New Data Shows Google’s AI Overviews Are Citing Deeper Pages — Here’s What That Means for SEO
Google’s AI Overviews (AIO) are getting smarter — and deeper.
New data from BrightEdge reveals a major shift in how Google’s AIO selects and cites content. Instead of linking to homepages or surface-level pages, it’s digging 2+ clicks deep into websites to find the most specialized, contextually relevant answers.
This trend isn’t just a small change — it has serious implications for SEO, content strategies, and how brands position themselves in search results.
Let’s break it down.
🔍 AI Overviews Are Growing — In Size and Impact
BrightEdge’s data shows that AIO panels expanded in size by 18.26% during the first two weeks of March 2025.
That means these panels are taking up more space on the search results page — and that space is being filled with deep, high-value content.
Here’s the industry-specific breakdown:
- Travel: +39.49%
- B2B Tech: +37.13%
- Education: +35.49%
- Finance: +32.89%
What This Means:
As AIO expands visually and contextually, traditional organic listings are being pushed further down the page. But that doesn’t mean your content has to lose visibility — it just means your inner pages need to be AIO-ready.
🔗 AIO Is Linking Deeper, Not Higher
Here’s the big headline: 82.5% of clicks from AIO panels go to content that is 2+ levels deep into a website.
In comparison, homepages account for less than 0.5% of AIO clicks.
That’s a massive shift from the old days when homepage authority was everything. Today, specific, expert-level content is what Google wants for AI citations.
Why This Matters:
- Most cited pages are ranking for only one keyword — but often a high-volume one.
- The median monthly search volume for these keywords is 15,300.
- 19% of citation-triggering keywords get over 100K searches per month.
This presents a huge opportunity to target niche, high-value keywords with tailored, in-depth content.
🧠 Google Is Getting Better at Understanding Context
The increase in deep citations aligns with Google’s Predictive Summaries and Grounding Links — features introduced to help AI summarize content more precisely and link out to the most relevant sources.
Instead of linking generically, AIO is now:
- Summarizing highly relevant content.
- Linking directly to the exact page where users can read more.
- Providing contextually rich, precise citations.
🔧 Technical SEO Is Now Non-Negotiable
To show up in AIO citations, your entire site — not just a few blog posts — must be:
- Fully indexed
- Regularly updated
- Structured for contextual relevance
“Even older or forgotten pages can become valuable again — if they’re reviewed, optimized, and kept current.” — BrightEdge
Now’s the time to conduct site-wide audits, refresh deeper content, and make sure everything is crawlable and useful.
🎯 Strategic SEO Tips for AIO Optimization
Want to boost your chances of being cited by Google’s AI Overviews? Here’s your game plan:
✅ Optimize Deeper Content
Ensure that blog posts, category pages, and knowledge base articles are thorough, up-to-date, and two+ levels deep in your site’s structure.
✅ Monitor What Matters
Focus on metrics beyond traffic — like sales, leads, and revenue — to track how AI Overviews affect performance.
✅ Target Early-Stage Search Intent
Jono Alderson suggests targeting users early in the buyer journey — when AI is more likely to summarize and cite your content.
✅ Keep Older Pages Fresh
AIO might surface pages you haven’t touched in a while. Update them regularly to match current trends and searcher intent.
📊 What the BrightEdge Data Is Based On
The insights come from:
- BrightEdge Generative Parser™ – Tracks AI search result behavior.
- BrightEdge Data Cube – One of the largest web indexes after Google itself.
This massive dataset helps uncover how AI Overviews are evolving, how they vary across industries, and how they handle user intent and multimedia formats like YouTube.
“AI Overviews are becoming more industry-specific and context-aware. They’re even offering different ‘AI opinions’ on products and services.” — Jim Yu, CEO of BrightEdge
🚀 Final Takeaways: SEO for AIO Starts Now
- AIO panels are bigger and more visible than ever
- Deeper content wins citations — homepages are nearly irrelevant
- One-keyword content tied to high-volume queries is a major traffic opportunity
- Technical SEO and site-wide indexing are essential to stay competitive
If you’re not already optimizing for AI Overviews, now’s the time to start. The future of search is here — and it’s smarter, deeper, and more selective than ever.
Need help updating and structuring your content for Google AIO?
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