SEO for AI Search: SEMRush Study on AI Overviews

Browsing the Internet is undergoing its most dramatic transformation since Google replaced Netscape Navigator as the world’s go-to browser. The pace of this change is utterly unprecedented, however—billions of dollars are being poured into AI development, and millions are flocking to use it.

AI-powered tools like ChatGPT gained over a million users within the first five days of its 2022 launch alone. By early 2023, ChatGPT had accumulated over 100 million monthly users. AI is revolutionizing nearly every aspect of online life, and now AI-based search engines are joining the party with Google leading the way.

The latest iteration of this is Google’s AI Overviews (AIOs). A feature of search results, AIOs use generative AI to synthesize information from a range of sources to deliver comprehensive answers to search queries. These AIOs are featured prominently, often showing right on the top of the search results page. This combination of placement and thoroughness means that searchers don’t even have to click through to websites to find the information they need, forcing brands to adapt their SEO strategies to remain visible in this new era of search.

Thankfully, studies of this new digital reality are keeping pace with AI development. Our analysis of SEMrush’s comprehensive study of 200,000 AI Overviews reveals critical insights and actionable strategies for brands looking to optimize their digital presence. Let’s examine the study's findings and explore how to leverage AIOs for maximum visibility.

Key AIO Study Findings

What kind of Google search triggers an AI Overview? The 2024 SEMrush study reveals a clear dominance of informational queries.

(An informational query is a search where the user's primary goal is to get an answer to a certain question or find a specific piece of information versus making a purchase or visiting a specific website. Also known as "Know" queries, these searches take the form of questions or general queries about a topic, e.g. "What is an AIO?" or "How do I optimize my website for AIOs?".)

According to the study, a remarkable 80% of desktop and 76% of mobile AIOs appear for informational searches, showcasing Google’s focus on delivering comprehensive answers to knowledge-seeking queries.

These findings highlight the growing importance of optimizing content for AI-driven search engines to maintain visibility. With apologies to Bill Clinton, in 2024, “It’s the content, stupid”.

Question-Based Queries

Diving deeper into the data, we see specific patterns in the types of queries that most frequently trigger AIOs:

“How” questions lead the pack, particularly for process-related queries
“What” questions follow closely, especially for definitional searches
“Is” questions round out the top three, often for verification-type queries

The prevalence of question-based keywords (35% desktop, 32% mobile) highlights the conversational nature of modern search behavior, and AI’s ability to understand and respond to natural language queries. Gone are the days of complicated boolean logic with plus signs and quotation marks; users can now ask AI questions in the same natural language they would with a human mentor. This trend underscores the advanced capabilities of AI search engines in understanding and processing natural language queries.

Content Structure and Presentation

Despite this shift away from complicated logic operators and toward natural language, there are still some structural and formatting methods that lend themselves to working well with AI. For example, the study reveals fascinating insights about content structure:

Desktop AIOs average 119 words, providing substantive but concise answers
Mobile AIOs are slightly shorter at 91 words, optimized for smaller screens
The record-holder for length was a 417-word AIO for “Javascript and SEO”, demonstrating AI’s ability to handle complex technical topics

Optimizing content for AI-powered search engines requires a balance between conciseness and comprehensiveness to ensure relevance and engagement.

Link Integration

A distinct aspect of Google AIOs is their ability to curate and present complementary data from multiple sources. Some noteworthy elements of this sophisticated source integration are:

An average of 11 links are provided per AIO, giving multiple perspectives in response to queries.
The most link-rich example contained 302 links (for a travel itinerary query).
Links tend to be distributed throughout the AIO rather than clustered, and are placed contextually throughout the overview text.

Breaking Traditional SEO Assumptions

Perhaps the most revolutionary finding of the study is how AI-driven search is changing the traditional ranking paradigm:

Only 46% of top-ranked pages appear in desktop AIOs
Mobile shows even less correlation at 34%
Over half of desktop AIOs ignore the #1 organic result

The study found that the sources AIO offers are spread across search results versus being a summary of the top-ranked pages for a query:

Less than 26% of AIO URLs come from the top 10 organic results
Sources often come from pages appearing deeper in search results
Authority and relevance appear to outweigh traditional ranking factors

Implications for SEO Strategy

This data fundamentally challenges traditional SEO approaches:

High organic rankings don’t guarantee AIO inclusion
Content quality and relevance outweigh traditional SEO metrics
Need for specialized AIO optimization strategies

This shift necessitates the adoption of Generative Engine Optimization (GEO) techniques to enhance visibility in AI-driven search landscapes. The study findings suggest a new approach to SEO that focuses on:

Comprehensive content development
Authority building across topics
User intent optimization
Multi-format content creation

What is clear is that this data suggests traditional SEO metrics alone won’t guarantee AIO visibility. Brands will need a refined strategy to improve their odds of being included in AIO results.

Strategic Approach to Winning AI Overviews

While leveraging AI tools can significantly enhance your content's visibility and relevance in AI Overviews (we cover several of these tools in our article, How Google AI Overviews Impact SEO), many of the best practices to follow originate organically with your content.

Here’s a comprehensive guide to optimizing your content for AI Overviews (AIOs), based on extensive research and proven practices:

The Foundation: Content Structure

Your content needs to be immediately accessible to both users and AI systems. Start with clear, direct answers to common queries at the top of your content. Use descriptive headings throughout to create a logical flow, and break down complex topics into digestible sections. If it’s clear for a human reader, it will be favoured by AI.

Consider adding an executive summary that captures the key points up front. Additionally, implementing FAQ schema markup can also help AI systems better understand and categorize your content. A well-structured content layout is crucial for improving your chances of appearing in AI search results.

Deliver Real Value: Informational Intent

Focus on creating comprehensive content that truly answers user questions (versus a focus on merely being keyword-rich). Your content should go beyond surface-level information to provide detailed, step-by-step explanations where appropriate. Some key elements to include:

In-depth "How," "What," and "Why" explanations
Expert insights and analysis
Solutions to common user challenges
Regular updates to maintain accuracy and currency

Build Authority: Data and Citations

Strong content is backed by solid data. Include relevant statistics and research findings, always with clear attribution to authoritative sources. Keep your data points current and, when possible conduct and include your own original research. The credibility this builds will increase the likelihood of your content being referenced in AIOs.

Establish Credibility: Trust Signals

Demonstrate expertise and build trust through:

Clear author credentials and expertise
Relevant expert quotes and insights
Links to authoritative sources
Inbound links from other trusted sites
Visible currency through ‘last-updated’ dates
Transparent editorial processes

Follow the Rules: Technical Excellence

The technical foundation of your content is crucial. Ensure your pages:

Have proper schema markup implementation
Are fully optimized for mobile devices
Load quickly across all platforms
Use clean, logical URL structures
Are properly indexed by search engines

Systematically implementing these strategies will greatly improve your chances of appearing in AI Overviews while also creating better content for your users. Remember that this is an iterative process – regularly review and refine your content based on performance data and evolving AI capabilities.

Advanced AIO Optimization Techniques

Once you are operating with a solid foundation of meaningful, well-presented content you will be ready to explore the more advanced optimization techniques available. The following techniques are essential for mastering AI SEO but must be employed using high-quality content:

Balance Content Depth and Clarity – While AI Overviews typically display around 119 words, your source content needs to be much more comprehensive. The SEMrush study reveals that successful content usually ranges from 1,500 to 2,500 words. This depth allows AI systems to extract relevant information for various query contexts while maintaining enough detail to establish authority. However, this doesn’t mean writing just to hit a word count – every section should provide value and insight.
Embrace Multi-Format Content – Today’s successful content strategy must go beyond text. Search engines increasingly favor content that offers multiple ways to consume information. Some essential elements to consider:

Engaging Video Content – YouTube links frequently appear in AIOs. Your videos should complement your written content while providing additional value; consider creating explainer videos, how-to guides, or expert interviews.
Assets to Aid Understanding – This includes infographics, data visualizations, and charts that break down complex information into digestible formats. Make your content more valuable by offering downloadable resources like checklists, templates, or detailed guides. Interactive elements such as calculators, quizzes, or tools can significantly increase engagement and time on the page, which will of course increase your perceived authority.

Google Ranking: You Are What You EEAT

Following Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) has always been critical for obtaining optimal SEO results, and they remain crucial for AIO visibility. Here’s how to strengthen each component:

Experience: Share detailed first-hand experiences and case studies. Document your direct involvement with the subject matter through specific examples and outcomes.
Expertise: Demonstrate deep subject knowledge through comprehensive analysis, original research, and expert insights. Make sure your content reflects current industry standards and best practices.
Authoritativeness: Build recognition within your industry through consistent high-quality content, speaking engagements, and contributions to respected publications. Develop relationships with other authoritative voices in your field.
Trustworthiness: Maintain rigorous accuracy in all content. Regularly update information, cite sources clearly, and be transparent about potential biases or conflicts of interest. Implement a visible fact-checking process and correction policy.

Implementing these advanced techniques will help you create content that appeals to AI systems and provides genuine value to your audience. Remember that optimization for AIOs should enhance, not compromise, the user experience. If your content is useful to humans, it will be attractive to AIOs.

Future-Proofing Your AIO Strategy

The SEMrush study reveals several key trends that will shape how brands approach AI Overview optimization in the years ahead. Let’s explore these trends and what they mean for your content strategy.

The Evolution of Device Usage

An interesting shift is occurring in how users interact with AI-powered search. While mobile has dominated digital trends for years, desktop usage is growing specifically for in-depth AI tasks. This suggests users prefer larger screens when engaging with complex AI-generated content.

Despite this desktop growth, mobile optimization remains critical. Users still expect seamless experiences across all devices, making cross-device consistency a key priority. Your content should maintain its structure, readability, and functionality whether accessed on a phone, tablet, or desktop computer.

Building Trust in the AI Era

Trust is emerging as a crucial factor in AI search success. The study found that 60% of users would increase their use of AI-powered search if the results were verified by humans. This presents a challenge for brands, but also an opportunity to set themselves apart.

To build trust:

Implement clear verification processes for your content
Maintain complete transparency about sources and methodologies
Update content regularly with time/date stamps
Include clear author credentials and expert citations
Provide easy access to primary sources

Industry-Specific Requirements

AIO optimization is not one-size-fits-all – different industries require tailored approaches to AIO optimization. The SEMrush study reveals some distinct patterns in what makes content successful across various sectors:

Healthcare Content

The health sector demands the highest level of authority and credibility. Content must be:

Authored or reviewed by qualified medical professionals
Backed by peer-reviewed research
Updated regularly with the latest findings
Clear about any limitations or disclaimers

Scientific Content

Scientific topics also require rigorous methodology and clear presentation:

Detailed explanation of research methods
Comprehensive data presentation
Clear distinction between established facts and emerging theories
Regular updates as new research emerges

Food and Culinary

Food-related content benefits significantly from user testing and practical application:

Include practical testing results
Provide clear, tested instructions
Include variations and substitutions
Address common user questions and concerns

Remember that your goal is to provide genuine value that builds long-term trust with your audience. By understanding and adapting to these emerging trends, brands will better position themselves to be included in AIOs now and remain relevant long into the future.

Measuring AIO Success

Establishing metrics to measure success is a critical component of any endeavour – without measurement, you are flying blind. Understanding how your content performs in AI Overviews requires a strategic approach to measurement and to improvement.

Tracking Visibility Performance

Your content’s visibility in AI Overviews is the foundation of success. Track how often your content appears in AIOs for your target keywords. Look for patterns in which types of content consistently earn appearances. Monitoring your search rankings can provide insights into your content's visibility and effectiveness.

Pay attention to your position within AIOs. Are you being cited early in the summary or as a supplementary source? Also, monitor the number of links you receive through AIOs and their click-through rates.

Pro Tip: Use tools like SEMrush’s Position Tracking with AIO features to monitor these metrics systematically. Set up weekly reports to track changes over time.

Measuring User Engagement

It is crucial to understand how users interact with your content after discovering it through an AIO. Key engagement metrics to monitor include:

Time on page, specifically from AIO traffic – this indicates whether your content meets user expectations
Bounce rates from AIO visitors compared to other traffic sources
Conversion rates to determine if AIO traffic is delivering qualified visitors
Return visitor rates to gauge content quality and user satisfaction

Look for patterns in engagement metrics that can inform content optimization. For example, if AIO visitors spend significantly more time on certain types of pages, consider what makes those pages more engaging.

Competitive Intelligence

Understanding your position relative to competitors provides crucial context for your AIO strategy:

Monitor your competitors' presence in AIOs for your target keywords.
Analyze industry trends to identify emerging opportunities.
Conduct regular content gap analysis to find areas where you could provide better or more comprehensive information.
Compare your domain authority and content authority signals against industry leaders.

Creating a Measurement Dashboard

Combine these metrics into a comprehensive dashboard that allows you to:

Track week-over-week and month-over-month changes
Identify emerging trends
Spot opportunities for improvement
Measure the impact of optimization efforts

It is important to set realistic benchmarks based on your industry and current position. Focus on steady improvement rather than dramatic short-term gains. Regular monitoring and analysis of these metrics will help you refine your AIO optimization strategy over time.

Remember to regularly monitor SEMrush’s tools for the latest AIO trends and adjust your strategy accordingly. The AI search landscape is evolving rapidly; staying ahead requires constant vigilance and adaptation.

There are more and more tools emerging to help professionals measure and improve their AIO performance. We provide an overview of several of these tools in our article, How Google AI Overviews Impact SEO.

Seize the AIO Opportunity

The dawn of AI search represents a significant opportunity for brands to reach users in new and innovative ways. The SEMrush study reveals that, while traditional SEO rankings don’t guarantee AIO visibility, focused optimization efforts like those covered in this article can help brands appear in these prominent positions to reach knowledge seekers before the organic results… and ideally before their competitors.

Success in AIO optimization requires a balanced approach combining technical excellence, content quality, and user focus. Brands that adapt quickly to this new search paradigm will gain a significant competitive advantage in the evolving digital landscape.

The message for CMOs and digital leaders is clear: AI Overviews are not just another Search Engine Results Page (SERP) feature; they represent a fundamental shift in how users discover and consume information. Investing in AIO optimization now will position your brand for success in the AI-driven future of search.