• AI Overviews are stealing clicks, but they still rely on expert-led content to generate summaries
• High-quality editorial content builds trust and boosts your E-E-A-T signals
• Being cited by AI tools increases brand visibility, even without a click
• Strong editorial helps Google understand your site and supports long-term SEO
• The brands shaping the AI ecosystem are the ones still publishing valuable content

“Is editorial content still worth it when AI Overviews and LLMs are stealing all our clicks?“

It’s a fair question. And one I’ve been asked a lot lately. As a content specialist with more than 15 years in the SEO game, it’s something I spend a lot of time thinking about.

Honestly? I get the scepticism. Click-through rates are down. SERPs are getting squeezed. And AI-generated answers are everywhere.

But I’m here to make the case that editorial content is not just still worth it; it’s quietly becoming more valuable than ever.

How AI and LLMs Are Changing the Search Landscape

AI is shaking up the way we search. From Google’s AI Overviews to ChatGPT’s instant answers, people are being served summaries before they even consider clicking on a link.

That means fewer clicks, more competition for attention, and a whole new way
of thinking about visibility. Instead of chasing traditional rankings alone, we now have to think about being present in the places AI pulls from.

This shift doesn’t mean SEO is dead, but it does mean our strategies need to evolve.

Editorial Content vs. AI Overviews: What’s the Real Impact?

So how does editorial content stack up against AI-generated answers?

The truth is, they serve different purposes. AI Overviews aim to summarise. Editorial content offers depth, voice, and expertise – the kind of detail that can’t always be boiled down to a snippet.

Also: AI needs somewhere to pull that summary from. If your content isn’t out there, it can’t be cited. And when it is cited, that’s free brand exposure. Think of editorial as your way to shape the conversation, even if it’s happening off your site.

Why Editorial Content Still Matters in the Age of AI

Search engines, AI tools, and (not to be forgotten) actual humans need to know who to trust.

Here’s why continuing to invest in great editorial is still a smart move:

• It builds trust and authority. Consistent, high-quality content is one of the most effective ways to demonstrate your brand’s expertise. When you share insights backed by experience, data or specialist knowledge, you strengthen your E-E-A-T signals: Experience, Expertise, Authoritativeness, and Trustworthiness. Google’s own guidance highlights that helpful, people-first content is what ranks. Publishing regularly keeps you in the trust loop, both with algorithms and with your audience.
• You stay visible. AI tools are now a major filter between brands and their audiences. If your content isn’t appearing in the sources that AI references, you’re handing visibility to competitors. Being cited in AI-generated summaries is like a modern PR win – it may not always drive traffic immediately, but it keeps your name front-of-mind.
• You help shape the AI landscape. Generative AI is built on the foundations of published knowledge. That includes your blog posts, guides, thought leadership and expert commentary. The more valuable, accurate and original content you put out there, the more say you have in how your brand, your clients and your industry are portrayed in AI responses.
• Search still drives traffic. Organic search is evolving, but it’s far from obsolete. People still want answers they can trust, from sources they recognise. And many users still scroll past summaries to explore deeper content. Editorial that ranks not only brings visitors but signals topical authority across your domain.
• It boosts site relevance. Every well-structured article is another signal to search engines about what your website is about. It can support core landing pages, help build internal links, and add fresh context to older topics. That ongoing investment strengthens your overall digital presence.

So, yes, clicks might be down. But the influence, trust and visibility that come from great editorial content? Still going strong.

Keep writing. Keep sharing. And remember: in the age of AI, your voice still matters; maybe more than ever.

Interested in sharpening your editorial approach? We run Content for Search training sessions to teach your teams to future-proof your skills and boost your brand’s visibility.