How to rank in AI search results

Google’s AI Overviews are changing how people see and click through search results. Instead of scrolling the familiar ‘10 blue links’, searchers now often get an AI-generated summary right at the top–pulling in snippets from multiple sites. If your content makes it into that summary, you can get visibility before anyone even clicks.

Here's what’s different about AI-powered results, what answer engine optimisation (AEO) actually means, and how to give your content the best shot at being included, without having to rethink your SEO strategy.

How AI is changing search results

Rather than a list, searching is practically a conversation. Google’s AI Overview collects text, facts, and even images from across the internet into one answer box.

It's great for people looking for quick answers, but it’s also triggering a rise in ‘zero-click’ searches, where people find what they need without even visiting a site.

For businesses, that’s a tricky balance.

On the upside, if you make it in, you’re instantly in front of users, with a link to your website in the source. That means more visibility, authority, and trust, without a click. AI summaries can also boost business recognition. Branded keywords that trigger AI results (like ‘Microsoft 365 prices’) are up 20% compared to organic searches.

The downside is non-branded keywords, such as ‘office furniture near me’, have dropped by more than 15%. With traditional searches predicted to fall by 26% in 2026, attracting AI is going to make all the difference.

The challenge is getting there. And understanding AEO is key.

What is the difference between AEO and SEO?

AEO focuses on optimising your content so it appears in AI-generated answers. SEO (search engine optimisation) is about ranking in traditional search results.

Just to confuse things, you might also come across GEO (generative engine optimisation), which is still about getting your content noticed and quoted by AI.

The difference is AEO focuses on getting your content into quick, direct answers. GEO looks for longer, richer content it can adapt for AI-generated summaries.

But right now, you don’t need a new strategy or extra steps for either. The same principles that help you rank in standard searches also apply to AI Overviews. What matters is creating unique, well-structured, valuable content that’s easy for search engines to understand and lift.

How to rank on AI search results

To give yourself the best possible chance of being pulled into Google AI search results, start with the basics–clear, authoritative content, backed by solid SEO.

Here’s how to rank on AEO.

Technical optimisation for AI SEO

1. Make sure search engines can find you

If parts of your site are accidentally blocked, they can’t appear in results or in AI Overviews. Make sure your important pages are always accessible and visible to search engines.

2. Fix broken links

Links that lead to the infamous ‘404 error’ are frustrating for visitors and can knock you down the search rankings fast. Check for broken links regularly and either update or remove them.

3. Keep your site mobile-friendly

With 60% of searches now on phones and tablets, a slow and clunky site will cost you. Keep it fast, streamline your copy, optimise images, and make sure your layout works smoothly on smaller screens.

4. Create a smooth user experience

Search engines love pages that are easy to navigate. Use clear menus, logical page structures, and helpful internal links so visitors (and search engines) can find what they need quickly.

5. Use high-quality visuals

Support your content with original images, graphics, or videos that are relevant, high quality, and load quickly. Stock images won’t necessarily hurt your rankings, but they definitely won’t help you stand out.

Content optimisation for AI SEO

The next step is creating content that AI Overviews actually want to feature.

1. Answer questions clearly

Write so Google and other AI tools can easily lift a direct answer. Use clear, concise headings, short paragraphs, and bullet points where they help.

2. Show you know your stuff

Think E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Google’s AI prefers content it trusts. Back up your points with credible sources, link to respected sites, and add original insights. Where it fits, include details about your business’s expertise or an author’s bio.

3. Focus on the right topics and keywords

Research the questions your audience is asking, and the keywords they’re using. Include them in main heading and subheadings (H1s, H2s and H3s), and answer them in simple, conversational language.

If you’re using AI to create copy, here’s how to humanise AI content and how to write better prompts.

4. Stay up to date

As websites grow, it’s easy to overlook old content. Out-of-date stats or examples can damage your chances of appearing in AI Overviews as much as broken links. Review and refresh your content regularly, but don’t sacrifice quality for quantity.

5. Avoid spam tactics

Search engines are good at spotting cheap tricks. Overusing keywords, creating low-value content, or copying from other sites will actually work against you.

Find out how AI can help your business

Like them or not, AI Overviews are here to stay, and competition for a spot will only get tougher. Putting in the hard work now will pay off twice–helping you get noticed in traditional searches and improving your visibility in AI results.

For more ways to make AI work for you, read common business problems AI can solve and Is it ethical for SMEs to use AI?

To find out more about how to rank in AI searches, get expert, business advice at V-Hub Digital Advice.