Google’s AI Overviews

When does it make sense to chase an AI Overview citation?

Google’s AI Overviews are everywhere…

According to a Botify x DemandSphere study analyzing 120,000 keywords across 22 websites, Google’s AI Overviews now appear in 47% of search results and dominate 73.6% of long-tail searches.

For content creators, this presents both a challenge and an opportunity.  

While some chase AI Overview citations, others focus on creating deeper content that drives conversions. 

The smartest strategy? It depends on your goals and resources.  

Let me share two perspectives—one from the Botify study and the other from Orbit Media’s Andy Crestodina. I find these two perspectives interesting because they are like two sides of the same coin, allowing you to review your content with new eyes.

Then, I’ll wrap up with my thoughts at the end.

Ready? 

Let’s look at the geeky perspective.

Perspective #1: Data-driven content writing

The Botify study suggests focusing on your site’s low-hanging fruit – pages you could push to the top twelve positions. The better the position, the more chances Google picks your site as an AI Overview source.

So, it pays to peek at what’s positioning on page two and three and find pages you can improve. Bumping your position doesn’t guarantee your page will be cited in AI Overviews – but hey, you improved your page ranking. That’s something to celebrate right there!

Once you identify your target pages, the study recommends “analyzing the semantic similarity between page content and AI Overview.” 

Translating that into non-geek speak – match your content’s structure/phrasing/information to what you see in the cited article.

According to the study, some questions to ask are:

  • How does the content linked in the AI Overview compare to the AI-generated text summary? 
  • How does it match the keyword intent? 
  • How directly does the content answer the consumer’s needs? 
  • What kind of tone and style does it use? Does it match the AI Overview summary?

So, reverse-engineering the AI Overview results requires some sleuthing on the search results page, but it can be done. Although I’ve never loved copying a competitor’s style on the off chance it could gain Google positions, reviewing the content being pulled for AI Overviews for trends is smart. 

Once you have the structure, you could even experiment with ChatGPT to outline the article in an AI Overview-friendly way (with your expert guidance). ChatGPT doesn’t replace your copywriters, but it can do a lot of the heavy lifting.

Is it a case of giving Google what it (hypothetically) rewards? Yes.

Perspective #2: High-value thought leadership

For another perspective, I love this article by Andy Crestodina, which discusses focusing away from zero-click keywords (where people can read an AI Overview or click a People Also Ask result) and towards “visit-website-intent” keywords.

Here’s what Andy said:

“But certainly, there are still ‘visit-website-intent’keyphrases. Which phrases are those? They are the high consideration phrases farther down the funnel. Searchers doing real research. Searchers looking for very detailed answers, instructions and perspectives.

Fortunately, these are the most valuable keyphrases. When we need in-depth answers, when we are serious about making a decision, when we want to know the details of what a company provides and how they do it …we click.”

You know – searchers who are looking for a unique point of view like yours. 

So, that means shifting away from the “easy answer” content that AI Overviews can provide and towards mesmerizing content that moves minds and opens wallets. 

AI can’t do case studies, webinars, videos with you in front of the camera, or blog posts with a point of view.

I know this is a significant paradigm shift for some companies that were taught to “dominate the search results page by creating listicle content at scale.” 

Instead of creating same-ol’ same-ol’ articles like “How to win at B2B content marketing,” develop a detailed case study or a guide containing expert interviews with your team. Content that AI Overviews can’t provide.

I love this. After all…

Perspective #3: Focus on what matters

I’m a best-of-both-worlds person.

For years, I’ve recommended that content writers review the search results page, click through to the top ten, and read the content.

You can learn a lot about what Google is currently “rewarding” by reviewing the content’s tone and feel, what questions it answers, and how the article is structured.

Does that mean copying the page outline that’s popping up in pages cited by AI Overviews will magically get you everything you want? No. But if every page positioning top-10 for a primary intent keyphrase is a 2,500-word guide, your 500-word listicle that AI spit out is at a huge disadvantage. 

It’s best to know the “rules” upfront – before you dedicate time and money to content generation.

But here’s where I think the true secret sauce is – and why I love Andy’s approach.

YOU are your unique value proposition in today’s AI-driven world. Instead of hiding behind AI content, why not showcase your point of view?

Give your readers something unique. Make your content so targeted and unforgettable that they can’t wait to read it (and to work with you after they do.) 

That’s what people crave right now – authentic, value-driven content that gets them.

Your buyers – the people ready to open their wallets – aren’t searching for basic information. They’re searching for experts who share their unique perspectives and can solve their problems. 

That’s what drives conversions. 

Plus, companies with subject matter experts have a unique advantage in today’s AI-generated content world. 

Your experts bring something invaluable to the table: real experience solving real problems. They can share specific insights, detail precise methodologies, and connect the dots in ways AI can’t.

SMEs can tell stories and weave together ideas that make people think, “Wow, look at what she’s done – I bet she can help me too.”

Clients often tell me, “Your article about X made me contact you.” An AI listicle about “7 Content Marketing Tips for 2025” won’t have the same impact.

Sure, you may want to try for an AI Overview citation. For instance, Cisco, Microsoft, Google, and IBM have top-ten definitional pages for [SaaS].  

Microsoft has two AI Overviews citations and Position Zero, so their strategy worked. 

That’s good and makes sense if you’re a big company with a large writing team. You would expect to see Cisco and IBM dominate the space.

For everyone else, I’d focus my time and budget on content that showcases your expertise – and avoid providing free answers on Google unless you know that AI Overviews citations make you money.

Because it could. People are seeing sales from ChatGPT search.

Your AI Overviews action plan

  • Map out topics where your expertise is irreplaceable 
  • Identify web-visit-intent keywords where detailed expertise matters 
  • Review existing content for potential for low-hanging fruit.
  • Prioritize in-depth thought leadership for complex, high-value topics 
  • Reserve Overview optimization for definitional/zero-click content where it serves your business goals 
  • Develop a clear point of view that differentiates you from AI-generated content and competitors
  • Monitor conversion rates from different content types 
  • Calculate ROI on Overview citations versus expert content 

Are you ready to develop a content strategy that builds authority and drives results? Let’s discuss how to make your expertise shine in the AI era. Learn more about my online and in-person SEO AI copywriting training.

One thought on “Should You Chase AI Overview Citations? Here’s How to Decide

  1. Great breakdown of the AI Overview landscape! With AI Overviews becoming so prevalent, it’s crucial to weigh the benefits of chasing citations versus focusing on high-value, conversion-driven content. Looking forward to hearing both perspectives and how they can shape a smart content strategy!

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