How to optimise your content to rank in AI Overviews

How to optimise your content to rank in AI Overviews    

Is Google’s new AI Overviews feature reshaping the way content is optimised for SERPs? The answer is yes, for now. 

AI Overviews was rolled out in the UK in August 2024, and as with any new SEO update or feature, the criteria for ranking are still being refined by Google. But that doesn’t mean you can’t start taking advantage of the increased organic traffic and visibility it puts up for grabs now. 

In this article, we delve into the ways you can optimise your content to rank in AI Overviews, and position your brand for success in the age of AI-driven search results. 

What are AI Overviews? 

AI Overviews (AIOs) are a new feature introduced by Google that provides users with an instant summary relating to their search queries. The fundamental component of this feature is that the results are all AI-generated. 

This feature aims to remove the need to scroll SERPS endlessly and allow users to gather information faster. 

But what does this mean for marketers and content creators? It presents both a challenge and an opportunity. 

Content optimisation for AI Overviews

There are some key ways you can shape your content to increase your chances of ranking in AIOs and ensure your brand maintains the visibility it deserves: 

1. Write clear and concise content

When AI generates overviews, it often values content that is easy to read, clearly written, and straight to the point. The purpose of AIOs is to generate efficient and accurate responses to search queries, and your content needs to embody this. 

Make your content easy to digest and check that it directly addresses the relevant topic and search term – ideally within the first sentence or two. Focus on clarity and brevity over long-winded and complex content. 

2. Optimise pages for technical SEO 

While clear writing is crucial, don’t underestimate the importance of technical SEO when targeting AIOs. Google’s new feature still depends on the same foundational principles that guide traditional rankings, such as page speed, mobile optimisation, and structured data.  

Google is more likely to pull from well-optimised, high-performance websites, so content refinement, paired with technical SEO adjustment is the ideal mix. 

3. Align with the search intent 

Search intent plays a pivotal role in generating results for AIOs. One study has shown that informational queries are the greatest trigger for AIOs – around 29%.  

This highlights the importance of user-first content. You must ensure any specific keywords and search terms are used correctly, and that headings are structured in an FAQ-style manner to match informational queries.

4. Rank in the top 10 in SERPs 

It might seem obvious, but AIOs are typically pulled from content that is already in the top-rankings for SERPs – often from pages in the top 10 positions.

Therefore, ranking highly in traditional search results is crucial for appearing in AI-generated snapshots. Optimising for organic rankings follows similar strategies, such as keyword optimisation, technical SEO, refining meta data, and high-quality backlinks.

5. Keep content relevant and up-to-date

Google’s AIOs lean towards fresh, up-to-date content that reflects the latest developments and trends. These pages are more likely to contain the most accurate information relevant to the search term.

Be sure to regularly update your pages to maintain relevancy and continue to rank in AI summaries. This can include refreshing old content with new data and insights, and incorporating trending topics within your industry. 

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As AI-driven search results become more prevalent in our digital world today, content optimisation strategies must evolve to meet these changes. 

Your brand must adapt to writing clear and user-focused content, optimising your pages for technical SEO, and effectively targeting search intent – among many more strategies – if you want to maintain a competitive edge in your industry. 

Want to stay ahead of the curve in this new era of search marketing? Check out our other blogs here, or contact our team today to ensure your content thrives in the world of AI-driven search results.