Google’s AI-powered Overviews are reshaping how users discover information online and making it more challenging for smaller brands to gain visibility. These overviews summarise answers to user queries using large language models (LLMs), a type of generative AI that generates human-like text. Instead of listing websites, Google’s AI engine now synthesises information from multiple websites into a clear, concise answer.
In other words, AI overviews give users faster, more direct answers without having to click into a website to find an answer. This shift has changed user expectations. Audiences now prefer conversational, personalised and immediate responses, setting a new benchmark for how information should be presented online.
So, what does this mean for smaller brands relying on search traffic?
Being featured in AI Overviews results in significant visibility and traffic, but doing so requires you to demonstrate authority. Traditional SEO isn’t dead, but integrating AI-driven optimisation into your strategy will give you a competitive advantage.
Understanding the differences between SEO, GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) is essential. Our last blog post explored SEO vs. GEO, but this one will dive deeper into AEO, the practice of optimising website content to appear in Google’s AI Overviews as a high-authority source.
Recap of SEO vs. GEO
Before diving into AEO, it’s helpful to recap the differences between traditional SEO and GEO.
| SEO | GEO | |
| Key objective | Increase search ranking of a website to generate traffic and visibility on traditional search engines. | Boost exposure of a website by ensuring content is correctly implemented into generated responses and cited by generative engines. |
| Search engines | Designed for traditional search engines that list website links on a SERP. | Intended for generative engines that formulate responses using a number of sources. |
| Focus of optimisation | Targets keyword density, backlinks and meta information to improve rankings on traditional search engines like Google | Concentrates on content quality, relevance and the ability to directly answer queries, optimising for AI-driven generative search engines. |
| Technology | Uses analytics and SEO tools to track rankings, backlinks and keyword performance | Employs AI and machine learning algorithms to predict user intent and generate contextually relevant content |
While GEO optimises content for generative AI engines, AEO focuses on appearing in Google’s AI Overviews, which has become a primary source of information for Google’s 8.5 billion daily searches (Coalition). By optimising for AEO, your brand can become a cited authority, driving visibility and traffic even when users don’t click through your website.
Read more about SEO vs. GEO here.
Why Ranking in AI Overviews Matters
Google’s AI Overviews prioritise clear, concise and structured answers for evolving user needs. Getting your content featured on overviews offers several advantages:
- Significant brand exposure: Being cited builds trust and credibility
- Build authority: AI synthesises content from multiple sources, meaning your brand can gain recognition, even without direct clicks
- Maintain visibility: Featured brands are consistently positioned as reliable sources, reinforcing their authority
Appearing in AI overviews is especially important for positioning your brand as a trusted voice in your industry.
How to Optimise for AEO
Optimising for AI Overviews means shifting from traditional SEO metrics to strategy rooted in authority and clarity.
Clear structure and formatting
- Use bullet points, FAQs and headings for easy scanning by LLMs
- Direct, concise answers increase the likelihood of being cited
Brand Mentions and Citations
- Frequent citations or mentions of your brand across reputable sources indicates credibility to AI
- Being featured in industry publications, news sites or review platforms generates brand mentions, which are important for AEO
- A brand mention can be any online reference to your company, product or service, with or without a link included
Trust and Credibility Through EEAT
- Google’s EEAT framework (Experience, Expertise, Authoritativeness, Trustworthiness) is crucial for AI ranking
- Focus on producing high-quality content that offers real-world value by sharing practical advice and solutions
- Being recognised as a trusted source increases your chances of appearing in AI Overviews
By achieving structured content, credibility and EEAT standards, your brand can maximise its chances of being cited in AI-generated search summaries.
How Can Site Clicks Help?
Site Clicks helps businesses create websites and strategies that rank in search engines while resonating with your audience. From traditional SEO to AI-driven methods, we are constantly expanding our knowledge to ensure your brand gets noticed with the evolving marketing landscape.
Ready to change your marketing game? Let’s work together to build something great.
