Why Non-AI Overview Keywords Still Matter More: A Deep Dive Into Search Strategy

In the rapidly evolving landscape of search engine optimization, AI Overviews have captured the attention of marketers and content creators worldwide. These AI-generated summaries appear at the top of search results, promising to revolutionize how users consume information. However, recent research reveals a compelling narrative that challenges the prevailing wisdom about where SEO professionals should focus their efforts.

According to comprehensive analysis from Natural State AI, while AI Overviews represent an exciting development in search technology, traditional search results continue to drive significantly more traffic and offer superior conversion opportunities for businesses, particularly in the SaaS sector. This analysis, based on extensive keyword research examining 300,000 search terms, provides crucial insights that every digital marketing professional should understand.

The Traffic Reality: Numbers Don’t Lie

The data presents a stark contrast between AI Overview keywords and traditional search results. AI Overview keywords have a median traffic potential of 2,200 monthly visits, while non-AIO keywords generate 18,000 monthly visits on average. This represents an 8x difference in potential reach, a gap too significant for serious marketers to ignore.

Metric	AI Overview Keywords	Non-AI Overview Keywords	Difference
Median Traffic Potential	2,200 visits	18,000 visits	8x higher for non-AIO
Median Search Volume	500 searches	29,000 searches	58x higher for non-AIO
Median Keyword Length	4 words	2 words	2x longer for AIO
Mobile Traffic Percentage	81%	77%	4% more mobile-focused

The volume discrepancy extends beyond just traffic potential. AIO keywords generate search volumes that are 193 times smaller than non-AIO keywords, which drive 29,000 searches monthly on average. Even the most popular AI Overview keywords struggle to generate substantial search demand, with most averaging just 150 searches monthly.

This traffic differential stems from the fundamental nature of AI Overview queries. AIO keywords are long-tail, containing 4 words on average versus 2 for standard searches. The longer, more specific nature of these queries naturally limits their search volume and overall traffic potential.

The Competition Paradox: Easier Rankings, Lower Returns

While AI Overview keywords offer less traffic potential, they present a compelling advantage in terms of ranking difficulty. AI Overview keywords have a median Keyword Difficulty score of 12 compared to 33 for non-AIO keywords. This lower barrier to entry makes AI Overview keywords attractive for businesses with limited link building resources.

Competition Metrics	AI Overview Keywords	Non-AI Overview Keywords	Strategic Advantage
Median Keyword Difficulty	12	33	175% easier to rank
Average Referring Domains Required	13 domains	41 domains	68% fewer domains needed
Median CPC	$0.35	$0.45	22% lower cost per click
Keywords with KD Below 30	71%	Lower percentage	More low-competition opportunities

The authority requirements tell an equally compelling story. Content requires just 13 referring domains to rank in an AIO SERP on average, compared to 41 for non-AIO keywords. For emerging businesses or those operating with constrained budgets, this represents a path of least resistance into search visibility.

However, this ease of ranking comes with a significant trade-off. Natural State AI’s analysis reveals that most companies are indeed taking this easier path, focusing their content efforts on long-tail, low-competition keywords that trigger AI Overviews. While this strategy makes sense from a resource allocation perspective, it creates a massive opportunity for businesses willing to invest in the authority building required for traditional high-traffic keywords.

The Intent Gap: Why Traditional Results Convert Better

Perhaps the most significant finding for business-focused SEO strategies relates to search intent. 99.2% of keywords that trigger an AI Overview were informational in their intent. This overwhelming skew toward informational queries means that AI Overview keywords primarily serve users seeking knowledge rather than making purchasing decisions.

Search Intent Distribution	AI Overview Keywords	Non-AI Overview Keywords	Business Impact
Informational Intent	99.2%	Lower percentage	Higher for AIO
Navigational Intent	20.3%	Lower percentage	Higher for AIO
Commercial Intent	5.8%	11.6% (2x higher)	Better conversion potential for non-AIO
Transactional Intent	4.0%	8.0% (2x higher)	Better purchase intent for non-AIO

In contrast, traditional search results demonstrate more balanced intent distribution. Non-AIO keywords show double the amount of commercial and transactional intent compared to AI Overview keywords. For SaaS companies and other businesses focused on driving conversions rather than just traffic, this intent differential represents a crucial consideration in keyword strategy.

The commercial implications become clear when examining the complete picture. While AI Overview keywords might generate traffic, that traffic consists primarily of users in the early stages of the customer journey, seeking information rather than solutions. Traditional search results, despite their higher competition, connect businesses with users who demonstrate commercial or transactional intent.

The Strategic Implications for SaaS Companies

Natural State AI’s analysis suggests that the current market dynamics create a unique opportunity for forward-thinking SaaS companies. While competitors chase the easier AI Overview keywords, significant traffic volumes remain concentrated in traditional search results that require substantial authority to capture.

Companies that invest in comprehensive link building strategies position themselves to compete for search terms with dramatically higher traffic potential. When a business develops sufficient domain authority, typically requiring 40 or more referring domains, it gains access to keywords that competitors with limited authority simply cannot touch.

This authority advantage compounds over time. As competitors focus on lower-competition AI Overview keywords, the businesses investing in link building and authority development face less competition for high-value traditional keywords. The result is a strategic moat that becomes increasingly difficult for competitors to cross.

SERP Feature Dynamics: The Bigger Picture

The relationship between AI Overviews and other search engine results page features reveals additional strategic considerations. 99.95% of AI Overview SERPs display at least one other SERP feature, with each SERP showing 3 additional features on average.

SERP Features	AI Overview Keywords	Non-AI Overview Keywords	Percentage Difference
People Also Ask	80.92%	Similar percentage	Minimal difference
Featured Snippets	Higher frequency	Lower frequency	849% more for AIO
Discussions/Forums	Higher frequency	Lower frequency	258% more for AIO
Video Previews	Lower frequency	Higher frequency	84% fewer for AIO
Knowledge Panels	Lower frequency	Higher frequency	75% fewer for AIO
Sitelinks	Lower frequency	Higher frequency	96% fewer for AIO

This feature density creates both opportunities and challenges. Keywords that trigger AI Overviews also trigger 849% more Featured Snippets and 258% more Discussions compared to non-AIO queries. For content creators, this means AI Overview keywords offer multiple visibility opportunities within the same search result.

However, the mobile optimization requirements add another layer of complexity. Mobile traffic dominates AI Overview queries, accounting for 81% of traffic versus 19% for desktop. While mobile optimization remains important for traditional keywords as well, the mobile-first nature of AI Overview queries demands particular attention to mobile user experience.

The Authority Building Imperative

The research underscores a fundamental principle that many businesses overlook in their pursuit of quick SEO wins: authority building remains the cornerstone of sustainable search success. While AI Overview keywords might offer easier entry points, the businesses that will dominate search results in 2025 and beyond are those investing in the link building and authority development necessary to compete for high-traffic traditional keywords.

Authority Requirements	Low Competition (AIO-style)	High Competition (Traditional)	Strategic Investment
Referring Domains Needed	13 domains	41 domains	3x more investment required
Keyword Difficulty Range	0-12 (median)	33+ (median)	Higher barrier to entry
Traffic Potential ROI	2,200 visits/month	18,000 visits/month	8x return potential
Time to Results	Weeks to months	Months to years	Long-term commitment needed

This authority building process requires significant investment and patience. Unlike the immediate gratification possible with low-competition AI Overview keywords, building the referring domain portfolio necessary to compete for high-traffic terms demands sustained effort over months or years. However, the payoff in terms of traffic volume and commercial intent justifies this investment for serious businesses.

The Two-Pronged Approach: Maximizing Both Opportunities

Natural State AI recommends a sophisticated approach that acknowledges both the immediate opportunities presented by AI Overview keywords and the long-term value of traditional high-traffic terms. This strategy involves creating high-quality content that can compete in both environments while systematically building the authority necessary to capture premium search real estate.

Strategic Framework	Short-term (AI Overview Focus)	Long-term (Traditional Focus)	Combined Benefits
Target Keywords	Long-tail, 4+ words	Short-tail, 2 words	Comprehensive coverage
Content Type	Informational, Q&A format	Commercial, transactional	Full funnel content
Authority Requirements	13 referring domains	41+ referring domains	Scalable approach
Expected Timeline	3-6 months	12-24 months	Sustained growth
Traffic Potential	2,200 monthly visits	18,000 monthly visits	Maximized reach
Conversion Potential	Lower (informational)	Higher (commercial)	Balanced outcomes

The immediate focus should include identifying AI Overview keywords within relevant niches, particularly those with higher-than-average traffic potential. While most AI Overview keywords generate minimal traffic, strategic analysis can uncover exceptions that provide meaningful visitor volumes with manageable competition levels.

Simultaneously, businesses should identify high-traffic traditional keywords within their market and begin the authority building process necessary to compete for these terms. This long-term approach ensures sustainable competitive advantages that become increasingly valuable as competitors focus on easier targets.

Looking Forward: The Sustainable Competitive Advantage

The companies that will achieve sustained success in search marketing are those that recognize AI Overviews as just one component of a comprehensive search strategy rather than a replacement for traditional SEO fundamentals. While AI Overviews certainly represent an important development in search technology, the traffic volumes and commercial intent remain concentrated in traditional search results.

The current market dynamics create a unique window of opportunity. As competitors redirect resources toward AI Overview optimization, traditional high-traffic keywords become more accessible for businesses willing to invest in authority building. This strategic misdirection of competitor attention allows authority-focused businesses to capture disproportionate search visibility.

The research from Natural State AI ultimately reveals that while AI Overviews deserve attention and optimization efforts, they should supplement rather than replace traditional SEO strategies. The businesses winning in search marketing today and tomorrow will be those that master both environments while recognizing where the greatest opportunities for traffic and conversions actually exist.

In an era of constant technological change, the fundamentals of authority, relevance, and user experience continue to drive search success. AI Overviews represent an evolution in how search results are presented, but the underlying principles of effective SEO remain constant. Smart businesses will optimize for AI Overviews while maintaining their focus on the high-traffic, high-intent keywords that drive real business results.