The way we search is evolving, since the introduction of Google AI Overviews in July 2024, we’ve seen easily the biggest development in Google search to date. The feature has been revolutionising the way users search and obtain information in SERPs (search engine results pages).
Getting your website and its content to the top of organic listings might not be the holy grail of SEO (search engine optimisation) anymore. With AI Overviews now taking the top spot in SERPs, occupying a large majority of screen space, it presents a new potential area where you want your content to appear.
While SEO may seem like a dark art, the fundamentals remain straightforward: focus on sharing value-driven content underpinned by authority and trust. If you stick to best practices and understand how the new feature works, getting your website’s content into the AI Overview is achievable.
Join us as we share four ways to maximise your chances of featuring in Google AI Overviews.
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1. Continue with high-value content
If your content already ranks high in SERPs, there’s a good chance it could feature in the AI Overview. According to Rich Sanger and Authoritas, 53% of pages in Position 1 appear in AI Overviews, compared to 36.9% in Position 10.
Focus on producing high-value content and following Google’s E.E.A.T principles:
- E = Experience
- E = Expertise
- A = Authority
- T = Trust
Tip: Demonstrate quality over quantity. Link to sources when referencing statistics or making statements, and provide additional information to support your claims.
2. Create content for both direct and related searches
Think about the customer’s full journey. Whether they’re at the start or end of their search, provide content that addresses their needs throughout the process.
Example:
A user searches for “best hotels in Oxford.” After answering their initial query, anticipate their next questions, such as “best restaurants in Oxford” or “a guide to Oxford’s public transport.” Providing comprehensive answers improves user experience.
3. Multi-channel marketing
Some content in Google AI Overviews is pulled from social media platforms like Instagram and Facebook, making a multi-platform strategy essential.
Idea: Repurpose content. For instance, turn an article full of useful stats into an infographic for social media and share snippets to engage your audience.
4. Brand authority
Authority is a cornerstone of SEO. Building it takes time but pays dividends in SERP rankings and AI Overviews.
Tip: Encourage customers to leave Google reviews. Positive reviews build trust and authority. Simplify the process by providing a direct link for customers to submit their feedback.
In conclusion
Whilst it feels like a lot is changing on Google, the approach to high-value content remains the same. If your strategy focuses on providing information pieces that follow Google’s E.E.A.T, you’re on the right path and we recommend sticking to this. With that said, it’s just as important now to look at areas outside of your website, that are linked to your brand, that can affect your rankings. These can be on SERPs, such as reviews, or outside of them, like social media channels. Developing a strategy that considers the four tips above will maximise the chances of your brand appearing in Google’s AI Overview.
