With Google’s increased reliance on AI-generated content summaries, how we approach optimising content for search engines must evolve. AI summaries, including featured snippets and AI Overviews, provide concise, relevant answers on search results pages. They are fast becoming the standard for how users find information. It’s a shift that offers both opportunities and challenges in structuring, optimising, and delivering client content.

Now, AI Overviews appear for nearly 55% of all Google searches. By optimising content for AI-powered search summaries, you can help clients secure prominent positions on search engine results pages (SERPS) before a click. Informational intent is the backbone for attracting website traffic; it gains credit as a trusted source of information in the eyes of both users and search engines. 

1.   Get what AI search summaries mean for your client’s content

Google generates AI summaries by collecting data from numerous sources, offering users a zero-click solution for getting accurate information. This shift moves away from keyword density and backlinks. Although still important, alone, they will fall short. Instead, the content must meet AI where it’s at – understanding context, relevance, and user intent.

AI doesn’t just pull from any source – it values authority and well-structured content systems. A single, keyword-heavy article likely won’t make it. Instead, a value-driven, holistic approach to content strategy is vital for appearing in AI-generated content summaries. 

2.   Create clear and authoritative content that AI loves

When optimising content for AI-generated search summaries, focus on: 

• Clarity and conciseness: AI scans for material that provides direct answers without the fluff, so say goodbye to lengthy, rambling articles.
• Authoritative style: AI prioritises credibility – well-researched and authoritative material. Cite reputable sources, include case studies, and use data to prove your claims to speak to AI algorithms.
• Conversational tone: AI-powered search results are conversational by design. Crafting content that mirrors how people actually speak will increase its chances for selection. 

3.   Use structured data and schema markup to speak AI

Structured data and schema markup are your new best friends for getting client content featured in AI-generated search results. Following this structure ensures AI systems correctly classify the context for publishing in search results. Implementing general schema types like Article, FAQ, and HowTo helps AI understand the content type, topic, and purpose. 

Our chief AI officer has been boots on the ground, ensuring our SEO team can assist agencies with integrating these elements into client strategies to optimise content for AI-generated search summaries.

4.   Win featured snippets by answering real, conversational questions

Featured snippets hold those prime positions at the top of search results. They differ from AI Overviews in that they rely on Google’s search algorithm while Overviews use Gemini AI. Therefore, the way they source and present content differs. 

Snippets highlight an excerpt from a single webpage, quoting information verbatim as a quick definition or answer. Because Gemini is a state-of-the-art LLM, Overviews provide more detailed summaries. Both appear at the top of search engine results pages, with snippets landing just under Overviews. 

But don’t worry – the content optimisation process is pretty much the same for both, placing importance on clarity, relevance, and schema markup. Additionally:

• Direct answers: Focus on informational intent that offers clear, concise answers to common questions related to your client’s business. 
• Bullets and lists: Structure counts for a lot with AI. Use bullet points, numbered lists, and clear headings to make it easier for algorithms to pick up and highlight relevant information.
• Semantic relevance: Craft content that addresses the question and its context. For example, if you have a client in the health industry, focusing on FAQs like “What are the benefits of vitamin C supplements?” or “How does core work improve overall fitness?” can help to feature in AI-generated search summaries.

5.   Build a web of content that shows you’re the go-to expert

One of the best ways to position your client as a niche authority is by creating content clusters around core topics, such as related articles, blog posts, and linkable resources.

• Topic clusters: The structure of in-depth content around key themes and linking related articles shows Google (and AI systems) that a website is a niche authority.
• Internal linking: Link and weave together content pieces on your client’s site. This strategy strengthens the overall value and relevance of the entire website.

6.   Track what works, adapt fast, and keep your client’s content at the top

As with SEO, continuously monitoring content performance is crucial for pinpointing weak spots and opportunities for improvement. AI models will continue to evolve, and what works today may not be as effective tomorrow – so agencies that stay adaptable will win. 

• Use data analytics: Use Google Search Console to track performance and understand which pages feature in AI-generated content summaries.
• Adapt quickly: Stay flexible by regularly updating content based on insights from your analytics to keep content fresh and relevant.

Curious about how to fully leverage AI in your client content strategies? Join our free Agencies AI Advantage Webinar Series to get comprehensive insights from industry experts on optimising content for AI-generated search summaries and harnessing the full potential of AI-driven marketing – ethically and effectively.