Content Writing Tips for Better Visibility in AI Search & Google AI Overview

Searching for information online is no longer the same. Many users are now turning to ChatGPT, Gemini or other AI Chatbots for short, concise, and direct answers. Some simply look at the AI Overview and get all the information they need, without having to scroll down and read other websites on the search results page. What's more, newer phone devices even come with a dedicated AI button, making AI access a regular part of daily life.

As a brand, how will you handle this change? This article will introduce you to the concepts and techniques for writing content that AI Search and Google AI Overview will pick up and display.

Why AI Search Matters

In an era where users searched and found the first 10 links on the search results page, marketers focused on getting their business-related keywords into the Top 10 rankings. However, today, even top rankings see fewer clicks because people are increasingly relying on AI. Gartner predicts that AI Search will replace traditional search engines by up to 25%.

For businesses, this is a critical turning point. If your brand isn't selected for display in AI Search or AI Overview, you're missing a significant opportunity to reach customers. Adopting new strategies like AIO (AI Optimization), GEO (Google Engine Optimization), AEO (Answer Engine Optimization) and LLMO (Large Language Model Optimization) can boost your content’s visibility and favorability with AI-driven search and overview tools.

Principles AI Uses to Select Content for Display

Before you start writing content to increase visibility on AI Search, it's essential to understand the principles behind how content is selected.

Clear Content That Directly Answers Questions

User search behavior is shifting, adapting to AI's improved language understanding. Short, keyword-based searches are being replaced by conversational questions.

Example:

Keyword-based query: "front-load washing machine recommended 10 kg"
Conversational query: "recommend a front-load washing machine for a family of 3"

Therefore, content structured in a Q&A format, providing short, concise answers, has a higher chance of being cited by AI.

Credibility, Following E-E-A-T Principles

The E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) remain crucial. Citing reliable sources is more effective than having many low-quality backlinks, because AI can discern what's "spam."

If you're unsure where to start, check your Google Search Console Performance report. Look for web pages with positions below 10 and identify related keywords. Then, refine your writing to be clear, credible, include references, and ensure a good user experience on both desktop and mobile.

How to Write for AI Search and AI Overview

Creating content for AI Search and AI Overview still relies on traditional SEO principles, but with an added emphasis on concise, question-answering writing styles and backend Structured Data implementation.

Find Your Target Audience's Questions

Start with questions people are genuinely searching for. Use tools like AnswerThePublic, Also Asked, or gather questions from your sales team or customer chat support.

Structure Your Content

Organize your content using H1, H2, and H3 headings, following SEO best practices. Provide short, clear answers (40-60 words) using bullet points or tables for easy readability, then expand into more in-depth content.

Cite Real Sources

Include citations to boost credibility and add links to relevant content on your own website (internal links) where appropriate.

Implement Structured Data

Use Structured Data to help AI systematically understand your website's content, increasing your chances of being displayed in various formats like Rich Results and Google Snippets. Learn more at Schema.org.

Can AI Write Content for AI Search?

AI Chatbots' language capabilities raise the question: "If they're so good, can they just write the content for us?" The answer is... not advisable.

In January 2024, Google announced updates to its spam guidelines to cover content generated with little to no effort, or content that lacks originality and provides no new value to website visitors. This means content that is paraphrased or generated by AI will receive the lowest rating and will not be promoted in AI Search.

Conclusion

AI is increasingly replacing traditional search engine usage. If brands want to stay relevant, they must ensure their presence in AI search results.

Creating content for AI Search and AI Overview still relies on traditional SEO principles, but with an added emphasis on concise, question-answering writing styles and backend Structured Data implementation.

Crucially, avoid using generative AI to create your core content, as Google may classify it as spam and devalue it.

We hope this article helps guide marketers and content creators adapting to the changes in AI. If you're unsure where to begin, you can get a free consultation on AI Optimization from i-dac Bangkok.