Google Search is no longer just a list of blue links. With the rise of AI Overviews, your website can be completely bypassed, even if you're ranking on page 1.
According to a study by Cressive DX, AI Overviews now appear in approximately 47% of all Google searches. That means nearly half of all users are seeing answers directly from Google, not just links to websites.
We’re entering a world where Google doesn’t just point users to websites, instead it answers them directly.
The big question:
Is your website being cited in these AI-generated answers, or is it being left behind?
From Search Rankings to Source Citations
Traditional SEO focused on keyword rankings. GSO (Google Search Optimisation), on the other hand, is about something more urgent:
Is Google’s AI using your content as a source of truth?
In this new era, your page can rank #3, get thousands of impressions…
...and still receive zero clicks, because the AI summary gave users everything they needed.
What we investigated to find out
To understand where websites stand in AI Search, we did a technical audit for a Home Renovations & Repair business with three critical data sources:
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Google Search Console (GSC) – We exported 90 days of search queries that generated impressions.
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Click-Through Analysis – We segmented keywords with 0 clicks but high impressions.
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AI Overview Checks – We tested those queries to see which ones are triggering AI answers, and if the business is cited in those results.
Here’s what we found:
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AI Overviews are appearing for key service-related queries like “Decking Auckland” and “Interior Upgrades Auckland.”
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The business is not being cited in those summaries, despite having relevant offerings.
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Brand-related searches are the only ones consistently generating citations in AI answers.
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High-impression, zero-click queries indicate users are finding what they need directly in AI Overviews, bypassing the website entirely.
Why does this happen?
There are three key reasons your site may be missing from AI Overviews:
1. Thin or Generic Content
AI prioritises structured, trustworthy, unique information. If your content is boilerplate or lacks specificity (e.g., “We provide quality service”), you’re out.
2. No Schema Markup
AI uses structured data to understand your content. Without schema (especially FAQs, Services, Reviews), you miss major citation opportunities.
3. Low EEAT Signals
Experience, Expertise, Authoritativeness, and Trustworthiness matter. If your brand lacks local citations, blog activity, or detailed service pages, the AI will prefer better-optimised competitors.
What you can do now
1. Turn Queries into Service Pages
Taking the example of the same Home Renovations & Repairs Business we did GSO audit for, We discovered that terms like “Decking Auckland”, “Interior Upgrades Auckland”, or “Laundry Renovations Auckland” trigger AI Overviews but without citation.
You need dedicated, content-rich pages targeting these combinations.
While core service keywords are essential, there are dozens of long-tail variations that can also surface in AI Overviews based on searcher intent, such as:
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“How much does decking cost in Auckland?”
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“Best property maintenance services near me
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“Who offers bathroom renovations in Auckland?”
There can be 50+ combinations for each core keyword, using different prefixes like how, what, where, best, cost of, tips, guide, affordable, specialist, services near me, and more.
These aren’t just keywords, they’re AI prompt triggers.
2. Build Topical Authority with FAQs & Blogs
For every high-intent keyword, there are 50+ variations like:
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“How much does [service] cost in Auckland?”
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“What’s the process for [service]?”
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“Best [service] company near me”
Writing about these in FAQs or blogs increases your chances of being quoted directly in AI summaries.
3. Use Schema the Right Way
Applying FAQ, HowTo, and Service schema boosts AI readability and citation chances. This isn’t a bonus, it’s a requirement in the AI era.
What Happens If You Don’t?
You may still rank.
You may still run Google Ads.
But if AI takes over more, and you’re not cited, your traffic will flatline silently.
So what’s the key differences between traditional SEO and GSO?
Where traditional SEO is about optimising for algorithms, generative search optimisation is about optimising for answers. It requires a shift in mindset and tactics from chasing rankings to building content that AI trusts, cites, and surfaces in its responses.
Overall
Traditional: Optimise for search engines first, then users. Focused on technical compliance and keyword targeting to rank in SERPs.
GSO: Optimise for users first, then AI systems. Focused on creating trustworthy, context-rich, multi-format content that AI can use to generate accurate answers.
Content Tactics
Traditional: Keyword research, optimised titles, meta descriptions, H1/H2 structures, keyword density, blog posts targeting long-tail search terms.
GSO: Authoritative, explanatory content that answers questions in-depth. FAQs, data-backed insights, explainer guides, case studies, thought leadership. Write in natural language for conversational queries.
Technical Tactics
Traditional SEO: Site speed improvements, mobile-first design, schema markup, backlink building, internal linking strategies.
GSO: Structured data and clear context for entities and relationships, brand authority signals (citations, reviews, expertise credentials), publishing in formats AI models can parse.
Distribution Tactics
Traditional SEO: Link-building campaigns, guest posts, directory listings, on-page optimisation, evergreen content for rankings.
GSO: Presence across platforms AI pulls from: owned content hubs, credible third-party mentions, consistent brand voice. Syndicating insights across text, video, podcasts, and data sources.
Measurement & Optimisation:
Traditional SEO: Rank tracking, traffic analytics, bounce rates, conversion rates from organic traffic.
GSO: Monitoring inclusion in AI-generated answers, brand mentions within generative search tools, share of AI search visibility, secondary engagement metrics.
Mindset:
Traditional SEO: Win the click. Create pathways from search engines to your website.
GSO: Win the answer. Become the authoritative source that AI uses to shape its response, whether or not the user clicks through.
Ready to audit your site for AI search?
We’re offering manual audits that reveal:
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Which of your keywords are triggering AI Overviews
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Whether your site is being cited
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What content, schema, and GSO improvements you need
Fill out our contact form here to request an AI search audit.
You don’t need to rank #1 anymore.
You need to be the source Google trusts enough to quote.
And that’s what GSO (Generative Search Optimisation) is about, earning a seat at the AI table.
If you’re not getting clicks from search, it might not be your SEO’s fault. It might just be your invisibility in AI.