Google Determines What Content Gets Clicked On AI Overviews

Google’s AI Overviews determines what content earns clicks and what factors influence visibility in this new search paradigm.

Liz Reid, Google’s Vice President of Search, clarified recently how the AI Overviews of Google work in detecting the content which has engagement by viewers. She indicated that Google had expanded its spam definition to include not just overtly low-quality material but also stuff that misses the “unique perspective” and depth of the content itself.

Google Search Results are impacted by user behaviour

According to Reid, Google surfaces diverse formats short-form videos, forums, and text, largely based on user preference. She noted that Google actively learns and adjusts its ranking based on users’ behavior on various content formats.

She stated:

…You see it from users, right? Like we do everything from user research to we run an experiment. And so you take feedback from what you hear, from research about what users want, you then test it out, and then you see how users actually act. And then based on how users act, the system then starts to learn and adjust as well.”

“…we do have to respond to who users want to hear from, right? Like, we are in the business of both giving them high quality information, but information that they seek out. And so we have over time adjusted our ranking to surface more of this content in response to what we’ve heard from users.

And the ultimate takeaway for marketers and SEOs is that they need to constantly adapt their content strategies to be in sync with the changing interests of people and how they are engaging with that content.

AI-Generated Content Is Not Automatically Spam

Reid tackled some misconceptions, noting that not all AI-generated content is spam. Instead, Google judges the quality of the content based on whether it is written by a human or by an AI without an electric bias.

She explained:

“Now, AI generated content doesn’t necessarily equal spam.

But oftentimes when people are referring to it, they’re referring to the spam version of it, right? Or the phrase AI slop, right? This content that feels extremely low value across, okay? And we really want to make an effort that that doesn’t surface.”

According to Google, it is content quality that matters, not where it comes from.

Users Prefer Rich, Insightful Content

From spam to engagement, Reid disclosed that research suggests that users click on detailed, well-reasoned content that provides fresh angles instead of clickbait or top-level material. In turn, these «click trends» have resulted in the Google AI Overviews shifting its focus to higher-potential, creator-centered content.

She shared:

“But what we see is people want content from that human perspective. They want that sense of like, what’s the unique thing you bring to it, okay? And actually what we see on what people click on, on AI Overviews, is content that is richer and deeper, okay?

That surface-level AI generated content, people don’t want that because if they click on that, they don’t actually learn that much more than they previously got. They don’t trust the result anymore.

So what we see with AI Overviews is that we surface these sites and get fewer what we call bounce clicks. A bounce click is like you click on your site, Yeah, I didn’t want that, and you go back.

AI Overviews gives some content, and then we get to surface deeper, richer content, and we’ll look to continue to do that over time so that we really do get that creator content and not the AI generated.”

More Spam Definition and Rank Ordering

Reid also talked about how Google has widened its anti-spam measures to purportedly also snag content that rehashes well-known information but does not offer any original viewpoint. Meanwhile, Google is going to reward pages that show expert opinion and careful crafting.

She stated:

“Now, it is hard work, but we spend a lot of time and we have a lot of expertise built on this such that we’ve been able to take the spam rate of what actually shows up, down.

And as well as we’ve sort of expanded beyond this concept of spam to sort of low-value content, right? This content that doesn’t add very much, kind of tells you what everybody else knows, it doesn’t bring it…”

On prioritizing expertise, she added:

“…and tried to up-weight more and more content specifically from someone who really went in and brought their perspective or brought their expertise, put real time and craft into the work.”

This shows Google is very clear about its intention to reward genuinely well-made and authoritative content and take away exposure from repetitive or shallow content.

Takeaways in Action on Ranking Higher in AI Overviews

Prioritize Rich, In-Depth Content

Note that Reid emphasizes content that delivers worthwhile substance and fresh perspectives. Don’t just parrot competitors; offer new takes with an angle that snags attention.

Reflect a Human Perspective

Add your analysis, experience, or expertise to make it genuine and gain trust from your audience.

Demonstrate Expertise and Dedicated Craft

Google rewards mindful effort and specialized expertise with rankings. By devoting time and care to each piece, they both act to gain rankings.

Bottom Line

This approach challenges common content tactics like mere replication or shallow “skyscraper” strategies. True originality and mastery remain the cornerstones of success in Google’s evolving AI-driven rankings.

Watch the interview from about the 18-minute mark: