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With Google AI Overviews (AIO) now appearing in up to 48% of US searches, AIO citation is becoming fundamental to SEO. This blog explains the ranking factors Gemini uses to select sources and gives you a practical strategy to get your existing or new content cited.
AI entering Google search was a watershed moment for search engine optimization (SEO). Google’s Gemini upgrades, specifically AI Overviews (AIO) and AI Mode, completely shifted the search landscape. These now-commonplace AI features are transforming how users search – and how digital marketers and SEO specialists must optimize content to maintain online visibility.
In Q1 of 2026, AI Overviews now appear in between 25% to 48% of all US searches, according to research by Conductor and BrightEdge. So with AI taking centre stage in search alongside SERPs, the big question is: How can we rank in AI search?
To answer this, you need to know what Google’s Gemini is looking for when it comes to content. In this blog – part of a series on visibility in the age of GEO and AI – we cover:
- What Google AI Overviews are in brief
- The core Google AI Overview ranking factors that determine whether your content appears
- How to structure your content to get cited in Google AI Overviews in 2026
- Practical SEO strategies to optimize for AI Overviews without abandoning what already works
- A future-proofing checklist to maintain visibility as AI search continues to evolve
What exactly are AI overviews? An overview of AI overviews
As we covered in our previous blog, AI Overviews are the concise answers appearing at (or near) the top of the search results page, when generative AI models (like Gemini) summarise information from multiple sources. Think featured snippets, turbocharged. These overviews reduce the need to click through to various sites (‘zero-click results’), but their citations can also create new pathways for brand visibility and indirect traffic.
How do Google AI Overviews work?
Google’s Gemini LLM scours vast amounts of indexed information to find authoritative sources that answer the query. These fast responses may help the user, but they’ve caused concern for digital marketers regarding visibility. For example, recent research by Ahrefs showed that: “the presence of an AI Overview now correlates with a 58% lower average click-through rate for the top-ranking page”.
But there’s a silver lining: Since AI summaries include links to the websites consulted, having your content cited could unlock next-level organic reach.
The impact of AI Overviews on your SEO strategy
In some cases − especially for simple search queries like facts or definitions − AI overviews will likely impact your organic traffic. But there’s proven opportunity in this scenario.
In an earlier study by Ahrefs (April 2025), researchers analysed 300,000 key words and found that while click-through rates (CTR) for the top (#1) organic result dropped after AI overviews were introduced, the CTRs for sources cited within the overview were significantly higher than what they’d have been if they hadn’t appeared within the summary.
There’s also opportunity for brands that seldom feature top in SERPs. According to another recent, large-scale Ahrefs study of 863,000 keywords, 62% of pages cited in Google AI Overviews don’t rank in the top 10 organic results. So strong content structure and topical authority can earn you citations, even if your traditional rankings aren’t there yet.
However, it’s important to note that these impacts vary significantly by niche/vertical, query type and website quality. Some industries and content types may see less dramatic changes, while others might experience different patterns entirely.
What’s more, even without a click, AIO citations drive indirect traffic, attract higher-intent visitors and increase brand awareness. New metrics like ‘share of voice’ in AI Overviews are gaining traction. Overall, the trade-off is simple: fewer clicks, but targeted reach, transactional traffic and better engagement.
Will AI Overviews replace website rankings?
Rest assured – AI overviews won’t be replacing traditional search rankings entirely, for three key reasons.
Firstly, as Google senior search analyst John Mueller has stressed: “There is no such thing as GEO or AEO without doing SEO fundamentals.” Keyword research, technical SEO and on-page optimization are here to stay.
Secondly, while overall traffic may decline, the traffic driven by AIO is often higher quality and more likely to convert. Crucially, AI overviews also don’t always cite from top-ranking sources, giving websites with lower traffic a chance to shine, especially if they cover specific sub-topics with depth and authority.
Thirdly, AI Overviews don’t always appeal to users. As Search Engine Land noted, Google monitors how users interact with results. Mark Traphagen from seoClarity explains: “Google watches what people click on when an AI Overview is present. If most people are scrolling past the AI Overview to click on an organic web result for a particular keyword, then Google may demote the AI Overview for that keyword.”
What does Google look for? Core ranking factors for AI Overviews
Understanding Google Gemini ranking factors starts with one key insight: There’s no magic formula. AI Overviews draw on Google’s existing core ranking systems (fresh, helpful content, reviews and PageRank) combined with structured databases (like the Knowledge Graph and Shopping Graph), all processed through Gemini’s large language model.
This integration of traditional SEO signals with AI represents the shift toward GEO (Generative Engine Optimization), which adapts classic tactics for AI-driven search environments. The goalposts have shifted: Traditional authority signals, like Domain Authority, carry less weight, and simply ranking well on page one is no longer a reliable path to AI Overview inclusion. But the new signals that matter (such as semantic completeness, multimodal content and factual accuracy, as outlined below) sit alongside the fundamentals. Certain key factors still determine whether your content gets cited.
What are the key factors that determine if your content gets cited?
Content relevance: AI Overviews were built on informational search intent, and according to Ahrefs they still appear in 99.9% of informational keywords, though they’re increasingly appearing for commercial and transactional queries, too. Context still matters more than exact keywords, so create content that closely matches what the user wants to know or do at every stage of the search journey.
Authoritative position: Your site should be seen as an expert in your topic and field of expertise. This is assessed on the quality and depth of your content.
Clarity and structure: Natural Language Processing (NLP) lies behind AI’s ability to understand, interpret and summarise human language. AI systems prefer NLP-friendly content that is ‘clean’ and clear, so make your content logical and well-structured.
Accuracy: Offer truthful information that can be relied upon as factual.
Follows E-E-A-T guidelines: Experience, Expertise, Authoritativeness and Trustworthiness are still super important as AI summaries reward content informed by credible, high-quality sources.
7 Steps to structuring your content for AI citations
Your content strategy on how to optimize blog posts to appear in Google AI overviews should focus on combining technical optimization with publishing human-centric, concise information that’s easy to understand. Content should be structured well with clear headings and NLP-friendly formatting.
This user-first approach aligns perfectly with SXO (Search Experience Optimization), which goes beyond traditional SEO to focus on the complete user journey. Here are seven practical steps you can take to increase your chances of being visible in AI snippets.
1. Answer questions clearly
AI likes direct responses that can be easily extracted from. So follow the inverted pyramid journalistic structure by using an answer-first approach in each content section.
- DON’T write lengthy backward-looking introductions with rambling prose full or jargon.
- DO get straight to the point. Answer questions upfront in self-contained, conversational passages of about 130-200 words.
2. Use question-based headings
To make it easier for AI to find answers within your structured content, use clear headings with question-based formats in your H2 and H3 subheadings.
- Example question structures: “What’s the best way to X?”, “How does X work?”
3. Embrace ‘white space’ for easy scanning
To ensure AI can parse key facts from your articles easily, allow for enough white space on the page and create scannable answers that users can quickly digest.
- DON’T have dense walls of copy burying pertinent information.
- DO vary the formatting by including bulleted lists, step-by-step sections, numbered lists and summary tables.
4. Cover the topic comprehensively
Answer questions thoroughly with factual accuracy and unique insights, so that AI can extract multiple points from your post. Ways to do this include:
- Answering the question first, then delving into the explanations.
- Including FAQs.
- Publishing comprehensive guides on a topic.
- Addressing subtopics or queries related to the user intent.
In terms of how to rank in Google AI overviews with existing content, refreshing older posts using the above tips as a start.
5. Write like you’re targeting a featured snippet
Since Google’s algorithm pulls from content similar to that which would qualify as a featured snippet, use the same tactics for AI parsing.
How? Structure your content to provide scannable answers by putting the most important information in the first sentence of each section.
6. Implement schema markup (structured data)
Make it easy for the search machine to understand your content with labels that provide context and structure. Think How-To schema, Article schema, FAQ schema and so on.
7. Go multimodal – and optimize every element
Your content should be multimodal, so text must be supported with infographics, images, videos and tables. These not only increase engagement, but also give more for AI to extract from. According to research cited by SEO expert Mike Khorev, full multimodal and schema integration can deliver up to 317% more citations. Naturally, multimedia elements should follow SEO best practices. For example, add alt text to images and optimize video descriptions to create truly NLP-friendly multimedia that enhances your structured content approach.
What broader SEO strategies support AI Overview ranking?
Now that we’ve outlined why content structure is key, what SEO strategies increase the chances of being included in AI summaries? Here’s how to optimize for Google AI overviews:
Establish strong authoritativeness and trust with E-E-A-T: AI in Search captures from trusted sources. Make yours one of these by:
- Monitoring your performance through Google Search Console to track which pages are being cited in AI overviews and identify optimization opportunities.
- Publishing posts by real writers with bios.
- Ensuring your content is well researched and factual.
- Earning more backlinks from reputable sites.
- Considering your broader off-site signals. AI Overview citation selection is influenced by the strength of your brand entity – how Google’s Knowledge Graph recognises and categorises your business as a real-world thing, distinct from keywords. Consistent business details across directories, brand mentions across third-party sites, forums, reviews and industry publications all strengthen your entity signals and improve your chances of AIO citation.
- Adding testimonials, case studies and a detailed “About Us”.
Google’s March 2026 core update reinforced E-E-A-T advice, with sites producing expert, human-led content gained visibility, while scaled AI content without proper editorial oversight dropped. Quality content is the foundation.
Cite credible sources: Your copy should reference reputable information sources, such as recent academic studies, scientific journals and official government websites. Be specific rather than general and link to the source when adding stats and so on. All this adds a sense of transparency and accuracy, which AI favours.
Target conversational and long-tail queries: What questions would your potential customers ask? How would they phrase them in voice search? Use People Also Ask or Google Autocomplete to help here. Then optimize for long-tail, question-based key terms that mirror natural-language searches and offer solutions to common problems in your niche.
Optimize for mobile SEO: According to Ahrefs, mobile searches dominate AI Overview queries, making up 81% of traffic. So it’s best to have a responsive design and fast page load speeds on your site. Google’s PageSpeed Insights and Core Web Vitals reports can help you identify and fix performance issues.
Publish timely, relevant content: AI Overviews prefer fresh over outdated content. Real-time fact verification has become a gatekeeper, so update older articles to ensure they stay current. Replace old studies, edit the facts and remember to add “last edited/updated on [date]” to signal this ‘newness’.
Don’t abandon SEO basics: The foundational SEO factors that remain critical include:
- Fast page speed
- Mobile-friendliness
- Crawlable site architecture
- Strong internal linking
- Meta tags and alt text.
Target low-difficulty keywords: Focus on keywords with low competition as these are often high-intent, long-tail phrases that align well with informational search queries, making them more likely to trigger AI Overviews. According to Ahrefs’ analysis of 300,000 keywords, the median keyword difficulty for AIO SERPs is just 12, compared to 33 for standard search. (Note that scores vary across tools, so use whichever you rely on consistently rather than chasing a specific number.)
Review your AI crawler directives: Web teams are actively debating what to do about AI crawlers (Google-Extended, GPTBot, CCBot, etc) in their robots.txt file. If you block the wrong one, you could remove your eligibility for AI Overview citation. At this point, the broad advice is not to block Google-Extended, if you want to appear in AIO.
Beyond the click: future-proofing your website
At this point, it’s clear to those working in the digital space: AI Overviews are here to stay, and AI Mode is maturing fast. With search becoming more user-focused and less reliant on rankings alone, that number one spot on SERPs is no longer the most valued measure of success. Instead, we’re asking, “How can I become the go-to source that Google’s AI summarises?” Here’s a handy checklist to future-proof your website:
The 2026 shift at a glance
| Factor | Traditional SEO (2025) | GEO/AIO Optimization (2026) |
|---|---|---|
| Models | Gemini/PaLM 2 | Gemini 3: multimodal, more sources per answer |
| Citations | Links as the primary edge | Brand awareness and entity signals; lower CTR but higher-intent traffic |
| Structure | Headings and lists | Nested schema + entity optimization: more citations |
| Multimedia | Basic visuals | NLP-optimized assets: alt text, transcripts, structured video descriptions |
| Monitoring | Google Search Console | AI citation tracking tools (e.g. Semrush AI Toolkit, SE Ranking) |
AI Overview SEO tips: A practical checklist for future success
- Perform an AI overview audit
- Update existing content
- Double down on E-E-A-T
- Audit your robots.txt for AI crawler settings
- Embrace multimedia
- Above all, think like a user, not a robot: Prioritise human-first content that is genuinely useful, even in AI-generated summaries.
- Keep an eye on AI Mode: AI Overviews changed the game, but AI Mode is the next level. The good news is that the same tactics you can use for AIO will work for getting cited in AI Mode, too.
- Think beyond Google: Everything in this guide applies well to optimising for other popular AI platforms like ChatGPT and Perplexity. Structured content, direct answers and credible sourcing are the same signals these platforms reward.
- Track your AIO share of voice: Start measuring how often your brand appears in AI Overviews for your target queries, as this is becoming the visibility KPI that actually matters in 2026.
Final thoughts: Your AI-first SEO strategy starts now
The shift toward AI Overviews represents more than just another algorithm update. It’s a fundamental transformation in how users discover and consume information online.
While traditional organic traffic is shifting, the opportunity for higher-quality engagement, stronger brand authority and AI-driven visibility has never been greater. Success in AI search isn’t about abandoning proven SEO fundamentals, but evolving your approach to prioritise structured content, factual accuracy and user-focused experiences that both humans and AI can easily understand and extract value from.
By implementing the strategies outlined in this guide, you’re not just optimising for today’s AI Overviews, you’re future-proofing your content for whatever search innovations lie ahead.
Looking for support with AI-optimized search strategies? Get in touch to discover how our Digital Marketing and Digital Strategy services can help.
Did you find this guide valuable? Explore more of our insights, including “AEO vs SEO: Optimising for Answers, Not Just Rankings” and “What Are AI Overviews (Formerly Google SGE) and How Have They Changed SEO?”
Coming Next:
Part 6: “Optimising Content for Google AI Overviews (2026): A Practical Guide for Content Creators”
FAQs
Do AI Overviews hurt my website traffic?
While overall clicks may decrease, the traffic you get from AI Overview citations is typically higher quality and more likely to convert.
Can new websites rank in AI Overviews?
Yes. AI Overviews don’t always cite top-ranking sites, giving newer websites with quality, structured content chances to appear.
What’s the most important factor for inclusion in AI Overview?
Content relevance and structure. Focus on answering user questions directly with clear, factual information in well-organised formats.
Should I stop doing traditional SEO?
Not at all. Traditional SEO fundamentals remain crucial as AI Overviews still favour content from pages that rank well organically.
What content gets featured in Google AI overviews?
Content that’s well-structured, factually accurate and answers questions directly. Key signals include clear headings, concise answer-first paragraphs, schema markup, multimodal elements and strong E-E-A-T credentials.
Why is my site not appearing in Google AI Overviews?
Common reasons include weak content structure, thin E-E-A-T signals, blocking AI crawlers like Google-Extended in your robots.txt, or ranking outside the top 50 organically. Pages ranking below position 50 are generally unlikely to appear in AI Overviews, regardless of how well-optimized they are, so traditional SEO foundations remain essential.
Article by
Deidre Donnelly
