A.I. Overviews: How To Optimize Your Content For Extra Visibility

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This article discusses how Google’s AI Overviews are changing local search for contractors and how to rank within them, ensuring they remain visible and competitive in the changing search landscape.

Key points include:

• AI Overviews Explained: AI-generated summaries that appear at the top of search results, impacting visibility of traditional organic listings.
• Google Business Profile (GBP): is crucial, with accurate information, rich media, and active updates.
• Reviews: are essential, with high ratings, recent feedback, and responses to customer comments.
• Content: should answer common client questions and use schema markup for AI understanding.
• E-E-A-T: demonstrates expertise, authority, and trust.
• User engagement: and website optimization influence visibility.
• PPC: remains relevant and can complement AI Overview presence.
• Challenges: include reduced organic traffic and the evolving nature of AI Overviews.
• Future predictions: Google may suggest more personalized results and focus on niche strengths.

Well, it did not take long for “A.I” to infiltrate search results. 

As part of Google’s massive push to make Gemini the go-to Large Language Model (LLM) on the market, we are now seeing more and more A.I. generated answers on the SERPs.

As with every new Google search product or feature, the two questions we must ask ourselves are:

1. How will this impact Google’s front page of search results? 
2. What strategy shifts must be made to take advantage of these changes?

As an SEO agency, it is our responsibility to stay on top of, and implement strategies for, these search engine updates.

However, we also must caution that this technology is still in “beta”. Meaning new and in testing. Google is actively doing what they do best, monitoring click data on URLs featured in these generative answers in order to see what users are liking. 

Consequently, results can be unpredictable.

There’s no guarantee your webpage will appear in search results every time, even if it was previously included as a resource or suggested article in an overview for a specific query. 

This study from SEMRush discusses how long URLs stay in AI overviews based on extensive testing.

What we want to avoid is providing theories or conjectures that will mislead. Instead, consider this article a live document, that will update as our data and understanding gets better. 

The good news? Everything mentioned below are “tried and true” SEO best practices that apply to any SEO campaign and not just optimizing for A.I. This is a rising tide lifts all boats situation.

That said, a shift in strategy IS required. 

Google’s new AI Overviews (the generative AI “snapshot” in search results) are reshaping how homeowners find contractors online. 

Moving forward more and more (especially millennials and younger) will adopt A.I. as part of their search “stack”, most likely using a blend of Google search and ChatGPT confirmation.

What’s the issue?

Similar to when the “map pack” was first introduced, this AI-driven section often appears right at the top of Google’s results – taking up the majority of prime screen real estate above the fold. 

These features “push down” traditional blue link organic results making your first page organic rankings less visible.

And visibility matters: over 90% of people discover local businesses online (link).

As the prevalence of AIOs increases, securing a spot in these results can start to have a positive impact on leads generated from search.. 

In this post, learn how Google’s AI Overviews are changing local search for contractors and exactly what you can do to optimize your content. Let’s dive in.

Table Of Contents

What Are A.I. Overviews? 

As with everything in search marketing, it all starts with a query.

Google’s AI-generates an “answer” based on its understanding of what you are asking for.

When someone searches for a local service (like “luxury kitchen remodeler near me”), Google’s AI pulls information from multiple sources to produce a concise summary on the search results page . 

For local searches, these AI-driven insights provide context about local establishments, making it easy to compare and explore different options. 

In practical terms, the AI might highlight a few contracting businesses, summarizing each company’s capabilities, services, and even what people say in reviews, all alongside a map snippet or list of their locations.

Why does this matter for customer decisions? 

In service industries like home remodeling, trust, and first impressions are everything. AI Overviews essentially act as an AI-curated local 5-pack (an expanded version of the traditional 3-pack). 

They give potential clients an immediate snapshot of the top-rated contractors in their area – complete with ratings, key offerings (e.g. “specializes in high-end kitchen renovations”), and often a brief blurb distilled from the businesses’ online content or reviews. 

This one-screen summary means customers can quickly narrow down their choices without digging through multiple websites. If your business is featured, you’ve got a head-start in the customer’s consideration process; if you’re not, those customers might never scroll far enough to find you.

Traffic and leads impact: 

Because AI Overviews sit above the organic search results (and just below any ads), they siphon a lot of the attention and clicks. 

In fact, these AI snapshot boxes are so large – averaging about 1764 pixels in height on the results page – that they significantly push down traditional organic listings. 

Fewer people will scroll to the regular results if the AI overview already answers their needs. Early studies of Google’s generative search have found that when AI provides a direct answer or selection of options, website click-through rates can drop sharply (some 30–50% fewer clicks for certain query types). 

Google has said:

“With AI Overviews, people are visiting a greater diversity of websites for help with more complex questions. And we see that the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query. As we expand this experience, we’ll continue to focus on sending valuable traffic to publishers and creators. As always, ads will continue to appear in dedicated slots throughout the page, with clear labeling to distinguish between organic and sponsored results.”

https://blog.google/products/search/generative-ai-google-search-may-2024/ 

For local businesses, this means if you’re not in that AI summary, you could lose a chunk of potential traffic and leads to competitors who are featured. 

And if you do things right, you could absolutely dominate the top of search results potentially with the Overview PLUS the Featured Snippet:

How Do I Optimize For A.I. Overviews?

🚨NOTE: Please keep in mind this section may change or evolve over time as the A.I. integrations in search update over time. Bookmark this post to check for updates.

Key Factors for Ranking in AI Overviews (Strategy + Data-Driven Insights)

Getting your contracting business to show up in AI Overviews requires honing the same local SEO factors that influence traditional search, with extra attention to what Google’s AI favors. 

Those factors are:

1. Google Business Profile Optimization
2. Reviews and Reputation Marketing
3. Content & Structured Data
4. E-E-A-T Building
5. User engagement and experience optimization

You may recognize some or all of those from our other discussions on proper SEO. This latest development from Google is different of course, but whether you are trying to rank in organic results, map pack, or AI Overviews solid SEO is what will win 99% of the time. 

Google Business Profile (GBP) Optimization

Your Google Business Profile is fundamental to ranking in local AI results. Google’s AI pulls a lot of info directly from GBP listings – in fact, most location-based AI snapshots use and link to Google Business Profiles . 

A fully optimized GBP makes it easy for Google’s algorithms (and AI) to understand who you are, what you do, and why you’re a top choice. 

Complete every section of your profile and keep it fresh. 

We have an entire guide on optimizing your Google Business Profile. The items that seem to affect AI Overviews the most are:

1. Ensure NAP accuracy and details: Double-check your Name, Address, Phone, and business hours are correct. Add your website, service areas, and make sure your category (or categories) reflects your services (e.g. “Kitchen Remodeler,” “Bathroom Remodeling,” “Luxury Home Renovation”, etc.).
2. Add rich media: Upload high-quality photos of your projects, your team, and your office/showroom. Profiles with photos are perceived as more reputable (listings with photos are twice as likely to be considered reputable by consumers). For a luxury remodeler, “before and after” photos or short video walkthroughs of completed renovations can really make you stand out.
3. Leverage Google’s features: Regularly post updates using Google Posts (share project highlights, seasonal offers, or design tips). Set up the Q&A section – seed it with common questions (e.g., “Do you offer design services as part of a remodel?”) and provide helpful answers. Also, fill in additional details like services/products offered (e.g., “Kitchen remodeling, Bathroom remodeling, Outdoor living spaces”) and attributes (such as “Veteran-owned”, “Provides free estimates”, etc. if applicable). These extra details not only inform potential clients but also feed Google more keywords and content to draw on for the AI overview.
4. Select relevant categories: Make sure you choose the primary category that best fits your business (e.g., “Remodeler” or “Home Remodeler”), and add secondary categories if relevant (like “Kitchen Remodeler,” “Bathroom Remodeler,” “General Contractor,” etc.). The AI will compare user queries to these categories to decide if your business is a match.

An optimized GBP signals to Google’s AI that your company is active and authoritative. It’s often your first ticket to get into local AI Overviews. (Plus, it helps with the regular Map Pack too – a win-win.)

Reviews and Reputation Marketing

For years now, online reviews have played a critical role in local service business marketing. 

When the AI Overview presents local businesses, it often highlights those with ratings and positive sentiment in reviews. High star ratings and recent positive feedback tell the algorithm that you provide great service (and thus are a safe bet to recommend to users). On the flip side, a poor reputation can keep you out of the AI summary altogether (and Maps rankings). Remember, when Google is going to put two people in contact with each other, they take that responsibility seriously.  

Here’s what we suggest:

• Cultivate high ratings: Aim for as close to 5 stars as you can. Quality and quantity both matter – a contractor with fifty 5-star reviews will look more impressive (to both AI and humans) than one with five reviews at 5 stars or fifty reviews averaging 3.5. In fact:
  • more than half of consumers won’t even consider a business with less than a 4★ average rating​ (fera.ai)
  • 92% of people will choose a local business with at least a 4-star rating​
    (localiq.com )
• Encourage and request reviews: Develop a system to regularly ask satisfied clients to leave a Google review. High-end contractors often work on big, memorable projects – leverage that! Take awesome pictures and get a testimonial from your clients. Fresh reviews also keep your profile active and signal continued quality; remember that 69% of consumers consider reviews older than 3 months irrelevant​ (searchengineland.com ), so a steady stream of recent reviews is key.
• Respond and engage: Don’t just collect reviews – respond to them. Thank customers who leave praise, and professionally address any criticisms. This isn’t just good customer service; it’s SEO-relevant. Google’s AI likely takes into account the overall sentiment and responsiveness of a business. Plus, 89% of users read how businesses respond to reviews​ (fera.ai ) – that’s the real-world impact of reputation management.
• Manage your reputation across platforms: While Google’s own reviews carry the most weight, the AI can pull information from across the internet. Make sure your ratings on other sites (Houzz, Yelp, Angie’s List, Facebook, BBB, etc.) are also strong. A consistent positive reputation everywhere online reinforces to Google that you truly are top-tier.

Be proactive about your reviews. 4-5 star ratings and happy customer testimonials not only convince the AI to feature you, but also help to convert the viewers of that AI Overview into leads.

Content & Schema Markup: Speak The AI’s Language

To rank in AI Overviews, you need to feed Google’s AI the right information. That means your website content should be both relevant and structured in a way that AI can easily digest. Here’s how to do that:

• Create content that answers common questions: Think about the questions your clients often ask when planning a high-end remodel. Examples might be,
  
  • “How long does a whole-home renovation take?”, 
  • “What is the typical cost of a luxury kitchen remodel?”, or 
  • “Which materials add the most value in a bathroom upgrade?”. 

Now make sure your website directly answers these questions in plain language. Consider adding an FAQ section or writing blog posts that target these queries. If Google’s AI finds a clear, authoritative answer on your site, it may incorporate that info into an overview or at least view your site as more relevant (your link will go directly to that exact snippet of text highlighted in purple). Remember, Gemini AI is an “answer engine,” not just a search engine​ – it loves concise, factual, well-organized answers. 

• Implement structured data (schema markup): Schema markup is code you add to your site to explicitly tell search engines what your content means (not just what it says). For local businesses, important schemas include:
  • LocalBusiness schema, (here is home services business type)
  • FAQPage schema,
  • Review schema if you showcase testimonials on your site. 
  • Service schema for service and location pages.

Using schema is like speaking Google’s native language – it provides context that helps the AI interpret your content accurately​. (conductor.com) Additionally, using structured data can help increase CTR on your search results because of embellishments like ratings, pricing, etc. 

• Optimize service pages and service location pages with details: Don’t just list “Kitchen Remodeling” as a service – describe it. A well-optimized service page might mention the types of projects you do (custom cabinetry, open-concept layouts, gourmet kitchens, etc.), the neighborhoods or cities you serve, and a bit on your process or philosophy. If a user’s query is “best eco-friendly home remodelers in [City],” and your site explicitly talks about green building practices on a service page you increase the chances of the AI bubbling up your business. Our “Featured Project Pages” are also AWESOME at providing this local, real-world relevance.
• Keep content user-friendly (and AI-friendly): Use clear headings, bullet points, and straightforward language on your pages. Avoid jargon that a layperson wouldn’t easily understand. Instead, explain things as you would to a client in person. 

Don’t forget: the AI Overview is generated from somebody’s content – by following the above steps, you increase the odds that that “somebody” is you.

E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Google has long emphasized E-A-T in its quality guidelines, and in 2022 it added a second “E” for Experience. This concept has become even more crucial with AI-driven search. 

The reason? Google’s AI relies on the core search ranking and quality systems (like the Helpful Content system) which are rooted in E-E-A-T principles​ (seo.com)

In other words, the AI Overview isn’t going to feature a contractor with thin or untrustworthy info; it will favor businesses that demonstrate expertise, authority, and trust – just as the traditional algorithm does. 

Now, technically EEAT does not have any signals and is not measured in a numerical sense. There’s nothing you can do to “increase your EEAT”. EEAT is like forming a memory in your brain. The more impactful the memory, the more times you think about it, the more times something reminds you of that memory – the stronger it is.

If you need to recall that memory, it is clear in your mind.

Versus something that happened once, you haven’t thought about it in years, and now you are trying to remember details of what happened. 

EEAT is constantly reinforcing that knowledge graph synapse over time so when Google “recalls” a memory (meaning someone searched on Google) your brand has formed a strong clear connection to that search topic.  

Simply adding authorship to your blog and an author page to your website is not EEAT. In many industries, what is “expertise” to one person, is “silly” to the next person. So it’s almost an impossible metric for Google to measure. 

So, what can be done if nothing can be done? Great question! Here’s some tactics you can use in the contractor space.

• Showcase your experience: High-end contractors often have years or decades of experience – show that. Highlight the collective experience of your team (e.g., “30+ years of combined luxury remodeling experience”). Include an “About Us” page that shares your company’s story, qualifications, and key team members’ backgrounds. If you have specialized training or certifications (Certified Remodeler, LEED AP, etc.), mention them. 
• Demonstrate expertise through content: We touched on content above, but specifically aim to be the authority on remodeling topics. Publish blog posts or project spotlights that demonstrate your expertise. When your content includes insightful, accurate information (maybe even citing external credible sources or statistics), it not only impresses potential clients but also sends signals to Google that you know your stuff. 
• Earn backlinks and accolades (Authority): Authoritativeness in Google’s eyes often correlates with your reputation around the web. If local magazines, newspapers, or industry sites have featured your work, make sure to highlight that (and link to it). “As seen on HGTV” or “Voted Best Remodeler in Charlotte by Charlotte Magazine” are gold nuggets of authority. They not only impress users but also often come with backlinks or citations that signal Google that others recognize your expertise. Join professional associations (NAHB, NARI, local builders’ guilds) and get listed in their directories – these can provide authoritative backlinks and legitimacy.
• Build trust with reviews and transparency: Trustworthiness overlaps with the reputation management we discussed. There’s nothing more we can say to convince you that reviews are important.

The truth? You can become the go-to contractor in your area if you start publishing today and never stop.

Your goal: become the most credible, trusted expert in your niche. 

Google’s AI will be much more inclined to feature “Acme Custom Builders – a family-owned firm with 25 years of experience featured in Architectural Digest” than a generic business with no clear story.

If your friend asked you to recommend a business, you would do the same thing.

E-E-A-T isn’t a single tweak but an overall approach: everything from your content, your credentials, your reviews, and your external mentions contributes to that profile. Once you achieve this, from your brand or yourself, it can be a game-changer.

User Engagement & Website Optimization

Last but not least, remember that how users interact with your website can influence your visibility. This is true in all facets of SEO. Google doesn’t just look at what you say – it also looks at how users respond to your site. (Even if they denied this for years!)

User engagement metrics like bounce rate, time on page, and click-through rates can inform Google whether your website is providing a good experience​ but also help train their algorithms on what is working and what is not. 

Which makes us concerned at the moment for A.I. Overviews as they are constantly shifting, improving, testing one answer over another, etc. 

So how can we influence user behavior?

• Fast, mobile-friendly website: Local searchers (especially homeowners checking out contractors) are often on their phones. If your site is slow to load or displays poorly on mobile, visitors will bounce quickly – and Google’s algorithms notice that. 
• Engaging, relevant content that keeps visitors around: High-quality content that engages users by quickly addressing their needs is essential for good search ranking. Google’s AI may consider user behavior, like bounce rate, when determining page relevance.
• Strong calls to action and easy navigation: Clear navigation and internal links improve user experience, leading to better engagement metrics. This signals to Google that your site is valuable, improving your search ranking.
• Monitor engagement and fix weak spots: Use tools like Google Analytics to find pages with high bounce rates or low time-on-page and improve them by adding useful info, improving layout, making content more “skimmable” and fixing technical issues.

Remember, Google’s goal (and by extension, the AI’s goal) is to please the searcher. It’s the concept that their multi-billion dollar (trillion dollar?) business is based on.

By optimizing your site for great user experience, you not only increase your chances with AI Overviews, but you’ll likely convert more of the traffic you get – a double win for your business.

Challenges & Future Predictions for AI Overviews in Local Search

We’d be remiss if we did not discuss the challenges and future SEO predictions now with A.I. in the game. 

Here’s what we have our eyes on:

• The risk of reduced organic traffic: One immediate concern for any business not featured in an AI Overview is the potential drop in their organic clicks due to getting pushed down the SERP. We’re already seeing extremely crowded SERPs: some searches show a full screen of ads at the top, then a full screen AI overview, and only then any traditional results​(wordstream.com). As publishers, this is unacceptable. The “A.I. answer” is BASED ON OUR CONTENT. Google still needs to fulfill their end of the deal and send us traffic.
  
• AI Overviews are still evolving: We’re in the early days of this feature, and Google is undoubtedly tweaking how AI Overviews choose and display local businesses. Right now, they often mirror the traditional local results to avoid glaring omissions​ (brightlocal.com). But Google’s AI will get more sophisticated at distinguishing businesses beyond the obvious rank-order of local SEO. For example, if someone searches “eco-friendly home builder Dallas,” the AI might learn to prioritize a builder who has LEED certifications or lots of mentions of “green building” on their site, even if that builder wasn’t #1 in the generic “home builder Dallas” map pack. 

Could they personalize results for logged in Chrome users?

Local search could become less one-size-fits-all and more tailored via AI. For contractors, this means doubling down on your niche strengths — if you’re “the kitchen guy” or “the historic home specialist,” make that clear as day in your online presence.

• Possible decreased discovery for newcomers: SEO professionals worry that Google’s AI Overviews will favor established businesses, making it harder for newer contractors to compete. This is due to Google’s AI relying on established patterns, like high review counts. While newer contractors may do great work, they may struggle to gain visibility. To succeed, contractors need to work hard, be patient, and build a trustworthy business online and offline.
  
• Quality and accuracy concerns: There have been instances of AI results showing inaccurate info or odd recommendations (as a hypothetical example, an AI might misinterpret a company’s description and list a plumber for a “kitchen remodel” query because it saw “kitchen sink” mentioned in a review). Google is always fine-tuning this, but mistakes will happen. If something is off (like AI pulls an outdated bit of text about your business), you may need to adjust that info on your site or GBP. Google does allow feedback on AI Overviews; it might be worth flagging major inaccuracies if you see them.
  
• Impact on local SEO strategy: Far from rendering SEO obsolete, AI Overviews are prompting a shift in local SEO strategy. We’re moving from a world where getting to Position #1 was the goal, to a world where being one of the 3-5 businesses summarized by the AI is the goal. Local SEOs are already talking about “AI optimization” – essentially everything we covered so far. Going forward, expect new tools and techniques to emerge for tracking your presence in AI Overviews, similar to how we track keyword rankings today. Also, expect Google to continue integrating AI with features like Google Maps, Google My Business, and Ads. It’s all converging. 

As you can see, the AI overhaul of search brings both opportunities and challenges. 

It’s weeding out weak players more than ever, but it’s also giving savvy, reputable businesses and brands a chance to shine brighter.

And why shouldn’t it? Anyone trying to still game the system will be sorely disappointed. Just like they have been throughout every other major Google search update.

While algorithms change, the end goal doesn’t – connecting with customers. Google’s AI is just another way to facilitate that connection, so orient your strategy around serving your customers exceptionally well (and making sure Google can see that), and you’ll be future-proofing your local marketing.

PPC & AI Overviews: The Role of Paid Search in the New Landscape

With all this talk of AI and organic results, you might be wondering: “What about paid search? Should I change my Google Ads strategy because of AI Overviews?” This is a crucial question for high-end contractors who often rely on a mix of SEO and PPC to drive leads. Here’s the breakdown of how PPC (Pay-Per-Click advertising) fits into the AI Overview picture:

• Paid ads still show up – Google isn’t going to sideline its advertising business for AI. In fact, early data shows Google has been weaving ads into the new experience. Google has started testing “native” ads within the AI box itself, clearly labeled as “Sponsored”​. For you, this means PPC is not only still relevant – it’s another way to maintain visibility in an AI-dominated result page.
  
• Does PPC influence the AI Overview rankings? In a word, no – at least not directly. PPC and AI Overviews operate in parallel: one is earned, one is paid. Google keeps them separate in terms of ranking, but they appear together on the results page.
  
• How AI Overviews might affect your ad performance: Google has indicated that for very commercial queries, it may show fewer AI results and lean on ads instead​. Keep an eye on your Google Ads reports; if certain keywords see a dip in impressions, it could be because AI is handling those. You may choose to adjust bids or focus on other terms accordingly.
  

Start Focusing On Ranking in A.I. Overviews Today

At this point, you are convinced that shifting your content and local SEO strategy to include “Answer Engine Optimization” is the right move. Here’s a summary on what to focus on first:

1. Optimize Your Google Business Profile – Ensure every detail is complete, accurate, and engaging, from contact info to photos and updates. 
2. Build a Stellar Review Portfolio – Dedicate most of your effort to earning awesome personalized reviews and responding to customer feedback. This is red so you see it!
3. Enrich Your Content & Use Schema – Create on-site content that answers the questions your clients are asking. Mark up your pages with structured data so Google’s AI can easily digest your expertise and service offerings. Be the source of information that the AI wants to share.
4. Demonstrate E-E-A-T at Every Turn – Showcase your experience and authority. Highlight credentials, publish knowledgeable content, and cultivate trust signals (testimonials, case studies, partnerships) that prove your business is the real deal.
5. Optimize Your Website for Users – Make your site fast, mobile-friendly, and engaging. Keep visitors on your pages with valuable content and easy navigation. Strong user engagement sends a positive signal that can boost your overall search presence​.
6. Keep an Eye on Competitors & Trends – Watch who’s showing up in the AI Overviews for your target queries and analyze why. Stay adaptable as Google’s AI evolves, adjusting your strategy if new factors seem to be in play (like emphasizing a service specialty or credential).
7. Leverage PPC as a Safety Net and Amplifier – Don’t rely solely on organic placement. Continue running targeted Google Ads and Local Services Ads to ensure you appear prominently on the page, in addition to any AI mentions. This dual approach maximizes your visibility and click opportunities.

The result? More eyeballs on your brand, more clicks to your site, and ultimately more high-quality leads coming your way.

Read this article for a deeper dive: https://searchengineland.com/how-to-get-cited-by-ai-seo-insights-from-8000-ai-citations-455284

Schedule a Discovery & Strategy call today with our team and get the following:

• Full technical website and GBP audits: Are they telling the best possible story to both users and Google’s AI? We will uncover bottlenecks in your current assets.
• Opportunities for you in the market: In depth keyword research shows you where you could be gaining leads
• Discovery of your top competition: If you’re not showing up, we identify which competitors are and what they’re doing right.
• Plan for ongoing optimization. SEO isn’t a one-and-done effort, and neither is preparing for AI. SEO is a custom “strategy” fulfilled by our “battle tested tactics” – which evolve and strengthen over time as your market and competition reveal themselves.

Our advice: build high quality SEO into your monthly overhead and leave it there.

Embrace these changes early, and turn Google’s AI into a powerful ally for your business growth.

Your next big project could be just one search (or one AI Overview) away – let’s work together to make sure you’re in the perfect position to win it.