In this guide, you’ll get tips from us who work with this every day – and actually make it work. We’ll show you how you can become visible in AI Overviews (AIO).
New rules of the game for SEO
With AI Overviews, we need to think differently:
- Google is taking up more space itself. Traditional SEO alone no longer delivers the same visibility.
- Rank 0 is no longer enough. Visibility in AI Overviews is the new top position.If you want to be chosen as a source, you need to own your topic in depth.
- Authority and structure matter more than ever.
We’ve seen this in practice. For our client Huma, targeted content optimization and technical improvements led to visibility both in AI Overviews and among the top organic positions for HR-related searches.
Here’s what we learned and how you can do the same:
1. Analyze how AI Overviews work
When Google launched AI Overviews in Norway, the entire search landscape changed. Users now get AI-generated answers at the top of the search results, and the classic organic links are pushed further down. To gain visibility here, you first need to understand how the AI system selects the information it uses, and which factors determine who gets featured.
Understand how Google retrieves information
AI Overviews pulls in content from multiple sources at the same time. Google prioritizes clear structure, strong subject-matter authority, and language that makes it easy for AI to extract precise answers. This means that how you organize your content—with clear headings, bullet points, and definitions—directly impacts your chances of being selected as a source.
In our work with Huma, this is exactly where we started: we analyzed how Google’s AI Overviews retrieved and structured information in the HR market. We used these insights to sharpen Huma’s content so it matched search intent more precisely.
Look at which searches trigger AI Overviews
Start by mapping which searches trigger AI summaries in your industry. Typically, you’ll see this for queries that require explanation or comparison, not just simple definitions. Analyze which pages are being used as sources: how are they structured, and what type of language and format do they use?
Once you understand how Google presents AI answers, you can create content that the AI actually wants to use, securing visibility at the top of the search results.
2. Write for both humans and machines
Once you understand how AI Overviews work, the next step is to create content that performs equally well for human readers and for Google’s AI model. In practice, this means crafting copy thatdelivers value, provides clear answers, and is technically easy to interpret.
Write with clarity and structure
The AI model selects content that is easy to extract, which means the way you structure your text has a direct impact on your visibility. Use clear H2/H3 headings, short paragraphs, bullet lists, and summaries. A good AI-friendly paragraph provides a clear answer within the first few sentences, then expands with context or examples.
This was a key factor in our work with Huma. We structured their articles with clear themes and subtopics that directly answered questions such as “how to digitalize HR processes” and “what is a modern HR system”. This way of writing made it easier for Google to understand exactly what the content was about, and to select Huma as a source in the AI-generated answers.
Combine subject-matter depth and readability
AI Overviews highlights content that combines precision with clear and accessible language. When you write about technical topics, the goal is to make complex material easy to understand without diluting the substance. It is precisely this balance that separates what is considered ‘relevant’ from what is perceived as truly ‘authoritative’.
Ask yourself:
- Would this paragraph work as a standalone answer in an AI overview?
- Does the text provide both a clear answer and enough context for the AI to understand the overall picture?
Optimize for intent, not just keywords
Keywords alone are no longer enough. Google uses semantic understanding, meaning the relationship between concepts, to determine which sources best match the query. So write with a focus on the search intent: what is the user actually trying to find out? Explain, answer, and demonstrate that you understand the problem. This is what makes the AI evaluate you as a relevant source.
3. Build authority and depth
To be selected as a source in AI Overviews, it’s not enough to simply write correctly. You need to demonstrate that your content comes from a reliable professional source. Google doesn’t just evaluate what you write, but who is saying it, and how you document your expertise.
Demonstrate subject-matter authority in your content
The AI model prefers content that reflects experience, insight, and uniqueness. Use examples, your own observations, data, or quotes from subject-matter experts. This signals both experience and authority, two key factors for visibility in AI Overviews.
As we saw with Huma, it wasn’t just technical optimization that lifted them into AI Overviews. It was also about demonstrating that they truly have expertise in HR. Articles with concrete examples, real-world experience, and clear recommendations were used as sources more often than more general content.
Build authority at the domain level
Authority isn’t built on a single page; it’s created over time through the overall strength of your domain. Google evaluates patterns across your content: are the topics coherent, up to date, and written with professional consistency? A website with depth across several related topics has a higher chance of being selected in AI Overviews than one that covers many subjects superficially.
Use author profiles and sources
Include who is behind the content. Name, role, and area of expertise signal credibility. Add sources, data, and references; even if Google does not “see” everything directly, it helps build trust with both users and the AI model.
When you show who you are and build subject-matter authority around your topic, you lay the foundation for visibility—not only in traditional search results, but at the very top of AI search.
4. Optimize technically
Even the best content can be overlooked if it is not technically optimized for how Google reads and interprets data. To be considered as a source in AI Overviews, your website must be structured, easy to understand, and technically robust.
Use structured data and schema markup
Google uses structured data to understand the context and relationships in your content. Implement schema markup where it is relevant, such as Article, FAQ, and HowTo. This helps both the search engine and the AI system identify topics, questions, and answers more quickly.
At Huma we ensured that key pages had updated schema and clear semantic structure. This made it easier for Google to interpret how each section answered specific HR-related questions, and increased the likelihood of being used in AI Overviews.
Ensure technical clarity
Pages that load quickly, are mobile-friendly, and have logically structured URLs are better positioned for visibility. AI Overviews are built on information Google already understands well. So anything that helps Google interpret your content increases your chances. A clean HTML structure, correct use of heading levels, and consistent internal linking make it easier for the system to identify the main message and context.
Optimize semantics
AI Overviews doesn’t just look at keywords, but at meaningful relationships — how topics and concepts connect. Use synonyms, related terms, and natural transitions between subtopics. The goal is for the AI model to perceive your content as holistic and professionally in-depth, not fragmented.
Technical precision and semantic structure form the foundation for visibility in AI Overviews. It’s only when everything is connected, from code to context, that your content truly has a chance to reach the top.
5. Test, measure and optimize
The work with AI Overviews doesn’t stop once the content is published. Google’s AI systems are continuously evolving, and small adjustments can have a major impact on visibility. That’s why you need to view optimization as an ongoing process, not a one-off project.
Monitor which pages appear in AI Overviews
Use tools like Sistrix, Semrush, or Ahrefs to see which searches trigger AI responses, and whether your domain is mentioned as a source. Compare results over time to identify patterns, which pages appear most frequently, and what characterizes them.
When we worked with Huma, we systematically tested small changes in structure, language, and layout. The result was that several pages moved from 7th–8th position on page 1 to both rank 0 and placement in AI Overviews. A clear proof of the value of continuous optimization.
Test different formats and angles
The AI model prefers variety and clarity. Try framing your copy in different ways: summaries, comparisons, or step-by-step explanations. Small changes in how you present information can determine whether you are selected or not.
Evaluate on multiple levels
Don’t measure only by rankings. Also look at traffic flow, click-through rate, engagement, and conversions. A page that gets less organic traffic can still contribute more if it is used as a source in AI answers and helps build brand authority.
Visibility in AI Overviews is the result of continuous testing and learning. Those who consistently analyze, adapt, and optimize will stay ahead in a search landscape that is changing faster than ever.
