Around 56% of marketers saw increase in traffic following rollout of Google’s AI overviews

Singapore – Around 56% of marketers have seen traffic increase since Google rolled out AI Overviews (AIO), challenging earlier predictions that the feature would erode visibility, according to a latest report from NP Digital.

It noted that AI-driven search is reshaping optimisation practices, with brand mentions emerging as a critical factor — as around 78% of respondents now rank them as essential for SEO performance.

The findings suggest a move away from keyword-heavy tactics toward approaches that prioritise structured data, conversational content, and building authority. Marketers are also expanding their focus beyond Google to maintain visibility across a growing range of platforms. 

TikTok, YouTube, Reddit, and ChatGPT are highlighted in the report as influential discovery channels, particularly among younger audiences. NP Digital describes this trend as “Search Everywhere Optimisation.”

“While the report focuses on global trends, we are starting to see similar shifts take shape across Southeast Asia,” said Gary Cheung, managing director of NP Digital Southeast Asia. “AI Overviews and generative search are becoming more visible in the region and we expect these tools to increasingly shape how users find and interact with content. This report offers Southeast Asian marketers a timely roadmap to navigate these changes.”

The research indicates that marketers are preparing for an even larger transformation. About one in three believe AI will account for between a quarter and half of all search activity in the next year. In anticipation, more than half are already tracking their brands’ presence in AI platforms, while 38% are exploring ways to do so. Long-tail keyword optimisation and investment in visibility tracking tools are among the most common adaptations.

“Southeast Asian consumers are highly mobile and digitally savvy,” said Joey Yeh, regional SEO director of NP Digital. “To remain visible, marketers need to meet them where they are – whether that is in AI-generated summaries, short-form video or social platforms,” he added.