How AI Overviews from Google to Perplexity Are Revolutionizing Search Optimization

Search algorithms have changed a lot, especially in the last few years, in order to improve user experiences. Most of these changes are designed to provide more accurate results that are relevant to the searched query. 

Most search engines from Perplexity to Google use artificial intelligence to read through online content and create summarizing overviews of the Search Engine Results Pages (SERPs) that are aimed at answering your exact question before you even have to click on one of the offered pages.

Below, we will discuss how these AI overviews are completely changing search optimization and how you can adapt your own search engine optimization (SEO) strategies to these constant changes.

How AI Affects Traditional Search Algorithms

Traditional search algorithms were fairly easy to work with, so the resulting SEO strategies back then would be entirely focused on things like query-based headings, keyword placement, link building, and site performance optimization. These factors are still important parts of any SEO strategy, but there is much more to be done to make sure AI-powered search engines read and summarize your content.

Generative Engine Optimization (GEO) refers to SEO that focuses on making content more usable by generative AI. Search tools that are driven by artificial intelligence look less for matching phrases and keywords and instead look for more complex answers to queries. They do so by utilizing Large Language Models (LLMs) that can find specific information related to the search terms.

The goal of AI-powered tools is to give their users answers as fast as possible. Instead of just matching the same words or similar keywords used in the query, these models seek to understand what the searched question means so that the same question asked multiple ways brings the same accurate and relevant answers.

Zero-click searches are also becoming an increasingly popular part of these newer search algorithms. Instead of having to click on whichever SERP seems to be most relevant, many users simply look at the AI-generated overview related to the search and hopefully find the answer to their query without having to make a single click. GEO is all about recognizing these search algorithm differences and building content strategies that align with them.

How To Optimize Content for AI Overviews

The best way to optimize your content for AI overviews is to rework your content’s structure (schema). AI-optimized content should always be clear, well-structured and authoritative. All or most of your content should be easily broken down into explicit definitions of entities using clear, machine-readable language. You should also do your best to include schema-oriented content such as FAQs, structured data, prices, availability, location, and reviews so that AI search tools can find answers to common questions with ease.

Content authority is also a very important but more overlooked aspect of AI-optimized SEO. All of your content should be factual and have things included that demonstrate authority and research (e.g. footnotes, citations, backlinks). Apparent partnerships between your company and relevant reputable companies in your industry also shows these search tools that your brand can be trusted. 

The Importance of Technical SEO

Cleaning up all the metadata and title tags helps AI systems work faster so that they can find the information they are looking for with great efficiency. Web crawlers especially need to be able to move through your entire website without hitting any technical dead ends, so keeping in mind these bits goes a long way.

Mobile-friendly content is also always important for optimized technical SEO. Layouts should load efficiently for both human visitors and web crawlers. Faster loading speeds are critical for user experience (UX), but they also tell AI-powered search engines that your website is trustworthy enough to be summarized in an AI overview.

SEO Improvements Through AI

One of the greatest improvements that AI brings to SEO is better predictive analytics. These new tools can quickly analyze large amounts of data and then give users or even entire companies the ability to better understand current topic trends. Marketing resources can then be allocated to the right areas based on these AI overviews.

AI overviews can also help businesses find new search terms that are relevant to their specific industries. Because they are no longer just matching keywords and phrases, these tools will give a much fuller picture of how certain topics and subtopics are being discussed online. Companies can then see a more nuanced view of their target audience and adjust their marketing accordingly.

AI overviews and other related emerging technologies can also be used to help businesses revisit their own existing content. Businesses could identify and address gaps in content that are clearly being addressed when certain terms and phrases are searched, and they can also rework their existing content for readability, length, and keyword focus to mix GEO with classic SEO strategies.

Other AI-Friendly Content Strategies

It might sound rather basic, but another simple AI-friendly strategy is to ensure your content is both unique and relevant. Artificial intelligence tools are designed to prioritize information that is new, especially when it comes from multiple sources, so you should somewhat frequently publish pages that are unique and relevant to trending topics within your target market.

Building content clusters is also a really effective way to optimize your content for AI overviews. Large language models better understand pages that are connected to other similar and relevant collections of information. So, instead of creating one large page on a single topic, it would be better to create several smaller, interconnected pieces that each address a different overlapping part of the same topic.

Conclusion

AI overviews and other emerging tech is only going to become ubiquitous throughout the internet, especially when using search engines, so it is important for brands to rework their content so that it can be read easily by both humans and the tools that they use. 

Adapting your SEO strategies to these advancements will take a lot of time and effort, but it will keep your company strong and visible. Also, if you are not comfortable or do not have the time and manpower to rework your content for AI optimization, there are thankfully quite a few quality agencies that will do the work for you. Simply hire a top AI SEO agency, AI visibility agency, or GEO agency that works with businesses your size and perhaps in your specific market and watch your results grow in real time.

Author Bio Below:

Jason Khoo started freelancing in SEO in college, sold his first agency, and now is the founder of Zupo, an Orange County-based SEO consulting agency helping construct powerful long-term SEO strategies for our clients. Jason also enjoys multiple cups of tea daily, hiding away on weekends, catching up on reading, and rewatching The Simpsons for the 20th time.