Google now answers a growing share of searches with AI Overviews at the top of the page. For many sites, that means fewer clicks on informational queries. The good news: the sites that get cited inside those answers, and the ones that still win the click, share a few clear traits.
AI summaries repeat what is already common knowledge. Pages that add something new are the ones worth citing.
1. Add information the AI can't find elsewhere
“Information gain” simply means your page contains something the other top results don't: original data, first-hand testing, real examples, expert quotes or a clearer framework. If your article is a rewrite of the top five results, there is little reason for Google to cite it.
- Share numbers from your own projects or customers (anonymised where needed).
- Show your process with screenshots, photos or step-by-step detail.
- Explain trade-offs and when your advice does not apply.
2. Build topical depth, not single pages
AI systems lean on sources that clearly cover a subject in depth. Group your content into clusters: one strong pillar page supported by focused articles that answer specific questions, all linked together. This makes your expertise obvious to both users and search engines.
3. Strengthen authority signals
Mentions and links from respected, relevant publications remain one of the clearest trust signals. A handful of editorial placements on sites with genuine traffic often does more than dozens of low-quality links.
4. Target queries where people still click
Transactional and commercial searches, such as “best”, “near me”, “pricing” and “services”, still drive clicks because people want to compare and buy. Make sure your service and product pages are just as optimised as your blog.
The takeaway
AI Overviews reward the same things good SEO always has: original value, depth and trust. Sites that invest in those will keep earning visibility as search changes.
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