How to optimise your content for AI Overviews

Overview

For businesses and professionals who rely on organic search traffic, this shift matters enormously. It’s no longer enough to rank in the “ten blue links”, you now need to think about how your content is presented to, and interpreted by, AI systems.

In this article, we’ll explore:

• Why AI Overviews matter
• How they affect visibility and clicks
• Simple, actionable ways to optimise your content

Why Does Optimising for AI Overviews Matter?

Be visible at the very top of search results

AI Overviews usually* appear above traditional search results. This means that if your content is referenced or quoted in the overview, it can reach users before they scroll down to the standard listings.

Did you know? According to research summarised in an article on Search Engine Land, “Three-quarters of the links cited in Google AI Overview appear in position 12 or higher in the organic search results.”. What we can take from this is that traditional SEO, i.e. optimising for organic SERP placement, seems to be a contributing factor in whether you are cited in the AIO or not.

It builds trust and authority

If Google’s AI chooses your page as a source, it’s a signal that your content is authoritative, reliable, and well-structured. This can strengthen your reputation in your field.

It captures User attention despite reduced clicks

Some users may get the information they need directly from the AI Overview without clicking through to a website. While this user behaviour can reduce traffic to your website, being cited in an AI Overview still raises your brand awareness, especially if your company name or website site appears within the overview.

Did you know? In a recent Search Engine Journal article it is stated that “Google’s AI Overviews now appear for over 11% of all searches according to BrightEdge research, pulling information from multiple sources to create comprehensive answers above your organic results. Users get what they need without clicking through.”.

It future proofs your SEO

Search seems to be moving towards AI-powered discovery so optimising your content NOW helps ensure your content doesn’t get left behind.

How AI Overviews Work (Simply Explained)

AI Overviews are generated by large language models (LLM) which are trained on vast amounts of text. When someone searches, the AI scans Google’s index and picks content that looks:

• Clear and easy to summarise
• Accurate and up to date
• Structured logically with headings and lists

Google then produces a “synthetic answer”, but it often links to the pages where it drew the information from. Your goal is to make your content the obvious choice for the AI to cite.

Practical Steps to Optimise Your Content

Here are some straightforward actions that non-specialists can take to improve their chances of being featured in AI Overviews:

Write clear, direct answers

• Adopt the ‘answer first’ principle and place the answer to the question (the primary question which your web page is addressing) right at the top of your article or section.
• Keep sentences short and easy to understand.
• Imagine you’re writing for someone with only 30 seconds to spare.

For example: Instead of burying the answer “Section 21 is a legal process landlords use to evict tenants without fault” in paragraph four, open with that sentence and lead with the question “What is a Section 21 notice?”.

Use recognised structured formatting

• Break up your content into bite-sized chunks using clear headings (H2, H3, H4 etc) that reflect common search queries.
• Use bullet points and numbered lists where possible – AI loves structured data it can quickly summarise.
• Add short summaries at the end of long sections.

Target conversational queries

People ask Google questions in a conversational way, like “How do I optimise for AI Overviews?” rather than “AI Overview optimisation.”

• Sprinkle in FAQ-style questions as subheadings.
• Answer them directly underneath in one or two sentences.

Demonstrate expertise and trustworthiness

Google values E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

• Add an author bio at the end of your post and be sure to link from the post to their profile and/or other articles they may have written and published.
• Link to reputable external sources where appropriate. They key here is to only link to reputable external sources so choose wisely.
• Keep your content up to date – review and refresh articles regularly.

Optimise your content for clarity, not just for keywords

Traditional Law Firm SEO focuses on keywords, and whilst we are still focussed on ranking in the organic search results, AI Overviews favour well-explained, natural language.

• Write like you’re explaining to a client or colleague, not just ticking boxes for search engines.
• Avoid jargon unless your specific audience expects it. Try to stay away from using acronyms or abbreviations or use them sparingly along with the long version.

Include examples and practical steps in your content

AI looks for useful, instructional content – material that goes beyond theory and actually helps the reader take action. If your article contains real-life examples, step-by-step advice, or clear takeaways, it’s much more likely to be cited in an AI Overview.

Google AI wants to serve up answers that are not only correct but also actionable. A list of abstract tips is less appealing than a clear, guided process and checklist.

For example, if you’re writing about “how can landlords serve a Section 21 notice,” you could:

• Provide a step-by-step checklist of the documents required.
• Show a short scenario of how a landlord might use the process in practice.
• Highlight common mistakes to avoid, alongside best practice.

This kind of content signals to Google’s AI that your page offers practical value. It also helps real readers, who are more likely to stay on your page, share it, or remember your brand when they need professional support.

Ensure your site is technically sound

Even great content won’t be used if your site is hard to crawl.

• Check that your pages load quickly.
• Make sure your content is mobile-friendly.
• Use a clear URL structure and add internal links between related posts.

For this technical element, you may need to employ the services of a specialist. However, non-specialists can get started using free tools:

1. Google PageSpeed Insights – Provides real-time insights on page speed, mobile responsiveness, and optimisation suggestions.
2. Ahrefs Webmaster Tools – Identifies technical SEO issues like broken links, indexing problems, and overall site health.
3. SEO SiteCheckup – Offers a simple site audit, including checks for meta tags, headings, broken links, and other common technical SEO issues.

Using these tools, you can quickly spot problems and prioritise fixes, even without a technical background. Regular checks help ensure your content remains accessible, crawlable, and AI-ready.

Quick Checklist for AI Overview Optimisation

Using the above as an essential guide for when you are publishing new content or optimising existing content will stand you in good stead for ranking high and featuring in the AI Overviews.

To help you further, and to simplify your journey, below is a list of actions you should check off each time you write or edit website content.

Print this out and pin it up so that you can quicky refer to it every time you create or edit content.

Our Final Thoughts (and a bit about funnels)

AI Overviews are still evolving, but we think they are here to stay. Optimising for AI Overviews is about making your content more useful, clear, and authoritative for real people.

If you can answer questions concisely, structure your writing logically, and demonstrate genuine expertise, you’ll increase your chances of being highlighted by Google’s AI.

Even if AI Overviews sometimes reduce click-through rates, there’s a powerful upside: brand visibility at the very top of the search journey, also known as the Top of the Funnel (TOFU). When your content is cited in an AI Overview, your company name or website appears as a trusted source right at the start of a user’s research process.

That exposure helps you:

• Build brand awareness with audiences who may not yet know you.
• Establish authority by being positioned as a source Google’s AI relies on.
• Nurture future demand – users may not click today, but they’re more likely to remember and return when they need more information, professional support, or to buy a product or service.

In other words, being cited in an AI Overview isn’t only about traffic, it’s about getting your brand in front of potential clients earlier, increasing the chances they’ll choose you when they’re ready to take action.

Optimising for AI Overviews is not an optional extra. It’s a shift in how information is discovered online. By following these simple, practical steps now, you can ensure your content continues to be found, trusted, and read – even as search transforms.

*We say “usually” because we have seen on a few occasions the AI Overview being placed further down the search engine results page. Evidence that Google are testing different approaches to discover the best way of serving artificial intelligence created overviews to the User.

FAQs