Digital PR Helps Brands Appear in Google’s AI Overviews

In recent months, Google’s Gemini-powered AI Overviews have completely reshaped search engine results pages — and, more importantly, how users are interacting with them. The “10 blue links” of old have been largely replaced by a summative AI-generated statement, and brands are increasingly having to compete for share of voice at the top of the SERP (search engine results page).

As Google continues to roll out AI responses for more and more queries (especially long-tail search terms), it’s prioritising authoritative and high-quality content as sources. 

As such, businesses must increasingly adapt their marketing efforts and focus on building online authority to increase their chances of AI SERP success — and this is where Digital PR comes in. By securing high-quality backlinks, earning well-placed brand mentions, and building brand trust, Digital PR helps brands establish the credibility Google looks for when choosing sources for its AI search experience (but more on this later).

OVERVIEWS AT A GLANCE

• Google’s Gemini-powered AI Overviews use machine learning to deliver concise, context-aware summaries in search results. 
• They do this by analysing several web pages related to the keywords in the search query, before producing an overview of information – based on content they deem trustworthy and authoritative.
• Google’s AI systems prioritise sources that demonstrate E-E-A-T qualities (expertise, experience, authority, and trustworthiness) while also considering factors like formatting, multimedia elements, and semantic relevance.

For brands, appearing in these overviews is crucial for SERP visibility and SEO.

THE LATEST ON GOOGLE’S AI OVERVIEWS

Google’s AI Overviews are becoming more sophisticated, and increasingly common. At the end of 2024, it was reported that almost 60% of EU & US Google searches ended without a click, thanks to AI summaries keeping users on the SERP.

Similarly, studies have shown that up to 25% of search queries using 8 words or more are now displaying AI Overviews — demonstrating how informational queries are the leading type of query that AI search results appear for.

Perhaps as a signal of Google’s increasing confidence, research from BrightEdge published at the end of January 2025 revealed that AI Overviews have expanded their presence by up to 100% in increasingly complex search queries.

With these critical developments, users will increasingly get the information they need without clicking through to a webpage. While this is convenient for consumers, and saves sifting through webpages, for brands it means that their websites aren’t being visited. 

THE “PROBLEM” POSED BY ZERO-CLICK SEARCHES

With the rise of AIOs, there’s been a significant increase in the number of zero-click searches, as users increasingly find the answers they need without clicking through to a website.

Because users are getting information from the results pages, brands are now facing worries around their organic traffic levels declining, alongside decreasing click-through rates. 

However, this does not mean defeat. Creating a strategy that positions your brand higher in the SERPs, or cited in the AIOs is, therefore, more important than ever. As Kathyrn Bevan (Head of SEO) suggests:

The solution?

So, what can you, as a marketer, do to guarantee your brand a coveted spot as a source in Google’s AI Overviews? 

Brand authority is the answer you’re looking for. Is your website the voice for the industry? Are you reliable and trustworthy in the eyes of Google? Is your content cited by others as an example of accurate, credible information online?

DIGITAL PR, BRAND AUTHORITY AND AIOs

Digital PR strategies can help shape a brand’s online presence by:

• Gaining brand placement in reputable media outlets
• Securing high-quality backlinks
• Creating high-value content

For example, you may already use affiliate marketing to build brand awareness, but Digital PR is not limited to just that. It also monitors and responds to any negative associations, as poor responses to your brand can affect your authority – and lead Google to deem you untrustworthy.

Administering a well-thought-out, successful Digital PR strategy is essential for  helping Google’s algorithms to understand your site as an authoritative, credible source. If you can do this, you’re in with a higher chance of being featured in Google AIOs.

Of course, Digital PR efforts have to be executed alongside high-value content that can answer user search queries and offer helpful information. Working hand in hand,  strategic SEO-based content and Digital PR could be the key to appearing in Google AI Overviews, solving diminishing click-through rates, and keeping a good flow of organic traffic to your website.

As Digital PR Manager, Holly Forrest, states:  

ADDITIONAL AIO RANKING FACTORS TO CONSIDER

marketers will need to think about in order to be considered one of Google’s most trustworthy brands are: 

Quality content 

Digital PR is under the bracket of content marketing, but content in itself plays a huge role in Google’s understanding of your business. Your web pages are indexed, and help to tell Google where your expertise lies. 

The importance of content for AI Overviews should not be dismissed, as Content Manager, Kitty Bushell, outlines:

Context 

Don’t be afraid to flesh out your content with more context. Google’s algorithm can also focus on the context of your content, so include rich information in your blogs and on-page copy. AIOs will pick up on what your content is related to and, paired with good authority, Google will know where to look when a search query requires information about a topic associated with your brand. 

Long-tail keywords

As we’ve seen above, AI Overviews are more often triggered by long-tail keywords (around 8 words or so). So, targeting these in your content, and providing helpful, expert responses to users’ long-tail questions is crucial. 

Kathryn, our Head of SEO, explains: “Following a conversational format can help as well…adding additional first-hand insights and proprietary data to content where possible, as unique content is more likely to perform well”.

BRING DIGITAL PR TO YOUR MARKETING STRATEGY THIS YEAR

Ready to put all that together for AI search success? Being prepared for the changes in SEO and search is no longer a nice-to-have, but a critical component of every leading brand’s marketing strategy.  

Don’t get left behind. Partner with us and gain access to on-the-pulse industry insight, excellence in strategy, and SEO & content expertise to position your business at the very forefront of digital marketing advancements.

Contact us today to discuss how our Digital PR services can boost your brand authority and improve your share of voice in the AI search landscape. Or, learn more with our library of expertly-authored blogs and live webinar events.