrival of AI in search is not a one-time change; it's the beginning of a new era. In the MENA region, where there is a huge content potential yet to be unlocked, it's important to seize this opportunity and redefine how brands are engaging with their consumers and where they can build better visibility and journeys beyond 3rd party platforms.
Your website, your content, and your brand still matter. But the rules of discoverability are shifting. Instead of chasing clicks, we must earn relevance in new ways.
With this change, it's also important to make sure that the way brands measure the impact of their content changes and that they shift not only metrics but also how success looks for their marketing efforts.
As content marketers and digital leaders in the Middle East, our challenge is not to resist the algorithmic tide but to learn how to swim in it on our own terms.
By Rasha Abushamaa, Content Marketing Expert
