The traditional Google Search results page has changed permanently.
For years, the SERP (Search Engine Results Page) followed a relatively predictable structure. A user entered a query, Google returned a ranked list of organic results, and the order of those results was generally stable enough for businesses and SEO professionals to track, analyze, and optimize against. Rankings could fluctuate, of course, but the basic presentation was familiar: query → ranked results → click.
That model is now evolving into something fundamentally different.
With Google AI Overviews, search is increasingly becoming an AI-generated answer experience. Instead of simply presenting a list of webpages, Google can synthesize information from multiple sources and generate a contextual response to the user’s query. Google describes this process as involving techniques such as “query fan-out,” where related searches are generated to gather information from different sources before constructing the response.
The difference is more than visual.
Traditional SERPs were largely ranking-driven and comparatively predictable. AI Overviews are dynamic, contextual, and probabilistic.
The same query can produce a different AI-generated response depending on the wording, context, available information, search intent, and the sources Google’s systems select. Rather than simply asking, “Which page ranks #1?”, marketers now have to consider a more complicated question:
“Which sources does Google consider sufficiently relevant, useful and trustworthy to include in the answer it generates?”
This changes the game for SEO.
Google itself emphasizes that there is no separate technical formula or special markup required specifically for AI Overviews. Its current guidance points website owners back to strong SEO fundamentals, including crawlability, indexability, helpful and reliable content, clear site structure, and unique information that provides genuine value to users.
But understanding the principles is one thing. Understanding how experienced search and marketing professionals are adapting to this new environment is another.
That’s why we asked some of the industry’s leading SEO and marketing experts to share their perspectives on one of the most important questions facing businesses today:
1. John Mueller, Search Advocate at Google
Focus on Unique, Valuable Content
Google Search Advocate John Mueller has repeatedly emphasized the importance of creating content that offers genuine value rather than content produced primarily to satisfy search-engine algorithms.
That principle becomes even more important as Google increasingly uses AI to understand, combine, and summarize information from different sources. If your page simply repeats information that is already available across dozens of websites, there may be little reason for it to stand out as a valuable source.
The better question for marketers is not, “What article should I publish for this keyword?”
It is:
“What can I tell my customer that they are unlikely to find in the other 20 articles ranking for this topic?”
That shift—from keyword-focused content to value-focused content—can make a significant difference.
A basic article might explain CPC, daily budgets, and bidding strategies. Those are useful, but they are also widely available.
A more valuable resource could go further by showing how costs differ across industries and locations, explaining realistic budget scenarios, demonstrating how campaign structure affects lead costs, and sharing original observations from actual campaigns.
2 – Ben Duffy, Client Development Manager at Quirky Digital
Strengthen E-E-A-T to Build Trust and Visibility
Strengthening E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is one of the most effective ways to improve your chances of appearing in Google’s AI Overviews. Marketing expert insights suggest that brands should make it obvious who created the content, what qualifies them to speak on the subject, and what first-hand experience they bring to the table. Instead of publishing generic information that could appear on hundreds of other websites, demonstrate real knowledge through original examples, practical observations, case studies, data, and lessons learned from actual experience.
It is equally important to support important claims with reliable, authoritative sources and keep content accurate as information changes. Clear author bios, expert credentials, citations, original research, and transparent sourcing can all help reinforce credibility. Google’s AI systems need trustworthy material to draw from when generating answers, so demonstrating E-E-A-T should be treated as a core content strategy—not something added after the article is finished. When your content consistently shows expertise, experience, and genuine value, it gives both readers and search systems stronger reasons to trust your brand.
3 – Justin Herring, Founder & CEO at YEAH! Local
Create Content Google Can Trust and Cite
Google AI Overviews shouldn’t be treated as a completely new search channel. The fundamentals of strong SEO still apply, but your content needs to be clear, trustworthy, and genuinely useful enough for Google to reference. Start by answering the specific questions your audience is asking, giving the direct answer upfront and then supporting it with relevant examples, data, first-hand experience, and context.
Originality is equally important. Content that simply repeats what competitors have already published gives Google little reason to cite your brand. Instead, bring something distinctive to the table through original insights, customer examples, proprietary data, expert commentary, and real-world experience.
For local businesses, consistent trust signals matter too. Keep your website, Google Business Profile, service pages, reviews, author information, and third-party mentions aligned. Strong technical SEO also ensures Google can properly crawl and understand your content.
Most importantly, measure AI visibility separately from traditional rankings. Identify the questions that trigger AI Overviews, see which competitors are being cited, and look for gaps where your content can provide a better, more authoritative answer.
4. Lydia Walters, Digital PR Specialist at ExpertRoundup
Being Cited Doesn’t Mean Being Recommended
Google AI Overviews can use information from multiple webpages to generate a response, but being cited does not automatically mean a business, product, or service will be recommended. Google’s AI systems assess information based on factors such as relevance, usefulness, quality, and trustworthiness when determining what sources and information to include.
Citation ≠ Recommendation
A webpage can provide valuable information for an AI-generated answer without being the source Google considers the best recommendation for the user. This is why businesses should avoid creating content purely to promote themselves or influence AI citations.
Google prefers content that is helpful, reliable, original, and created for people rather than search engines. Businesses should focus on demonstrating real expertise, providing accurate and useful information, answering users’ questions clearly, and offering genuine value beyond what is already available elsewhere.
The goal should not simply be to get mentioned in an AI Overview. The stronger strategy is to build a website that consistently provides trustworthy, authoritative information that Google can confidently understand, use, and cite when answering relevant queries.
5. Okeke Clinton, founder & CEO at LocalSArch
Understand the New Search Journey
Google AI Overviews are changing how people discover information, evaluate options, and make decisions in search. Instead of simply scanning a list of blue links, users can now receive a summarized answer that brings information from multiple sources directly into the search experience. This means businesses need to think beyond ranking for a single keyword and understand the broader journey behind a search.
Content should address the questions users are likely to have before, during, and after their initial query. Clear explanations, helpful supporting information, original insights, and trustworthy details give Google more useful material to understand and potentially reference. It is also important to create content that matches different stages of the decision-making process rather than focusing only on transactional keywords.
The goal is to become a useful and credible source throughout the customer journey. When your website consistently provides relevant answers and demonstrates genuine expertise, you create more opportunities for Google’s AI systems to understand your brand and use your content when generating answers.
6. Vidyarthi Ram, SEO Consultant at RankCare
Build Trust Around Your Brand
Trust is becoming increasingly important as Google’s AI systems decide which information is reliable enough to include in AI Overviews. Businesses should focus on building a strong and consistent presence across their website, search results, business profiles, and other reputable sources. Google needs to understand what a brand does, who is behind it, and whether the information it provides can be trusted.
Start by making your website transparent and informative. Clearly explain your services, demonstrate relevant expertise, provide accurate business information, and keep important content updated. Author information, credible references, original insights, customer feedback, and consistent business details can also help reinforce trust.
Most importantly, avoid creating content solely to gain visibility. Content should answer real questions and provide useful information rather than simply promoting the brand. When a business consistently demonstrates expertise, accuracy, and credibility across its online presence, it gives Google stronger signals that the brand is a reliable source worth considering when generating AI-powered search answers.
