AI Overviews: What They Are and How to Optimize for Them

Google’s AI Overviews are a search feature that uses generative AI to provide quick answers directly in search results.

Here’s what it looks like:

We’ve spent many hours studying AI Overviews since they were announced on May 14, 2024. And we’ve analyzed what their introduction means for the world of SEO.

In this (evolving) article, we cover:

• What AI Overviews are
• How AI Overviews affect SEO
• How you can optimize for AI Overviews

We’ll keep updating our findings as AI Overviews continue to develop.

What Are AI Overviews?

AI Overviews are AI-generated summaries of results for your search query. They appear above the traditional organic search results. And can be before or after paid results (ads), depending on the query.

AI Overviews vary in layout. And they can appear as mini-articles, tables, or lists.

For example, when you search “what is SEO,” you’ll see a concise overview.

This overview includes link cards—clickable links to websites used to generate the AI-generated summary. Or provide information on related topics and queries.

But AI Overviews aren’t limited to simple queries. They can also answer complex, multi-faceted questions in a single step.

For example, if you search “best cities for tech startups with low cost of living in the U.S.”, the AI Overview checks for a few things at once:

• Cities suitable for tech startups
• Low cost of living
• Located in the United States
• Ranking or comparison of options (i.e., which is “best”)

Instead of making you search each of these separately, AI Overviews provide an answer that covers all these points. It understands and responds to your specific, detailed query—without needing you to break it down.

Let’s see this in action with a travel-related query:

“5 day travel itinerary in Andalucia Spain”

You get a complete, day-by-day plan directly in the results:

You can even interact with these results without leaving Google.

Don’t like the suggested activities? Change them with the Replace and Add buttons.

You can also choose accommodation, compare hotel prices, and read reviews. Right in the search results.

This is a huge time-saver. As everything you need is in one place.

But for businesses that rely on organic (unpaid) search traffic, this can be concerning.

If users can get all the information they need directly from Google, they might not click through to individual websites. Which could lead to a decrease in website visits and potential customers.

So, as a website owner, it’s crucial to understand how AI Overviews might affect your traffic. And how you can optimize for them.

The Current State of AI Overviews

It’s worth noting once again that AI Overviews are still evolving.

It started as part of Google’s Search Labs experiment called Search Generative Experience (SGE). Since its May 2024 rollout, Google has seemingly scaled back AI Overviews.

They now appear for fewer search terms. According to the Semrush Sensor, AI Overviews currently appear for only 1.28% of U.S. search queries.

Update September 2024: AI Overviews are available in the US, UK, India, Japan, Indonesia, Mexico, and Brazil—with local language support in each country.

The goal is to reach over a billion users by the end of 2024.

Why Are AI Overviews Important for SEOs?

AI is shaping the future of search. And that’s why AI Overviews are important for SEOs. Yes, it had a rocky start and mixed reception. But all signs indicate they’re here to stay.

As Jim Yu, BrightEdge Founder and Executive Chairman, says:

This is evident in other search engines, too. With Microsoft’s Bing Copilot already implementing similar AI-powered features.

One thing is clear: this is the direction search is taking.

To stay in the game, you must prepare for these changes now. But how will they impact your site’s organic performance?

How Do AI Overviews Affect SEO?

Similar to featured snippets and local packs (the local business results that appear alongside a map), AI Overviews may change how users engage with search results.

This could lead to more zero-click searches. These are searches where users find answers directly on the search page. And therefore don’t click through to a website.

However, AI Overviews also present new opportunities.

For those who can adapt their strategies, there’s a chance to improve your visibility. And attract more qualified traffic.

Like Tim Cameron-Kitchen of Exposure Ninja says:

Google, for its part, is painting a positive picture.

It claims that initial data shows it’s delivering more clicks to sites listed in AI overviews:

However, some SEOs are skeptical.

Concerns linger about the accuracy of AI-generated content. And the potential for AI to copy content without proper attribution.

And then there’s the fear of the loss of website traffic.

As iPullRank’s Demand Generation Manager, Garrett Sussman says:

The reality is:

AI Overviews are still in their early stages. Google is actively developing the feature. There’s a lot of volatility. And as we’ve seen with all things AI, changes can happen very quickly.

Fortunately, the SEO industry is quite adaptable. We’ve had the ground shift beneath our feet many times before. And we’ve always found ways to adapt and thrive.

At Backlinko, we’re choosing to look at the positive side of this development.

That is:

If you play your cards right, this could potentially drive more qualified traffic to your site. Traffic that’s more interested in what you have to offer. And potentially more likely to convert.

How Google AI Overviews Work

AI Overviews are a customized model of Gemini, Google’s large language model.

They work with other Google systems, like the Knowledge Graph and search ranking systems, to provide AI-generated answers.

You’ll see AI Overviews in your search results when Google thinks an AI answer will be helpful. They only show up for a relatively small number of searches. But this is expected to expand over time.

We’ve seen AI Overviews surface for different types of searches, including:

• Informational: Explanatory queries. Like “what types of cells undergo mitosis.”
• Question-based: Queries starting with what, why, how, when, and where. Such as “where to look for northern lights in kansas.”
• Planning: Searches for organizing information. For example “1-week meal plan for the fast 800 diet.”
• Ecommerce: Product-related searches. Like “blackout curtains for bedroom.”
• YMYL (Your Money, Your Life): Sensitive topics requiring expertise. Such as “how to invest in stocks” or “ways to lower blood pressure.”

What AI Overviews Look Like

The format of AI Overviews adapts to the specific search query.

You might see:

Mini informational articles:

Step-by-step guides:

Tables with images:

Comparison tables:

Articles you can simplify or break down:

Interactive results:

And shopping-focused results:

How AI Overviews Include Links

AI Overviews can include links to websites in the following ways:

Link Cards

Link cards are sections within AI Overviews that link to third-party sites.

There can be one or more links in link cards.

These links lead to articles related to the main search term or to specific sections within broader articles.

These sections may not directly address the main search query but offer valuable, related information.

As well as YouTube videos. And forum sites like Quora or Reddit.

Google Shopping Graph

For many ecommerce searches, results often come from Google’s Shopping Graph. Which is powered by machine learning.

The Shopping Graph aggregates data from Google Merchant Center and other online sources. Like reviews and even YouTube videos.

For example, the query “what are 14-year-olds reading” generates an AI Overview with a list of books accompanied by images.

Clicking an image takes you to a slide-in panel with links to purchase the book or learn more about it. Along with other related webpages.

How to Optimize for AI Overviews

Google Search Central says following guidance in its Search Essentials is enough for your site to be considered for inclusion in AI Overviews.

So, let’s explore some strategies that may help your website rank in AI Overviews. Based on Google Search Essentials guidelines and general SEO best practices.

1. Analyze AI Overview Performance

Before diving into specific tactics, knowing your current performance in AI Overviews is vital.

Fortunately, tools are adapting to provide insights into AI Overviews.

In September 2024, Semrush expanded its AI Overview tracking in the Organic Research tool.

This is a big deal.

It’s now easier to do large-scale analyses of AI Overview rankings.

In the Organic Research tool, under “Positions,” select “SERP Features” and choose “AI Overview.”

(Currently available in the US, UK, and India.)

You’ll now see data on which of your keywords and pages trigger AI Overviews.

Here, you’ll notice that Backlinko has 2.1K keywords that are shown in AI Overviews.

You can preview the SERP to see what it looks like.

For the keyword “SEO strategies,” Backlinko has a link in the AI Overview AND the featured snippet.

Very cool.

Sign up for a 14-day Semrush trial to take advantage of this data to see if patterns trigger a link in AI Overviews.

Look at content types, common topics, and page structures that influence inclusion.

2. Prioritize User Experience (UX)

Providing a great user experience (UX) and using SEO is a winning ranking combination. And this is even more important for AI Overviews.

That’s because AI Overviews and other generative search experiences prioritize what the user wants.

As Bartosz Góralewicz, Founder and Head of Innovation at Onely.com, puts it:

So, how do you optimize for UX?

Here are a few ways:

Cater to the Search Intent

Identify the search intent of a query. And provide a clear, concise answer or solution that satisfies that intent.

Search intent can be informational, navigational, commercial, or transactional.

To determine the intent behind your target keyword, use Semrush’s Keyword Overview tool.

For example, “what is SEO” has informational search intent. Searchers are looking to learn more about SEO.

While “best retinol serum” has commercial search intent. As searchers are looking to compare options before they buy.

To optimize for user experience, make sure the content you create directly aligns with the keyword’s respective intent.

Go beyond just categorizing the intent, and look at the search results for the keyword. To understand what kind of content ranks well (and is therefore likely meeting the search intent).

You can then create the right type of content for that search term.

For example, for informational intent, you might create an in-depth guide. Or a step-by-step walkthrough.

For commercial intent, a product roundup might be what readers are looking for. Or perhaps they’d prefer a buying guide.

Organize Information for Easy Reading

Readers typically scan content to decide if it’s worth their time. And to quickly find the information they need.

So you need to make your content easy to digest. Or people simply won’t spend much time reading it.

Use bullet points, clear headings, and short paragraphs. This helps users find, understand, and navigate information more easily.

Also make use of white space. It gives your readers’ eyes a break. Boosting readability.

Compare this chunk of text:

With this one:

Which would you rather continue reading?

Incorporate Multimedia Content

Add relevant videos, images, and workflows to break up text.

Visual elements help users grasp complex information, engage with content, and remember key points.

Optimize Your Site’s Technical SEO

Improve technical aspects like page speed, navigation, internal linking, and mobile optimization.

This encourages users to stay on your site longer. Which may signal to Google that your content is relevant to what searchers are looking for.

3. Help Google Understand Your Site

Google is pretty good at figuring out what websites are about. But you can take steps to make its job even easier.

For example, you can:

• Implement a strong internal linking strategy
• Use schema markup for better page categorization
• Get backlinks from relevant, reputable websites

The question is though:

How can you tell if Google got it right?

Enter: Google Search Console (GSC).

It has several tools that can help you gauge Google’s understanding of your site. Here are two areas you can look at:

Search Query Analysis

In GSC, navigate to “Performance” to find a list of search queries driving traffic to your site.

Ask yourself:

• Do these search terms align with your target topics and keywords?
• Are the queries closely related to your content?

If you’re seeing many unrelated terms, Google might be misinterpreting your content. Or you might be optimizing for the wrong terms.

If either of these are true, it’s going to be tough for your site to appear in relevant AI Overviews for your target keywords.

In this case, you’ll need to reassess your content to:

• Make sure each page on your site covers a clear, specific topic
• Structure your content logically
• Align your content with user intent

This won’t guarantee that you’ll appear in AI Overviews. But it will increase your chances of appearing in them for relevant terms.

(And it’ll make your content more likely to appear in regular search results too.)

Structured Data Verification

Adding structured data, or schema markup, can help Google understand what your content is about. As with each of these tips, using structured data won’t guarantee that your site will appear in AI Overviews.

And we’re not suggesting that you must use structured data to appear in them.

But it can help Google get a better understanding of your content and website in general. Which may help it better match your content to relevant queries for AI Overviews (and general search queries too).

To assess your structured data implementation, head to GSC’s “Overview” tab. Then scroll down to the “Enhancements” section.

Here you’ll see a list of all the structured data types Google has detected on your site.

Not seeing the schema you’ve implemented? There might be issues with your markup (more on that in a moment).

Next, click on each data type for details on valid and invalid pages.

Errors here suggest Google may be struggling to read your schema correctly.

If you find any errors, or don’t see markup you have previously implemented, double-check your schema implementation. Use a tool like Schema.org’s markup validator to help you troubleshoot.

Just paste in your current schema markup, and the tool will highlight any issues.

4. Create Content That Covers the Topic In-Depth

AI Overviews link cards don’t just display links to websites directly related to the search query. They also show a range of resources on various subtopics, giving users the option to quickly and easily learn more. Or dive deeper via links and drop-downs.

For example, if you search for “wireless earbuds for android with microphone,” the AI Overview link cards display a variety of content. Including:

A guide on features to look for in wireless earbuds:

A review of a specific product:

Or narrowed down search terms. Such as “best waterproof earphones” or the “best wireless headphones for runners in the UK”:

AI Overview link cards also display links for related searches a person might make. These include both information-intent queries and product-related searches, covering a wider range of relevant content than simple search results alone.

So how can you optimize your site so it gets featured in the link cards?

By manually searching your target keyword on Google.

If your target term shows an AI Overview, look at all the links in the link cards. Click all of them and note:

• Other keywords they target
• Whether it links to a full page or just a section
• Types of content (videos, FAQs, images)

Then, use these insights to create similar content.

For example, the query “how big water tank do you need for a pressure washing business” leads to AI Overviews with different content types and search intent. Like:

A guide on water tank sizes for a pressure washing business:

A YouTube video titled “Does your pressure washer need a buffer tank?”:

And an ecommerce page with a list of pressure washer water tanks to buy:

See how these cover different key terms, content types, and search intents?

That’s how you should approach your optimization. You should comprehensively cover your target topics.

Which is generally an SEO best practice anyway.

Create new content specifically addressing different keywords. Or optimize your existing content to address these topics.

5. Manage Your Online Presence and Reputation

AI Overviews don’t just use info from your site. They pull from all over the web. This means what others say about you matters A LOT.

For example, if someone searches “what is the top HR software,” they might see summaries from other sites before they even get to your software product.

So, what can you do?

Manage how you look online, by:

1. Getting your team active on social media
2. Answering questions about your products and brand on Reddit, Quora, and other online communities
3. Staying on top of customer review sites
4. Working with influencers for YouTube reviews or blog posts
5. Encouraging users to create content about your brand

Even if your site doesn’t directly appear in AI Overviews, your brand can appear in them through content on other websites.

By actively managing your online reputation, you’re contributing to the pool of information that AI Overviews might draw from. This means you have a stake in shaping user perceptions. Even if your site isn’t directly featured.

Plus, managing your online presence like this is just good practice. From both an SEO and a business perspective.

6. Optimize for Other Google Systems (Not Just AI Overviews)

AI Overviews are new, and we don’t have much solid evidence or data about what will help you appear in them.

But one thing is clear: optimizing for Google’s systems beyond just AI Overviews is key if you want to grow your organic visibility.

Your SEO efforts should focus on improving your overall search presence. Which in turn can boost your visibility in AI Overviews.

The fundamentals of good SEO still apply and can help you perform well across all of Google’s search features.

How to Prevent Your Content from Appearing in AI Overviews

You can prevent your content from appearing in AI Overviews in three ways:

• Using robots.txt to block Google from crawling specific pages
• Using noindex tags to tell Google not to index your content
• Using nosnippet tags to stop Google showing a snippet of your content in search results

However:

Doing any of these things can significantly impact your organic visibility. Unless you have a data-backed reason to use any of these methods, we don’t recommend it.

The Best Way to Optimize for AI-Driven Search

AI is clearly shaping the future of search. And the way forward is to adapt your SEO strategy.

But don’t forget the basics. Strong, foundational SEO is still important. And it can boost your visibility in both traditional search and AI Overviews.

Unsure where to begin?

Start by analyzing your website with a thorough SEO audit.

We used this process to increase our organic traffic by 30% year over year. And the guide linked below includes:

• Clear steps for conducting a site audit
• Tactics to optimize for all search formats
• Bonus steps to analyze your site’s authority and add real value for your users

Learn exactly how to do it with our SEO site audit guide.