A woman with long dark hair and a green blouse sits working at her desk with a laptop. She is working on her content strategy that involves optimising for AI Overviews and Featured Snippets

How to optimise for AI Overviews and featured snippets 

This is the first article in a new Content Coms series on AI and search, helping businesses navigate the evolving landscape of online visibility. Written by our Content Manager, Sophie Crossley, this series will explore how to ensure your content gets found—whether by AI Overviews, Featured Snippets, or traditional search rankings. 

AI Overviews and Google Snippets are reshaping how businesses must craft their content to stay visible in search results. If your content lacks depth, authority, or clarity, you’ll likely see your rankings slip down Google’s results pages. While some optimisation strategies align with traditional SEO best practices, the rise of AI-generated summaries means businesses need to refine their content to maximise its visibility and impact. 

What’s the difference between an AI Overview and a featured snippet? 

Both AI Overviews and Featured Snippets pull information from Google’s search engine, but they serve different purposes. 

    • Featured Snippets showcase a short excerpt from a single source to answer a specific query. 
    • AI Overviews use generative AI to summarise key points from multiple sources across the web, providing a broader overview of a topic. 

For example: 

  • A Featured Snippet might answer a straightforward question like, “What does SEO stand for?” 
  • An AI Overview would tackle something more complex, like, “How can I improve my SEO strategy?” 

Pictured from left to right: Example of an AI Overview, example of a featured snippet

Is one more valuable than the other? 

Both formats serve distinct purposes, so rather than asking which is better, it’s more useful to consider how they contribute to visibility and authority. 

That said, recent research suggests that AI Overviews drive more traffic than Google Snippets. Studies show that AI Overviews achieve higher click-through rates (CTR), meaning more users click through to the source websites—leading to a greater potential for conversions. 

However, this doesn’t diminish the value of Featured Snippets. Even if they generate fewer clicks, zero-click queries still expose users to your brand, reinforcing your authority in search results. 

The research also found that ranking in AI Overviews strongly correlates with organic search performance. In 98% of cases, at least one URL from an AI Overview also appears in the top 100 organic search results. This highlights that traditional SEO strategies remain crucial for success in AI-driven search. 

Best Practices for Ranking in AI Overviews and Featured Snippets 

Optimising for AI Overviews 

AI Overviews favour clear, authoritative, and structured content that answers user queries directly. To boost your chances of ranking: 

    • Be direct and factual – Start with a concise answer before adding detail. 

    • Use structured formatting – Headings (H1, H2), bullet points, and lists make content easier to extract. 

    • Show authority – Cite reliable sources, include expert insights, and use schema markup (FAQ, How-To). 

    • Optimise for AI-friendly queries – Target “what,” “why,” and “how” questions using natural, conversational language. 

Optimising for Featured Snippets 

Featured Snippets provide quick, high-visibility answers at the top of search results. To rank effectively: 

    • Keep it concise – Answer in 40-60 words with keyword-rich headers (e.g., “What is greenwashing?”). 

    • Use structured formats – Google favours paragraphs, lists, tables, and videos for snippets. 

    • Optimise for search intent – Target long-tail, question-based keywords and prioritise key info in the first 100 words. 

    • Enhance technical SEO – Implement schema markup, improve page speed, and ensure mobile-friendliness. 

What’s next for AI and search engine changes? 

When it comes to content, much of the pre-existing best practice for SEO still holds strong. Google tends to update its algorithms frequently, so it’s important to keep an ear to the ground for changes.  

In summary… 

Both AI Overviews and Google Snippets prioritise clear, structured, and authoritative content—but their selection processes differ. AI Overviews favour concise yet comprehensive summaries, while Featured Snippets pull short, direct answers to specific queries. To maximise visibility, businesses should focus on well-structured content, keyword-rich headers, factual accuracy, and technical SEO. 

In the next article in our series, we’ll dive into the importance of keywords in your content strategy. From selecting the right search terms to balancing keyword density, we’ll explore how to ensure your content gets found by both AI-driven and traditional search engines. Stay tuned! 

Are you ready to take your content to the next level? Our on and off-page SEO techniques will enhance your online visibility and boost organic search rankings. Get in touch for a chat with one of our Digital Campaign experts at Content Coms – we’re happy to help.

Picture of Sophie Crossley
Sophie Crossley
Sophie Crossley is our Content Manager. She specialises in content strategy for clients in the energy sector, maximising reach and impact across various digital mediums.