How to rank in AI Overviews, and 4 ways to help local business clients optimise

If you're expanding from selling SEO solutions to AI optimisation, there are slightly different rules to follow for ranking in each AI engine. Staying up to date with AI optimisation across every platform is crucial right now because GEO is getting more popular by the day.

Previously, we broke down what it takes to rank in ChatGPT and AI Mode, but now we're covering AI Overviews. Why? Because, if you still search for a simple and short query about local businesses in Google like “lawyer near me”, you'll be presented with Google Maps first - so GBP optimisation is key for these types of search queries. But for users searching for questions relevant to local businesses, like “ who is the most affordable divorce lawyer in Southampton”, they are much more likely to be presented with an AI overview first that links to content on a business’s website or review sites.

Thanks toAhrefsanalysing millions of AI Overview responses, we finally have data on what's actually driving visibility in Google's AI search results.

Here's what you need to know to help your business clients show up in AI overviews.

Questions are the trigger and your clients should be answering them

AI Overviews don't always show up in Google. They're heavily weighted toward question-based searches.

The data shows AI Overviews appear in 57.9% of question queries compared to just 15.5% of non-question queries. Longer, more specific queries (7+ words) trigger AI Overviews 46.4% of the time, and reason” queries (i.e. “why” questions) come out on top at nearly 60%.

For local businesses, this is a massive opportunity. Think about what potential customers are actually asking: "Signs I need glasses", "What cafes near me have gluten-free cakes", "How much is teeth whitening in New Jersey”.

If your clients aren't creating content like blogs, landing pages and FAQs that directly answer popular questions, they're invisible to AI search.

Traditional SEO still matters, maybe more than ever

Here's the part that should reassure every Digital marketing provider still investing in SEO fundamentals: 76% of AI Overview citations also rank in the top 10 on Google. The median ranking for cited URLs? Position 2.

Putting it simply, if your client isn't visible in traditional search for the same questions, they're unlikely to appear in AI Overviews either.



This means the local SEO work you're already doing (optimising Google Business Profiles, building local citations, improving on-page SEO content) directly feeds into AI visibility. The good news is, you're not starting from scratch; you're building on existing foundations.

Forget word count and focus on answering the question

Another interesting finding (although I’m not surprised) was that AI Overviews don't care how long a blog post is. There's virtually zero correlation between content length and AI citations.



What matters is how well the content answers the searcher's question and how quickly it gets to the point.

For local businesses, this is liberating. Your clients don't need 3,000-word guides. They need clear, direct answers to the questions their customers are actually asking.

What this means if you’re selling SEO and GEO/AIO

If you're selling SEO and digital marketing to local businesses, AI Overviews aren't a threat; they're a fantastic selling point.

Here's how to position this with clients and prospects:

1. Audit their question coverage. Use tools like Ahrefs and Semrush to find out what their customers are asking before they buy. Does your client's website answer those questions clearly and early in the content?

3. Focus on intent, not length. Help clients create focused content that answers specific questions rather than generic "guides" that try to cover everything. Try different formats. And see what works. I often see. A lot of listicles are coming up in AI overviews, maybe you do too?

4. Make sure they pass the E-E-A-T test. Google's AI Overviews favour content that demonstrates experience, expertise, authoritativeness, and trustworthiness. For local businesses, this means showcasing real customer reviews, displaying credentials and certifications, keeping business information consistent across platforms, and making it clear who's behind the business. If your client can't prove they're a credible local option, AI won't recommend them.



5. Structure content for AI readability. AI systems need to understand and extract information quickly. Make sure your client's content uses clear heading hierarchies (H1, H2, H3), breaks up information with bullet points where appropriate, and includes structured data markup. Well-organised content that's easy for both humans and machines to scan is far more likely to get cited in AI Overviews.

Is your client showing up in AI search? Find out in seconds.

Before your next client call, run their website through our free AI checker.

You'll instantly see where they stand for AI readiness, if they're optimised for Gemini, and their reputation within ChatGPT. Then you'll have a concrete conversation starter about the gaps in their AI visibility.



The future of search is already here. Make sure your clients are ready for it.

Why does having an audit to show clients matter?

AI optimisation can feel very new and abstract to local business owners. They've heard of ChatGPT, maybe seen an AI Overview, but they don't understand why it matters for their business, or what they're supposed to do about it.

That's where having a clear, visual audit makes the difference. Instead of explaining the technicalities, you can show them exactly where they stand and where the gaps are. It turns a confusing topic into a concrete action plan.

Insites helps you do exactly that! We combine traditional SEO and AIO checks into sales-friendly reports that support your client conversations and give your sales team the confidence to sell AI visibility without needing to be technical experts.

If you're selling digital solutions but your sales team doesn’t understand tools like Ahrefs, talk to our team to find out more and to see how it works.