Can You Optimise Your SEO for AI Overviews?

SEO Company

Can You Optimise Your SEO for AI Overviews

For years, we’ve tried to master the art of ranking on Google’s top 10, or ideally top 3 positions on page 1 (as these get the vast majority of the clicks).

Now, a new element is dominating the top of the search engine results page (SERP): AI Overviews.

You’ll already have seen them. These AI-generated summaries appear at the very top of the results, aiming to answer a user’s query directly without the user needing to click to a website to find out more.

For businesses and website owners, this raises an urgent, multi-million-pound question:

How do we do SEO for AI?

As an SEO agency that lives and breathes this stuff, we’ve been deep in the trenches, analysing the changes and, most importantly, listening to what Google itself has to say. The good news? It’s not about learning a whole new dark art, as in reality, not as much as you may think has changed in terms of SEO best practice.

The challenging news? The bar for quality has just been raised again!

So let’s look at an actionable framework for adapting your SEO strategy for the age of Google AI search.

What Exactly Are AI Overviews?

First, let’s be clear. AI Overviews are the evolution of Google’s Search Generative Experience (SGE). They are AI-powered snapshots that synthesise information from multiple web pages to provide a direct, conversational answer to a user’s search… which admittedly is a bit of a mouthful.

Basically, they are designed to tackle more complex search queries, like questions and answers, such as “What are the pros and cons of SEO for a website in the UK in 2025?” instead of just keyword-driven queries such as “Website SEO”.

Crucially, AI Overviews feature links to the sources they used to generate the summary. And that, right there, is your new goal. Your objective isn’t to “rank in the AI.” It’s to be the trusted, authoritative source the AI chooses to cite.

AI Overview in a Google search result
Example of an AI overview in Google Search with cited sourced shown on the right

Can You Actually Optimise for an AI? The Official Word from Google

OK, let’s address the elephant in the room. Is there a secret handshake, rolled-up trouser leg, or a special meta tag to get featured in the AI SERP?

In a word: No.

Google has been very clear on this. In their own documentation and statements from spokespeople like Danny Sullivan, they’ve emphasised that there is no special optimisation for AI Overviews.

“For creators, there’s nothing new or special to do for AI Overviews… It’s our regular ranking systems that are designed to surface high-quality, helpful content that are at play.” – Google Search Central

This is not a cop-out. It’s the most important clue we have. It tells us that SEO for AI is not about new tricks, but about doing the fundamentals that Google has been championing for years. Your target is not an algorithm; it’s the underlying systems of quality, relevance, and trust that feed it. Essentially, we need to give web users what they want, the best answer to their question or query possible, without making them scour the web for it.

The Core Principles: How to Become a Citable Source for AI Overviews

If the goal is to become a citable source, how do we do that? We need to create content that is so helpful, authoritative, and well-structured that Google’s systems see it as a gold-standard reference.

Here’s the Wiser IT framework for influencing your performance in AI Overviews.

1. Embrace E-E-A-T

E-A-T (Expertise, Authoritativeness, Trustworthiness) has been a cornerstone of SEO for years. Google recently added a crucial extra ‘E’: Experience, making E-E-A-T the new standard. This is your superpower!

AI can summarise existing information, but it can never be as good as having first-hand experience. Content that demonstrates real-world use, knowledge, personal stories, and genuine case studies is invaluable.

  • Experience: Show you’ve actually done the thing you’re writing about. Include original photos, videos of you using a product, or data from your own experiments.
  • Expertise: Showcase credentials. Have qualified experts write or review your content. Update your author bios to reflect their qualifications.
  • Authoritativeness: Build links from other reputable sites in your industry. Be the go-to source for your niche.
  • Trustworthiness: Be transparent. Have clear contact information, privacy policies, and cite your own sources.

Actionable Tip: If you’re a plumber writing about fixing a leaky tap, include a photo or video of the tap you actually fixed. If you’re a financial advisor, ensure your articles are written by someone with demonstrable qualifications.

Learn more about EEAT

2. Structure Your Content for Clarity (For Humans and Machines)

AI models, like humans, appreciate well-structured content. They need to be able to parse your information easily to understand its context and meaning.

  • Logical Headings: Use a clear hierarchy of H1, H2, and H3 tags to break down your topic.
  • Simple Language: Write in clear, concise language. Avoid jargon where possible, or explain it if you must use it. Avoid copy & pasting AI-generated text, as it can often cite invalid sources, and contain words or sumbols not used in common everyday language or text.
  • Lists and Bullet Points: Break down complex information into scannable lists. AI Overviews often present information in this format, and it’s likely they favour sources that do the same.
  • Structured Data (Schema): This is non-negotiable. Use schema markup like FAQPage, HowTo, Article, and Product to explicitly tell Google what your content is about. An FAQ page schema on a page that answers common questions is a direct signal of intent. Use Google’s Rich Results Test to check that this is done correctly.

Actionable Tip: Go through your most important service pages and blog posts. Could the structure be clearer? Could you add an FAQ section at the end and mark it up with the correct schema?

3. Answer the “Why” and “How,” Not Just the “What”

AI Overviews excel at answering “long-tail” questions. This means your content needs to go beyond simple definitions. You need to build topical authority by covering a subject from all angles.

Don’t just write a blog post on “What is loft insulation?”. Create a comprehensive pillar page that covers:

  • What is loft insulation? (The “What”)
  • How is it installed? (The “How”)
  • Why is it important for UK energy bills? (The “Why”)
  • What are the different types available?
  • How much does it cost?
  • What are the building regulations in the UK?

This depth of knowledge makes your page a one-stop shop and a far more valuable source for both people than a thin article (that only scratches the surface) to reference and, therefore, also for an AI to synthesise, or take snippets to present in an AI overview.

4. Provide Unique, Verifiable Value

If your content just rehashes what the top 10 results already say, why would an AI need to cite you? You need to bring something new to the table.

  • Original Research: Conduct a survey of your customers.
  • Unique Data: Analyse your business data to reveal a trend, and present a unique infographic of the results.
  • Expert Insight: Offer a contrarian opinion or a unique perspective that only an expert in the field would have, and that nobody else has done previously.

Google refers to this as content with “hidden gem” qualities. Its unique content and has value that cannot be easily replicated.

Actionable Tip: Can you turn a recent client project into a detailed case study with real data on ROI? That’s unique, valuable content that demonstrates Experience and Expertise, and no one else has that piece of information.

What Doesn’t Work? Debunking the AI SEO Myths

  • Keyword Stuffing for AI: This has never worked, and it’s even less effective now. AI understands context and semantics. Trying to “trick” it is a waste of time.
  • Ignoring Traditional SEO: On-page SEO, technical SEO, page speed, and backlinking are now more important, not less. These are the foundational signals of quality that the AI systems are built on. The real difference is that you need to be more perfect than ever before to beat the crowds – everyone has SEMRush!
  • Writing for Robots: The “people-first” mantra of Google’s Helpful Content Update is the guiding star. Write for your audience, answer their questions, and help them solve their problems. If you do that well, you are indirectly optimising for AI search.

The Future of SEO is Building Better Websites

Optimising for AI Overviews isn’t about chasing a new algorithm or trying to trick the bots. It’s about fulfilling the promise of what Google has always wanted: for you to create the best possible resource on the internet for your given topic. To rise to the top of search, because you are the best answer to a searcher’s problem, the product or service that best meets their needs.

The focus has shifted from ranking signals to citable qualities.

Your path forward is clear:

  1. Prove your experience (E-E-A-T).
  2. Structure your content for ultimate clarity.
  3. Go deep on your topics and build authority.
  4. Offer unique insights that only you can provide.

The rise of the AI SERP is not the end of SEO, it is merely an evolution in the direction that search was already heading, that now rewards true expertise and genuine value, and fights Black Hat SEO techniques better than ever.

By focusing on these core principles, you’re not just optimising for AI Overviews; you’re building a more resilient, authoritative, and successful online presence for whatever comes next.

Is your business ready for the new era of search?

At Wiser IT we specialise in building future-proof SEO strategies for businesses. Contact us today for a no-obligation consultation, and let’s navigate this change together.