Should businesses optimise for Google’s AI overviews?

Optimising for Google’s AI Overviews (AIOs) is becoming a crucial consideration in SEO, but whether it’s the right move depends on your business objectives, content type and your SEO approach. 

Here’s a detailed look at the key factors to consider.

Potential benefits of optimising for AI overviews

• Prime SERP Placement: AI Overviews appear at the very top of Google’s search results, often above traditional organic listings, giving your brand exceptional visibility for informational queries.
• More Qualified Traffic: Our internal research has suggested that overall click-through rates (CTR) have dropped and other commentators agree that typically brands are seeing a 34.5% decrease in clicks for the #1 organic position since AIOs launched. However, it may be that the visitors who do click tend to be more engaged and qualified, potentially improving conversion rates.
• SEO Best Practices Alignment: The content qualities that help you rank in AI Overviews e.g. clear, authoritative, well-structured content, also benefit traditional SEO rankings, so your optimisation efforts deliver dual returns.

Potential drawbacks to consider

• Decline in Clicks: AI Overviews provide direct answers on the results page, leading to more zero-click searches and less traffic to your site, even if featured.  But if you are not there and your competitor is, is it worth the risk?
• No Guaranteed Placement: Competition is intense, and there’s no guaranteed method to secure a spot in AI Overviews.  Although, the team at equimedia do have a process that is delivering success.
• Evolving Algorithms: Google’s criteria for AI Overviews are still changing, so tactics that work now may need adjustment over time.   We have also seen this in SEO and organic algorithms so nothing is really new here. 

Best practices for optimising AI overviews

• Prioritise Relevance: AI Overviews favour content that directly and clearly answers user queries over traditional ranking factors like backlinks.
• Use Clear, Structured Content: Employ concise paragraphs, bullet points, and headings. Put key answers at the top of your pages for quick AI extraction.
• Demonstrate Authority: Showcase expertise with an authoritative tone, cite reputable sources, and include fresh, accurate data.
• Keep Content Updated: Regularly refresh your most valuable pages, as freshness is favoured in AI Overviews.
• Optimise for SERP Features: Performing well in Featured Snippets and ‘People Also Ask’ boxes increases your chances of inclusion in AI Overviews.
• Maintain Technical SEO Standards: Ensure fast loading speeds, mobile-friendliness and good Core Web Vitals scores.

Is optimising for AI overviews worth the effort?

• Informational Content: If your site focuses on informational blogs, guides or how-to’s, optimising for AI Overviews can be highly beneficial, as these queries are most impacted.
• Commercial/Transactional Content: For ecommerce or local businesses, AI Overviews pull from product feeds, reviews and directories, so direct optimisation may have less impact on sales-driven queries.
• Resource Allocation: If resources are limited, focus on optimising a few high-value pages rather than your entire site.

Here is an example of one exercise we completed for equimedia – in Google it appears as a clickable snippet. 

It also appears in an AI overview where it is not clickable but is potentially authoritative as the content is referenced in the Overview with content from the ICO and BBC.

What do we think right now about investing in optimising for AI Overviews? 

Optimising for Google’s AI Overviews is generally advisable; be seen where your competitors might be.

The strategies align closely with standard SEO best practices, so your efforts will benefit overall organic search performance even if AI algorithms evolve further. However, manage expectations around traffic volume, as AI Overviews often reduce clicks to websites. Instead, focus on driving qualified traffic, enhancing brand visibility, and improving holistic SEO to maximise returns in this shifting search landscape. It’s important to remember that good SEO that is fit for purpose today will potentially lead to appearing in AI overviews.  

If you would like help defining your SEO/AEO strategy, please get in touch.