Back in January I wrote about Google’s AI Overviews in a “what’s coming?”, themed article.  Today we’re focusing on what Kiwi businesses can do to ride this wave rather than be swamped by it.

Let me walk you through what’s happened since January. Google hasn’t just dipped its toes in the water – it’s done a full cannonball into the deep end:

  • March 2025: Google upgraded to Gemini 2.0 as the engine powering these Overviews and reported increased search activity (not the decrease many predicted).
  • March 2025 core Google Search algorithm update: During this rollout, BrightEdge data showed a massive 500%+ increase in queries triggering Overviews across travel, food, and entertainment topics.

Haven’t Seen an Overview Yet?  Here’s What They Look Like?

Here’s a rather condensed overview I was served when searching to hire a back pack for a recent hiking trip.


When Google decides a summary would be helpful for a search query, it now:

  1. Creates up to three concise paragraphs in conversational language.
  2. Embeds larger link cards or icons directly within the Overview, allowing users to click straight to cited websites.
  3. Updates those citations much more frequently than traditional organic rankings.

Google emphasizes that cited pages must demonstrate Experience, Expertise, Authoritativeness and Trust (E-E-A-T). In plain English? Google wants the best Kiwi sources, not just the loudest ones.

Five Ways to Get Your Business Cited (And Stay There)

Strengthen Your Entity Footprint

Think of Gemini’s language models like people at a party – they remember faces and names (entities) better than random facts. Here’s how to be memorable:

  • Add Organisation, LocalBusiness, Product, FAQ and HowTo schema markup where it makes sense. These schemas are simply bits of code added to your website that help Google understand exactly what your business does, where you’re located, and what products or services you offer.
  • Keep your NAP (name, address, phone) consistent everywhere – your site, Google Business Profile, and main directories.
  • Root your content in New Zealand with references to MBIE, Stats NZ or other trusted local sources.

Create Snippet-Friendly Q&A Blocks

For those with young children or can remember when your children were young  – remember those questions we had to deal with?  Why is the sky blue?  Where do fish sleep?  How do birds fly? Lots of direct questions that all needed simple answers – whatever the time of day it was.  Well that’s exactly how Overviews work too.

  • Turn your top five customer questions into headings (H2s/H3s) and answer each in 30-50 straightforward words.
  • Ensure you spin in Kiwi spelling and measurements (“GST”, “kilometres”, “Rotorua”) to signal local relevance.

Highlight Your First-Hand Experience

E-E-A-T now starts with Experience – and for good reason.

  • Include author bios that spell out real credentials (“Licensed builder with 20 years of Auckland renovation experience”).
  • Add photos or short videos of your team actually doing the work.
  • Clearly date-stamp pages and refresh important content every six to twelve months.

Optimise for the Citation, Not Just the Click

Think of it this way: a link card inside an Overview might bring fewer direct visits, but it’s like having your logo on a billboard that everyone sees.

  • Create meta-titles that read like trustworthy source labels (“NZ Building Code insulation R-values explained | ABC Insulation”).
  • Use bullet points, step-by-step tables, or brief definitions that the AI can easily quote.
  • Give every image clear alt text; visuals sometimes appear as standalone citations.

And finally, Monitor and Adapt Quickly

Overviews refresh faster than traditional rankings – they’re more like the stock market than real estate investments.

  • Fortnightly checks: Use incognito mode on both desktop and mobile for your key search terms.
  • Search Console: Google tells us it is adding an “AI Overview” filter – keep an eye out for it and track any changes.
  • Lost your citation? Compare your page to the new source and fill in any topical gaps within the same week.

Success Metrics Beyond Just Clicks

In this new world, clicks tell only part of the story. It may be handy to focus on these three key metrics:

MetricWhy It MattersHow to Track It
Brand impressions in OverviewsYour logo or favicon often appears above organic resultsManual fortnightly logs or screenshot tools
Assisted conversionsUsers see your brand, then return via direct or branded searchesGA4 → Traffic acquisition → Session source/medium
Engaged time on pageSnippet-friendly pages tend to load faster and keep readers longerGA4 “Average engagement time” + INP scores

Here’s a little tip you may find useful: set up a GA4 scroll-depth event at 50% on pages optimised for Overviews. If that event count rises – even without clear referral data – it suggests people are remembering your brand and coming back.

Looking Ahead

Google’s VP of Search has warned of a “pretty dramatic shift” coming in 2025 as more Gemini-powered features roll out and visual search (Lens, Circle-to-Search) merges with Overviews. Keep an eye out for:

  • More follow-up question chips embedded directly in the results.
  • Even larger link cards designed to address publisher concerns about traffic loss.
  • AI summaries triggered by image or video queries, not just text.

A Few Pointers For An Initial Action Plan

  1. Run a schema audit – fix any missing Organisation, FAQ, HowTo or Product markup this week.
  2. Update your top five pages – add Q&A blocks and local New Zealand references.
  3. Schedule fortnightly Overview checks – use the above checklist to spot wins and losses early.

Need a Hand?

At Ark Advance, we’re already helping Kiwi businesses implement structured data, enhance content for E-E-A-T standards, and recover / increase traffic after Google’s March 2025 core update. 

If you’re keen to hold your ground in this new AI-first search landscape, I’d be happy to chat about how we can help.  Give us a call on 0800 437 628 or drop me an email at sales@arkadvance.com to discuss your specific situation.

References

“AI Overviews in Google Search expanding to more than 100 countries.” Google Keyword Blog, Oct 2024

“Expanding AI Overviews and introducing AI Mode.” Google Keyword Blog, 5 Mar 2025

“Introducing Gemini 2.0: our new AI model for the agentic era.” Google Keyword Blog, Dec 2024

“Google AI Overviews spiked during March 2025 core update.” Search Engine Land, 2 Apr 2025

“Google testing AI Overviews with link cards at the top.” Search Engine Land, 26 Jun 2024

“Creating helpful, reliable, people‑first content.” Google Search Central documentation (E‑E‑A‑T guidance)

“Interaction to Next Paint becomes a Core Web Vital on 12 March.” Web.dev, Mar 2024

“Adapt to privacy and regulatory changes with consent mode.” Google Ads Help, updated 2024/25

“Product Studio now available within Google Business Profiles.” Search Engine Land, Feb 2025