Generative AI is reshaping the web for brands and users alike, as features like Google’s AI Overviews move the burden of processing search results from human users to AI services. AI Overviews use generative AI to pull information from various sources to generate responses. This means brands have less control over how their content is displayed and interpreted.
Understanding how AI Overviews function and implementing strategies to enhance brand visibility within this ecosystem is now necessary for digital marketing. How can your brand influence the output of AI Overviews to continue connecting with consumers?
The rise of generative AI
Generative AI transforms how content is created, delivered, and consumed. In search results, generative AI synthesizes information from multiple sources to generate a comprehensive response.
Foundational large language models (LLMs) only pull from their static training material. In contrast, retrieval-augmented generation (RAG) systems use dynamically retrieved supplemental information to construct the most valuable and conversational response possible.
This differs from traditional search results, which display links ranked by relevance and other SEO factors. While both RAG systems and organic results rely on retrieval algorithms, the way the resulting information is presented elicits different user responses. Instead of clicking multiple links to find and gather information, users receive AI-generated summaries and the sourced websites without pressing a button.
Dig deeper: How marketers can succeed with generative engine optimization
Reshaping search
Based on our research, this shift in user behavior drives more traffic to the pages included in AI Overviews while diverting traffic from non-featured pages. So, brands must rethink their content strategies and focus on AI-driven search experiences.
Initially introduced in May 2024, AI Overviews now appear on the SERPs for 52% of Terakeet’s tracked searches as of the week of Feb. 16, 2025. With millions searching for support from Google daily, AI Overviews offer brands an opportunity to position themselves as an authoritative and helpful source to hundreds of thousands of consumers.
Dig deeper: GenAI is telling your brand’s story — with or without you
Findings from our AI Overviews research
To help brands better understand generative engine optimization, Terakeet (where I work as director of data science) has been studying how AI Overviews work.
These insights provide valuable guidance for brands looking to improve search visibility within the AI-generated search landscape.
- AI Overviews are short and link-heavy: On average, AI Overviews are 175 words and have 6 to 10 links to external sources.
- Higher-ranking pages have the upper hand: Brands with webpages already ranking well in organic search results are more likely to be featured in AI Overviews.
- HTML formatting doesn’t seem to matter: There is no correlation between basic HTML elements and inclusion in AI Overviews.
- AI Overviews outputs are consistent: A brand will likely maintain its featured position in an AI Overview unless there are significant changes to content.
These findings show opportunities (and challenges) for brands. While AI Overviews offer increased visibility, earning a place within them relies on delivering high-quality content that performs well in traditional search.
What this means for your brand
Here are the key takeaways for brands that want to increase search visibility and promote an accurate narrative based on the data:
Continue following SEO best practices with owned content
Pages ranking well in organic search results are more likely to be featured in AI Overviews. As such, brands that optimize their owned content for search intent, authority and relevance are more likely to see increased visibility within Google’s search index.
The same is true for brands that focus on topic clusters in their content rather than isolated keywords. AI Overviews prioritize comprehensive, interconnected content. Because of this, SEO, marketing and content teams should adopt strategies that focus on clusters of related topics, which is more likely to drive a comprehensive presence around key themes.
Dig deeper: New content strategies for handling AI-powered search
Answer questions authoritatively
AI Overviews value information that answers consumers’ questions with relevant content aligned with E-E-A-T (experience, expertise, authoritativeness and trustworthiness). High-value, research-backed content directly addressing consumer queries increases a brand’s likelihood of being featured.
Understand user intent
Generative engines are more likely to source the online content that best answers consumers’ questions. By matching optimized content to specific consumer needs and behavior, brands increase the likelihood that AI Overviews will discover and reference their information.
Dig deeper: How to use micro-moments to capture customer intent in real-time
Succeeding in the AI Overviews era
AI Overviews are transforming how content is presented and consumed. Our research shows that brands can actively influence their presence in these AI-driven search results.
When you follow SEO best practices, create authoritative and comprehensive content, and optimize digital assets to meet consumer needs, you can improve your brand’s chances of being featured and cited in AI Overviews. Adapting your strategies can also help you boost your online visibility and connect with users meaningfully.
The post How to influence Google’s AI Overviews appeared first on MarTech.