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AIO is here: how AI overviews are rewriting the rules of marketing (and what to do about it)

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The rules of search just changed. And most marketers are still playing by the old ones. (Yikes.)


As of March 2025, AI Overviews appear in approximately 13.14% of all Google search queries, nearly doubling from 6.49% in January 2025. Google has transformed from a search engine into an answer engine, and your entire SEO strategy needs to evolve with it before you become the marketing equivalent of a blockbuster video store.


Welcome to the era of AIO (AI Optimization) and GEO (Generative Engine Optimization)—where ranking #1 doesn't guarantee traffic, and traditional metrics like click-through rates are being rewritten in real-time.


But here's what most "AI marketing gurus" won't tell you (probably because they're too busy creating courses): The fundamentals haven't changed. Good content still wins.


Brand authority still matters. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is more important than ever.


What has changed is how and where your content is discovered, consumed, and, most importantly, cited by AI systems.


In this guide, I'm breaking down the shifts happening right now in search, SEO, paid ads, and platform transparency. More importantly, I'll show you exactly how to adapt your strategy to thrive in this new landscape without losing your mind (or your budget).


Understanding the AI Search Revolution

What Are AI Overviews?

AI Overviews are AI-generated summaries that appear directly within Google Search results. Built on Google's generative AI models, they aim to deliver an instant synthesis of relevant content pulled from the web.


Unlike featured snippets (which extract a sentence or two from a single source, remember those?), AI Overviews attempt to consolidate knowledge from multiple sources to present users with a unified answer.


In short: they're turning Google into both a search engine and an answer engine. It's like if your librarian suddenly started reading you book summaries instead of just pointing you to the shelf.


The Traffic Impact You Need to Know

Here's the uncomfortable truth: AI Overviews are drying up top-funnel clicks.


Data from 20,000+ queries shows AI Overviews match Position 6 results, offering high visibility, but far fewer clicks than traditional blue links.


When an AI Overview appears, it occupies a substantial portion of the page, pushing organic results down like an inconsiderate person reclining their airplane seat.


The implications? They may cannibalize traffic from publishers, ecommerce platforms, affiliates, and content marketers.


But it's not all doom and gloom. Google reports that when people do click to a website from search results pages with AI Overviews, these clicks are higher quality, users are more likely to spend more time on the site. So fewer clicks, but better clicks. It's like dating apps, quality over quantity, right?


Why This Is Happening Now

In a Semrush AI Overview 2025 study, users cited ads cluttering search results, inaccurate AI Overviews, and irrelevant results as major friction points in traditional search.


Consumers aren't abandoning Google for lack of quality content; they're escaping SERP friction for clean interface design and faster answers. (Basically, Google cluttered its own house and users are moving to cleaner apartments.)


Meanwhile, consumer search behavior shows:


The message is clear: AI search isn't replacing traditional search, it's fragmenting it.


Your audience is now searching across multiple platforms, and you need visibility in all of them. It's like being omnipresent, but for marketing nerds.


The New Acronyms You Need to Know (Sorry, More Jargon)

The industry is still debating terminology like it's the early 2000s, arguing about "social media marketing," but here's what you'll hear:


  • AIO (AI Optimization): The practice of optimizing your content and brand presence for AI-powered search platforms and features.

  • GEO (Generative Engine Optimization): Focuses specifically on optimizing content to be featured, cited, and referenced in AI-generated responses from systems like ChatGPT, Claude, Gemini, and Google's AI Overviews.

  • AEO (Answer Engine Optimization): Another term used interchangeably, emphasizing optimization for platforms that provide direct answers.

  • LLMO (Large Language Model Optimization): Optimizing for how LLMs cite and reference your content.


For this guide, we'll use AIO as the umbrella term covering all AI search optimization efforts. (Because we don't need more acronyms, honestly.)


No matter what we call it, the core principle is the same: SEO success is no longer just about ranking for clicks; it's about positioning your brand as the AI's go-to source.


What's Changed: The Major Shifts

Shift #1: From Rankings to Citations


Old SEO: Obsessing over position #1-#3 in search results (checking your rankings every morning like stock prices) New AIO: Getting cited in AI-generated answers across multiple platforms


Your goal isn't just to rank anymore, it's to become a trusted source that AI systems reference when answering questions in your domain.


Think of it as being the friend everyone asks for restaurant recommendations, you want to be that friend for AI.


Shift #2: From Keywords to Intent & Context

Old SEO: Targeting specific keyword variations (remember keyword density?)

New AIO: Understanding user intent and providing comprehensive, contextual answers


AI search works on intent, not keywords. It reads content, then grounds answers with sources. Keyword stuffing won't help you here; depth and expertise will.


This is great news for actual experts and terrible news for keyword-stuffing content farms.


Shift #3: From Organic Listings to Multiple AI Touchpoints

Old SEO: Driving traffic from Google organic results

New AIO: Getting discovered across:


Your visibility strategy needs to be multi-platform by default. Welcome to the omnichannel AI era, it's exhausting, but necessary.


Shift #4: From Content Volume to Content Authority

Old SEO: Publishing frequently to maintain freshness (the content treadmill)

New AIO: Publishing authoritative, well-researched content that gets cited


AI trusts real user conversations over marketing content. Reddit citations in AI Overviews surged from 1.3% to 7.15% in just three months, a 450% increase.



Translation: Third-party validation matters more than self-promotion. Your beautifully designed landing page? Less impressive than a Reddit user genuinely recommending you.


Shift #5: From SEO Teams to Unified Marketing

Old SEO: SEO operates in a silo (in the basement, eating lunch alone)

New AIO: SEO, content, PR, social, and brand all contribute to AI visibility


We're watching the convergence of channels, search, social, and AI, all optimized by the same core signals: Authority, Originality, and Trust.


Digital PR and brand visibility are now essential inputs for LLM citation.


Time to break down those department silos and actually talk to your PR team.


What's Still True: The Timeless Fundamentals

Despite all the changes, one critical truth remains:


Optimizing for LLMs or AI Overviews aligns with traditional SEO best practices. The fundamentals haven't changed: create helpful content, structure it properly, and build brand authority.


Here's what still matters (the greatest hits):

  • Quality Content: Focus on making unique, non-commodity content that visitors from Search will find helpful and satisfying

  • E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness are more important than ever

  • User Intent: Understanding what people actually need and delivering it clearly (not what you think they need)

  • Technical SEO: Site speed, mobile optimization, structured data; all still crucial

  • Backlinks: Authority signals from other trusted sites remain important

  • Brand Building: A strong, recognizable brand gets cited more often


The tools have changed. The tactics have evolved. But the strategy? Create genuinely helpful content that serves real user needs. (Shocker, I know.)


8 Actionable Strategies to Optimize for AI Search


Strategy #1: Maximize Information Gain

What it means: Offer unique data, perspectives, or frameworks that aren't already dominating search results.


AI systems prioritize original insights and first-party research when synthesizing answers. Generic blog posts that rehash existing content get ignored faster than a LinkedIn connection request from someone in "cryptocurrency consulting."


Action steps:

  • Conduct original research and publish unique data

  • Share proprietary methodologies and frameworks

  • Include case studies with specific numbers and outcomes

  • Add expert commentary that provides unique perspective

  • Create comprehensive guides that go beyond surface-level advice


Strategy #2: Structure for Extractability

What it means: Make your content easy for AI systems to parse, understand, and reference.

Think of it like writing for a very smart but literal-minded assistant who needs clear signposts.


Action steps:

  • Use clear H2/H3 headers that answer specific questions

  • Write concise summaries at the beginning of sections

  • Implement bullet points and numbered lists

  • Add FAQ sections with direct answers

  • Use schema markup to help AI understand context

  • Keep sentences clear and information-dense


Example format:

## How Does [Process] Work?

[Process] works through three key steps:

1. **Step name**: Brief explanation
2. **Step name**: Brief explanation  
3. **Step name**: Brief explanation

This approach helps [outcome] because [reason].

Strategy #3: Implement Entity-Rich Language

What it means: Help AI systems understand relationships between concepts, people, places, and things.


AI needs context clues like a detective needs evidence. Don't make it guess.


Action steps:

  • Clearly define key terms the first time they appear

  • Link related concepts within your content

  • Use consistent terminology throughout (pick a term and stick with it)

  • Add context about people, companies, and products mentioned

  • Implement schema markup for entities


Strategy #4: Close Citation Gaps

What it means: Get mentioned in high-authority articles where your competitors are cited but you're not.


This is one of the highest-leverage strategies most brands miss. It's like finding money in your couch cushions, but for marketing.


The process:

  1. Ask ChatGPT, Claude, or Perplexity questions in your domain

  2. Note which articles get cited in the responses

  3. Analyze those articles, are your competitors mentioned but not you?

  4. Get into those articles


Getting mentioned in that article creates visibility across multiple AI search variations. One placement = exponential visibility.


How to get included:

  • Reach out to authors with genuine value (exclusive data, unique use cases, updated features)

  • Contribute expert quotes when journalists are writing on your topic

  • Build relationships with publishers in your industry

  • Create newsworthy research that gets cited


Strategy #5: Participate in User-Generated Conversations

What it means: AI trusts real user conversations over marketing content.

Reddit, Quora, LinkedIn Pulse, and industry forums are where AI gets most of its trusted information. This is your permission slip to actually be helpful on the internet.


Action steps:

  • Authentically participate in Reddit discussions (r/YourIndustry)

  • Answer questions on Quora in your expertise area

  • Share insights on LinkedIn (not just promotional content, nobody wants that)

  • Engage in industry-specific forums and communities

  • Never spam; provide real value and let your expertise speak


Pro tip: If your first instinct is to drop a link to your product, resist. Answer the question genuinely first. Build trust. The promotional opportunity will come naturally.


Strategy #6: Keep Content Fresh and Updated

What it means: AI platforms prioritize recently updated content when choosing citations.

Stale content is like stale bread; nobody wants it, not even AI.


Simple refresh formula:

  • Add 2-3 new statistics

  • Include a recent case study

  • Update "Last Modified" date prominently

  • Add one new FAQ

  • Change title to include "(Updated [Month] 2025)"


Track your content's AI visibility systematically. Advanced GEO tools can alert you when pages lose citations, so you know exactly what to refresh.


Strategy #7: Create Comparison Content

What it means: Users constantly ask AI to help them choose between options, and AI platforms love structured comparisons.

People are indecisive. Help them (and help yourself get cited).


What works:

  • Detailed comparison tables

  • "X vs Y vs Z" articles

  • Pros and cons breakdowns

  • Side-by-side feature comparisons

  • Use case recommendations ("Best for...")


What doesn't work:

  • Generic blog posts without specifics

  • Promotional content focused only on your solution

  • Biased comparisons that don't acknowledge trade-offs (AI sees through this)



Strategy #8: Build Cross-Platform Brand Authority

What it means: AI systems look at your entire web presence, not just your website.

Your brand needs to be everywhere, like that song you can't get out of your head.


The holistic approach:

  • Website: Authoritative content with clear E-E-A-T signals

  • Social Media: Consistent expertise sharing on LinkedIn, Twitter/X

  • Third-Party Publications: Guest posts, interviews, podcast appearances

  • Community: Active, helpful presence in forums and discussions

  • Media Coverage: Digital PR that earns mentions and backlinks

  • Review Sites: Strong ratings and detailed customer feedback


The same tactics that earn coverage, backlinks, and social engagement also improve your odds in AI summaries and SERP overviews.


Tools for Monitoring AI Visibility

Few marketers have set up LLM brand visibility or traffic monitoring. Don't be in that group.


Recommended tools:

  • Semrush Enterprise AIO: Track brand mentions, sentiment, sources, and competitors in AI search. Monitor how pages appear in Google's AI Overviews.

  • BrightEdge Data Cube: Analyze AI Overview appearance and optimize content for generative search.

  • Lumar GEO Analysis: Track, prioritize, and act on issues preventing AI search appearance.

Manual monitoring: Regularly search for key questions in your domain across ChatGPT, Claude, Perplexity, and Google.


Are you being cited? If not, why not? (Time to investigate like a digital detective.)


What About Paid Ads in an AI World?

AI Overviews are changing paid search too, but differently than you might think.

The shifts:

  • Top-funnel PPC is getting squeezed: AI Overviews answer informational queries, reducing clicks on awareness-stage ads (RIP "what is" keyword campaigns)

  • Bottom-funnel intent is more valuable: Focus on transactional, high-intent keywords where people are ready to buy

  • Quality scores matter more: Google still needs ad revenue; well-performing ads get preferential placement

  • Landing page relevance is crucial: Users expect immediate answers; bounce rates hurt performance


Strategic adjustments:

  • Shift budget from top-of-funnel informational keywords to bottom-funnel transactional ones

  • Improve landing page experience to convert AI-educated users (they're smarter now)

  • Use audience targeting more aggressively

  • Test AI-generated ad copy variations at scale

  • Focus on remarketing to users who've already engaged with your brand


Platform Transparency: The Hidden Shift

As AI search platforms evolve, there's been an interesting development: Most now include citations and links by default.


This is a core difference between platforms like Perplexity or SearchGPT (which always cite sources) versus early ChatGPT (which didn't). Even Google's AI Overviews display links in a range of ways, showing a wider range of sources.


Why this matters: The move toward citations has diminished the hesitance around allowing AI bots to crawl websites. More brands are optimizing for inclusion rather than blocking AI crawlers.


What you should do:

  • Don't block AI crawlers (GoogleOther, GPTBot, etc.) unless you have specific concerns

  • Make your robots.txt permissive for legitimate AI bots

  • Ensure your content is easily accessible and crawlable

  • Monitor which content gets cited and optimize accordingly

(Basically, don't be the digital equivalent of a "no trespassing" sign when AI comes knocking.)


How to Future-Proof Your Marketing Strategy

The fractures in search aren't the problem, they're the opportunity. But only if you stop treating them like separate games and start building the credibility that works across all of them.


Your 2025 Marketing Playbook:

1. Prioritize Quality Over Volume: One deeply researched, well-structured piece will get cited more than ten mediocre posts. (Quality over quantity isn't just a cliché, it's your new strategy.)

2. Build Real Authority: Invest in thought leadership, original research, media coverage, and community engagement, not just content production.

3. Think Multi-Platform by Default: Don't optimize for Google alone. Consider ChatGPT, Perplexity, Claude, social search on TikTok, and LinkedIn.


4. Measure New Metrics: Track AI citations, brand mentions in LLM responses, and referral traffic from AI platforms, not just traditional rankings.

5. Align Your Teams: SEO, content, PR, and social need to work together. AI visibility requires unified brand marketing. (Yes, this means actual meetings and collaboration.)

6. Stay Agile: This landscape is changing monthly. Test, measure, adapt. Don't lock into rigid annual plans.


7. Focus on Serving Users: The constant through all this change? AI systems are trying to give users the best answer. Be that answer.


Wrapping up: how AI overviews are rewriting the rules of marketing (and what to do about it)

We're rapidly moving to a future where specific rankings matter less than overall brand authority and AI citation frequency.


But here's the good news: You don't need to reinvent your entire strategy. You need to evolve it.


The brands that will win in the AI search era are the ones that:

  • Create genuinely helpful, authoritative content

  • Build real expertise and demonstrate it consistently

  • Earn third-party validation and community trust

  • Stay visible across multiple platforms

  • Adapt quickly as the landscape shifts


SEO isn't dead. It's evolving.


And if you understand these shifts, you can position yourself ahead of 95% of your competitors who are still optimizing like it's 2019. (They're probably still worried about keyword density.)


The days of gaming algorithms are over.


The era of earning authority is here.

And honestly? That's better for everyone.


Well, maybe not for the algorithm-gaming crowd. But for brands that actually care about providing value? This is your time to shine.


See you in my next post. :)

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Gigi Kenneth

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