In recent months, Google has rolled out an AI-powered overview feature directly in search results. This addition to the SERPs (Search Engine Results Pages) is designed to provide quick, concise answers to user queries. 

But how does it impact credit unions specifically—and what can you do to ensure your site appears in these new results? Below is a summary of what our Inbound Marketing Strategist, Nick D’Amato, has discovered through several months of reviewing Google's AI Overviews for credit unions.

What is Google’s AI Overview and How Has It Changed SEO?

Google’s AI Overview (or AI snapshot) is an experimental feature that appears at the top of the search results for certain queries. It uses artificial intelligence (and large language models) to:

1. Quickly Summarize Information – The AI extracts key details from multiple sources to give searchers an immediate answer.
2. Anticipate Follow-Up Questions – It doesn’t just answer your initial question; it may also provide the next piece of information you might be looking for.
3. Cite Sources – Often, the AI overview includes several links at the bottom (or within the text) that reference the sites used to build the summary.

For SEOs, this means your content can appear more visibly at the top of the page—but only if it’s deemed relevant and trustworthy by Google’s AI. In turn, this has shifted SEO strategy to focus more on comprehensive, high-quality content that thoroughly covers user questions.

Nick’s 6-Month Study on AI Overviews for Credit Unions

Nick and our SEO team have been monitoring 50 credit-union-related keywords monthly for the last six months to see how often and how reliably AI overviews appear. Here are the main takeaways:

1. AI Overviews Appear in ~40% of Credit Union Keywords

[Graphic showing the rising trend of AI Overviews to about 40%]

• Trend from 20% to 40%: When Nick began this research, only about 20% of credit union searches included an AI overview. That number has now leveled off at around 40%.
• Google Has Become More Confident: Early on, Google avoided certain topics (e.g., queries that might yield poor or risky advice). Over time, they have grown comfortable showing AI overviews for a broader set of financial terms.

Key Insight: Currently, around 2 out of every 5 credit union-related searches are likely to feature an AI overview.

2. Long-Tail vs. Short-Tail Queries

[Graph comparing long-tail vs. short-tail results]

• Long-Tail Queries (e.g., “What’s the best home loan for a first-time homebuyer?”) are more likely to trigger an AI overview than shorter, more general keywords (e.g., “home loan”).
• Gap Is Smaller for Credit Unions: In some industries, long-tail queries are nearly five times more likely to yield an AI overview than short-tail queries. For credit union keywords, the difference was narrower.

Possible Reason: Google is cautious about providing direct financial advice. For short-tail searches like “money market account,” the AI might give basic informational summaries. Meanwhile, certain long-tail queries that imply financial advice may be excluded to avoid liability (e.g., “best credit card for a young adult”).

3. Average Number of Links in AI Overviews

[Graph showing the number of links within AI Overviews]

• Leveling Off Around 7 Links: Early on, AI overviews often included ~10 citations. This has dropped to about 7 links, which mirrors the pattern observed across multiple industries.
• Why It Matters: The fewer links that appear, the more competitive it becomes to be referenced. Getting your site included in these ~7 sources can be a significant traffic driver.

4. Links and Rankings: The 30–45% Range

Nick presented two complementary statistics:

1. ~45% of Links in AI Overviews rank on page one of the search results.
2. ~30% of Page-One Results for these keywords appear in the AI overview.

In other words, if you’re already ranking well on page one, you have about a 30–45% chance of being featured. However, it’s also possible to be included in an AI overview without ranking on page one if your content answers a relevant sub-question comprehensively.

5. High-Opportunity Content Types (“They Ask You Answer Topics”)

Nick tracked specific query types known to spark AI answers:

1. “vs.” Queries – (e.g., “Credit Unions vs. Banks”)
2. “What is” Queries – (e.g., “What is a money market account?”)
3. “How to” Queries – (e.g., “How to open a credit union account?”)
4. “Best” Queries – (e.g., “Best credit union credit cards”)

[Graph illustrating the frequency of AI Overviews for different question types]

• Versus Topics at 100%: Every “vs.” query in Nick’s test triggered an AI overview. This is a prime opportunity to produce content comparing two services or products.
• What Is: Also highly likely to trigger an AI overview.
• How To: Around 50% triggered an AI snapshot.
• Best: Less common, likely because Google avoids giving direct “best financial advice.”

What Does This Mean for Your Credit Union?

1. Comprehensive Content is Key
   
   
   • Cover your main topic in depth, but also expand into natural subtopics. If someone is researching a “first-time homebuyer loan,” also include details on fixed vs. adjustable rates, common pitfalls, and more.
   • The more comprehensive your coverage, the better your chance of being cited—even if you’re not in the top 3 results.
     
     
2. Focus on “Versus” Comparisons and “What Is” Articles
   
   
   • If you’re looking for a quick win, consider writing or updating articles that compare credit unions vs. banks, different loan types, or different savings accounts. These query formats are prime targets for AI overviews.
     
     
3. Aim for Page One Rankings—But Know You Can Still Appear Without It
   
   
   • Page-one rankings increase your odds of being cited in an AI overview by up to 45%.
   • That said, if your content answers a niche or related question thoroughly, you may still be pulled into an AI overview.
     
     
4. Stay Adaptable
   
   
   • The level of AI overviews for credit union keywords seems to have stabilized around 40%, but Google is always testing and fine-tuning. Keep an eye on SERP changes each month to see if it climbs or drops again.

Final Thoughts

Google’s AI Overview isn’t just another search feature—it’s a shift in how users find and consume information. By providing thorough, well-structured, and genuinely helpful content, credit unions can secure spots in these overviews. That means:

• More brand visibility right at the top of search results.
• Additional avenues for potential clicks (users can click through to your site from the AI snapshot).
• A reason to prioritize content updates and answer user questions comprehensively.

Have questions or want to explore strategies for your own credit union?

Our team at WebStrategies is here to help. We’ve been conducting these monthly tests to stay on top of industry developments, and we’re excited to share best practices to ensure you maintain strong organic visibility—even as search evolves.

If you’d like more details on the data Nick presented or want a tailored approach for your credit union, contact us today. We’ll walk you through how to optimize your content for the new era of AI-driven search results.