Google Rolls Out In-Text Links in AI Overviews: What It Means for SEO and Publishers

In a move that could shake up how users interact with search results, Google has officially rolled out a new feature within its AI Overviews—clickable links embedded directly in the text. This feature, after being tested for about a month, is now live for English users in the U.S. on both desktop and mobile platforms.

What’s Changing?

Google’s AI Overviews now include underlined links that, when clicked, take users directly to a new Google Search results page. This is similar to the “People also search for” feature but embedded directly within AI-generated answers.

These links are intended to help users explore related topics more efficiently, without having to manually enter a new search query. Smaller icons next to some sections still lead to external websites and publisher content, but the main emphasis is now on keeping users within Google’s own ecosystem.

Google’s Take

According to a spokesperson for Google, “To help people more easily explore topics and discover relevant websites, we’ve added links to some terms within AI Overviews when our systems determine it might be useful.” Google emphasizes that this update improves the overall user experience and aligns with their goal of providing faster, more helpful answers.

Google claims their testing shows users prefer this experience, as it reduces the need for follow-up searches and simplifies navigation.

SEO Implications

While Google says this update is about helping users, publishers and SEO professionals may have mixed feelings. On one hand, it’s a more dynamic user journey. On the other, it may result in less traffic for publishers, as Google keeps users within its own platform rather than directing them to third-party websites.

Google did mention that it still prioritizes linking to high-confidence third-party sources when it deems them valuable. However, with in-text links now potentially redirecting to more Google searches, the real estate for external traffic is shrinking.

What This Means for Marketers

If your site is relying heavily on organic traffic, especially from top-of-funnel queries, this is a trend to watch closely. AI-powered SERPs are evolving fast, and search visibility may increasingly depend on structured data, quality content, and how well your site satisfies Google’s evolving ranking signals.

As AI Overviews become more interactive, optimizing for semantic relevance—not just keywords—will be essential. And for content creators, it may be time to double down on providing unique, authoritative content that stands out even within the AI-generated narrative.

As AI continues to reshape how users interact with search engines, staying visible in Google’s evolving SERP landscape is more critical than ever. At Earn SEO, we specialize in search engine optimization services in New York, helping businesses adapt to algorithm changes and AI-driven search experiences. Whether you’re looking to recover lost traffic or future-proof your rankings, our expert team is here to help.

Get ahead of AI-powered search—contact Earn SEO today for a personalized SEO strategy that keeps you in front of your audience.