Google AI Overviews: What They Are, How They Work, and How to Get Your Brand Featured

Google’s search results aren’t what they used to be – in fact, they’re smarter. If you’ve noticed an AI-generated summary popping up at the top of some Google searches, you’ve seen Google’s new AI Overviews in action. These AI Overviews use generative AI to give searchers a quick answer right on the results page, complete with key points and links to dig deeper. In other words, Google is doing the reading for us and handing over a mini-report on a silver platter. Great for users in a hurry; a bit nerve-wracking for those of us in SEO and marketing.

So what exactly are AI Overviews, why do they matter, and (most importantly) how can you get your brand’s content featured in them? In this guide, we’ll break it all down for CMOs, SEO strategists, and SaaS marketing teams.

We’ll explain Google AI Overviews in plain English (with a dash of humor to keep things light), explore how this feature is reshaping SEO and content strategy, and give you actionable steps to earn a spot in the AI Overview spotlight. By the end, you’ll see why adapting to this AI-driven search feature isn’t just a nice-to-have – it’s becoming essential for staying visible online. Let’s dive in!

What Are Google AI Overviews?

Google AI Overviews are AI-generated summaries of search results that appear at the very top of Google’s search results page. Think of them as Google’s way of saying, “Hey, we went ahead and read a bunch of webpages for you – here’s the gist of what they have to say.” These Overviews are powered by Google’s generative AI (built on their Gemini large language model) and pull information from across the web and Google’s own Knowledge Graph. The result is a concise snapshot answer to your query, often presented in a few paragraphs or a list or even a table, depending on what fits best.

How do AI Overviews look?

Imagine you search for “what is SEO.” Instead of scrolling straight to the top organic result, you might see a boxed summary at the top of the page that briefly explains SEO, with a couple of clickable links underneath. Those links (sometimes shown as clickable cards) lead to the sources that Google’s AI used (or at least sources that support the info) in the overview. Essentially, the AI Overview is like a quick answer box – an answer engine result – sitting above the regular 10 blue links, and sometimes even above the ads.

Google first rolled out AI Overviews in May 2024 as part of Search Labs (under the name Search Generative Experience, or SGE) and gradually expanded it. By mid-2024, this feature was available to users in the U.S., and later the UK, India, Japan, and other countries with local language support.

Initially, only users who opted into the experiment or were logged in saw them, but Google has been expanding access; by late 2024, many logged-in users saw AI Overviews by default. (Don’t worry if you haven’t seen one yet – they’re still rolling out globally and to logged-out users gradually.) The key is that Google will trigger an AI Overview only for certain searches where its systems believe a synthesized answer would be helpful.

So what kinds of searches spark an AI Overview?

Typically, these are broad or complex queries where a quick summary can save you time. For example, informational questions (“How do cells undergo mitosis?”), general knowledge queries (“best cities for tech startups with low cost of living”), planning queries (“5-day travel itinerary in Spain”), product research (“best noise-cancelling headphones under $200”), and even some YMYL (Your Money or Your Life) queries (“how to lower blood pressure”) may trigger AI Overviews. Google won’t usually generate AI answers for very simple queries or those with a single factual answer (you’ll still just get a Featured Snippet for those), and it treads carefully with highly sensitive topics. But the range is expanding – everything from travel plans to shopping comparisons to health advice might come with an AI-crafted summary at the top of the page.

Each AI Overview is tailored to the query. Sometimes it’s like a mini article with multiple paragraphs of explanation. Other times, it might present a bulleted list or step-by-step guide (great for “how to” queries) or a comparison table (perfect for “this vs that” or best-of lists). For instance, a search for “home remedies for hair loss” could return an AI Overview with a nice table of remedies and images. Search “4 steps to cook rice” and you might see an AI-generated step-by-step list. It’s a very flexible format – Google’s AI basically chooses whatever format can answer the query most clearly.

Image credit: Serpstat

Under the hood, Google’s Gemini AI works with the search index and Knowledge Graph to produce these answers. Unlike a pure chatbot (e.g., ChatGPT’s direct answers), Google’s AI Overviews are grounded in the search results. That means after the AI drafts an answer, Google provides sources – in the form of those clickable link cards or cited websites – to back up the information and let users read more. Google has been careful not to call these sources “citations” in a formal sense, likely because the AI isn’t directly quoting one source word-for-word. Instead, Google describes it as showing “links to resources that support the information in the snapshot”. In practice, it means if your brand’s content helped inform the AI’s answer (or covers a relevant aspect of the topic), it could be featured as one of these supporting links.

These source links can appear in a few ways. Often, you’ll see a carousel of link cards at the bottom of the AI Overview box – maybe three suggestions to “learn more” from external sites. There are also expandable dropdown sections in longer AI Overviews that, when clicked, show more info plus a source link for that specific detail. Google might even pull in content from places like YouTube videos, Reddit or Quora threads as sources in some cases.

One more thing: currently, AI Overviews often appear in a collapsed state by default. You’ll see a colorful “AI snapshot” with one or two lines, and you need to click “>” or “Show more” to expand the full overview. Once expanded, you get the full generative answer and all those cited links and options. Users who have the full AI Labs experiment enabled might see the expanded answers more often, but Google’s still testing how much to show by default. In any case, this feature is clearly Google’s new pride and joy in search, and as marketers, we need to understand it well.

Why AI Overviews Matter for SEO and Content Strategy

You might be thinking: “Okay, neat feature – but what does this mean for my website’s organic traffic and SEO strategy?” The short answer: AI Overviews are shaking things up, and we need to adapt. Here’s why this feature deserves every CMO and SEO’s attention.

1. It changes how users engage with search results. AI Overviews often provide the instant answer a user is looking for. This inevitably means more zero-click searches, where the searcher might get what they need from Google’s summary without clicking any organic result. We’ve already seen this trend with Featured Snippets and knowledge panels – users sometimes find their answer on Google and don’t visit any website. AI Overviews take this to a new level, because they can answer more complex, multi-part questions in one go. For example, if someone searches “top HR software for small businesses,” the AI Overview might list and summarize several options right there. The user could theoretically read that and feel informed enough without ever visiting a single vendor’s site. Fewer clicks on organic listings can mean less traffic for everyone except those featured in the overview.

2. However, if you are featured, you gain a new kind of visibility. Being one of the chosen sources in an AI Overview is like getting a mini endorsement from Google. Your link appears prominently in the context of an answer, which can increase trust and brand exposure. Even if the user doesn’t click immediately, just seeing your brand cited as an authority can be a win. And if they do click, they’re coming in with confidence that your content is relevant to their question. In fact, Google has claimed that the links included in AI Overviews get more clicks than they would have as regular organic results for that query. According to Google’s early data, people using AI Overviews tend to explore a wider range of sources and click those suggestion links more than they would scroll down to a normal result. (Whether we SEO folks believe Google’s rosy picture is another story – a few raised eyebrows remain in the industry.) But there is some logic there: if an AI Overview covers a nuanced question, users might be curious to read further detail from the cited sources, especially if the overview piqued their interest in a sub-topic.

3. It’s a new battleground for content, on top of traditional SEO. Before, the SEO game was “rank #1 and grab the Featured Snippet if you can.” Now, there’s an additional game: get into the AI Overview. You could rank lower on page 1, but still be pulled into the AI summary, effectively leapfrogging to the top in a different way. Conversely, you might be rank #1 and still not be included in the AI Overview if Google’s AI didn’t pick up your content. In one case, a BrainZ Digital client’s page was ranking #1 organically but wasn’t showing in the AI Overview for that keyword – until we tweaked the content (we’ll get to how) and then it appeared in the AI box.

So now SEO isn’t just about the blue links; it’s about being part of the answer. This shifts content strategy toward answering questions directly and comprehensively. Some are calling this shift Answer Engine Optimization (AEO) – an evolution of SEO where your goal is to have your content served as direct answers in search, whether via snippets or AI-generated responses. If you’ve optimized for Featured Snippets in the past, you’re already on the AEO train; AI Overviews are like that strategy on steroids.

4. It emphasizes E-E-A-T and topical authority. Google’s AI isn’t just randomly picking links – it’s looking for information it trusts to incorporate into answers. In the era of misinformation, Google is cautious about what its AI will say to users. In fact, recent analysis shows a heavy bias toward expert and authoritative sources in AI Overviews, especially on sensitive queries. BrightEdge found a 70% shift toward content from established institutions and organizations for technical and YMYL topics, as Google tries to give more trustworthy responses. That means your content’s expertise, authority, and trustworthiness (E-E-A-T) are more critical than ever. If you’re a SaaS brand, for example, and you want your thought leadership article to be referenced by the AI, it better be well-researched, accurate, and demonstrate expertise – otherwise Google’s AI might favor quoting a more authoritative site. This also ties into topical authority: sites that thoroughly cover a topic tend to be seen as authorities and are more likely to be referenced. If you have a one-off article on a topic but a competitor has a whole library of content on it, guess whose info the AI might find more credible?

5. It’s changing user behavior and expectations. As AI Overviews become more common, users will come to expect quick, on-the-spot answers. The days of clicking through multiple pages to piece together an answer (the old “open 10 tabs” routine) may fade. This means content that’s straightforward and skimmable will win. Users might spend less time on any single site – instead, they hop from the AI summary to one source, then back to the summary, then maybe to another source. It’s a more guided experience. For marketers, this underscores the need to make every click count. If a user lands on your page via an AI Overview link, they’re on a mission for a specific piece of info (since they clicked through a targeted snippet). You need to satisfy that intent immediately or risk them bouncing back. In a way, Google is becoming an intermediary “concierge” – introducing users to sources with a preview of what they offer. Your job is to ensure your content looks enticing to click on (the title and snippet Google chooses) and then delivers value when the user arrives.

To sum up, AI Overviews matter because they represent a significant shift in SEO. They can steal clicks away from traditional results, but also open new opportunities to capture visibility if your content is optimized for this format. Spoiler: it involves a mix of classic SEO best practices and some new tricks for the AI era.

Before we dive into tactics, one reassuring note: Google isn’t throwing out the old rules entirely. In fact, Google’s own Search Central guidance for AI Overviews says there’s “nothing special for creators to do” other than continue to follow their standard Search Essentials guidelines. From Google’s perspective, if you produce high-quality, crawlable, helpful content, you’re eligible to be included. That said, in the SEO community we’ve identified specific patterns and optimizations that can boost your chances. It’s time to explore those.

How Google AI Overviews Work (Behind the Scenes)

Understanding (in simple terms) how Google’s AI Overviews work will help you strategize how to get featured. Don’t worry, we won’t get too technical – you don’t need a PhD in AI, just a marketer’s curiosity.

At a high level, when you search a query that triggers an AI Overview, Google’s systems do a few extra things behind the curtain:

1. They parse your query and gather relevant info. Google uses its regular search index and ranking algorithm to find the top results, just like any search. But then the generative AI (the Gemini LLM) steps in to summarize the combined information from those top sources, along with any relevant facts from the Knowledge Graph. It’s a bit like the AI reads the first page of results for you, pulls out key points, and synthesizes an answer.
2. The AI drafts an answer, then sources are identified to support it. Google’s AI essentially generates a response in natural language – this is the “snapshot” you see. After or during this process, Google selects specific web content to cite as evidence or for further reading. This is where Google’s traditional ranking signals and algorithms play a role: the AI isn’t just hallucinating an answer, it’s constrained (we hope) by actual trusted content on the web. The links you see in the AI Overview are usually pages that either contain the answer phrased similarly or cover aspects of the answer in detail. They might even link to a specific passage on a page that the AI found useful. (If you’ve ever clicked an AI Overview link and noticed the page scrolls to a highlighted sentence – that’s Google using a text fragment anchor to jump to the part of the page it thinks is relevant.)
3. The AI Overview is displayed with interactive elements. As mentioned, initially, you may see just a collapsed summary. If you expand it, you might get additional features: dropdown sections for subtopics, “Follow-up” questions you can click (Google’s way of letting you refine or ask a related question), and product carousels or widgets for shopping queries. For example, a query about the “best running shoes for flat feet” might show an overview with a summary of what to look for, and a carousel of specific shoe models with prices pulled from Google’s Shopping Graph. Google’s AI is blending traditional search features (like shopping results, maps, etc.) into the AI answer when relevant, making the overview a one-stop shop.
4. Sources in AI Overviews can include almost any content type, not just traditional web pages. We’ve seen YouTube videos (with direct timestamp links), forum answers, Reddit threads, scholarly articles, and more being cited. One study found that a whopping 82.5% of AI Overview citations are to “deep” content pages (like specific blog posts or articles), rather than just homepages or simple info pages. This indicates Google’s AI dives into detailed content to find answers, often pulling from the middle of comprehensive articles. So don’t assume only your homepage or a top-level page can be featured – it’s more likely to be a specific blog post, guide, or FAQ on your site that gets picked up.
5. It’s still evolving. AI Overviews are not static – Google is constantly refining when and how they appear. Early on, Google actually dialed back how often AI Overviews showed up, likely to fine-tune quality. As of late 2024, they were appearing in roughly 30 %+ of searches in the US and climbing. Google also updated the interface to include more direct links (after feedback that initial versions were too much of a dead-end). For instance, by July 2024, Google officially started showing clickable citations within the AI summary text itself, not just at the bottom, making it clearer which info came from where. All of this is to say: the AI Overview format and frequency can change, but the underlying approach (AI summarizing content, with sources cited) seems to be here to stay as a permanent part of Google Search.

For us as content creators and SEO pros, knowing that Google’s AI Overview is an amalgamation of top-ranking content plus Google’s own knowledge means one thing: if you want to be featured, you need to be part of that top-notch content pool. The next section covers exactly how to do that. But before we jump in, here’s a quick summary of the key factors that influence whether your content might show up in an AI Overview:

Factors That Help Content Show Up in AI Overviews (and why they matter):

Now, let’s break down how to actually capitalize on these factors with actionable steps. (Time to make your content so good that Google’s AI can’t help but include it!)

How to Get Your Brand Featured in Google’s AI Overviews

Alright, here’s the big question: How do you land a coveted spot in those AI Overviews? Google says just “do the usual good SEO stuff,” but we all know there’s a bit more nuance to it. Based on what we’ve learned since AI Overviews launched, here’s a game plan to get your brand in the mix.

Lay a Strong SEO Foundation

Start with the basics – you won’t win the AI game if your regular SEO house is in disarray. Remember, AI Overviews largely pull from pages that Google already ranks (or deems worthy) in traditional search. So, step one is ensuring your content can compete on page one without the AI layer.

Focus on all the classic ranking signals:

• Keyword optimization and relevance – Does your page target the queries (or very close variants) that might trigger an AI Overview? You still need to nail the on-page SEO and meta tags so Google knows what your content is about.
• Quality backlinks – Backlinks from authoritative sites act like endorsements, which boost your overall authority in Google’s eyes. Especially seek links within your niche to build topical authority.
• Technical SEO – Make sure your site is crawlable, indexable, and fast. A fast page speed and mobile-friendly design contribute to better rankings and a good user experience. Google’s AI won’t surface your content if Googlebot has trouble accessing it or if users hate using it.
• User engagement signals – While not directly stated, content that satisfies users (e.g. low bounce rate, high time-on-page) likely correlates with better ranking and could indirectly help you get picked for Overviews. It indicates your content actually delivers value for the query.

In short, treat AI Overviews as an extension of normal search. They’re not an excuse to abandon SEO fundamentals – quite the opposite. For instance, if you’re a SaaS company wanting your blog post featured for “best project management tools,” that post better be technically sound and SEO-optimized like any page you’d want to rank at the top of Google. Generative Engine Optimization (GEO) – optimizing for AI-driven results – starts with traditional SEO done right. (We often explain to our clients that GEO is not a replacement for SEO but an evolution of it: you still need to earn Google’s trust first.)

One caveat: ranking #1 doesn’t guarantee an AI Overview feature, and conversely, an AI Overview might cite a site ranking lower down. But generally, if you’re nowhere on regular SERPs, your chances of being in the AI summary are slim. So first, get into the game by elevating your organic rankings through solid content and SEO. Then move to the next steps.

Answer the Question Immediately (Be an AEO Pro)

Now let’s channel our inner Q&A guru. To get featured in an AI Overview, your content needs to answer the user’s question clearly and as early as possible on the page. This is classic Featured Snippet strategy, often dubbed Answer Engine Optimization (AEO) – optimizing your content so search engines can pull a quick answer from it. In the context of AI Overviews, it’s super important because the AI is essentially looking for succinct nuggets to weave into its summary.

Practically speaking, this means: lead with the answer. If your page is targeting a question or a query that implies a question, don’t bury the answer 800 words in. Use the first paragraph (or at least the first section) to deliver a concise definition or summary. For example, if your article is “What is a sponsored tag in SEO?” start off with a sentence like, “A sponsored tag is a link attribute that indicates a link is paid for, telling search engines not to pass SEO value.” That is a neat, self-contained answer.

See our win here with our client:

A few tips for crafting these quick answers:

• Keep it short and simple. Aim for 1-3 sentences that directly address the query. If a user asks “How does X work?” your intro should say “X works by…”.
• Use the query phrasing in your answer if possible. This helps Google see the relevance. For example: Question: “What is zero-click search?” Answer snippet: “A zero-click search is a search where the user finds the answer directly on the Google results page and doesn’t click through to any website.”
• Avoid fluff or caveats in that first bit. Don’t start with “In this article, we will explore the concept of…” – that can come later. Jump straight to the definition or answer. Think of how an encyclopedia or wiki entry starts: concise and factual.
• Format matters – use a paragraph for a definition, or a bulleted list if the question is “What are the steps to do X?” Structured answers are easier for Google to grab. If the query is best answered as a list (like “What are the top 5 tactics…”), consider listing them right after an intro line.
• One point per paragraph. Interestingly, AI Overviews often cite specific short passages from pages. If you cram too many ideas into a long paragraph, the useful nugget gets lost. Make it easy for Google to highlight a single nugget of text that stands alone.

By doing this, you’re basically handing Google’s AI the quote on a silver platter. It might paraphrase you in the final overview (the AI often rewrites the text in its own words), but if you see your point echoed in the AI summary, you’ve done your job. One SEO expert joked that optimizing for AI Overviews felt like going back to the Featured Snippet playbook from 5 years ago – and it’s true. The same tactics we used to capture “Position 0” answers now apply to this new AI box.

The takeaway: don’t bury the lede. Put on your journalist hat and give the who/what/why/when/how upfront. This doesn’t mean you can’t have a detailed article – it just means anyone skimming the top of your content (whether a human or Google’s AI) should immediately get the main answer or definition they came for. Details and nuances can follow after.

Make Your Content Easy to Digest

Ever notice how some web pages just invite you to keep reading, while others present you with a wall of text that makes you hit the “back” button? We want to be the former. From an AI Overview perspective, well-structured, easy-to-read content has a better shot at being selected. Why? Because clarity and organization make it simpler for the AI to identify relevant pieces of information. And from a user perspective, Google wants to promote content that users find accessible and helpful (a happy user reflection on Google).

Here’s how to optimize for readability and structure:

• Use clear headings and subheadings (H2s, H3s, etc.) for different sections. A logical outline not only helps readers but also signals to Google the flow of topics. If the query has multiple facets (e.g. “benefits of X” and “challenges of X”), consider dedicating sections to each. Google’s AI might draw from one section of your page for one part of its answer and another section for another part.
• Keep paragraphs short. Aim for 2-4 sentences per paragraph when possible. This isn’t a hard rule, but large blocks of text can be daunting. Short paragraphs with one idea each are scan-friendly.. This also naturally creates those nice bite-sized text chunks that AI Overviews love to quote.
• Use bullet points or numbered lists for lists of information. Ironically, while our instructions here say “avoid bullet lists where possible” for stylistic reasons, when writing on your website, using bullet points for steps, tips, or examples can be very effective. Google’s AI will often preserve list formatting in its overviews if it deems it useful. For example, if a query is “steps to improve page speed”, a quick list of “1, 2, 3…” on your page could show up as a list in the AI answer.
• Incorporate tables or comparison charts when appropriate. The AI is capable of reproducing simple tables in an overview. If your content compares features or data points, a table makes that info crystal clear. We’ve seen AI Overviews directly pull table data for queries like “comparison of X vs Y”. A well-labeled table (with descriptive headers) on your page might be perfectly suited for an AI summary.
• Highlight key terms or definitions. This could be bolding a few important phrases or using callout boxes for critical info. Don’t overdo it, but a little emphasis can draw attention (both human and AI attention) to the core points.
• Use images or diagrams if they help explain (and include descriptive alt text). Google’s AI might not “see” your image (yet), but remember it’s using a multimodal approach. It can use the context around an image or even identify text in images in some cases. Plus, if your page has an image that’s relevant (say an infographic of a process), the AI Overview might show an image (it often shows at least one image thumbnail). Better it be yours than someone else’s!

Essentially, structure your content for skimmers – because Google’s AI is the ultimate skimmer, reading and extracting in seconds what would take a human much longer. And of course, real humans skimming will appreciate it too. Web users often scan pages for headings, bullet points, and highlighted text to decide if the page has what they need. By making your content easy to navigate, you not only please Google’s algorithms but also reduce bounce rates and increase the chance that once someone clicks through from an AI Overview, they stay and read.

One more benefit: a well-organized page can rank for multiple related queries. You might get one section of your page featured for one query’s AI Overview and another section for a slightly different query. For example, your ultimate guide on “CRM software” might get cited for “what is a CRM?” in one overview (from the intro) and “how to choose a CRM” in another (from a later section). That’s maximizing your content’s value.

Demonstrate Authority, Expertise, and Trust (E-E-A-T)

If there’s one thing we’ve learned about Google over the years, it’s that quality and credibility are paramount – and that carries through to AI Overviews. The acronym E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) from Google’s quality rater guidelines is a handy framework here. To be chosen as a source in an AI Overview, your content must exude credibility. After all, Google is essentially endorsing your content by featuring it, so it errs on the side of caution.

Here’s how to boost your E-E-A-T for the AI era:

• Show real expertise. If appropriate, mention the author’s credentials or experience on the topic (and have a clear author bio). A blog post on medical advice by an actual doctor, for instance, is going to have a better chance than one by a random writer with no apparent expertise. Google’s systems and/or quality raters can pick up on author profiles, about pages, and external reputation. Even for SaaS or business content – if you have an expert (say your CTO writing about cybersecurity), put their name on it and highlight their experience.
• Cite trustworthy sources in your content. It might feel counterintuitive to link out, but linking to authoritative sources (research, official definitions, reputable publications) to back up facts can actually strengthen your content’s credibility. It shows you did your homework and aren’t just spouting opinions. Google’s AI likely incorporates information from those same high-quality sources, so aligning with them doesn’t hurt.
• Keep content up-to-date. Freshness can be an element of trustworthiness, especially in fast-changing fields. If your page hasn’t been updated since 2017 and it’s now 2025, an AI might consider the possibility that the info is outdated (unless it’s evergreen). Review and update your high-value content regularly. That way if Google’s AI scans it, it sees current references (e.g. “As of 2025,…”) and recent data. In fact, Google has hinted that their AI will try to provide current info when relevant (their SGE experiments even showed things like “this information is current as of [date]”). So ensure your content isn’t stale.
• Strengthen your site’s authority on the topic. This is a broader SEO goal, but if you want to be the go-to authority in, say, “email marketing software,” then produce multiple high-quality pieces on subtopics around that – from beginner guides to advanced tips. The more Google sees users engaging with your site for that topic, the more it trusts you. This can translate into being featured in Overviews for queries related to that domain of knowledge.
• Manage your reputation. Google’s documentation notes that for YMYL topics especially, they take into account the website’s reputation and reviews. While the AI Overview algorithm isn’t fully transparent, it’s safe to assume a site with a sketchy reputation (lots of negative reviews, known misinformation, etc.) won’t be favored. Keep your brand’s online reputation positive – respond to reviews, correct misinformation about your company out there, and so on. An interesting tidbit from BrightEdge: Google is getting better at knowing which sources to trust and when to cite them, even dynamically deciding to include expert content for technical queries. You want to be on that “trusted sources” list in your industry.

Case in point: For health and finance topics, we’ve observed AI Overviews often pulling from .edu, .gov, or well-known authoritative sites (think Mayo Clinic for health, Investopedia for finance). Competing there means you must demonstrate equal or greater expertise. For B2B SaaS brands, your blog will be up against industry publications or big-name consultancies. It might be worth collaborating with industry experts or commissioning studies to bolster your authority.

Also, don’t overlook the power of user trust signals on your site. This isn’t directly about AI Overviews selection, but if a user clicks your link from an AI Overview and lands on a sketchy-looking site, they’ll bounce. Indirectly, if Google sees users consistently bouncing off your page, that might affect your standing. Ensure your site looks professional: have contact info, easy navigation, no spammy ads, and helpful related content. All these feed into that trustworthiness vibe.

Cover Topics In-Depth (Topical Authority & Comprehensiveness)

We touched on this in E-E-A-T and in the table, but it’s worth its own emphasis: comprehensiveness is a competitive edge. AI Overviews often present a broad answer with opportunities to “dig deeper” into subtopics. If your content only covers one narrow aspect of a multifaceted query, Google might use your page for that bit and then use others for the rest – or it might favor a single source that covers everything. There’s a reason mega-guides and “complete guide to X” articles can do well here.

To leverage this:

• Anticipate related questions around your main topic and address them. This is similar to old-school FAQ optimization, but it works. For instance, if you have a page about “AI in marketing”, include sections or FAQs on “How AI in marketing works,” “Pros and cons of AI in marketing,” “AI marketing tools,” etc. That way, if a user query (and AI Overview) touches any of those angles, your page has a chance to be referenced for it.
• Use content hubs or series. If one page would be too long or unwieldy, create a content hub (interlinked pages) on the topic. Google’s AI might pull from multiple pages of yours if they’re all clearly related and you’re dominating that topic. For example, you could have an ultimate pillar page and then separate in-depth pages on each subtopic (which the pillar links to). Even if the AI Overview cites two different pages, they’re both your brand – win-win.
• Look at what AI Overviews are already showing for your target queries. This is a pro tip: manually trigger an AI Overview for a keyword you care about (if you have access via Labs or it’s available in your region). Examine the links and content it shows. These are effectively your competitors for that AI answer. What do they cover that you don’t? Are they addressing nuances or providing certain formats (like a video or a specific case example) that you could also include? For example, if the AI Overview for “best wireless earbuds for Android” shows: a buying guide, a specific product review, and a related query suggestion, you’d want to ensure your content includes a mini buying guide, maybe a comparison of top products, etc.. Basically, learn from what Google is currently favoring and make your content even more comprehensive.
• Keep the content organized (tying back to structure). If you cover many subtopics, use a table of contents or jump links. Google’s AI might even link directly to a subsection of your page if it’s well-demarcated. We’ve seen AI Overview links that point to a specific header on a page (using those text fragment URLs). That happens when one part of your page is particularly relevant. So make those parts easy to find.

A real-world example: A query like “how big water tank do you need for a pressure washing business” sounds pretty niche, right? But AI Overviews answering it pulled in different content types: a how-to guide on calculating water tank size, a YouTube video on whether you need a buffer tank, and an e-commerce page selling water tanks. That tells us the AI wanted to cover theoretical knowledge, practical demo, and shopping options in one go. Now imagine you’re a company in that space – if your site had a comprehensive guide that even embedded a video and linked to products, you could potentially cover all those bases yourself and be the featured source.

So, aim to be the one-stop resource for the user’s query intent. It not only helps your chances with AI Overviews but is also just good content strategy. Topical depth is a magnet for organic traffic in general and builds your site’s authority.

Use Schema Markup and Structured Data

While structured data (schema markup) isn’t a magic bullet, it can provide an edge by making certain types of content more visible and understandable to Google. Google has confirmed that schema isn’t required for AI Overviews, but it also notes that following their normal search guidance (which includes using structured data where appropriate) is beneficial. Our take: Schema helps Google help you.

Consider implementing a schema for:

• FAQ or Q&A content: If your page has a FAQ section answering common questions, using FAQPage schema can explicitly signal the questions and answers. It’s conceivable that Google’s AI could leverage that clarity to pull one of those Q&As into an overview (much like featured snippets often come from FAQs). At the very least, you might earn rich results in the regular SERP, which is a nice bonus.
• HowTo schema: For step-by-step processes, HowTo markup can structure the steps for Google. AI Overviews have shown step lists (with each step sometimes citing a source). If your how-to steps are marked up, you stand a better chance of being recognized as a step-by-step solution.
• Article or BlogPosting schema: Using the generic Article markup with proper headline, author, date, etc., helps reinforce the E-E-A-T signals (by specifying author, for instance) and can also ensure things like your headline and publish date are correctly understood. Google’s AI might incorporate an “as of [date]” in answers for timely topics, so having a clear date can’t hurt.
• Product schema: If you have product pages or product review pages, schema here can help if the AI Overview is listing products or pulling review info. For example, an overview might say “X product has a 4.5-star rating” – that info likely comes from structured data (Shopping Graph feeds on schema too).
• Organization schema: Marking up your organization details (industry, area served, etc.) won’t directly land you in an overview, but it contributes to Google’s understanding of who you are, which might feed into trust.

After adding schema, use Google Search Console’s Enhancements report to verify Google is reading it correctly. Fix any errors (the Schema.org validator is handy). While schema errors won’t necessarily penalize you, they’re missed opportunities if something isn’t implemented right. And if Google isn’t seeing the schema at all, that’s also a missed opportunity.

Bottom line: Schema is part of the “make it easy for Google” philosophy. It won’t override poor content, but it can give well-optimized content a further boost in how clearly Google’s systems perceive its relevance. Think of schema as translating your content into a language the algorithms and AI understand without ambiguity. In an AI Overview scenario, where context and correctness are key, clarity is your friend.

Cultivate a Wider Online Presence (Beyond Your Own Site)

One often overlooked aspect of getting featured is that your brand can appear in AI Overviews even via content that isn’t on your own website. In other words, it’s not just about your site’s content – it’s about your brand’s footprint on the web. The AI is aggregating info from everywhere, so having your brand mentioned in authoritative contexts can indirectly get you in the overview (and directly increase your credibility).

A few ways to boost off-site presence:

• Be active in Q&A communities. If people in your industry frequent sites like Quora, Stack Exchange, Reddit, or niche forums, you (or your team) should be there too, answering questions. High-quality answers with your insights can get upvoted and gain visibility. We’ve seen Google’s AI quote Reddit threads and forums for certain queries, especially when the question is very specific or user-centric. If a question about “best project management tools for a remote team” is answered in-depth on, say, Quora by one of your team members, that could end up being surfaced (and your name or brand mentioned in the AI summary).
• Encourage user-generated content about your brand. Positive reviews on G2 or Capterra for SaaS products, discussions about your brand on social media, or blog posts that mention your tools – all these add to the “web of information” about your brand. If someone searches “Is [Your Product] any good?”, an AI Overview might try to summarize the consensus, which will come from reviews and discussions. You’d prefer the AI finds good things, right? 😅 So, gently prompt satisfied customers to leave reviews, or engage in communities where your product is discussed.
• Leverage influencer content. Collaborate with industry influencers or creators to generate content (videos, articles, podcasts) that highlight your expertise. For example, an influencer might do a “Top 5 [Your Industry] Tips” video and mention your brand’s insights. Google’s AI could end up citing that video or content.
• Social media and thought leadership. While your tweets or LinkedIn posts aren’t directly being pulled into AI Overviews (yet), having a strong voice on these platforms contributes to your overall reputation and authority. Plus, journalists or bloggers might quote you, which then feeds the cycle of your info being out there on third-party sites.
• Press coverage and digital PR. A great article on a news site or an interview with your CEO in a reputable publication can establish authority. Google’s AI Overview for a query like “top companies in AI marketing” might pull info from a business article that lists companies (imagine your company is in there – free promotion via AI Overview!). So, classic PR efforts still matter and now have this extra benefit.

The main idea is to treat the whole web as your playground, not just your site. Brainz Digital calls this “Mentions & Brand Embedding” as part of GEO strategy – the more your brand and content are embedded across the web, the more footprints an AI can find. If Google’s AI is an information vacuum, give it plenty to suck up about you (in a good way).

One more thing: online reputation management is crucial. If negative or false information about your brand is floating around and the AI stumbles on it, that could be trouble (imagine an AI Overview answering “Is [Your Brand] legit?” with some unflattering forum rant). Stay on top of what’s being said and address issues openly. Use tools or even simple Google Alerts to monitor brand mentions.

By casting a wider net, you increase the odds that, one way or another, your brand is part of that AI-generated answer – either as the source of information or the subject of it.

Monitor, Test, and Adapt

Lastly, remember that we’re dealing with a moving target. AI Overviews are new and evolving. Strategies that work today might need tweaking in a few months as Google refines the system (and as competitors catch on). So it’s important to keep a close eye on your performance and stay agile.

Here’s how to stay on top:

• Use Google Search Console and analytics. Google has started including AI Overview clicks and impressions in Search Console’s Performance reports (it just lumps them under normal Search data, but if you filter by search appearance, there is an “AI overview” filter). Regularly check if some queries are suddenly getting impressions/clicks you didn’t see before – it could be thanks to an AI Overview inclusion. Also watch your click-through rates. If a page is getting impressions but few clicks, maybe it’s cited but not compelling to click (or users got their answer from the snippet). That might prompt you to adjust the title or meta of that page to entice clicks.
• Leverage third-party tools. Tools like Semrush have introduced features to specifically track AI Overview results. For example, Semrush’s Organic Research can filter keywords that trigger AI Overviews and show if your site is among the sources. This can be a goldmine for finding where you already show up and where opportunities lie. BrightEdge and other enterprise platforms likewise have AI result tracking now. If you have access, use these tools to benchmark against competitors and see patterns (e.g., which types of pages on your site tend to get featured).
• Experiment and iterate. SEO has always involved some experimentation, but with AI Overviews it can feel like a high-speed lab. Don’t be afraid to make changes and see how it impacts your AI visibility. While not guaranteed, the ability to “force” a recrawl helps speed up feedback. If your change doesn’t have an effect, iterate again. Maybe your summary needs to be even more to-the-point, or maybe another section of your page is confusing the AI and needs pruning (as in one case where removing an old paragraph made the new summary get picked up).
• Stay informed. Google is likely to announce major updates to AI Overviews (follow the Search Central Blog and their LinkedIn updates). The SEO community is also actively studying this – new insights, case studies, and techniques are emerging monthly. Being part of SEO forums or groups can help you hear about changes early. For example, if Google suddenly starts showing AI Overviews to everyone (not just logged-in users) or rolls it out to new countries/languages, that could hugely increase the impact on your site’s traffic overnight.
• Be patient but proactive. Not every query has an AI Overview yet, and Google is conservative with some topics. If you’ve optimized for one and nothing’s happening, it might be that Google isn’t confident to generate an AI answer for it (yet). Focus on areas where you see it active. That said, get your content ready before AI Overviews hit critical mass. Google’s goal is to eventually bring this to as many queries as makes sense (their target was 1+ billion users by end of 2024 enjoying AI Overviews). The early movers gain an edge.

In summary, treat AI Overview optimization as an ongoing process, not a one-time project. Monitor your presence, keep testing improvements, and double down on what works. And remember, SEO is never in isolation – improvements you make for AI Overviews (like better content and structure) usually have positive side-effects on your traditional SEO and user experience too. It’s a two-for-one win.

The Bottom Line: Adapting to the AI Search Era (and How Brainz Digital Can Help)

Google AI Overviews represent a significant shift in search, but they follow a familiar pattern: Google wants to serve users the best, most helpful information as quickly as possible. As marketers and SEOs, our job is to make sure our brands are part of that information flow. That means continuing to do what we’ve always done – create high-quality, user-centric content – and adjusting it for the new ways Google is delivering that content.

To recap, getting featured in AI Overviews comes down to a blend of solid SEO fundamentals and savvy tweaks for the AI format. You need to earn Google’s trust (with authoritative, well-optimized content and strong site authority) and make your content AI-friendly (clear answers, great structure, comprehensive coverage). It’s both an art and a science: part traditional SEO, part understanding how AI algorithms read content.

For CMOs and brands, especially in competitive fields like SaaS, this is both a challenge and an opportunity. The challenge: extra competition for attention on SERPs, potential traffic dilution, and the need for continual content improvements. The opportunity: a new way to leapfrog bigger competitors by being the one with the best answer in the overview. It’s like a new race track has opened up – some players will stick to the old track and fall behind, while others will master the new one and take the lead.

One thing is certain: AI in search isn’t going away. As Google’s VP (and countless experts) have noted, search is becoming a conversation – an interaction – rather than just a list of links. Features like AI Overviews and conversational follow-ups are here to stay, and will only grow more prominent as the technology improves. Adapting your SEO and content strategy to this reality now will pay dividends in the months and years to come. Think of it as future-proofing your organic visibility.

Of course, keeping on top of all this can feel like a full-time job (trust us, it practically is!). That’s where having a strategic partner can make a world of difference. At Brainz Digital, we’ve been obsessed with these AI-driven changes in search from day one. We’ve developed specialized Generative Engine Optimization (GEO) strategies to help brands become part of AI answers, not just search results. Whether it’s optimizing your content structure, beefing up E-E-A-T signals, adding schema, or building that all-important topical authority, we live and breathe this intersection of SEO and AI. Our approach is to blend technical know-how with creative content strategy – essentially everything we outlined above, we can execute for you in a tailored way.

We’ve already helped clients adjust to AI Overviews (remember that example of tweaking content and suddenly popping into the AI carousel? That kind of win can be your story too). And it’s not just about Google – generative AI is influencing other platforms and discovery channels as well. Our team keeps an eye on all of it, so you can focus on running your business while we ensure your organic growth doesn’t miss a beat.

If you’re looking at this brave new world of AI in search and wondering how on earth you’ll keep up, let’s talk. Sometimes a chat with experts (who geek out on this stuff so you don’t have to) is all it takes to set a clear path forward.

Brainz Digital offers strategic guidance and hands-on support – from auditing your current content for AI readiness to implementing a full SEO & GEO game plan to keep you ahead of the curve. We’re essentially your nerdy partner in crime, turning these AI shifts from scary unknowns into strategic advantages for your brand.

In the end, remember that Google’s goals and yours can align: provide great answers and experiences for users, and you’ll get the visibility you deserve. AI Overviews are just another way to do that. So, stay curious, keep optimizing, and embrace the change. With the right strategy (and maybe a little help from your friends at Brainz 😉), you can make sure your brand isn’t just present in the AI-driven future of search, but thriving in it.