How to optimise for AI Overviews without guessing
Google search results are changing.
Instead of showing only links, Google increasingly generates AI summaries at the top of the page. These summaries are known as AI Overviews.
AI Overviews combine information from multiple sources to produce a single answer. When sources are shown, they often appear as citations linking to websites.
For businesses this creates a new visibility opportunity.
If your content becomes one of the sources used in those summaries, your brand may appear at the very top of search results.
Optimising for these summaries is part of Generative Engine Optimisation (GEO).
If you want a broader explanation of the topic, start with our guide to Generative Engine Optimisation.
What AI Overviews actually are
AI Overviews are summaries generated by Google’s AI systems.
They appear above traditional search results for certain queries.
Instead of presenting a list of links, the system provides:
- a generated explanation
- suggested steps or advice
- links to supporting sources
Google explains the feature in its official documentation.
https://developers.google.com/search/docs/appearance/ai-features
The information used in these summaries comes from websites across the web.
This means your content can still influence search results even if users do not click immediately.
How Google builds AI Overviews
AI Overviews are built using a process similar to other generative search systems.
The process typically involves four stages.
1 Retrieval
Google retrieves relevant pages from its index.
These pages may include:
- guides
- documentation
- blog posts
- research content
Technical SEO therefore remains essential.
Our article on XML sitemaps explains how search engines discover pages.
2 Evaluation
The system evaluates the credibility of sources.
Signals may include:
- authority of the website
- reputation of the brand
- clarity of the content
- references and supporting evidence
Google emphasises similar principles in its helpful content documentation.
https://developers.google.com/search/docs/fundamentals/creating-helpful-content
3 Extraction
The system extracts useful passages from the most reliable pages.
This is why content structure matters.
Clear headings and concise explanations make extraction easier.
4 Generation
The AI model combines the extracted information and generates a summary.
Relevant sources may appear as citations.
These citations usually come from websites that demonstrate authority and clarity.
Why some websites appear in AI Overviews
Certain websites appear more frequently in AI Overviews.
They usually share several characteristics.
Clear explanations
Content explains topics directly and avoids unnecessary complexity.
Strong authority
The website demonstrates expertise in its topic.
Structured pages
Information is organised into logical sections.
Reliable sources
Claims are supported by evidence.
Our article on what makes content citeable explains these factors in more detail.
The AI Overviews optimisation framework
Optimising for AI Overviews involves several practical steps.
These steps focus on improving the usability and credibility of your content.
Step 1 Focus on real questions
AI Overviews often appear when users ask complex questions.
Examples include:
how to improve website performance
or
best ways to increase restaurant bookings
Content that answers real questions clearly is more likely to be used.
Step 2 Structure content clearly
Well structured pages are easier to extract.
Helpful structures include:
- descriptive headings
- step by step sections
- comparison tables
- concise definitions
For example:
What is website performance optimisation
Short explanations are easier for AI systems to reuse.
Step 3 Demonstrate expertise
AI systems prefer information from credible sources.
Signals of expertise include:
- case studies
- research references
- practical examples
Our case studies demonstrate real project outcomes and provide evidence of experience.
Step 4 Strengthen internal linking
Internal links help search engines understand relationships between topics.
For example, this article connects to:
Our guide on internal linking explains how linking structures strengthen topic authority.
Step 5 Improve technical accessibility
AI Overviews rely on the same technical infrastructure as traditional search.
Important technical factors include:
- crawlability
- page speed
- indexation
- structured metadata
You can identify issues using tools such as:
Without these foundations, content may never be retrieved.
Content formats that perform well
Certain formats are particularly effective for AI Overviews.
Definitions
Definition sections help explain concepts quickly.
Example:
What is technical SEO
Step by step guides
Processes are easy for AI systems to summarise.
Examples include:
- how to run a website audit
- how to improve SEO performance
Comparisons
Comparisons help explain differences.
Examples include:
- SEO vs GEO
- paid search vs organic search
Our article on GEO vs SEO vs SXE uses this format.
Knowledge hubs
Knowledge hubs build topical authority.
Examples include:
- glossaries
- learning centres
- tutorial libraries
Our marketing glossary is one example of a structured knowledge resource.
Why topical authority matters
AI Overviews favour websites that demonstrate depth of expertise.
A single article rarely builds authority.
Instead authority develops through topic clusters.
For example:
- a core guide
- supporting articles
- definitions
- case studies
Internal links connect these resources.
This helps search engines understand the full scope of a topic.
The role of brand trust
Brand credibility influences which sources appear in AI summaries.
Signals that strengthen trust include:
- recognisable brand names
- expert authors
- consistent company information
- external mentions
Our article on brand search strategy explains how brand recognition supports search visibility.
Common optimisation mistakes
Many websites struggle to appear in AI Overviews because of simple mistakes.
Overly promotional content
Marketing language often lacks informational value.
AI systems prefer educational explanations.
Weak structure
Content without headings is difficult to extract.
Unsupported claims
Information without evidence may be ignored.
Thin pages
Pages with little useful information rarely appear in AI answers.
Our article on soft 404 and thin pages explains why these pages are problematic.
A practical optimisation workflow
If you want to optimise existing content for AI Overviews, follow a simple process.
- Identify important questions your audience asks
- Rewrite pages to answer those questions clearly
- Add structured sections and definitions
- Include evidence and references
- Improve internal linking between related topics
This process gradually increases the likelihood that your pages become sources used in AI summaries.
Measuring AI Overviews visibility
Tracking visibility in AI Overviews can be challenging.
Traditional metrics such as rankings and clicks do not capture the full picture.
Useful indicators include:
- brand mentions in AI summaries
- citations linking to your website
- increased branded searches
- improved topical authority
These signals suggest that your content is influencing AI generated answers.
Next steps
AI Overviews represent a major change in search behaviour.
Websites that provide clear, trustworthy information are more likely to appear as sources.
If you want to understand how your website performs today, start with a GEO audit.
You can also explore our AI Overviews optimisation service or learn more about Generative Engine Optimisation.
Businesses that adapt early will gain the most visibility as generative search continues to grow.
References
-
Google Search Central. AI features and your website
https://developers.google.com/search/docs/appearance/ai-features -
Google Search Central. Creating helpful content
https://developers.google.com/search/docs/fundamentals/creating-helpful-content -
OpenAI. Publishers and developers FAQ
https://help.openai.com/en/articles/12627856-publishers-and-developers-faq -
Bing Webmaster Guidelines
https://www.bing.com/webmasters/help/webmaster-guidelines-30fba23a
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Kiril Ivanov
Managing Director & Performance Lead
Kiril leads strategy and execution at TwoSquares, combining technical engineering backgrounds with advanced performance marketing. Specialising in programmatic SEO, Google Ads scripting (API), and full-funnel paid media architecture, he builds systems that turn search visibility into measurable revenue for UK brands.
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