AI-generated summaries are reshaping online search. These summaries combine information from multiple sources to provide quick, personalized answers and they represent a shift toward content that is both conversational and dynamic. While not technically SERP features, they are crucial for businesses focusing on local SEO, as they impact visibility and rankings.
Inclusion in these types of results will require a focus on quality content, trust-building, and alignment with search intent.
Impact on Local SEO
AI summaries rely heavily on E-E-A-T (Expertise, Authoritativeness, Trustworthiness) to determine which content to include. For businesses, this means creating high-quality, accurate content that is tailored to user needs.
Building trust is key: provide sufficient contact information, ensure content accuracy, and cite reliable sources. Transparency about where information comes from—such as linking to research or statistics—is vital. Additionally, businesses should establish clear author attribution as much as they are able as this will help build trust.
Quality Content: Key to Success in AI Overviews
TLDR: Always write for humans – not search engines!
Content should aim to answer user queries, not just optimize for search engines. Avoid spammy, thin, or outdated content that could lead to penalties. Instead, focus on content that genuinely helps the target audience, which will lead to higher rankings and potential for other valuable rewards like organic backlinks.
Content should also cater to various stages of the customer journey:
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Informational content helps users understand your services or brand.
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Consideration content guides users to explore options.
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Transactional content encourages action, like scheduling a consultation or making a purchase.
Strategies for Optimizing for AI Overviews
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Create Authoritative Content: Develop comprehensive, well-researched content that answers questions in-depth.
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Leverage Local SEO Best Practices: Optimize your Google Business Profile, ensure consistency across platforms, and encourage customer reviews. Positive reviews are a key element in AI summary generation.
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Focus on Relevance and User Intent: Even if a keyword has low search volume, it may still bring valuable, qualified traffic – in fact conversion rates are often much higher for more specific searches! Tailor content to meet specific user needs rather than focusing on high-volume keywords alone.
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Transparent Content Creation: Cite sources, offer statistics, and link to credible external resources to build trust and authority. Make sure content is helpful and not promotional.
Adapting to the Future
To succeed in the evolving world of AI-driven search, businesses must focus on producing high-quality, user-centric content that aligns with Google’s emphasis on expertise and trust. By doing so, they can improve their visibility, attract relevant traffic, and stay ahead of the competition.
Want to learn more about achieving success with a local SEO strategy for your business? Speak to a OneLocal marketing expert. Book a demo or speak to your OneLocal representative today.
