Generative AI is transforming search, making traditional SEO insufficient. By 2026, Gartner predicts a 25% drop in traditional search volume, with more than 50% of organic traffic shifting to AI-driven search.

How can publishers stay visible? Here is insight on how to optimise content for Generative AI Overviews (AIOs).

What to understand

Generative AI search engines synthesise information from multiple authoritative sources, delivering a conversational response instead of just listing top-ranking pages.

Nearly 47% of AI Overview citations come from top organic results, but ranking requires a new approach beyond traditional SEO.

Adapt or die

Traditional SEO still matters, but generative engine optimisation (GEO) requires a shift in strategy. AI-friendly content should cite reliable sources, and back claims with research. It should also optimise for voice search by focusing on conversational queries, long-tail keywords, and semantic relevance.

Take the phrase “best language learning app,” for example:

• Long-tail keywords include “best language learning app for beginners” and “effective methods to learn Spanish fast.”
• Conversational queries include “how to learn a new language quickly” and “what is the best way to become fluent in German.”
• Semantic keywords include “language courses,” “language apps,” and online tutors.
• Entities (the relevant people, places, organisations, and events) include Duolingo, Babbel, and Coursera.
• Contextually relevant phrases include “personalised learning plans,” “interactive lessons,” and “practice with native speakers.”

AI-friendly formatting is also important. Use concise answers, bullet points, tables, FAQs, structured summaries, and quotes.

Keep in mind that AI prioritises fact-driven content with statistics and expert quotes. It also helps to enhance content with images, videos, structured data, and infographics.

Distribute your content across platforms like Reddit, Quora, LinkedIn Pulse, and social media to increase content visibility in AI-generated answers.

Ride the fence

As AI evolves, staying competitive means adapting your strategy. The key is to future-proof your strategy by balancing traditional SEO and AI-specific optimization.

Invest in top search engine results page (SERP) positions. The higher you rank on Google, the more likely AI will use your content. If ranking on the first page is tough, focus on related, less competitive variations. Use Google’s feature showing “people also search for” terms.

Avoid easily AI-generated topics. Test this by asking ChatGPT. If AI provides a clear answer, the topic is too broad.

Additionally, see if AI Overviews generate summaries for your target query. If not, it’s a safer topic to pursue. Avoid broad informational or transactional keywords. Instead, cover trends, industry-specific insights, and unique perspectives.

You might also find it insightful to use ChatGPT or similar tools to generate long-tail keyword ideas based on user intent and contextual relevance.

Be tech savvy

Creativity matters, but sometimes you have to think like a robot to outsmart a robot. Structured data is key to ensuring your content isn’t overlooked.

Technical AI optimisation includes using FAQ, VideoObject, AudioObject, and ImageObject schemas for better indexing. Ensure fast page speeds and mobile optimisation. AI-overviewed content should load instantly.

Also, use entity linking. Reference and interlink your brand across Wikipedia, Wikidata, LinkedIn, and Crunchbase. Apply sameAs/mention schema to link authoritative profiles, helping AI systems verify your credibility.

Take the example of optimising for the topic “understanding your birth chart”:

• For images, use descriptive alt text like “sun sign placement in birth chart,” and apply the ImageObject schema.
• For voice search, add an FAQ section. Include the question “What is a birth chart in astrology?” with the FAQ schema.
• For video and audio content, embed a video or podcast called “How to Read Your Birth Chart” with transcripts, captions, and VideoObject/AudioObject schema.
• For entity linking, cross-link the blog, video, and podcast to reinforce connections.

Brand is king

AI-driven search engines build a hierarchy of mentions around your brand using knowledge panels, structured citations, and authoritative databases.

To boost AI recognition, claim and manage your Google Knowledge Panel. Also, list your business in Wikidata and Wikipedia; AI models rely on these sources.

There’s also value in investing in public relations and thought leadership in order to secure high-authority mentions and media coverage. Additionally, encourage brand mentions like user reviews, community discussions, and expert quotes.

Track performance

Google Search Console and GA4 don’t track AI Overviews, but new tools and methods can help monitor AI-driven traffic trends. If Google’s AI is not citing your content, identify competitor sources in AI Overviews and analyse what they are doing differently.

Recommended tools and tactics include Ahrefs, which tracks keywords affected by AI Overviews in the Rank Tracker tool. Google AI Overview impact analysis (Chrome extension) identifies cited sources in AI-generated results.

Also, use custom reports in Google Analytics 4. Here’s how to do this:

• Go to Explore. Create a new report from scratch.
• In dimensions, add session source/medium.
• In metrics, add sessions, engaged sessions, and key events.
• In segments, create a segment with:
  • Include sessions when → session source → matches regex
  • Insert similar: .*chatgpt.com.*|.*perplexity.*|.*edgepilot.*|.*edgeservices.*|.*copilot.microsoft.com.*|.*openai.com.*|.*gemini.google.com.*|.*nimble.ai.*|.*claude.ai.*|.*writesonic.com.*|.*chat-gpt.org.*
• Double-click on sessions. Generate a graph.
• In breakdowns, add session source/medium.
• Visualise and save the segment.

Are news publishers safe?

AI Overviews rely on pre-fetched sources, making real-time breaking news harder to capture instantly. However, Google Discover, Google News, and AI aggregators are improving at surfacing recent events faster.

How news publishers can leverage AI search

News publishers need to break stories first. Publish fast and frequently to outpace AI-generated summaries.

Also, use structured data. Implement NewsArticle schema, timestamps, and metadata to reinforce recency and relevance.

Finally, provide exclusive insights. AI struggles with original investigative journalism, interviews, and first-hand reports. News publishers should prioritise investigative reporting, authoritative sourcing, and AI-friendly structuring to maintain visibility in an AI-driven search landscape.

Some publishers may prefer to opt out of AI-generated responses to protect authenticity. If that is relevant for your company, use robots.txt to prevent AI crawlers from accessing your site.

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