Optimising Content for AI Overviews

Google’s new Search innovation, AI Overviews, is changing how people interact with search engines.

What you need to know:

• Create high-quality, relevant content by focusing on user intent, providing comprehensive answers, and incorporating E-E-A-T principles.
• Utilise long-tail keywords, write in a conversational tone, and use structured data and schema markup for better Google visibility.
• Enhance content with images and videos, ensure mobile-friendliness, and improve user experience with clear, concise writing and logical structure.

Google has now publicly launched AI Overviews in the US (previously known as Search Generative Experience), with more countries to come. The AI-generated summaries of AI Overviews deliver concise, relevant information directly within the search engine results page, providing users with quick answers to their queries. To remain visible on Google, brands must adapt to this change by ensuring their content is optimised for AI Overviews.

Google’s AI Overivews answers user queries with generative AI, supplanting the standard list of outbound links that users have become accustomed to.

How do I optimise my content for AI Overviews?

Optimising for AI Overviews requires a strategic approach to content creation. By addressing the following, you can ensure your content stands out to both users and Google.

High-quality, relevant content

Creating high-quality content that is relevant to users is more important than ever. Here’s how you can ensure your content is noticed by Google:

• Focus on user intent. Understand what your audience is searching for and tailor your content to meet those needs.
• Provide comprehensive answers. Aim to answer queries thoroughly. AI Overviews prefer content that offers complete answers.
• Ensure content accuracy and credibility. Always use reliable sources and provide accurate information. Credible content builds trust with not only your audience, but also AI algorithms.
• Incorporate E-E-A-T principles. Experience, Expertise, Authoritativeness and Trustworthiness are key. Highlight your experience and expertise while providing trustworthy content to reinforce your industry authority.

Keywords and natural language

Effective keyword and language use is essential for ranking in AI Overviews, which aim to address questions as if you were having a conversation:

• Use long-tail keywords. Long-tail keywords are longer and more specific than general keywords. They better align with the type of queries users will start using when they get used to generative AI answers.
• Utilise semantic search. Google’s AI understands the context and intent behind queries. Use related terms to your keywords so you can cover a broader range of search queries.
• Integrate a conversational tone and natural language. AI Overviews favour content that reads naturally. Write in a conversational tone to improve relevance.

Structure content logically for users and search engines.

Fluency and readability

Clear and concise writing is vital for both user experience and AI Overviews:

• Write clearly and concisely. Avoid jargon and complicated language. Aim for simplicity to make your content easily understandable.
• Structure content logically: Use headings, subheadings and bullet points to break up text and guide readers through your content.
• Proofread carefully: Errors can undermine credibility. Always proofread your content to ensure it is free of mistakes.

Structured data and schema markup

Structured data and schema markup help search engines better understand your content.

Structured data is code added to your content that helps search engines classify and display your information in a detailed and informative manner. Schema markup is a form of structured data that provides context to your content. You can use tools like Google’s Structured Data Markup Helper to help you employ this technique.

Visual and multimedia elements

Enhancing your content with visuals can significantly improve user engagement, leading to more time spent on pages and reduced bounce rates. These are positive signals to Google.

Incorporate images, videos and infographics in your content. Visual elements break up text, which is also good for user experience. They help illustrate complex points and provide additional value to your audience.

User Experience (UX) and mobile friendliness

Beyond AI Overviews, a seamless user experience is critical for retaining visitors who find your website:

• Ensure a seamless user experience. Your website should be easy to navigate, with fast loading times and an intuitive design.
• Enhance UX and mobile optimisation. As users increasingly consume content on their mobile devices, ensure your website is mobile-friendly. A responsive and mobile-friendly design is important for maintaining a positive user experience and reducing the instances of users leaving your site out of frustration.

Stay ahead with content optimisation

Optimising content for AI Overviews is essential for staying competitive on Google. By focusing on quality, relevance and user experience, you can ensure your content meets their standards. Google is continually evolving, and AI Overviews marks one of the most significant changes in the history of search engines. We’ve done extensive research and testing around this change to help our clients stay ahead. If you want assistance with optimising your content for AI Overviews, get in touch with us today.