AI Overviews Are Reshaping Search: Why Your Brand Needs a New Visibility Strategy

Why Informational Keywords Matter More Than Ever

Informational keywords are the search terms people use when they're looking for answers, guidance, or knowledge. They are the "what is," "how to," and "why does" queries that form the vast majority of online searches. Today, they are at the centre of the biggest shift in search engine history.

Here’s what you need to know about informational keywords:

• Definition : Search terms used to find information, like "how to improve website traffic."
• Search Intent : Users are in the awareness or research phase, not ready to buy.
• Volume : The majority of all search queries are informational.
• Key Characteristics : Often long-tail, question-based phrases focused on learning.
• Marketing Funnel Position : Top-of-funnel content that builds trust and authority.

Recent studies show Google's AI Overviews (AIOs) now appear on a significant portion of searches. What truly matters is that nearly all of these AI-generated summaries are triggered by informational keywords .

Google is intercepting clicks that would traditionally go to your blog posts, guides, and how-to content. For brands relying on this content to attract customers, this is a fundamental change. You are no longer just competing with other websites; you're competing with Google itself.

This has created the "crocodile mouth" pattern: impressions are rising while clicks are falling. People get answers directly from AI summaries without visiting your site. But this isn't a reason to panic. It's a reason to adapt.

I'm Kerry Anderson, co-founder of RankingCo, and I've spent over 15 years helping businesses steer major shifts in digital marketing. Understanding how to optimise for informational keywords in the age of AI is now one of the most critical skills for staying visible online.

What Are Google AI Overviews?

Google AI Overviews are AI-generated summaries that appear at the top of many search results. They are designed to answer your question directly on the page, before you click through to a website.

You've likely seen them. You type in a question, and Google serves up a comprehensive answer pulled from multiple sources. It's convenient for users, but for businesses trying to attract website visitors, it changes everything.

These overviews are the permanent, mainstream version of Google's earlier tests with the Search Generative Experience (SGE) . They are here to stay and are becoming more prominent every day.

Google's AI scans top-ranking pages , synthesises the most relevant information, and presents it in a single answer. This means your content must be among the best and most authoritative sources on a topic to be featured. It's no longer enough to just rank; you need to be the source Google chooses to reference.

This represents a significant algorithm change . Industry research shows AI Overviews appear on roughly 21% of searches, and nearly 100% of those are triggered by informational keywords . These are the terms people use when looking for answers, guidance, or explanations.

Your how-to guides and educational blog posts are now competing directly with Google. The search engine isn't just directing traffic anymore; it's intercepting it.

At RankingCo, we help clients across Brisbane, Sydney, Melbourne, and beyond adapt to this new reality. We refine content and strengthen technical foundations to keep you visible in a search landscape where the rules are being rewritten. You can learn more about our comprehensive SEO services and how we future-proof your online presence.

Aligning AI Overviews With Search Intent and Informational Keywords

Successfully navigating AI Overviews means understanding search intent: the real reason someone types a query into Google. Are they ready to buy, looking for a specific site, or just trying to learn something new?

Recent industry studies have revealed something striking: nearly all AI Overviews are triggered by informational keywords . This means your top-of-funnel content, like how-to guides and educational posts, is now competing head-to-head with Google itself.

What are informational keywords and how do they fit the marketing funnel?

Informational keywords are the foundation of early-stage content marketing. Think of queries like "what is local SEO" or "how to improve website speed." These searches come from users in the learning and research phase at the top of your funnel.

This content matters because it builds trust. When you provide genuinely helpful information, you position your brand as an expert worth remembering. You create a relationship with potential customers long before they are ready to make a purchase, and consumer trust is a deciding factor in buying decisions.

How to find and align with informational keywords for AIOs

Finding the right informational keywords requires a strategic approach to identify the questions your audience is asking.

We start with advanced keyword research tools, filtering specifically for informational intent. We also analyse Google Autocomplete and the "People Also Ask" boxes to see the exact follow-up questions real users are searching for.

Online forums are also goldmines for genuine, unfiltered questions. We analyse what's working for similar businesses in your space to find content gaps and opportunities.

Once you've identified these keywords, aligning your content means providing clear, authoritative, and well-structured answers. Implementing structured data and schema markup helps search engines understand your content, making it more likely to be featured in an AI Overview. Our Technical SEO team specialises in this exact type of optimisation.

Query Types Most Affected by AI Overviews

Not all search queries are being impacted equally by Google's AI revolution. Understanding which queries trigger AI Overviews is crucial for shaping a winning strategy.

As we've established, informational keywords are bearing the brunt of this change. When someone turns to Google for knowledge or explanations, there's a very high chance they'll see an AI-generated summary.

Data clearly shows that nearly 100% of AI Overviews appear for informational queries . Think about typical questions like, "What is cryptocurrency?" or "How do I change a tyre?". These are the searches Google is now answering directly.

Question-based queries , how-to guides , and definitions are prime targets. These long-tail keywords, used by people in learning or problem-solving mode, are now the territory where AI Overviews dominate.

On the other hand, other query types remain relatively untouched. Commercial queries like "best CRM software" have a low likelihood of triggering an AI Overview, as users still want to compare options. Navigational queries like "Facebook login" are even safer, as the user's destination is clear.

Finally, transactional queries like "buy running shoes online" rarely see AI Overviews. These users are ready to act, and Google's priority is to facilitate that action.

Query Type	User Intent	Likelihood of Triggering AIO	Examples
Informational	Seeking knowledge, answers, or solutions	Very High (99.9%)	"What is cryptocurrency?", "How to change a tyre?"
Commercial	Researching products/services, comparing options	Low	"Best CRM software", "iPhone 15 review"
Navigational	Finding a specific website or brand	Very Low	"Facebook login", "RankingCo website"
Transactional	Ready to make a purchase or take action	Very Low	"Buy running shoes online", "Book flight to Sydney"

The takeaway is clear: if your strategy relies on traffic from educational, top-of-funnel queries, your content must be the definitive, most trustworthy answer available.

The Impact on SEO and User Behaviour

The rise of AI Overviews presents both opportunities and challenges, most notably the Zero-Click Phenomenon . Users get their answers directly from the AI summary and move on without clicking through to any website.

This shift creates the "crocodile mouth" pattern . Your impressions for informational keywords are climbing as Google showcases your content in AIOs. That's the good news.

The challenge is that your click-through rates (CTR) are dropping. Users find the answer they need in the overview and leave. The gap between rising impressions and falling clicks widens, just like a crocodile's mouth.

This is a fundamental change for businesses that rely on informational content. Your blog post might contribute to Google's AI answer, but your website traffic takes a hit if users don't click through. The value of your content hasn't disappeared; instead, we need to rethink what success looks like.

How to measure success in the AIO era

Success now extends beyond clicks. The new goal is to be recognised as a trusted authority, even if the user never visits your site.

• Brand Visibility : We track impressions in Google Search Console (GSC) to see if your content appears in AIOs. Being cited by Google's AI is powerful exposure.
• Being Referenced : We monitor if your brand is mentioned within AI Overviews. This is a strong trust signal that tells users you're an authority.
• The Customer Journey : We look at assisted conversions. Did a user see your brand in an AIO, then search for you directly later? Analytics helps map these complex paths.
• Engagement : On pages that do get clicks, we analyse metrics like time on page. High engagement signals quality to Google for future ranking decisions.
• Authority : Success in the AIO era means building undeniable expertise. We aim to make your brand the citable source Google can't ignore. Learn more about getting more traffic.

E-E-A-T and Why It Matters More Than Ever

In AI Overviews, Google's E-E-A-T framework is the foundation that determines if your content gets featured or ignored.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the pillars Google's AI looks for when deciding which sources to use for an AI Overview. Strong E-E-A-T signals make it far more likely you'll be cited.

From Google's perspective, it needs content that is demonstrably reliable, written by people with real experience, and presented by trustworthy brands. For our clients across Brisbane, Sydney, Melbourne, and our international locations, this is a massive opportunity to stand out from competitors producing thin, generic content.

Best practices for optimising content and building authority

Brands winning in the AIO era are creating authoritative resources that Google's AI can't ignore. Here’s how:

• Publish Unique Insights : Share original research, proprietary data, or perspectives from real-world experience to become a primary source.
• Feature Expert Commentary : Include author bylines with clear credentials to validate the "Expertise" and "Experience" components of E-E-A-T.
• Showcase Case Studies : Prove your advice works with real-world examples, which builds both trust and authority.
• Create Interactive Tools : Offer calculators, assessments, or guides that provide unique value an AI summary cannot replicate.
• Structure and Verify Content : Organise information with clear headings and link to reputable sources to reinforce your trustworthiness.

These practices are central to our approach to Onsite SEO. We build content that establishes genuine authority in a way Google's AI can recognise and reward.

Common mistakes to avoid

• Thin Content : Superficial answers won't make the cut. AI is looking for comprehensive, in-depth responses.
• Keyword Stuffing : This outdated tactic damages readability and signals that you're optimising for machines, not humans.
• Ignoring User Intent : If your content doesn't truly satisfy what the user is looking for, nothing else matters.
• Neglecting E-E-A-T : Failing to demonstrate your brand's experience and expertise makes it nearly impossible to be cited.
• Duplicate Content : Every piece of content should offer unique value and have a distinct angle.
• Poor Site Structure : A confusing website makes it difficult for users and search engines to find and understand your content.

Take Control of Your Digital Future – Get Found Now

The search landscape has fundamentally changed. Google's AI Overviews are here to stay, reshaping how users find information. For businesses across Brisbane, Sydney, Melbourne, and our other global locations, the old playbook is no longer enough.

We know that informational keywords now trigger AI summaries almost every time. Your blog posts are competing directly with Google's AI, leading to the "crocodile mouth" pattern of rising impressions and falling clicks. This new reality demands a new approach.

This is a moment to adapt, not retreat. The brands that will thrive are those that become the source Google's AI trusts and cites. This means building genuine E-E-A-T signals through high-quality content and undeniable authority.

At RankingCo, we're not just watching these changes; we're helping our clients stay ahead of them. We combine deep SEO fundamentals with cutting-edge insights into how AI is changing search. Our goal is to position your brand as the trusted authority, so you are recognised and referenced by both users and Google's AI.

The future of search is here, and it's powered by AI. But the fundamentals of building authority, creating value, and understanding your audience matter more than ever. The difference now is how we execute on those fundamentals.

Ready to steer this new landscape with confidence? Let's build a visibility strategy that works for today's AI-driven search results. Contact us for a consultation and let's make sure your brand stays ahead of the curve.