AI Overview Optimisation: How to Appear in Google's AI Answers
Google AI Overviews represent one of the most significant changes to search in recent memory. Instead of simply showing a list of links, Google now generates an AI-powered summary at the top of many search results pages, synthesising information from multiple sources into a single, comprehensive answer. For UK businesses, appearing in these AI Overviews has become a critical visibility opportunity — and a significant competitive threat if you are absent.
This guide explains what Google AI Overviews are, how Google selects the sources that inform them, and the practical steps you can take to optimise your content for inclusion.
What Are Google AI Overviews?
Google AI Overviews (previously known as Search Generative Experience or SGE) are AI-generated summaries that appear at the top of Google search results for certain queries. Rather than requiring users to click through to individual websites, AI Overviews provide a synthesised answer drawn from multiple sources across the web.
When an AI Overview appears, it typically includes:
- A multi-paragraph summary answering the user's query
- Inline citations linking to the sources used
- A "Show more" option to expand the answer
- Links to the source pages that informed the overview
AI Overviews currently appear for a wide range of query types, including informational queries, product research, how-to questions, and comparison queries. Google continues to expand the categories of searches that trigger them.
How Google Selects Sources for AI Overviews
Google's AI Overview system draws from web content to construct its answers, but not all content is treated equally. Understanding how sources are selected is the foundation of any optimisation strategy.
Existing organic authority matters
Google AI Overviews heavily favour content that already ranks well in traditional organic search. Pages that appear in the top ten results for a given query are significantly more likely to be cited in the AI Overview for that same query. This means your existing SEO foundation directly supports your AI Overview visibility.
Content quality and specificity
The AI system favours content that directly and thoroughly addresses the query. Pages that provide specific, actionable information — rather than vague, general content — are more likely to be selected as sources. Google's system looks for content that answers the question comprehensively without requiring the user to piece together information from multiple sections.
E-E-A-T signals
Experience, Expertise, Authoritativeness, and Trustworthiness remain critical. Content from recognised experts, established publications, and authoritative organisations is prioritised. Author bylines, credentials, editorial standards, and the overall reputation of the publishing domain all influence source selection.
Freshness and accuracy
For queries where timeliness matters, Google's AI system favours recently updated content. Keeping your content current with accurate statistics, dates, and references signals that your information is reliable and up to date.
The Difference Between AI Overviews and Featured Snippets
It is tempting to treat AI Overviews as an evolution of featured snippets, but they differ in important ways:
Featured snippets extract a single passage from a single source. They reward content that provides a concise, direct answer to a specific question. The source page receives prominent attribution and a direct link.
AI Overviews synthesise information from multiple sources into an original answer. They may cite several pages, and no single source receives the same level of prominence that a featured snippet provides. The AI Overview is Google's own generated content, informed by — but not copied from — your pages.
This distinction matters for your strategy. Optimising for featured snippets is about providing the single best answer. Optimising for AI Overviews is about being an authoritative source that the AI system trusts enough to draw from when constructing its answer.
Seven Strategies to Optimise for AI Overviews
1. Target question-based queries with comprehensive answers
AI Overviews most frequently appear for queries phrased as questions or that imply a question. Structure your content to directly answer the questions your audience asks. Use your headings to mirror common query formats, and ensure the opening sentences of each section provide a clear, direct answer before expanding into detail.
For example, if you are a financial adviser targeting "How much do I need to save for retirement in the UK?", your content should open with a clear, specific answer before exploring the nuances and variables.
2. Create content with clear hierarchical structure
Google's AI system needs to parse your content efficiently. Use a logical heading hierarchy (H2 for main topics, H3 for subtopics) and organise information in a way that allows the AI to extract specific sections. Bulleted and numbered lists are particularly effective, as they present information in a format that AI systems can easily reference.
3. Provide specific data and statistics
AI Overviews frequently incorporate specific numbers, percentages, and data points. Content that includes original or well-cited statistics is more likely to be drawn upon. When you reference data, include the source and the date to signal accuracy and recency. Proprietary data — from your own research, surveys, or business metrics — is especially valuable because it cannot be found elsewhere.
4. Build topical authority through content clusters
Rather than publishing isolated articles, create interconnected content clusters around your core topics. A pillar page supported by detailed subtopic pages signals to Google that your site has deep expertise in that area. This topical authority makes your entire domain more likely to be selected as a source for AI Overviews related to your field.
5. Optimise for E-E-A-T signals
Strengthen the signals that establish your content as expert and trustworthy:
- Include author bylines with relevant credentials
- Link to authoritative sources to support your claims
- Maintain an updated "About" page that establishes your organisation's expertise
- Ensure your site has clear editorial policies and contact information
- Collect and display genuine reviews and testimonials where appropriate
6. Keep content fresh and accurate
Regularly audit and update your existing content. Remove outdated statistics, refresh examples, and ensure all information reflects current best practices. Adding a "Last updated" date to your content signals freshness to both Google and its AI system. Content that has not been updated in over a year is at a disadvantage for queries where recency matters.
7. Use schema markup to provide structured context
Implement relevant schema markup to help Google's systems understand your content. FAQ schema, How-To schema, Article schema, and Organisation schema all provide additional context that can influence whether your content is selected for AI Overviews. While schema alone will not guarantee inclusion, it removes ambiguity about what your content covers and how it should be categorised.
How to Track Whether You Appear in AI Overviews
Monitoring your presence in AI Overviews is more challenging than tracking traditional rankings. Standard rank-tracking tools often do not capture AI Overview citations, and manual checking is inconsistent and time-consuming.
To effectively track your AI Overview visibility:
- Identify your priority queries: Focus on the 20-50 queries most important to your business
- Check regularly across devices: AI Overviews can vary between desktop and mobile, and between different user contexts
- Note citation placement: Being cited as the first source in an AI Overview carries more weight than being the third or fourth
- Track competitor citations: Understanding which competitors appear in AI Overviews for your target queries reveals gaps and opportunities
RivalScope monitors Google AI Overviews alongside four other AI platforms, giving you a unified view of your brand's visibility across the entire AI search landscape. Rather than manually checking each platform, you can track your AI Overview presence as part of your broader generative engine optimisation strategy.
The Bigger Picture
Google AI Overviews are just one part of the broader shift toward AI-powered search. While optimising for AI Overviews is important — particularly given Google's dominant market share — the most resilient strategy is to build the kind of authoritative, well-structured, genuinely useful content that performs well across all AI platforms.
The principles that help you appear in AI Overviews — topical authority, content clarity, E-E-A-T signals, and consistent freshness — are the same principles that help you get recommended by ChatGPT, Claude, Perplexity, and Gemini. Invest in these fundamentals and you will be well positioned regardless of how the AI search landscape evolves.