Whether you love to hate them or just outright hate them, AI Overviews are seemingly here to stay, especially with the news that Google is testing out near-full-page versions with Gemini Advanced Deep Research.
For the last few years now, AI Overviews (and frankly, AI search in general) have thrown a lot of marketers for a loop. AI Overviews are designed to give users quick, synthesized answers to their search queries. Instead of just relevant links, you get a concise summary right there on the search results page. For the user, it’s a game-changer (if it works).
Despite driving minimal referral traffic, finding a way to be included in AI Overviews or other GPT search queries is important for brand visibility, product growth and establishing a foothold in your marketing.
Understandably, you’re a little freaked out. But before you retreat to a secluded cabin in the woods — where, ironically, you’ll probably still check search rankings — let’s take a deep breath and analyze what’s actually happening and how to address it.
Keywords are less important than ever — but still have a seat at the table
Are keywords dead? No. Is a big list of hundreds of keywords less important than it was before the implementation of AI search tools? Significantly so.
Now, to be clear, both short- and long-tail keywords still have a place, especially in the B2B world. Sales cycles are long and buyers are doing months of research before purchasing solutions that can cost hundreds of thousands or millions of dollars.
The priority is to create high-quality, thought-provoking content that aims at the intent of those keywords. The optimization can come after.
When people search, especially in the age of AI, they want richer, more thoughtful answers. The intent behind their searches is to get as much information as they can without going anywhere else (as we call it, Zero-Click Search).
While these searches are driving less traffic to many websites, AI Overviews and other AI search engines are allowing your content to show up in front of people it never did before. The more of your great content that the AI tools use, the more often your company’s name will appear in front of the eyes of these searchers. Even if they aren’t clicking, you’re building brand equity as they research.
At the end of the day, B2B products can’t be bought through Gemini or any other AI tool. It still takes time, effort, and (usually) multiple teams to approve these sales.
Aiming for link inclusion
Now, about those links. AI Overviews, in addition to the written query answer, often include links to sources, and this is where things get interesting. Getting your website cited as a source in an AI Overview is like getting a digital stamp of approval. It’s a signal to both the AI and the user that your content is trustworthy and authoritative.
Unfortunately, there’s no set-in-stone guide for doing so. In fact, we’re all building the plane as we’re flying it. But there are concepts that will remain tried and true, regardless of AI Overview’s disruption.
Here’s an important thing for small B2Bs and startups to remember: With AI Overviews, a David vs. Goliath outcome is possible. AI Overviews — and AI search tools in general — don’t just pull from the top 2-3 ranking links. So even if you’re fighting against massive websites where the odds of ranking aren’t in your favor, you have a chance to be pulled into the AI Overview with thoughtful, fresh ideas.
Have 5-10 blogs and articles that already say what you were planning to write? Might be best to skip it. But if you have a fresh, unspoken perspective on the topic that could be truly revolutionary, you still have a chance to be included in that overview.
Become an authority everywhere
Let’s be clear, this is not a one-week project. It will take months to create and publish truly exceptional content that demonstrates expertise — but it will be worth it. Think in-depth articles, original research, pillar pages (with tons of links) and data-driven insights. The more authoritative you are, the more likely the AI is to recognize your content as a valuable source.
Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness and Trustworthiness) should continue to drive each and every piece of content you publish on your website. Demonstrate your expertise, build trust with your audience and showcase your experience.
This is where digital PR — or as we call it, Story Mechanics — comes into play. Becoming an authority requires a mix of both owned and earned content to signal to folks outside of your organization that you’re a trusted voice. Remember, AI Overviews will pull information from a wide swath of sources, so capitalizing on news, bylines, media interviews and other forms of coverage will boost visibility and credibility.
The future of SEO: adapt or become obsolete
Every year, people ask the same question: Is SEO dead? The answer to that might actually be closer to “yes” than ever before. Not because the need for SEO as a whole is dead, but because we’re seeing a shift to the next version of how people experience the internet.
We don’t quite know whether the next phase will be “artificial intelligence search optimization” or “intent-based optimization.” What we do know is that the need for high-quality content that answers specific questions and showcases genuine expertise is still as important (if not more important) than ever.
Think of it as a natural evolution. Marketing has always been about adapting to change. Those who embrace change, who understand how AI Overviews work — and adjust their strategies accordingly — will thrive. Those who cling to outdated tactics will wish they’d invested in that cabin in the woods.
Want to learn more about how Look Left can help you navigate this new landscape? Stick around, explore our resources and let’s have a conversation about how we can make your brand shine in the age of AI.
