Google’s AI-generated search results, known as AI Overviews (AIO), are changing how users find information online. At the Google Search Central Live NYC, Danny Sullivan, Google’s Search Liaison, shared insights into how predictive summaries, grounding links, and the query fan-out technique influence AI Overviews. His explanation helps SEO experts and publishers understand why AIO search results differ from traditional organic search rankings.
Optimizing for AI Overviews: What SEO Experts Need to Know
Danny Sullivan clarified that while AI Overviews might link to different websites compared to standard search results, the fundamentals of SEO remain the same. He emphasized that sites already optimized for traditional search should still perform well in AI-generated search results.
“The core fundamental things haven’t really changed. If you’re doing things that are making you successful on search, those sorts of things should transfer into the generative AI summaries.” — Danny Sullivan
However, Sullivan also introduced key concepts that explain why AIO results sometimes seem unpredictable.
Why AI Overview Search Results Are Different from Traditional Search
Sullivan highlighted two primary reasons why AI-generated results differ from Google’s traditional search rankings:
Predictive Summaries
Grounding Links
These concepts help explain how AI Overviews prioritize information and why they don’t always reflect the top 10 organic search results.
1. Predictive Summaries: Expanding Beyond Traditional Rankings
Sullivan explained that AI Overviews don’t simply list the highest-ranked pages. Instead, they generate a predictive summary based on a wider understanding of related queries.
“One thing I think that people find confusing is that they’ll do a query, see the top 10 results, but then not see them in the AI Overview. The query is the same, but the model is analyzing a broader set of results, identifying variations, and generating a predictive summary.”
This aligns with Google’s “Information Gain” concept, which aims to predict what users will ask next and proactively surface related information.
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2. Grounding Links: Ensuring AI Overviews Are Factually Accurate
Another reason AIO results differ from traditional search is the use of grounding links. Unlike organic search, which ranks individual pages, AI Overviews summarize topics using information from multiple sources.
“AI Overviews are a summary of a topic that includes facts from multiple subtopics. Grounding links help verify this information by connecting to authoritative sources.” — Danny Sullivan
These grounding links help users explore subtopics within an AI-generated answer. This explains why AIO results include a diverse range of sources rather than just the highest-ranking pages.
The Query Fan-Out Technique: Expanding Search Understanding
Sullivan also hinted at the query fan-out technique, a method where Google’s AI explores multiple variations of a search query. This allows AIO to generate broader, more informative answers than traditional search results.
For example, if a user searches for “How does a hybrid car work?”, AI Overviews might:
Retrieve information on gasoline engines and electric motors separately.
Include insights on battery technology and fuel efficiency.
Display links to related topics beyond just the top 10 organic results.
This technique ensures AI-generated search summaries are comprehensive, making them more valuable for users.
How SEOs Can Adapt to AI Overviews
To remain competitive in an AI-driven search landscape, SEOs should:
Focus on providing in-depth, authoritative content
Optimize for topic relevance, not just keywords
Ensure their content provides unique value beyond simple answers
Build trust through well-sourced, factual information
As Google continues refining AI Overviews, SEO experts and publishers must adapt to these changes to maintain search visibility.
Google’s AI Overviews aren’t replacing traditional search, but they are reshaping how information is presented. By understanding predictive summaries, grounding links, and query fan-out, SEO professionals can stay ahead and ensure their content remains relevant in AI-powered search results.
