TJ Vasquez
If you’ve searched for anything on Google recently, you may have noticed a new type of result showing up at the top of your results. These AI-generated summaries attempt to provide you with an answer before you navigate to another page. They’re called AI Overviews, or AIO for short, and they’re part of Google’s efforts to provide users with quick, direct answers.
When correct, AIOs are great for users, but potentially not so good for marketing teams.
A recent study conducted by Semrush reviewed over 10 million keywords and determined that more than 13% of searches now trigger AI Overviews. In addition, most of those queries were informational. This means that users were looking for how-to guides or answers to basic questions rather than looking to purchase something.
If you’re a marketer, especially one working with affordable products or services, there are a few smart ways to use this change to your advantage.
“Zero-Click” Searches
One of the biggest changes happening is what’s known as zero-click searches. That’s when a user types a question into Google, reads the AI-generated summary at the top, and doesn’t bother clicking on any of the links below.
For users, it’s convenient, but for marketers, it’s a pretty significant challenge to overcome.
If people aren’t clicking through, how do small businesses go about getting their products or services in front of them? The key lies in NOT thinking about SEO in the traditional sense. Instead, consider how to get your content front and center in the AI Overview itself, or at least get close enough to it so that users still see your results.
The “Inform First, Sell Later” Strategy
Based on study data, informational content is the most effective way to show up in an AI Overview. This is potentially good news for small brands or those selling lower-cost products that don’t call for a major investment from customers.
The basics of an Inform First, Sell Later strategy involve:
1 – Starting with Useful, Educational Content
Let’s say your company sells budget-friendly home gym equipment. Instead of writing only product pages, you could supplement those pages with blog posts that answer common user questions. For example, a product page for resistance bands might benefit from the following related posts:
- “How do resistance bands help build strength?”
- “What’s the best home workout for beginners?”
- “Are resistance bands better than dumbbells?”
These are the kinds of questions that AIOs are answering, and your content could be the source Google pulls from.
2 – Avoid Skipping Structure
Google’s algorithm prioritizes clear, well-structured content. When producing content, use subheadings, bullet points, and short paragraphs to make your content easy to follow. Answer important questions early in the post, then go into more detail, as users who are skimming prefer to find what they’re looking for without having to hunt for it.
3 – Using Retargeting to Seal the Deal
Once you’ve brought someone in through providing helpful content, it’s time to start retargeting efforts.
Say a visitor reads your post about resistance bands but doesn’t buy anything during their initial visit. Later, while browsing social media, they see an ad for your product. That’s your chance to bring them back with a compelling call to action.
Why This Combo Works
This combination of educational content first and retargeting later is becoming one of the most effective marketing tactics to use in response to AI Overviews.
For one, AIOs prefer educational content, so it’s a great way to get your foot in the door of relevant search results. Users may not be ready to buy yet, but they’re paying attention. When you invest in retargeting efforts, it helps your brand stay at the top of the user’s mind so that when they’re ready to buy, they know where to go.
It’s a smoother, more natural funnel: Learn → Remember → Buy
Tools That Can Help
If you’re thinking, “This is all well and good, but I don’t have time to write all of this content.” Fortunately, there are tools and services available that make to where you don’t have to.
With Content Cucumber’s AEO-focused services, you can expect content specifically written to show up in AIOs. Optimized content is designed to answer real user questions in ways Google actually prioritizes. In addition, Content Basis offers marketing services that are built on the foundations of strong, searchable content. Instead of depending on ads or promotions alone, you can make use of a library of helpful, evergreen content that works for your brand 24/7.
Together, these team efforts present a chance to not only survive but to excel in the face of change.
Don’t Freeze Up, Pivot
It’s easy to look at all of this and feel discouraged. You work hard to bring people to your site, and now AI might be giving away your value at the top of the page. But this isn’t a reason to panic or freeze up when you need to take action NOW.
The businesses that will succeed in this new era are the ones that understand how users search, what content gets picked up, and how to keep the conversation going after the search.
So here’s a simple framework:
- Research the questions your audience is asking.
- Develop genuinely helpful blog posts that clearly answer those questions.
- Structure your content so it’s easy for AI to digest.
- Retarget with clear, timely CTAs to bring people back and convert them.
- Repeat. Keep adding helpful, optimized content over time to continuously meet the needs of your audience.
Get Ready for the Next Phase of SEO
Searching on Google is changing fast. AI Overviews are just one example of how Google is trying to evolve, and marketers need to evolve with it.
But here’s the silver lining: this shift rewards the kind of content most of us should be creating anyway: genuine, helpful resources that answer real questions and make the most of the user’s time.
If you focus on creating that kind of content and follow up with smart retargeting efforts, you’ll actually get ahead.
Want help building an AI Overview-ready content strategy? Content Cucumber is ready to jump in and help you make it happen. Book a demo with us to get started.
