The new rules of Google: Why AI overviews make PR your best SEO tool

AI is steadily becoming a more integral part of our daily lives. When you search on Google, you’ve likely noticed the AI Overviews at the top of the results page. How often do you find your answer there and never click through to any of the listed websites? 

Many have criticised this feature for negatively impacting click-through rates. However, if you’re creating SEO-friendly content across all channels, Google AI search can work with you, not against you. 

While the more comprehensive Google AI Mode is currently only live in the US, AI overviews have been live in the UK since August 2024 and they’re changing the way people search. 

Below is a breakdown of the upcoming changes and how brands can adapt content strategies to ensure it is user and SEO friendly. 

Brand mentions now outweigh traditional backlinks 

Brand mentions, such as being featured in trade, regional, or national media, are becoming more valuable than traditional backlinks. Previously, it’s been desirable to have a backlink directing readers to your site. Now, thanks to Google’s AI, unlinked brand mentions carry greater weight as they provide crucial context and act as a signal of real-world authority. 

As a result, this increases brand visibility, making earned media coverage increasingly more valuable.  

Social platforms are becoming essential for SEO 

AI continues to gather content from open-source platforms like LinkedIn, Reddit, X, and YouTube. These are easily accessible and frequently referenced by AI, unlike closed environments like Facebook and Instagram. 

LinkedIn is one of the top-cited platforms by AI, making it an essential tool in your SEO strategy. Building a strong presence here can directly improve your search visibility. 

Trust signals through consistency 

Since AI synthesises information from across the web, it’s essential that your messaging is consistent across all channels. Google’s AI uses this consistency as a trust signal, aligning it with it guidelines on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). 

An integrated PR approach can help align messaging and ensure that audiences and AI receive accurate information. This transparency builds credibility with both users and search engines. 

A context-rich content strategy 

There is a shift towards ‘intent expansion’, which refers to creating content that not only answers the main query, but also any other related questions and user needs.  

This means going the extra mile to understand implied user needs, for example, what stage of research is the user at? Are they only at the beginning, where they are discovering this product or service, or are they researching, or purchasing? 

Understanding this journey can help brands anticipate audience interests and address a broader narrative. 

Next steps 

Brands that invest in integrated SEO and PR strategies will be better positioned to succeed as Google’s AI Overview become more prominent and when Google’s AI Mode eventually rolls out in the UK.  

Prepare ahead of time by focusing on brand mentions, LinkedIn presence, consistent messaging across all platforms and by understanding user needs.  

If you want to explore how SEO could enhance your brand awareness and transparency, contact Ruth Shearn on 07881 772960.