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If you frequently use ChatGPT, Claude, or other AI language models, you’re already familiar with their ability to quickly retrieve information—much like search engines.

But did you know that Google now incorporates generative AI in over 20% of search results through a feature called AI Overviews?

In this article, we’ll break down what AI Overviews are, explore Google’s direction with this technology, and share strategies to help you enhance your website’s visibility or advance your career as a digital marketer.

AI Overviews utilize Google’s deep understanding of the web, often citing sources—like the Digital Marketing Institute example shown above—to indicate where the information was gathered.

Unlike conversational AI models such as ChatGPT, AI Overviews do not include an input box for follow-up questions. Instead, they are designed to provide clear, concise answers upfront, enabling users to quickly access the information they need at a glance.

When ChatGPT surged in popularity in late 2022, introducing a new way to search for information online, Google CEO Sundar Pichai declared a “Code Red”—accelerating the company’s focus on AI innovation.

By March 2023, Google introduced Bard, its experimental conversational AI chatbot powered by the LaMDA language model. Just two months later, in May 2023, Google launched the Search Generative Experience (SGE) for a select group of U.S. users, delivering AI-driven search results similar to what we now recognize as AI Overviews.

In early 2024, Google rebranded Bard as Gemini, reflecting the transition to a more advanced language model. Soon after, SGE was renamed AI Overviews (AIO), marking the global rollout of Google’s generative search results. By October 2024, AIO had expanded to 100 countries and reached over 1 billion users worldwide. However, at this stage, AI Overviews remain unavailable in EU member states due to ongoing deliberations around potential intellectual property concerns related to AI-generated content.

It’s evident that Google sees AI-driven search models like ChatGPT and Claude as its biggest competition—shifting focus away from traditional search rivals like Bing and Yahoo.

Earlier, we highlighted that Google now incorporates generative AI in over 20% of its search results. This statistic comes from research conducted by Rich Sanger and Authoritas, which analyzed 11,162 queries and found that AI Overviews appear in 21.1% of search results on average across all intent categories.

Now, let’s take a closer look at the breakdown of core search intent categories, based on two independent studies conducted in September 2024—one by Rich Sanger and the other by Advanced Web Ranking.

Research from seoClarity also reveals that AI Overviews appear in purely transactional queries only 1.2% of the time and are completely absent for local queries. This means that informational websites, such as blogs covering topics like travel or cooking, are more likely to compete with AI Overviews than transactional sites.

For content creators focusing on informational topics, this shift highlights the need to adapt their strategies to stay visible in search results. However, this trend also presents opportunities for businesses. By producing comprehensive, authoritative, and easily digestible content, companies can increase their chances of being featured in AI Overviews—something we’ll explore in more detail later.

Does this mean AI Overviews won’t feature ads?

Not necessarily.

In October 2024, Google introduced sponsored results within AI Overviews. Their announcement included an example: a search for “how do I get a grass stain out of jeans?” displayed an ad for stain removers within the AI-generated summary.

However, this example suggests that AI Overviews currently favor commercial/informational queries, rather than purely transactional ones. Whether Google will expand AI Overviews for transactional searches—potentially competing with its traditional ad revenue—remains uncertain.

At this stage, AI-powered search ads are still evolving. Expect Google to experiment with different ad placements, balancing user intent, ad revenue, and relevance in search results.

AI hallucinations can arise when the system either trusts an inaccurate human source or misinterprets valid information. A striking example involves individuals on Reddit intentionally spreading false details about London restaurants to manipulate Google’s AI Overviews—hoping to deter tourists, particularly influencers, from their favorite local spots.

This tactic highlights a major vulnerability in AI systems that rely on web-based data, demonstrating how easily misinformation can be amplified. Adding to the concern are viral AI Overview blunders circulating on social media. For instance, Peter Yang’s posts on X famously showcased Google suggesting glue to keep cheese on pizza and recommending that people eat one rock per day!

It’s easy to mock new technology—especially AI—as it evolves and improves. But are AI Overviews genuinely useful?

According to Google, AI Overviews have been used billions of times, and users who engage with them tend to search more often while also reporting higher satisfaction with their results.

Keep in mind that AI Overviews are just that—brief summaries, typically around a hundred words. They’re meant to provide a starting point for complex topics or fully satisfy simpler queries.

By delivering quick, concise answers, AI Overviews make searching more efficient, reducing the need to sift through multiple websites. This can be especially useful for busy professionals or anyone looking for straightforward information, offering a convenient and time-saving solution.

Before diving into optimization strategies for AI Overviews (AIOs), it’s essential to determine whether doing so aligns with your overall SEO strategy.

Should You Optimize for Google AI Overviews?

The answer isn’t simple. Many websites have achieved strong SEO performance without specifically targeting Featured Snippets, and the same may hold true for AIOs.

Here are key factors to consider:

• Content Type: If your content isn’t primarily informational, AIO optimization may not be a priority.

• Target Audience: Assess whether your audience actively engages with or benefits from AI Overviews.

• Competition: In competitive niches, securing a spot in AIOs could give you an edge.

• Traffic Goals: Weigh the potential benefits of visibility in AIOs against the risk of lower click-through rates.

Ultimately, the decision should align with your content strategy, audience needs, and SEO objectives. Testing and analyzing performance can help determine if optimizing for AIOs is worthwhile.

Now, let’s explore effective ways to optimize for AIOs.

Rich Sanger’s research highlights the strong connection between SERP position and inclusion in AI Overviews. The top two organic positions have the highest chances of being featured across most search intents. For informational queries, the first position has a 53.8% inclusion rate, while the second position follows closely at 47.8%.

How to Improve Your Organic Rankings

To increase your chances of ranking higher and appearing in AI Overviews, start with Google’s Search Essentials and focus on these key areas:

• Technical Requirements: Ensure your site is search-engine friendly, easily crawlable, and free of errors.

• Spam Policies: Avoid deceptive practices or manipulative SEO tactics, as these can lead to lower rankings or even removal from Google’s index.

• Best Practices: Create helpful, reliable, and people-first content using the language your audience searches for. Earning links from reputable, relevant websites can also boost your authority.

Climbing the organic rankings takes time, but once achieved, it can significantly increase your visibility in AI Overviews, helping you reach an even larger audience.

Previously accessible only through leaks, Google’s Search Quality Rater Guidelines are now publicly available, offering valuable insight into what Google considers high-quality content. These guidelines help shape Google’s algorithms by evaluating content based on reliability, accuracy, and trustworthiness.

Key Areas to Focus On

One of the most important aspects of these guidelines is E-E-A-T:

• Experience – Demonstrating firsthand knowledge of a topic.

• Expertise – Providing well-researched, insightful content.

• Authoritativeness – Earning recognition within your industry.

• Trustworthiness – Ensuring accuracy, transparency, and credibility.

Content that aligns with these principles is more likely to be trusted, rank higher, and perform well in search results.

Why E-E-A-T Increases Your Chances in AI Overviews

Google’s AI Overviews prioritize content from credible, reliable sources. Strengthening your E-E-A-T—by showcasing author credentials, answering common questions, and earning relevant backlinks—makes your content a strong candidate for inclusion in AIOs.

Meeting User Needs: Search Intent Matters

Google’s “Needs Met” criteria evaluate how well content satisfies a user’s search intent. Whether a query requires a quick answer or an in-depth guide, this rating measures user satisfaction on a scale from “Fails to Meet” to “Fully Meets.” Aligning your content with search intent improves its visibility and ranking potential.

Google prioritizes content that effectively satisfies search intent. To increase your chances of appearing in AI Overviews, ensure your content provides clear, direct answers to user queries. Using headings, lists, and concise sections helps structure your content in a way that aligns with Google’s criteria.

YMYL: Your Money or Your Life

For topics that significantly impact users’ well-being—such as health, finance, and legal advice—Google enforces strict YMYL (Your Money or Your Life) standards. Content in these areas must demonstrate expert authorship, rely on reputable sources, and maintain transparency to establish trust and credibility.