What's actually changing
AI Overviews reduce click-through for purely informational queries — "what is X," "how does Y work" — where a synthesised answer genuinely satisfies the searcher's intent without needing a source visit. Transactional and local-intent queries behave differently: "digital marketing agency Cheras," "aesthetic clinic price KL," "book Invisalign consultation" still drive traffic through to websites, because the searcher's next action requires visiting a specific business, not just reading an answer. The practical read for Malaysian SMEs: informational content is losing some of its click value, but its strategic value hasn't disappeared — it's shifting toward citation value (being the source an Overview draws from and, increasingly, names) and toward its role earlier in a research journey that still ends in a transactional search.
What still drives clicks
- Local and transactional intent — "near me," pricing, booking, comparison searches with clear commercial intent.
- Depth beyond the summary — an Overview gives a compressed answer; searchers who want the full picture (detailed comparisons, real numbers, specific circumstances) still click through.
- Brand and reputation research — searches for a specific business name or "is X legit" still resolve to a click on that business's own pages or reviews.
What to actually do about it
- Don't abandon informational content — it's still what gets you cited inside an Overview, and citation (even without a click) builds brand awareness and entity authority that supports every other channel.
- Front-load direct answers. A Quick Answer-style paragraph near the top of a page — clear, specific, sourced — is exactly the format Overviews draw from, and it's good practice for human readers too.
- Double down on structured data and FAQPage schema — see our GEO checklist for clinics for the specifics, applicable to any Malaysian SME.
- Weight transactional and local pages more heavily in your content investment, since those retain click value most reliably.
- Track citations, not just clicks. Manually check whether AI engines mention your business for your core terms — a new KPI alongside traditional rank tracking.
The llms.txt question
Some businesses are deploying an llms.txt file — a structured summary for AI crawlers, similar in spirit to robots.txt — to make their key pages easier for AI engines to parse and cite. It's a low-cost, low-risk addition; see our llms.txt implementation guide if you want the technical detail.
What we do differently
We treat AI Overviews as a reason to sharpen content — clearer direct answers, better sourcing, more structured data — rather than a reason to abandon SEO investment. It's built into the same practice behind our SEO work and our own citable benchmark data, and the same approach extends into GEO for healthcare where compliance adds an extra layer.