AI is transforming how users search and how your content gets surfaced. From Google’s AI Overviews to the emerging AI Mode, search results are becoming more generative, conversational, and selective in what they highlight. As a marketer, this means rethinking how you write, structure, and optimise your content to stay visible.
In this guide, we’ll walk through how to write content that gets picked up, cited, and featured by AI-powered search tools.
Why AI-Generated Search Results Matter for Marketers
Google’s AI Overviews and AI Mode don’t show the traditional list of 10 blue links. Instead, they summarise answers directly from across the web – surfacing content that best answers the query. But these summaries only cite a few sources, so being one of them has significant value:
- Increased authority – appearing in an AI Overview builds trust and brand presence.
- Higher-quality traffic – users clicking through are often more engaged.
- Competitive advantage – if your competitors aren’t optimising for this yet, you’ve got a head start.
But unlike traditional snippets, you can’t apply or mark your content for inclusion. You have to earn it through clarity, authority, and structure.
1. Focus on Clear, Factual, First-Party Content
AI systems favour information that is accurate, up-to-date, and directly answers a user query. That means:
- Write fact-first content: Lead with answers, then explain or expand.
- Back up claims with stats, sources, and quotes, ideally from your organisation.
- Avoid fluff or overpromising – AI will overlook content that feels overly promotional or vague.
2. Match Search Intent with Precision
AI Overviews are triggered by specific queries – and only include the best-matching responses. To improve your chances:
- Group content tightly around specific intents (e.g., “how to apply for a charity grant” vs “what is a charity grant”).
- Include common user questions as subheadings (H2/H3) using natural language.
- Answer directly under the question in 2-3 clear sentences before elaborating.
Use tools like:
- Google Search Console (to find what you already rank for).
- AlsoAsked, Answer the Public, or AI tools like ChatGPT to find related questions.
3. Use Structured Content That AI Can Easily Parse
Your content structure is as important as the content itself. Use:
- HTML semantic elements (H1, H2, p, ul, etc.) properly.
- FAQ schema for clear Q&A blocks (this also helps traditional SERPs).
- Short paragraphs and bullets to enhance scanability.
- Tables or charts where relevant – AI Overviews sometimes extract from these.
Google’s own documentation notes that AI Overviews favour well-organised, high-quality content.
4. Build Topical Authority (Not Just Keywords)
Keyword targeting isn’t enough. You need to demonstrate depth and expertise around a topic to be seen as a trusted source.
- Create clusters of content around your core themes.
- Internally link between related articles to show semantic relevance.
- Highlight your expertise – cite your organisation’s research, data, and team.
5. Prioritise Fresh, Up-to-Date Content
AI Overviews value freshness, especially for topics like health, finance, and legal.
Make sure you:
- Update your content regularly.
- Include dates when referencing data.
- Indicate original publish and update dates where possible (Google’s crawlers pay attention to this).
6. Optimise for E-E-A-T (Experience, Expertise, Authority, Trust)
Google’s Search Quality Raters Guidelines (which inform AI training) highlight these four signals:
- Experience – Does the author have first-hand knowledge?
- Expertise – Is the content factually correct and complete?
- Authority – Is this a trusted source in its field?
- Trust – Are claims backed up with citations or clear evidence?
Ways to show this:
- Add bylines and bios to articles.
- Use quotes or stats from your own organisation.
- Link to relevant sources and partners.
- Use HTTPS and ensure your site is technically sound.
7. Don’t Forget Traditional SEO (It Still Matters)
AI Overviews may be new, but traditional methods are still relevant:
- Crawlable content (i.e., not hidden behind pop-ups or JavaScript).
- Good Core Web Vitals – page speed, stability, responsiveness.
- Optimised titles and meta descriptions.
- Mobile-first design.
Key Takeaways
- Write fact-based, structured content that clearly matches user intent.
- Use schema, strong formatting, and direct answers to help AI systems parse your pages.
- Focus on quality over quantity – only a few sources make it into AI Overviews.
- Build topical authority, keep content fresh, and optimise for E-E-A-T.
AI Overviews and AI Mode represent a shift from keyword-based search to answer-based discovery. If you want your content to rank in tomorrow’s results, it’s time to adapt today.
Get in touch with Atelier’s SEO team to learn how we can help you rank higher for humans and algorithms.
FAQs – Writing for AI Overviews and AI Mode
What are AI Overviews and how do they impact content visibility?
AI Overviews are summaries in Google Search that pull information from trusted sources to answer queries directly. Only a small number of sources are cited, so writing content that’s clear, factual, and well-structured increases your chance of being featured.
How do I write content that gets picked up by AI-powered search?
Focus on writing first-party, fact-based content that directly answers searcher questions. Use clear subheadings, short paragraphs, and provide accurate, up-to-date information that matches user intent.
Does using structured content help with AI Overviews?
Yes. Using clear HTML structure (H1, H2, p, etc.), bullet points, tables, and FAQ schema makes it easier for AI systems to parse and feature your content.
How important is topical authority for ranking in AI-generated search results?
Very. AI systems favour sources that demonstrate expertise and depth. Build content clusters around core topics, interlink them, and highlight your organisation’s unique data or insights.
Do I still need to follow traditional SEO best practices?
Absolutely. Technical SEO, Core Web Vitals, and keyword optimisation still matter. AI Overviews build on existing ranking systems, so a solid SEO foundation is essential.
How can I show E-E-A-T in my content for AI and Google?
Add author bios, cite your own experience or research, use secure website practices (HTTPS), and support claims with evidence. AI prioritises content that’s credible, accurate, and trustworthy.