Getting mentioned in Google AI Overviews — how to claim that spot

How do you get mentioned in Google's AI Overviews?

Dominic Pietersz

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‍🕑 22 min read

Bringing in organic traffic through Google? The bar is higher than ever. SEO used to be simple, stuff keywords everywhere – in the title, the meta, your content and Bob's your uncle.
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SEO is a different game now. Keyword tricks are out, what counts is covering topics really well. Thorough and complete. And crucially, organise your website logically around them.

You can think of your site as a library. All the info on SEO, link building and keywords? Keep it neatly together. If you want to learn about paid advertising, for example, you put the "online marketing" section in a logical spot right next to it.
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Because those belong together. I don't want to have to visit another library for that. 

Is your site structured by topic like this? If not, there are opportunities waiting. Focus on that organisation, it is the key to SEO success. 

The battle to be seen

Something else you have probably noticed is that visibility in Google is becoming more and more challenging. Above the 'fold' – the part you see straight away – is now packed with AI Overviews, 'featured snippets' and paid ads. This pushes the organic results a long way down and affects how many people still click through to your site.
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So should you give up on SEO? I wouldn't advise it.

Giving up is really not an option. Because Google just keeps growing. Think of the numbers. Google handles over 5 trillion searches a year. That is already more than 13 billion a day.

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Google remains as popular as ever, even with the likes of ChatGPT around. People still find Google and YouTube (both owned by the same company) the most helpful platforms for information.

They dominate traditional search.

So yes, it is a challenge, but keep investing in that visibility. This is where your target audience searches, after all.

The information game of Google, AI and language models

Google keeps winning with transactional searches

You can see it, search behaviour is changing, partly because of AI and LLMs. One important difference between the two is that AI platforms such as ChatGPT are mainly used for pure information. Google? It is much broader. It covers informational, navigational and commercial searches, and above all transactional ones – the searches that make you money.
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Google is used roughly eight times more often than AI for those profitable transactional searches. Take a look at the data in our chart.

Google gives people what they want

Google keeps growing. Why? People want quick, direct answers.

They use Google more and type in more searches because they get what they are looking for straight away. Google is pushing this hard with AI Overviews and more. This leads to more 'zero-click' searches and fewer direct clicks to your site per search.

BUT... according to Danny Sullivan (founder of one of the first publications on search engine marketing), Google sends more total organic traffic to websites every year than the year before. Even with all those zero-clicks.

AI Overviews are here to stay

Those AI Overviews are here to stay, by the way, that much is clear. They work, users are increasingly happy with them and they have improved rapidly in a short time.

They affect your click-through rates, as the rise in zero-clicks shows. Also keep an eye on the paid ads in those overviews. They are already live in twelve countries, in English. I'm willing to bet the Netherlands will follow.

Why? Google naturally wants to monetise this. It generates heaps of advertising revenue and naturally wants to protect its 'golden goose'.
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Yes, AI Overviews are here. They cause zero-clicks, but understand their place in Google's business model

Fewer clicks and yet more search volume

Okay, and yes, those AI Overviews affect click-through rates. More zero-clicks, you will feel that. Also remember that more people use Google than ever. So in terms of potential you can still draw plenty of traffic to your site, perhaps even more than five years ago.

Here comes the really good news. Data from the agency Seer Interactive shows that keywords without an AI Overview actually show an increase in clicks. The terms that trigger AI Overviews are often informational – less direct money, but fantastic for branding.

The terms without AI Overviews? They still deliver plenty of clicks. These are often your commercial/transactional search terms.
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So optimise for both.

Get traffic (and links) through informational terms (sometimes via the AI Overview itself) and benefit from those extra clicks on the keywords that make money directly.

Real opportunities with AI Overviews

The real opportunity? Branding. Build your brand. Use the 'rule of seven': let people see and interact with your brand at least seven times, everywhere online (technically you need to be mentioned more than seven times).
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Then people buy sooner, promote you and recommend you. So make sure you are visible for those interactions.

What are AI Overviews

The backstory 

Have you also noticed how incredibly fast the road to AI Overviews has been? Bing launched AI chat in early 2023. Google tried to keep up with SGE (the beta version) and only officially launched AI Overviews in May 2024.

This all played out while ChatGPT suddenly became a serious search player. And now we even have Google's official AI Mode.

That evolution is moving at lightning speed. If you understand how quickly things changed, you had better prepare for what is coming next.

The quality of AI Overviews is improving fast

Let's be honest. Those early AI Overviews were incredibly clumsy and inaccurate. Sometimes things went horribly wrong. Think of that infamous example that told people to use glue to keep the cheese on their pizza.

No wonder many users were still dissatisfied with those overviews in the summer of 2024.
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Thanks to all the feedback and intensive testing, the quality has improved dramatically. Google is always testing to give you, the user, the most value, and that certainly applies to AI Overviews. They keep testing, ask for your feedback and constantly try to improve how those overviews work for everyone. 

The anatomy of AI Overviews: short, concise and dynamic

Okay, let's look at what an AI Overview looks like. Its anatomy. The answers are usually fairly short, around 170 words or fewer. And you often see around 5 to 8 source citations, although that can vary quite a bit – I once saw one with 15.

Those sources usually came from the top 8 to 12 organic results. Note that this is changing. According to Ahrefs (early 2026), 38% of cited pages are still in the top 10, compared with 76% in July 2025.

So basically, you get an answer with sources attached. Remember that this whole picture is changing fast. Since 20 May 2025, AI Overviews have also appeared in Dutch.
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That is why you really need to keep a constant eye on how many sources there are, where they come from and how much overlap there is with the 'regular' rankings on page one. This requires continuous attention, because Google keeps adjusting it.

When an AI Overview appears

Yes, and once again, when do those AI Overviews actually appear? There is no hard-and-fast rule. What we do see is a strong link with 'featured snippets' (where a concise answer to the search query is given straight away).

That makes sense, because they mainly show up for informational queries. So there is a clear logic to it. This pattern is genuinely repeatable.

Think of informational questions that used to produce snippets – these now often trigger AI Overviews. The beauty of it? Perfect to optimise for your brand.

"How do I make perfect pancakes?" A perfect example. Want your baking blog or flour brand to be found too? Then make sure your site has a clear recipe page with numbered steps.
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Grab that extra visibility.

Longer searches mean more chance 

Did you know that longer searches are much more likely to trigger an AI Overview? That is why 'long-tail', conversational queries are super important for your strategy.

Forget that old SEO rule of 'no low-volume keywords'. Those days are truly over, my friend.
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Now you need to go all in on semantically related, longer keywords, even if they have little search volume. Why?

Optimising for them actually helps you rank in those AI Overviews and in AI search in general. Take the long tail seriously. And a nice bonus, they are often less competitive.

Imagine you are a local plumber in, say, Breda. If you try to rank for just 'plumber Breda', you are up against large, established companies.
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People search much more specifically. Think of searches such as:

• "how to fix a leaking kitchen tap" (informational)
• "cost of unblocking a toilet Breda" (transactional, local)
• "emergency plumber Breda after 6 pm" (high intent, very specific)
• "tips to prevent frozen pipes in winter" (informational, seasonal)

And a nice bonus, something not to forget, is that those longer, lower-volume keywords are usually a lot less competitive too.

A win-win for your visibility.

More words also mean more visibility

Look here, a BrightEdge study from January 2025 proves it. Searches with multiple keywords trigger AI Overviews far more often.

So, those extra-long 'long-tail' keywords? Keep them firmly in mind. This trend is accelerating enormously, and you can see that in this chart, based on various data we have collected. 

Crack the AI code, analyse the overview

What can you learn from those AI Overviews? They lean heavily towards concise guides, general guidelines and above all step-by-step 'how-to' answers. You see this a lot in the health sector, but it matters almost everywhere. 

The key to 'winning' with AI Overviews is simple, write clear, concise, scannable content with authority. There is a reason we have been saying this for a while. 

People simply want their information super fast. The better you can offer this clear, scannable content, the better it engages your audience and users.
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And the best part? It positions you perfectly for the future of AI search.

YouTube joins the mix in Google AI

Okay, and then YouTube.

This is really becoming a thing for the future of Google Search. Instructional videos and other visual content are now cited far more often in AI Overviews. We even saw a 21% month-on-month increase in those visual citations.

So, not yet invested time in other media? Now is the perfect moment. YouTube is increasingly becoming the way people search (number 2, after Google itself).

With AI Overviews now citing videos directly, this is a fantastic opportunity. Think about what kind of video content you can create to engage your audience and answer their questions.
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Google's AI Mode under the microscope

Play with the future of search 

So, a great way to get more familiar with AI Overviews and all of Google's AI features is to use Google's AI Mode. Google launched AI Mode as a test in March 2025. Since 8 October 2025 it has also been available in Dutch.

This new mode adds AI-powered responses directly to search, helping you get quick summaries and follow-up answers for a better search experience.

At first, only Google One AI Premium subscribers had access. AI Mode now appears as a tab on your search results page. 

What is Google AI Mode? Your new search buddy

Google's AI Mode is a search experience that brings generative AI directly into Google Search. It gives users more in-depth and clearer answers for an easier search experience.
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It works like a smart assistant that quickly helps you find what you are looking for. On the left you see traditional search results with ads, shopping and local listings, which are varied and still require some digging.

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On the right, AI Mode gives more direct answers with specific locations where you can find your item. That way it answers the question in a more direct and convenient way.

AI Mode is the conversation partner that remembers your questions 

Google's AI Mode works like a personal mentor that remembers your questions and helps you explore topics thoroughly.

Instead of a single answer, it lets you ask follow-up questions and holds on to the context, just like a conversation. For example, a user first asks about the history of King Willem-Alexander. Then they can dig deeper into related details, with Google keeping the context.
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This makes searching much more natural and useful than traditional searches.

AI Mode and what sets it apart‍

AI Mode excels at summarising search results. No more endless clicking for answers.

Just look at the example. On the left you see traditional search results for "what happens to your heart rate during sleep" with only links to websites. You have to visit each page to find relevant info.
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On the right, AI Mode shows the most important news items in one overview straight away. You quickly scan what you are looking for without extra clicks. Perfect for when you need that quick summary of your search.

The new SEO goal is to be recommended   

AI Mode is changing how search works.

Your new SEO goal? Appearing directly in AI answers, just as with your Google Business Profile. You want to be the go-to answer that AI shows for relevant searches.

AI Overviews will follow the same principle. Just a little more patience. But trust me, your brand authority and credibility shine through in those AI answers.

How to optimise for AI Overviews

Scoring in the overviews 

In this section you learn how your content scores in AI Overviews. Optimising? You can do it too. AI Mode is new, so get moving rather than waiting. Start now with what we already know and prepare for what is coming.

Working backwards 

Want to get into AI Overviews? Then work backwards. 

Reverse engineer existing AIO citations and find out why Google's AI picks certain sites. Analyse the formatting. Look for all the similarities. That way you create content that gets noticed by the AI faster.

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Monitoring AI? Which tools can help? 

Want to know how AI Overviews are chosen? Start by tracking search results.

Start with a search to see which queries in your niche trigger AI Overviews. That way you know which content to prioritise and how best to create it.

It is also important to monitor the visibility of brand-related searches. That way you check whether AI Overviews mention your brand where it counts. Not appearing?

Then your brand probably lacks the authority to be shown. With these two measurement methods you discover opportunities and build a content strategy that fits your target industry.

The tools to monitor AI‍

Wondering how to track AI Overviews? No worries.

There are handy tools available to help you. Advanced Web Ranking and ZipTie show which searches trigger AIO and whether your site is included. Semrush also shows which keywords trigger AI Overviews.
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And ProFound AI reveals patterns in how AI selects and presents content. This is only the beginning. More and more tools are arriving to help your website perform better in AI search results, where the AI gets its data. ‍

‍Optimising for AI Overviews means relevance over exact words 

Want to score in AIO? Then understand where they get their information. 33-55% of cited websites are also in the top 10 organic results. So SEO still matters!
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AIOs favour strong domain authority, fresh content and clear formats such as lists and steps. And keep intent in mind - only 5.4% contain the exact search query. So optimise for relevance rather than exact words.

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From exact searches to cosine similarity‍

AIO and classic search? Completely different. AIOs choose authoritative websites such as YouTube, Wikipedia or, for example, UMC Utrecht (a Dutch university hospital). Within SEO, cosine similarity (a value that expresses how similar two vectors are) can be seen as ranking for AI as well as ranking for classic search.
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Sites with depth and trust. You know them.

Classic search results? They love community platforms. Reddit and Quora are full of trending discussions and opinions. Exactly what users want.

There is overlap to be found. Sites such as YouTube, LinkedIn and Wikipedia score high in both worlds. Quality always wins here.

What does this mean for you? Optimise for both worlds, so for classic search and AI Overviews.

A flexible approach is needed.

The first step towards good cosine similarity with SEO is comprehensive topic coverage.
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Second step: use popular formats such as video and social
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Third step: keep your content relevant and up to date.
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The good news is that Google now shows Google results within AI Overviews. That means more clicks and more searchers and therefore more opportunities for your content.

Success lies in balance, not in choosing. Build that holistic strategy.
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AI Overviews love depth, completeness and readability

Want to appear in AIO more often? Think beyond keywords and focus on semantics (the relationship between words, signs and symbols and the things they stand for). A cosine similarity analysis measures how well your content matches the language and structure of AI answers.
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Start with your best-performing pages and compare them with AIO texts to find gaps. Optimise your pages so they give the best answer and match the AI query.

An article from Search Engine Land shows that visibility in AI answers is mainly determined by word count, sentence length and readability. If you want to rank in AI Overviews, depth and clarity are what matter. Traditional SEO factors such as backlinks and traffic matter less there. The common thread? Quality and matching the intent of the searcher always win.
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So really prioritise high-quality content that matches user intent. Consider having your content translated online to reach a wider audience and expand your authority internationally. This goes beyond just focusing on target keywords.

Strategies to get mentioned in AI Overviews 

As promised, here it comes. I'll now show you how to score in AI Overviews. At zoekmachinespecialist.com we have tested and proven this. Sometimes we saw results within a few days.

You can benefit from all the experience we have gained.
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1. Know your audience, pick the searches worth pursuing

Know your target audience.

At zoekmachinespecialist.com we often say - leave some leaves on the tree - because not every search is worth pursuing. Make sure the effort pays off.‍
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2. Create content that attracts clicks‍

‍Create content people want to click on. Obvious? Keep zero-click results from taking your traffic.

Use visuals. They grab attention. Make use of your own data too. What do you have that nobody else has? Work it into your content.

Leave readers hungry for more. Offer something they can't get anywhere else. Something Google can't simply copy.

Bring this mindset to everything you create. Connect your offline and online efforts. For example, you can create a QR code on physical marketing materials that links directly to your unique online content.

Your voice is your greatest strength.
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3. Run a content analysis, skip random updates ‍

‍AI loves up-to-date content.
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Whether you create trendy blogs or update evergreen pages, show Google that you stay up to date.
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This real-time relevance helps you score in AI Overviews. Avoid the mistake I often see, randomly updating everything because you think you have to.

Really audit your content. Find what genuinely needs an update. Work strategically, not erratically. 
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4. Long-tail keywords matter even more ‍

Long-tail keywords are hidden treasures. They rank easily and deliver results fast.

Go to Semrush. This tool suggests frequently asked questions for you straight away. Discover terms AI hasn't claimed yet.

Start with this growing traffic segment. Enter your topics and strike gold straight away.
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5. Remember your funnel. Opportunities with AI‍

Of course, it is mainly informational searches that trigger AI Overviews. No wonder everyone focuses on those.

But remember the middle and bottom of your funnel too.

These searches may trigger fewer AI Overviews right now, but that is changing fast.

So keep a close eye on your SERPs. Google keeps experimenting all the time.

I already showed how shopping icons appear for commercial searches.

Google is looking for ways to add AI value, even at the bottom of your funnel.
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Seize this opportunity. Your entire funnel deserves full attention.
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6. Commercial keywords ‍

‍Keywords with commercial intent remain worth their weight in gold. Google is testing them more and more at the bottom of the funnel.

One example is to search Google for a keyword such as "buy smartphone".

Look straight at the "People also ask" section. These questions often trigger AI Overviews. This section is your secret weapon for doing your research.

That is how you expand your AI strategy - from the top of your funnel to the middle and even to ready-to-buy customers at the bottom.
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7. Winning tactics are PR, data and technology‍

‍Here are a few winning tactics. Invest in digital PR, use structured data (such as the cosine similarity analysis x opportunity analysis) and strengthen your technical SEO. These are exactly the areas where I often see your competitors slip up.

Test these strategies, apply them and race past your competitors with smart middle- and bottom-of-funnel tactics for AI Overviews.

8. Backlinks still matter today

You often hear us say it, backlinks remain important. So does authority. Set up campaigns that focus on high-quality backlinks. It is about the credibility behind them.

Google rewards brands that people trust. Like it or not, Google sees trustworthiness mainly in links (this is still the case, although it is gradually weakening as AI grows more intelligent).

Strong backlinks, on the other hand, help you twice over. They boost your traditional rankings and also set you up for AI search.

Just as a good credit report opens doors, backlinks open digital doors for your business while you are still building your own authority. 

9. Stick to the SEO fundamentals

Check this out, everyone is going after those AI Overviews, which makes sense, because that is the future.

Just remember your SEO basics! Things like a fast website, a top-notch mobile experience and simply rock-solid, trustworthy content (think E-E-A-T) are still hugely important.

Think of it as the foundation of your house. Without a strong base, the whole thing collapses sooner or later, no matter how fancy the upper floor is. Focus on AI, and keep those rock-solid SEO fundamentals in good shape.

You need them badly.
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10. Schema markup with AI‍

‍Schema markup and AI. Is it a direct ranking factor? No. But should you use it? Yes.

As our colleague does nicely here:
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It simply helps Google and other AI understand your content and site better. Think of schemas such as FAQ and Article itself. Include Video schema too – super important now that video is so hot in AI results.

What does it get you? Better click-throughs in the regular search results and a bigger chance of being mentioned in those AI Overviews.
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It may not be a direct ranking boost, but it is a smart tactic you should be using now for the future of search.

Make the most of it.

11. Create scannable content for skim readers  

Okay, let's go back to basics. Want to be mentioned in AI Overviews more often? Read on.

AI models love content that is clear and easy to scan. Think short sentences, clear headings and bullet points to keep things organised.
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Compare it to a good recipe. If the steps are unclear, people give up.

The same goes for your copy.

Tools such as Hemingway help you spot and simplify complicated sentences. That makes it easier for both people and AI to grasp your message.

12. Quick wins with good formatting ‍‍

Okay, look at this real-life example: simple formatting = quick wins in AI Overviews.
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A large client of ours, a metalworking company, wanted to perform better in those AI results. What did we do? We added a short summary with 3 bullet points at the top of every blog article.

This made it easier for readers to grasp the essence quickly, and for AI to find the most important points. So the goal was twofold, better readability and higher AI visibility.

The result? Within a few days they were already in an AI Overview. With all the fireworks that come with it, more engagement and better SEO scores. Clear, scannable content simply works – Google's AI loves it, and you are rewarded for it quickly.
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13. Score with YouTube in AI Overviews 

Video is key for AI Overviews, especially with YouTube becoming more and more important.

Research shows it is growing faster every month.

So, not making videos yet? Right now is the moment to start. Think of how-tos, product demos or comparisons – those formats perform brilliantly.
Why? They give quick, visual answers that users (and AI) love.

14. Top 3 industries for AI Overviews ‍

‍Do you know which industries score best with video in AI Overviews?

Healthcare and e-commerce are at the top, with B2B tech in a strong third place. Makes sense, because here everything revolves around visual explanations and how-tos – exactly what AI likes to pull from YouTube. 
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Are you in one of these sectors and not yet doing anything with video? Then there are real opportunities waiting for you.

My mother gets this perfectly. She uses Google AI for all her kitchen renovation questions. "It picks exactly the one YouTube video I need," she tells me. "And it jumps straight to the right minute – no 20 minutes of scrolling."

Now that is thoughtful.

15. Local SEO

Brand authority counts in AI Overviews. According to Ahrefs, brand mentions even show the strongest correlation with it.
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We already know that big, trusted brands rank higher in regular searches. And AI systems? They have a growing need for reliable sources.

So start building your authority today. Publish strong content consistently. Get big sites to link to you. Show your expertise.

Yes, this takes time. But trust me, whether it is traditional search results or AI Overviews – brand authority is only becoming more important.
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16. Break down, measure and diversify 

Want to build real brand authority? Then you need three things. Full stop.

First and foremost, content remains king. Simply put, publish valuable, data-driven pieces that genuinely help your audience. That is how you become the expert people trust.

Be a thought leader for your audience as well as for Google. A guide on how to create a professional CV is a perfect example of valuable content that shows expertise.

Next, strengthen your presence. Actively seek media attention. Write guest blogs. Win industry awards in a trade magazine, for example. It works.

Finally, build real relationships. Work with influencers if you can. Talk with your followers, not at them.

Look at companies like Coolblue (a large Dutch online retailer) – they openly share results, give practical tips in their blogs and their CEO is visible everywhere.

That is pure brand authority in action.

17. Opportunities with local searches and AI Overviews

Put local SEO to work too. It is important for AI Overviews. Google first removed Local Packs (the overview of local businesses in the Google search results), but quickly reversed that – now they are even more important than ever.

Do you run a local business? Then you really need to sort this out:

1. Optimise your Google Business Profile
2. Make sure your NAP details (name, address, phone number) are consistent everywhere
3. Build content that attracts local searches

AI systems love local results. For searches such as "best pizzeria" or "dentist near me", locally optimised businesses get priority. Seize this opportunity.
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The next step

Now let's talk about the next steps. What should you do in this world where AI Overviews appear more and more often in Google search results?

Breaking down silos in your marketing ‍

‍See SEO, digital PR, paid advertising and marketing as one connected whole rather than separate islands.
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Break down those walls. Let your teams work together, because together you achieve more. Say your social media team notices that a certain campaign is going viral. Share that with your SEO and PR colleagues.

They can then build on that momentum, for example by creating relevant content or seeking extra media attention for it.

Or take paid advertising. Do those ads also appear in AI Overviews? Have your paid team share this with the SEO team, so they can also score organically in those spots.

PR works the same way. The more mentions and links you get, the more often your brand turns up in the AI results.

In short, work together, share insights and strengthen each other's results. That is how you get the most out of your marketing.

From traditional search engines to KPIs for AIO 

Look beyond your SEO rankings and impressions. Those figures are useful, but there is more. Also focus on how often your brand is mentioned in AI Overviews and how your brand awareness grows.
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For example, use social listening tools (which monitor online conversations) to measure how often people mention your brand on platforms such as X or LinkedIn. Seeing an upward trend? Then you are on the right track. Is it quiet?

Then there is work to be done.

It is about influence, not just clicks.

More touchpoints lead to more conversions ‍

Okay, setting AI and social media aside for a moment – this is important and often forgotten: the more often people come into contact with your brand, the greater the chance they become customers.

This principle seems simple.

We looked into how many 'touchpoints' are needed on average before a purchase. Note the word 'average' – it is not exact maths, because people don't remember everything perfectly.

But the trend is clear. The more expensive the product (B2C) or the more complex the deal (B2B), the more interactions are needed. A small detail is that B2B companies are often less price-sensitive to small amounts under €100 – after all, the company pays, rather than a consumer paying out of their own pocket.

Businesses generally have more money to spend, but overall you need to be present and people need to interact with your brand often before they really decide who to buy from.
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Frequently asked questions for SMEs about AI Overviews (FAQ)

Q: Should I stop investing in SEO because of Google AI Overviews?

A: No. Despite more "zero-click" searches, Google sends more organic traffic to websites every year. Keywords without an AI Overview even show more clicks. With over 5 trillion searches a year, Google stays dominant for the transactional searches that earn your investment back. Optimise for both informational searches (good for branding) and commercial search terms (for conversions).

Q: How does my small business become visible in AI search engines?

A: Create clear, scannable content that covers topics thoroughly. Use long-tail, conversational keywords and structure your content with numbered steps and clear headings. Add schema markup and make YouTube videos, which appear in AI Overviews more and more often. Build brand authority through quality content and trustworthy backlinks. Local businesses should optimise their Google Business Profile with consistent NAP details.

Q: Which metrics matter now? 

A: Look beyond rankings and impressions. Monitor brand mentions in AI Overviews and overall brand visibility. Use social listening tools for platforms such as X and LinkedIn. Track both informational and commercial content. The "rule of seven" applies more than ever – people need multiple brand interactions before they buy. Build a diverse marketing strategy with multiple touchpoints.