Preparing Your Content for Google’s AI Summaries

It’s important to keep on top of Search Engine Optimisation (SEO) developments, and the rapid advancement of artificial intelligence has inevitably brought big changes on this front. For example, users are now getting Google answers directly from AI-powered summaries, which are often displayed above Google Ads. The result of this is that gaining the right exposure in this snippet is a key consideration.

Here are our top SEO tips for optimising your website content for Google’s AI summaries.

Simple language, clear structure

AI is more likely to take content for summaries when the language is simple and the structure is straightforward and well organised.

Use clear language, avoid unnecessary jargon, and keep your sentences short and precise. Information should always be presented in a logical manner.

Break text into short paragraphs, lists, bullet points, and tables; use strong, descriptive headings (eg ‘What are the benefits of XX?’ and ‘How does XX work?’); and include examples to explain tricky concepts. This makes it easy for AI to locate and summarise key points.

Well-spaced, relevant subheadings also make your content easier to read, understand, and scan, which benefits users and helps AI models to extract the most relevant information.

Match users’ search terms

Start with a short, clear answer, then follow this with more detailed explanations or steps. Focus on depth, quality, and practical, actionable advice. Consider what a user might actually want when searching a term, and when you can, use question-style headings that match the search terms you want to target (similar to a FAQ section).

Build trust and authority

Google rewards content that shows real-world insights, so content that demonstrates trustworthy expertise and unique human experience is more likely to be used in Google’s AI summaries. If possible, include author bios and credentials, cite trustworthy sources, and avoid speculations or unverified claims. Share personal results, case studies, practical tips, or examples, and add unique data, timelines, visuals, screenshots, or photos.

Target queries that require depth

Focus on questions that need detailed explanations and comparisons. Create content that goes beyond a one-line answer to demonstrate your expertise in the area. This can increase the likelihood of appearing in AI-generated summaries.

Keep content updated

AI favours content that is current and accurate. Where possible, try to refresh outdated statistics, examples, and guides. Even small updates can help to demonstrate their relevance.