How SEO Experts Are Optimizing for AI Overview (AIO)

Google’s AI Overview has changed the SERPs, and we’re happy to report that this hasn’t impacted traffic the way it was first imagined – but it’s still important to show up!

So, how are we optimizing to be included in AI Overview (AIO) sources?

AIO optimization isn’t a complete departure from how we approached SEO yesterday. What works for organic traditionally will work for AI – besides, Gemini is just a newer iteration of past AI-powered parts of the algorithm (RankBrain, remember?).

Here’s how AIOs are influencing today’s strategy.

How are AI Results Different?

 

AI-powered search results are generated by complex algorithms. These algorithms prioritize the following:

1. In-Depth Answers: AI aims to provide direct, concise answers. For SEOs, this means creating in-depth content that covers all aspects of a topic is more important than ever.
2. Credible Sources: AI values information from authoritative sources. Backing up your claims with data, research, and citations demonstrates your expertise, reflecting the rise of the importance of EEAT signals we have been talking about in SEO.
3. Clear Structure: AI favors well-organized content. SEO experts should continue to use headings, subheadings, bullet points, and numbered lists to make content easy to scan and understand.
4. Freshness: AI loves new, updated content. Regularly revisiting and refreshing older content to ensure it stays relevant continues to be a priority tactic.

Adopting SEO Strategies for AI Overviews

The release of ChatGPT on November 30, 2022, marked a significant shift in how AI plays into search engine optimization. As AI’s role in search continues to expand, understanding its impact on search rankings and user engagement is more important than ever. While AI offers powerful tools for processing and delivering information, successful SEO strategies still require a careful balance of human insight and some SEO know-how.

AI-driven search engines prioritize relevant, authoritative, and structured content that AI can easily interpret. To effectively rank in AI Overviews, one needs to combine technical SEO practices with a deep understanding of AI’s Unique search algorithms.

Understanding Queries and Whether they are Suited for AIOs

AI-powered search engines have revolutionized how queries are processed and answered. These tools excel in answering specific, well-defined questions and providing detailed overviews.

Examples of queries that are well-suited to AI include:

• Fact-based questions: “What is the capital of France?”
• Procedural questions: “How do you change a tire?”
• Definition questions: “What is quantum computing?”

These types of queries are ideal for AI because they require concise, factual responses that AI can deliver quickly and accurately. The AIO provides immediate answers, and directs users to more detailed resources for information.

What this has done is shortened the user’s path. Now, AIO can answer the quick questions so a user can go deeper, faster… and interact with brands on substantive material that is closer to the conversion a user is looking to complete.

The Impact of AI Overviews on Traffic

AI overviews are unlikely to impact your traffic negatively, because the types of queries answered in an AIO were likely “no click searches” already.

Showing up here is still important, thought, just as it was with a Featured Snippet – for brand awareness, authority, and credibility. (And the occasional click-through.) The key is to optimize your content so it is recognized as a reliable, in-depth resource in order to be used as a reference in the AIO.

By understanding the nature of AI queries and optimizing your content to address users at all stages of the funnel, you can effectively integrate AIO optimization into your SEO strategy.

How AI Search Views Content

To rank effectively in AIOs, it’s not enough just to create content, we need to craft content that precisely answers the specific questions AI is designed to address. This helps us appear in in the AIO. The next step is to answer the follow-up questions that people want answered after they click-through.

By deeply understanding what your audience cares about and what problems they need to solve, we can tailor content to align with AI’s search patterns. Techniques such as long-tail keyword targeting and people-also-ask targeting can structure content to answer the user’s search query more concisely and effectively.

This approach ensures that when AI algorithms process search queries, your content is recognized as a comprehensive source, enhancing current and future visibility. Similarly to targeting for voice search or featured snippets, AI search targeting consists of answering users’ questions concisely, helping users in the discovery phase of the search.

Technical SEO for AI Search: Beyond Content

 

While content forms the foundation, technical SEO significantly influences how AI discovers and ranks that content. By ensuring a solid technical foundation, you provide all the essential tools to help AI discover your content, such as:

• Structured Data (Schema Markup): Implementing structured data helps AI understand the context and relationships within your content. By using schema markup, you can signal which parts of your content are most relevant to specific queries, improving your chances of being featured in AI Overviews.
• Page Speed and Performance: AI algorithms prioritize content from fast, efficient websites. Ensure your site loads quickly, is mobile-friendly, and has optimized images and scripts. Tools like Google’s Core Web Vitals can help you identify areas for improvement.
• URL Structure and Navigation: Clean, logical URLs and easy-to-navigate site architecture help AI crawlers index your content more effectively. Make sure your important pages are easily accessible and interlinked.
• Content Freshness and Updates: AI favors content that is regularly updated and relevant. Keep your content current by revisiting older posts, adding new information, and removing outdated sections. This signals to AI that your site is active and reliable.

How AI Retrieves Content To Show Users

 

AI, such as Co-pilot, SearchGPT, and Gemini, employ different criteria to assess and determine the most relevant and valuable content to display to users. These criteria include user preferences, search queries, context, historical data, and relevance to deliver tailored and meaningful content. AI also looks for:

• Relevance: AI looks for content that directly answers the user’s query. Be clear, concise, and directly address the question at hand.
• Authority: Content from sites with high authority and trustworthiness is more likely to be ranked higher. Building backlinks from reputable sources, maintaining a strong domain authority, and ensuring your content is accurate and well-researched are key factors.
• Contextual Understanding: AI evaluates how well your content fits into the broader context of the search query, including how it relates to the overall topic you write about. Staying on topic helps content rank well in AIOs. Internal linking strategies and cross-referencing related content can enhance this contextual understanding for users who seek additional information while on their journey of discovery.

Staying Ahead with Proactive SEO Practices

Enhancing your ranking in the AI Overview landscape is a continuous process that requires proactive and strategic measures. This involves understanding market dynamics and consistently adapting your approach to maintain a strong and competitive position. Be proactive by doing the following:

• Monitor AI Updates: Keep an eye on updates to AI algorithms and adjust your SEO strategies accordingly. What worked last year might not be as effective today.
• Test and Optimize: Regularly test your pages for performance, content accuracy, and user engagement. Use the data to make informed adjustments that keep your site competitive.
• Diversify Content Types: While written content is essential, incorporating multimedia elements like videos, infographics, and interactive tools can enhance user experience and improve your ranking in AI-driven searches.
• Original Content & Information Gain: Ensure your content is bringing something new to the conversation by including original analysis and multimedia content unique to your brand.

AIOs are still in their infancy, and are today’s “shiny new thing” in SEO. What stays true through these evolutions in SERPs is what has been at the core of SEO strategy in the modern era: deliver the content and experience that a user is expecting for their query. Then try and make it even better.