Today, when you search on Google, you don’t just get links — you get an AI-generated answer. But what if that answer omits your tool, product, or service? Google’s AI Overview changes the rules of visibility. Read on to learn what you need to know and how to adapt your content so you don’t get left behind.
In a project I’m working on, the developers complained about our wiki platform. They thought the documentation was clunky and difficult to use. So, I did what everyone does and Googled it. My search phrase was simple: “best online tool for wikis for developers.” The result was surprising.
Instead of traditional search results or ads, I received an AI-generated response from Google’s new AI Overview. It summarized different platforms and linked to sources. So far, so good. But upon closer inspection, I discovered something interesting.
The AI had excluded the product of the author of the main source.
The source was an article from a company that offers its own wiki platform. The article compared several tools but began by highlighting the company’s own tool. It should be noted that this particular tool may actually be the best choice for the needs I expressed in my question. The article’s tone was not overly flattering toward its own platform. However, Google’s AI chose not to mention the tool at all in its summary response. Why?
Why did the AI Overview omit that particular tool?
This is not an isolated case. It demonstrates how Google’s AI-powered search function, AI Overview, “assesses” and filters content. For those of us who work with websites, SEO, and marketing communications, this is an important signal.
1. AI prefers impartial sources.
AI Overview compiles answers from multiple sources but prioritizes content perceived as neutral and fact-based. If an article:
- only promotes a single product (especially if the author has a commercial interest)
- lacks balanced comparisons or clear source references
- uses overly promotional language,
… it risks being excluded from the AI response.
In my example, the article was somewhat biased because it came from a company that sells its own wiki platform. The AI interpreted this as being less credible and chose to skip that particular tool.
2. Consequences for companies and webmasters.
This is not a technical detail. It is a change in how visibility works.
- Traditional SEO is no longer enough. Ranking high in search results does not guarantee that your content will appear in an AI response.
- Content must be structured for AI. Providing clear, concise answers to specific questions increases the likelihood that your content will be selected as a source.
- Biased or one-sided texts risk being ignored, even if they are relevant.
Learn how to adapt your content for AI Overviews.
Write for the AI, not just humans.
Answer questions directly. AI Overviews look for ready-made answers, not links. Example:
- Don’t write: “Our tool is the best on the market!”
- Instead, write: “For developers who need X and Y, Tools A, B, and C are suitable.” Tool A excels at Z, while Tool B is better for W.”
- Be transparent and comparative. If you’re writing about your own product, include competitors and provide a balanced picture.
- Use structured data. Tables, bullet points, and clear headings help AI understand and summarize your content.
Build authority, not just links.
AI Overviews are drawn to sources that:
- Are cited by others (e.g., industry media, experts)
- Are regularly updated with current information.
- Provide concrete value (e.g., prices, features, comparisons) instead of empty claims.
What does AI Overview mean for your website?
AI Overview is not a bug — it’s a feature. Google wants to provide users with quick, unbiased answers. For businesses, this means:
- Content that only sells products risks losing visibility.
- Guides, comparisons, and factual articles are becoming more important than traditional product descriptions.
- SEO is now also about being chosen as a source, not just about ranking high.
Think like a user. Write like a source.
AI Overviews are changing the way we think about content. The question is no longer just “How do we rank highest?” but also “How do we become the source that AI chooses to trust?”
Try it yourself: Search for a question that your company wants to answer. Does your content appear in the AI response? If not, why not?
What do you think? Have you noticed any changes in how your content appears in search results? Feel free to share your experiences in the comments!