I recently had the pleasure of working with Red+White Marketing Agency, and I couldn't be more impressed with their services! From the outset, their team demonstrated exceptional professionalism and creativity. They took the time to understand my business needs and crafted a tailored marketing strategy that truly resonated with my target audience. The communication throughout the process was outstanding, they kept me informed at every stage and were always receptive to feedback. Their innovative approach to digital marketing helped elevate my brand's online presence significantly. I noticed an increase in engagement and leads almost immediately after implementing their strategies. What I appreciated most was their dedication to results. Red+White Marketing Agency not only delivered on their promises but exceeded my expectations. If you're looking for a marketing agency that combines passion, expertise, and a personal touch, I highly recommend Red+White. They are a powerhouse in the marketing world, and I look forward to continuing our partnership!
Will AI Overviews Affect Your Google Ranking? UK 2026
Intro
Your rankings haven’t moved. Google Search Console still shows you sitting where you always have for your main keywords. But the clicks have thinned out, and you can’t work out why. If you haven’t already ruled out the more basic causes, why isn’t my website ranking on Google? is worth checking first.
The likely answer is that Google is now answering the question itself, above your listing, before anyone gets to you. And this month it got more complicated, because the UK’s competition regulator just ruled on how that’s allowed to work.
Here’s what the ruling actually changes, what it doesn’t, and what a UK business should do differently either way.
Key takeaways
- AI Overviews now appear on roughly 30% of UK Google searches, and Ahrefs’ 2026 analysis puts the click-through drop at 58-61% when one shows up above your result.
- In June 2026 the UK Competition and Markets Authority ordered Google to let publishers opt out of AI Overviews without losing their normal search ranking, under new powers over Google’s “strategic market status”.
- Ranking well and being cited inside an AI Overview are related but separate outcomes. One earns the position. The other earns the click.
- Opting out doesn’t protect your visibility, it removes you from contention. A competitor who stays in gets shown instead.
- The practical fix for most UK businesses is restructuring how content answers questions, not opting out of the feature.
- Check your own Search Console: impressions holding steady while clicks fall is the signature of AI Overview interception.
What actually changed with the CMA ruling?
In June 2026 the UK’s Competition and Markets Authority used its new powers over Google to impose a conduct requirement: publishers get a genuine choice to keep their content out of Google’s AI Overviews without being penalised in ordinary search rankings for doing so.
Before this, the practical reality (not an explicit rule, just how the system behaved) was that the same crawl access powered both your normal listing and your inclusion in AI-generated summaries. There wasn’t a clean way to have one without the other. The CMA’s intervention followed a complaint from publisher and open-web advocacy groups, who argued Google’s AI summaries were repackaging their content and pulling away the clicks that used to reach it.
Google’s own public position, laid out in its Search Central documentation on AI features, has always been that opting out doesn’t affect ranking. The CMA ruling turns that from a stated policy into something Google is legally required to guarantee, with the regulator able to act if it doesn’t hold up in practice.
Two things worth being precise about, because most coverage of this ruling blurs them. First, the government’s own language describes the eligible parties as “publishers, like news organisations”, which is why most of the commentary so far has focused on newspapers and media sites, not ordinary SMEs. Second, and this is the part that gets missed: nothing in the mechanism itself is news-specific. It works through the same Search Console settings any site owner already has access to. Whether a plumbing business or a local accountant should actually use it is a different question, covered below.
Does ranking well still mean I’ll be seen?
Not automatically, and this is the real shift AI Overviews created, separate from the CMA ruling entirely.
Ranking and being cited are two different jobs. Ranking gets you the position on the page. Citation gets you pulled into the answer box that sits above all the normal listings. You can do both, one, or neither, and a page can rank at position one and still lose the click to an Overview built from a competitor’s content.
The mechanism is straightforward once you see it. Google’s AI Overview needs to answer the searcher’s question. It scans the content that’s already ranking for that query and looks for a passage it can lift cleanly, one that answers the question without needing to be reassembled or reinterpreted. If your page buries the actual answer in the third paragraph after two paragraphs of throat-clearing, it’s a harder pull than a competitor’s page that opens each section with the answer itself.
This is why “rankings up, traffic flat or down” is such a common pattern right now. Search Engine Land’s 2026 breakdown of AI Overview citation behaviour found that pages most frequently cited often carry fewer backlinks than pages that rank higher but never get pulled into the answer box, precisely because citation rewards clean, extractable answers over raw authority. The SEO work is doing its job. It’s just not the only job left to do.
Is this happening to my site specifically?
The diagnostic takes about two minutes in Search Console.
Open the Performance report and set the date range to the last three to six months. Look at impressions and clicks together. If impressions are flat or climbing while clicks are falling, something is intercepting the traffic between the search result and your page. In 2026, for informational and “how does X work” style queries, the most likely cause is an AI Overview sitting above your listing.
Then narrow it down. Sort the Queries tab by impressions and look for terms where clicks lag well behind. Search one of those terms yourself, in an incognito window, and check whether an Overview appears. If it does, check whether your own site is named as a source. If it isn’t, open whichever page is cited and compare how it opens its sections against how yours does.
One pattern is worth calling out specifically because it surprised us on our own site before we went looking for a client example. We track our own AI-search service pages the same way, and the query data told a clean story: impressions for AI-search-related terms climbed steadily through the middle of 2026, month over month, and clicks on those same pages sat at zero the entire time. Not low. Zero. The pages were being surfaced. Nobody was arriving from them. That’s the ranking-versus-retrieval gap in its purest form, and it’s exactly the kind of thing that only shows up when you look at impressions and clicks side by side rather than at rankings alone.
If I opt out, am I protected?
No, and this is the trade-off most coverage of the CMA ruling skips entirely.
Opting out under the new mechanism stops Google pulling your content into an AI Overview. It does not mean you keep the visibility you’d otherwise have lost. It means you’re no longer in contention for that visibility at all. Whichever competitor stayed in gets cited instead, and picks up the trust and the click that comes with being the named source in the answer.
For a news publisher whose business model depends on the click landing on their own ad-supported page, that trade can make sense. Their content is often being summarised wholesale, with little left for the reader to go and check.
For most UK small and medium businesses, the calculation is different. Your content isn’t being repackaged into a rival publication. It’s being used to answer a question your prospect was already going to ask somewhere, and the citation itself carries a trust signal a plain ranking doesn’t. Visitors who arrive after seeing you cited in an AI answer tend to arrive further along in their decision, because the AI has already vouched for you as a credible source before they click through.
Opting out, for most SMEs, trades a chance at that trust-transfer for nothing in return. The better move, for almost everyone outside news publishing, is restructuring content to win the citation rather than removing yourself from the contest.
What should a UK business actually do differently?
Three things, in order of effort.
Restructure the first sentence under every heading. The single highest-leverage change is making sure the sentence immediately following each subheading is a complete, self-contained answer to the question that heading poses, in plain language, before any supporting detail. That’s the passage most likely to get lifted into an Overview or quoted by ChatGPT.
Check your crawler access. If you’ve changed CDN or security settings recently, especially Cloudflare, confirm you haven’t accidentally blocked the crawlers that power AI citations along with the ones you meant to block. This is a five-minute check that occasionally explains a drop nothing else accounts for.
Prioritise informational pages first. AI Overviews trigger heavily on “what is”, “how does” and “why” style queries, and far less on transactional searches. If you’re losing clicks on blog and guide content while product or service pages hold steady, that pattern confirms where to focus the rewrite first. Your commercial pages can come second.
None of this replaces the fundamentals. A page still needs to be technically sound, genuinely useful and properly structured before any of it can be cited by anything. This is an additional layer on top of ordinary SEO, not a replacement for it.
How red&white approaches this for UK clients
We treat AI visibility as an extension of the SEO work, not a separate service bolted on afterwards, because the technical foundation is shared: clean site structure, real expertise, content that’s actually true and checkable.
What we add on top is testing the specific prompts a client’s buyers are likely to ask across Google AI Overviews, ChatGPT and Perplexity, recording whether the business appears, then fixing the structured data, entity consistency, and answer-first formatting that’s actually blocking citation. We also run the same impressions-versus-clicks diagnostic described above across every client account as standard, not just when someone flags a problem, because the pattern is easy to miss until you’re looking for it directly.
For a UK business working with a Search Console account that’s showing the same “impressions up, clicks flat” pattern, that diagnostic and the rewrite that follows it are usually the fastest path back to visible results, faster than waiting for a full content overhaul to pay off. It’s the same underlying shift covered in will ChatGPT replace Google for UK businesses?, AI answering more of the question before anyone clicks through.
The bottom line
The CMA ruling is a genuine, useful change, and it’s worth knowing your rights under it. But for the overwhelming majority of UK businesses, it answers a question you probably don’t need to act on. Opting out isn’t protection, it’s forfeiture, and the businesses actually gaining ground right now are the ones restructuring their content to win the citation, not the ones removing themselves from the running.
Check your own Search Console this week. If impressions are steady and clicks are sliding, that’s your answer, and it’s a fixable one. If you want a second pair of eyes on where the gap is coming from, look at our SEO work or get in touch and we’ll run the diagnostic with you.
Questions.
Do AI Overviews replace normal SEO?
No. AI Overviews sit on top of normal rankings and pull from pages that are already ranking well. Good technical and content SEO is still the entry ticket. What's changed is that ranking well no longer guarantees the click, because the Overview can answer the question before anyone reaches your page.
Does opting out of Google AI Overviews hurt my search ranking?
Google says no, and the UK's competition regulator has now made that separation a legal requirement rather than just a promise. Your blue-link position stays the same either way. What changes is whether your content can be pulled into the answer box at all.
Can UK small businesses use the CMA opt-out, or is it just for news publishers?
The ruling was won by news and publishing bodies and the government's own language talks about 'publishers, like news organisations'. Nothing in the mechanism itself is restricted to news sites though, since it works through standard Search Console controls any site owner can access.
Why has my traffic dropped even though my Google rankings haven't moved?
Check Search Console for impressions holding steady while clicks fall. That gap usually means an AI Overview is now answering the query before the searcher reaches your listing. Your ranking is fine. The click is what's being intercepted.
Should my business opt out of AI Overviews?
For most UK SMEs, no. Opting out doesn't protect a slot, it forfeits it to a competitor who stays in. The better move for most businesses is restructuring content so it gets pulled into the answer, not blocking the answer altogether.
What our clients say.
5.0I have worked with a few agencies before, but none come close to the great service, communication and results we have had while using Red+White! They have managed our Google Ads account, running P-Max, Search and Dynamic Search ads - and helped us achieve a great return on investment by reaching targets for our e-commerce store! Thank you Darren and Jean for your clear communication and undying dedication to detail while handling our account!
Working with Red + White Agency has been a game-changer for our brand. Their strategic approach and creative insight have significantly boosted our brand awareness and elevated how we connect with our audience. From day one, they demonstrated a deep understanding of our goals and delivered solutions that not only resonated with our audience but also improved the overall user experience across our platforms. Their team is proactive, responsive, and incredibly easy to work with, always going the extra mile to ensure we're ahead of the curve. We've seen measurable improvements in engagement and customer satisfaction since partnering with them. If you're looking for a team that truly understands how to grow and refine your brand, Red + White Agency is the way to go. Highly recommended!
I had the pleasure of working with RED MARKETING, and I can confidently say they are an outstanding agency. Their efficiency and creativity are truly impressive, and they maintain a remarkably high standard of attention and insight for their clients. What sets them apart is their commitment to treating each client as a unique individual, ensuring that every strategy is tailored to specific needs. They pride themselves on being at the top of their game, and it shows in their results. If you're looking to elevate your brand, I highly recommend RED MARKETING!
Wow guys! Thank you to Jean and his team for making it super easy and effective to get my website and website traffic to where it is now. With so much knowledge in the space, our SEO and Google tracking has proven itself monthly!! Can't recommend this enough for ALL business 👏 Many thanks from IVgo Cape Town!
I Wanted to take a moment to share my thoughts on working with Darren, Jean, and their incredible team. From the get-go, these guys have been nothing short of amazing. It’s not just their skills with Google Ads that’s impressive – it’s their attitude and approach that really stand out. Working with Darren and Jean feels like teaming up with friends who genuinely care about your success. They're super easy to work with, always warm, and bring a positive vibe that makes even the toughest of tasks seem doable. They're not just in it for the paycheck – it’s clear they're here to help us succeed, and that’s exactly what they’ve done. It’s been a great journey with them, and I can’t recommend these guys enough. If you're looking for a team that's skilled, dedicated, and truly values your success, look no further. Cheers to Darren, Jean, and the team for being awesome at what they do!
As a team of creatives, having RED & WHITE to pass our clients on to has been a massive help for our team. They offer the necessary advertising services that our team do not have the capabilities , or specialist understanding to offer. Transparent and trustworthy are the best way I could describe what to expect if you decide to work with their team. It also goes without saying they know what they are doing in the advertising space but you can ask them anything you like to bring your own peace of mind, as I mentioned earlier, they are very transparent with their capabilities and what you can expect from them.
We couldn't be happier with the results our SEO agency Red + White have delivered! Their expertise, dedication, and strategic approach have significantly improved our website's rankings and online visibility. Thanks to their efforts, we've seen a noticeable increase in traffic and conversions. Highly recommend their services!
We are incredibly grateful to Jean and the team for elevating Royal Paving's, landscaping services. Thanks to their support, we've experienced significant growth in our business. Highly recommend their expertise!
We moved over to red and white and experienced immediate increases in leads. They are a pleasure to deal with.
Amazing service from red+white Digitally Creative, great communication from Jean and team, we appreciate you working late and making sure we are always on top of the game, great customer service. I would advise anyone to use their services without any hesitation. Their prices are very competitive.
Working with, red+white Agency has been the best ever move for my business. We are always at the top of any Google search, and they are amazing at problem-solving: their service is top-notch! Thanks, Jean and team!
Knowledgeable and efficient 👌 We trust Red + White with all our collaborations!
Strategic, attention to detail, hands on expertise. Great service! Highly recommend Red+White.
Fantastic service! Highly recommend red+white Agency for any digital marketing needs!
Excellent service!! Great creativity and brilliant communication. Thanks Jean & team!!
Awesome service
I recently had the pleasure of working with Red+White Marketing Agency, and I couldn't be more impressed with their services! From the outset, their team demonstrated exceptional professionalism and creativity. They took the time to understand my business needs and crafted a tailored marketing strategy that truly resonated with my target audience. The communication throughout the process was outstanding, they kept me informed at every stage and were always receptive to feedback. Their innovative approach to digital marketing helped elevate my brand's online presence significantly. I noticed an increase in engagement and leads almost immediately after implementing their strategies. What I appreciated most was their dedication to results. Red+White Marketing Agency not only delivered on their promises but exceeded my expectations. If you're looking for a marketing agency that combines passion, expertise, and a personal touch, I highly recommend Red+White. They are a powerhouse in the marketing world, and I look forward to continuing our partnership!
I have worked with a few agencies before, but none come close to the great service, communication and results we have had while using Red+White! They have managed our Google Ads account, running P-Max, Search and Dynamic Search ads - and helped us achieve a great return on investment by reaching targets for our e-commerce store! Thank you Darren and Jean for your clear communication and undying dedication to detail while handling our account!
Working with Red + White Agency has been a game-changer for our brand. Their strategic approach and creative insight have significantly boosted our brand awareness and elevated how we connect with our audience. From day one, they demonstrated a deep understanding of our goals and delivered solutions that not only resonated with our audience but also improved the overall user experience across our platforms. Their team is proactive, responsive, and incredibly easy to work with, always going the extra mile to ensure we're ahead of the curve. We've seen measurable improvements in engagement and customer satisfaction since partnering with them. If you're looking for a team that truly understands how to grow and refine your brand, Red + White Agency is the way to go. Highly recommended!
I had the pleasure of working with RED MARKETING, and I can confidently say they are an outstanding agency. Their efficiency and creativity are truly impressive, and they maintain a remarkably high standard of attention and insight for their clients. What sets them apart is their commitment to treating each client as a unique individual, ensuring that every strategy is tailored to specific needs. They pride themselves on being at the top of their game, and it shows in their results. If you're looking to elevate your brand, I highly recommend RED MARKETING!
Wow guys! Thank you to Jean and his team for making it super easy and effective to get my website and website traffic to where it is now. With so much knowledge in the space, our SEO and Google tracking has proven itself monthly!! Can't recommend this enough for ALL business 👏 Many thanks from IVgo Cape Town!
I Wanted to take a moment to share my thoughts on working with Darren, Jean, and their incredible team. From the get-go, these guys have been nothing short of amazing. It’s not just their skills with Google Ads that’s impressive – it’s their attitude and approach that really stand out. Working with Darren and Jean feels like teaming up with friends who genuinely care about your success. They're super easy to work with, always warm, and bring a positive vibe that makes even the toughest of tasks seem doable. They're not just in it for the paycheck – it’s clear they're here to help us succeed, and that’s exactly what they’ve done. It’s been a great journey with them, and I can’t recommend these guys enough. If you're looking for a team that's skilled, dedicated, and truly values your success, look no further. Cheers to Darren, Jean, and the team for being awesome at what they do!
As a team of creatives, having RED & WHITE to pass our clients on to has been a massive help for our team. They offer the necessary advertising services that our team do not have the capabilities , or specialist understanding to offer. Transparent and trustworthy are the best way I could describe what to expect if you decide to work with their team. It also goes without saying they know what they are doing in the advertising space but you can ask them anything you like to bring your own peace of mind, as I mentioned earlier, they are very transparent with their capabilities and what you can expect from them.
We couldn't be happier with the results our SEO agency Red + White have delivered! Their expertise, dedication, and strategic approach have significantly improved our website's rankings and online visibility. Thanks to their efforts, we've seen a noticeable increase in traffic and conversions. Highly recommend their services!
We are incredibly grateful to Jean and the team for elevating Royal Paving's, landscaping services. Thanks to their support, we've experienced significant growth in our business. Highly recommend their expertise!
We moved over to red and white and experienced immediate increases in leads. They are a pleasure to deal with.
Amazing service from red+white Digitally Creative, great communication from Jean and team, we appreciate you working late and making sure we are always on top of the game, great customer service. I would advise anyone to use their services without any hesitation. Their prices are very competitive.
Working with, red+white Agency has been the best ever move for my business. We are always at the top of any Google search, and they are amazing at problem-solving: their service is top-notch! Thanks, Jean and team!
Knowledgeable and efficient 👌 We trust Red + White with all our collaborations!
Strategic, attention to detail, hands on expertise. Great service! Highly recommend Red+White.
Fantastic service! Highly recommend red+white Agency for any digital marketing needs!
Excellent service!! Great creativity and brilliant communication. Thanks Jean & team!!
Awesome service
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How to choose an SEO agency in the UK (2026 checklist)
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