As Google continues rolling out AI Overviews across search results, understanding how to appear in these summaries has become a part of SEO and content strategy. Search marketing agency NORTH has conducted an in-depth analysis to uncover the common traits of content featured in AI Overviews.

Here’s what they found.

1. ‘People Also Ask’ Content Frequently Feeds AI Overviews

Google often pulls from content that also appears in the ‘People Also Ask’ (PAA) box. This highlights the value of clearly structured content that answers common user questions. Structuring your page to target PAA queries can increase your chances of being featured.

2. Outright Answers Win

We observed that content that explicitly answers the query has a much higher chance of being selected for an AI Overview. For example, in the search for “best online DIY shop,” articles that directly stated “X is the best online DIY shop” were included even if they weren’t top-ranking. Google seems to favour content that confidently and clearly answers the search intent.

3. Informational Searches Prioritise Authority Over Rank

For purely informational queries, we found that Google doesn’t always pull from the highest-ranking pages. Instead, domains with perceived authority, such as academic or research-backed websites, are more likely to be included. This reinforces the importance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

4. Affiliate Articles Perform Well for ‘Best’ Product Searches

In ‘best [product]’ searches, affiliate articles stood out as a consistent contributor to AI Overviews. These types of pages often include detailed comparisons, rankings, and direct recommendations, which align with Google’s goal to present clear and useful summaries.

5. Pages on Page 1 and 2 Have the Best Shot – but It’s Not a Hard Rule

Pages on the first and second pages of Google are most likely to be featured in AI Overviews. However, we found examples of third-page content making it in, so long as the content offers a direct, confident answer to the query. Relevance and clarity trump position in many cases.

6. A Mix of Site Types Are Included

AI Overviews are not exclusive to big brands or a certain kind of website. We saw a variety of contributors:

• Brand-owned content

• Comparison sites

• Media publications

• Affiliate partners

• PR-earned articles

This mix shows that strategic partnerships and diverse content strategies can all play a role in increasing visibility.

7. Page Authority Varies – But the Average Is Around 52

We found that a wide range of page authority scores were able to rank in AI Overviews. The average was around 52, indicating that while high authority helps, it’s not the only factor. Relevance, structure, and clarity matter just as much – if not more.

What This Means for Your Brand

Jodie Simpson, SEO and Content Consultant at NORTH said, “Ranking in AI Overviews isn’t about gaming the system – it’s about being genuinely helpful, visible, and present across a range of content types. To improve your chances of being featured:

• Structure content to answer key questions clearly and directly

• Target People Also Ask queries

• Work with affiliates, creators, and media outlets to diversify where your brand appears

• Don’t overlook pages on the second or even third page of SERPs – quality and clarity can still win

• Build trust and authority, especially for informational content

“The takeaway? AI Overviews are reshaping organic search – but with the right strategies, your brand can stay ahead of the curve.”

Photo by Solen Feyissa on Unsplash