Google expands internal links in AI Overviews

Google has introduced a significant modification to its AI Overviews feature, implementing additional links throughout AI-generated summaries. However, these new links direct users to other Google Search pages rather than to external websites, according to an announcement made on April 11, 2025. The change represents a notable shift in Google's approach to search results presentation, potentially affecting traffic patterns for publishers across the web.

Ben Schoon from 9to5Google reported on April 11 that users have noticed AI Overviews in Google Search now contain numerous hyperlinked words and phrases. When clicked, these links don't lead to external websites but instead redirect users to additional Google Search pages related to those terms.

According to Google's statement to Search Engine Land, the company has "added links to some terms within AI Overviews when our systems determine it might be useful." Google compared this functionality to its "long-standing 'People also search for' feature," suggesting the change aims to enhance user experience by facilitating deeper exploration of topics directly within Google's ecosystem.

In one example highlighted by 9to5Google, a single AI Overview contained 31 links redirecting to other Google Search pages, compared to only 7 links pointing to external websites. This significant disparity in link distribution has raised concerns among publishers and SEO professionals about potential impacts on web traffic.

The internal links appear as hyperlinked words within the AI-generated text summaries, making them visually integrated into the content rather than standing out as separate elements. This design choice may influence user behavior by encouraging continued navigation within Google's own properties instead of visiting external sources.

Glenn Gabe shared the announcement on social media, referring to it as "SERP Inception," highlighting how Google's search results pages are now linking to other search results pages in a recursive manner. This characterization points to the self-referential nature of the new system, which keeps users within Google's ecosystem.

Several industry professionals expressed concerns about the potential impact on publisher traffic. Nick LeRoy suggested that the change might be related to Google's approach to combating spam, writing: "I'm convinced they can't solve for spam so it's a double whammy keeping everyone on platform AND making folks pay for click outs."

Others were more direct in their criticism. One social media commenter identified as Barack Okaka Obama called the practice "plagiarism" and questioned, "How is a search result more useful than a direct link to an article?"

Broader context of Google's evolving interface

The changes to AI Overviews come amid broader modifications to Google's interface. During the same week, reports emerged that Google was testing a redesigned homepage featuring content recommendation modules similar to Google Discover, which has previously been available only on mobile devices.

Klaas, an AI SEO professional, characterized these developments as Google "entering its Yahoo phase," referring to the portal-style approach that characterized Yahoo's homepage in the past. This comment, posted on April 10, gained significant traction on social media, with numerous professionals in the search marketing field agreeing with the assessment.

Pieter Levels, a prominent entrepreneur, commented that "Sergey Brin and Larry Page must be rolling in their graves now," expressing dismay at the current direction of Google's user interface compared to its historically minimalist approach. Jean P.D. Meijer noted similarities to the now-defunct iGoogle personalized homepage service, suggesting Google might be returning to previously abandoned design concepts.

Implications for publishers and content creators

For publishers and content creators, Google's new approach to AI Overviews presents both challenges and strategic considerations. The increased prominence of internal links within AI-generated summaries may further reduce click-through rates to external websites, potentially exacerbating concerns about traffic loss.

Content strategists may need to reconsider their optimization approaches in light of these changes. At the Search Central Live event in Madrid on April 9, Google representatives emphasized key ranking factors including "relevance, location, authority, freshness, usability, user interests, and prominence," according to Marcos Moreno, SEO Manager at Fever. The continued importance of structured data was also highlighted as crucial for visibility in both Search and Discover.

Greg Boser, a Fractional SEO & Digital Marketing Consultant, expressed skepticism about publishers' excitement over potential new traffic sources, noting: "It's amazing to me how excited we get when we think we see an opportunity to possibly regain a small sliver of all the traffic that has vaporized over the last few years."

Technical evaluation of the change

From a technical perspective, the implementation of additional internal links within AI Overviews represents a significant modification to how Google presents information. While Google has stated it is "expanding" links to the web in AI Overviews, the current implementation appears to heavily favor internal Google links over external ones.

The execution of this feature raises questions about Google's long-term strategy regarding its role as a gateway to information versus becoming a destination for information consumption. By creating systems that encourage users to navigate between Google-owned properties rather than visiting external websites, Google may be shifting away from its historical function as primarily a search engine pointing to the broader web.

The practical impact of this change on user behavior remains to be fully assessed. While Google suggests that "testing shows that people find this helpful," the long-term effects on information discovery, publisher sustainability, and the open web ecosystem are yet to be determined.

Analysis for marketing professionals

For marketing professionals, Google's changes to AI Overviews necessitate strategic reconsideration of search optimization approaches. The increased prominence of Google's own internal linking structure may require:

1. Greater emphasis on appearing in the limited external links that still appear in AI Overviews
2. More attention to optimization for Google Discover, which is expanding to desktop and remains a significant traffic source
3. Diversification of traffic acquisition strategies beyond Google
4. Consideration of paid promotion to ensure visibility as organic opportunities potentially decrease
5. Enhanced focus on creating distinctive, high-quality content that remains competitive in increasingly limited visibility opportunities

The modifications also arrive during a period when publishers are already navigating substantial changes in traffic acquisition. With traditional search patterns evolving and social media platforms adjusting their algorithms, maintaining visibility across multiple channels has become increasingly complex.

Timeline

• April 9, 2025: Google announces at Search Central Live Madrid that Discover feed will be coming to desktop
• April 10, 2025: Social media discussions emerge comparing Google's interface changes to Yahoo's portal approach
• April 11, 2025: Google confirms implementation of additional internal links within AI Overviews
• April 12, 2025: Industry professionals begin sharing examples and analyses of the new linking structure
• April 13, 2025: Ongoing discussions about implications for publishers and content creators continue across the marketing community

Google's implementation of additional internal links within AI Overviews represents a significant shift in how the company presents search results. By directing users to other Google Search pages rather than external websites, this change may impact traffic patterns for publishers who rely on Google for visibility. The modification comes amid broader changes to Google's interface, including the expansion of Discover to desktop and tests of a more content-rich homepage.

For marketing professionals, these developments highlight the evolving nature of search visibility and the need for adaptable, diversified traffic acquisition strategies. As Google continues to modify its approach to information presentation, content creators and publishers face both challenges and opportunities in maintaining their digital presence.