If you run a business and want to be visible in Google, it’s no longer enough to appear in classic search results. Google AI Overviews has changed the rules of the game – now your content must be valuable and well-optimized enough for artificial intelligence to consider it worthy of citation in summaries displayed above organic results. Good news? You can use AI in content marketing to create materials that have a chance of reaching this prestigious place. Bad news? If you don’t know how to do this, the competition will outpace you. In this article, I’ll show you exactly how to create content with AI to increase your chances of appearing in AI Overviews – from choosing the right tools to final text optimization.

AI tools for writing texts – which to choose for creating content for AI Overviews?

ChatGPT from OpenAI is the most universal solution that works well both for generating article ideas and writing complete text drafts. You can instruct the model very precisely, specifying the style, tone, and structure of the statement. The paid version ChatGPT Plus or Teams gives access to the GPT-5 model, which handles contexts and semantics much better than the free version. If you care about high-quality content, investment in a paid plan will pay off very quickly.

Claude AI is an alternative to ChatGPT that stands out with excellent context understanding and ability to work with long texts. The Claude model handles maintaining thematic consistency throughout the entire article excellently and less frequently produces repetitions or generalities. If you write longer guides or analyses, Claude may be a better choice than ChatGPT.

Google Gemini is a tool integrated with the Google ecosystem, which gives it access to current information from the web. If you create content requiring fresh data, Gemini can be great support. Remember, however, that it sometimes generates more general answers than the competition, so it requires more editing by a human.

Jasper is a tool created with marketers and copywriters in mind. It has built-in templates for different types of content – from blog posts to product descriptions. Jasper integrates with SEO tools like Surfer SEO, allowing you to optimize texts for keywords on the go. It’s a good choice if you’re looking for a comprehensive solution combining AI in SEO with marketing capabilities.

Perplexity AI works differently than standard text generators – instead of creating content from scratch, it searches for information on the web and generates answers with source citations. It’s a great tool for research and gathering data before writing an article. You can use it to identify current trends, statistics, and expertise that you’ll later weave into your text.

SEMSTORM Content Assistant is a Polish solution combining an AI generator with SEO tools. It allows you to generate content directly in an editor with built-in optimization tips – you see in real-time how many keywords you’ve added, how your content compares to the competition, and what phrases are worth including. For companies operating locally, for example offering SEO in Toruń, this tool allows you to precisely adjust content to the needs of users from the region.

Step 1. Start with keyword research and user intent

Before you launch any AI tool, you need to know what keywords you want to rank for and what intent the user has when typing a given query. AI Overviews appear most often with questions starting with “how,” “what,” “why,” “which” – meaning informational queries. These are precisely the phrases that should be your target.

Use tools like Google Keyword Planner, Ahrefs, Senuto, or Ubersuggest to find phrases with appropriate search volume and low competitiveness. Pay special attention to long-tail keywords – longer, more detailed phrases that more precisely answer specific user needs. Example: instead of ranking for the general phrase “internet marketing,” focus on “how to choose a marketing agency for a small business” or “what marketing activities for local business.”

When you already have a list of keywords, use tools like AnswerThePublic or AlsoAsked to see what questions users ask around a given topic. These questions will become the basis of your article structure – each of them can be a separate H2 heading under which you’ll provide a concise, specific answer.

At this stage, you can also ask ChatGPT or Claude to generate a list of questions related to your topic. Example prompt: “Generate 10 most frequently asked questions by entrepreneurs looking for an internet marketing specialist in Toruń.” The model will return a list that you’ll then verify in SEO tools and select those phrases that actually have search potential.

Step 2. Create article structure before you start writing

A mistake many people make when using AI is immediately generating full text without a prior plan. Meanwhile, AI Overviews prefer well-organized content with clear information hierarchy and logical flow. Before you ask AI to write an article, prepare its skeleton.

Start by defining the article’s goal and target audience. Who are you writing for? What decision should the reader make after reading the text? Should the article inform, inspire, or prompt action? Then create a list of main issues you want to address and assign them specific H2 headings formulated as questions or statements responding to user intent.

An example article structure about choosing a marketing agency might look like this: H1 heading “How to choose a marketing agency that will actually increase your sales?”, then H2 “What services should a professional marketing agency offer?”, H2 “How to check an agency’s experience and results before starting cooperation?”, H2 “How much does marketing service cost for a small business?”, H2 “When is it worth hiring an agency instead of building an internal marketing team?”.

When you have a ready structure, you can use AI to complete and develop it. Pass the skeleton to ChatGPT or another tool with a request for evaluation and suggestions. Example prompt: “Evaluate the following blog article structure. Topic: how to choose a marketing agency. Target audience: small business owners. Style: practical, helpful. See if the structure is logical and what might be missing.” The model can suggest additional threads worth including.

Step 3. Generate content section by section instead of the entire article at once

The biggest mistake when using AI in SEO is trying to generate an entire article with one prompt. Such an approach leads to chaos, repetitions, and loss of control over text quality. Instead, work on the article section by section – treat each H2 heading as a separate mini-article requiring precise instruction for AI.

Start with the introduction. Ask AI to write a lead paragraph that clearly defines the reader’s problem and announces the solution contained in the article. Example prompt: “Write an introduction to an article with a maximum length of four hundred characters. Topic: how to choose a marketing agency. Target audience: entrepreneurs looking for a specialist. Style: direct, showing understanding of the problem. The introduction should start with a specific situation the reader is struggling with.”

After generating the introduction, move to the first section. Instead of asking AI for general text, give very precise instructions. Instead of “write about what services a marketing agency offers,” write: “Write a section under the heading: What services should a professional marketing agency offer? List 5 key areas: website positioning, Google Ads campaigns, social media marketing, content marketing, and analytics. For each area, add one sentence explaining why it’s important. Style: concrete, no generalities.”

After generating each section, stop and read the text. Check if AI hasn’t duplicated sentences, if it hasn’t used too formal or artificial language, if the answer actually relates to the asked question. If a fragment doesn’t meet expectations, don’t publish it – undo using the undo function or simply delete and regenerate with an improved prompt. Remember that AI is a tool, not an editor – you are responsible for final quality.

Step 4. Add your own expertise and practical examples

One of the key criteria for selecting content for AI Overviews is source authority and credibility according to E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness). Content generated solely by AI, without human input, sounds general and lacks authenticity. Google recognizes this and less frequently cites such materials.

After generating each section, add your own insights, practical examples, specific data, or anecdotes. If you’re writing about choosing a marketing agency, instead of the general sentence “check the agency’s portfolio,” write: “Ask the agency for examples of three projects from your industry and ask what specific actions brought sales growth. If the agency can’t provide measurable results – that’s a red flag.”

Also weave in local references if your company operates regionally. Instead of writing generally about internet marketing, add geographic context: “For companies operating in Toruń, local positioning in Google Maps and optimization of Google Business Profile are particularly important – most customers search for services nearby.” Such an approach increases the chance of appearing in local results and builds authority in a specific region.

Step 5. Optimize the text for AI Overviews before publishing it

The last step is technical optimization of the finished text for AI Overviews requirements. Even the best-written content won’t make it into Google summaries if it’s not properly structured and marked.

Start by making sure each H2 heading is formulated as a question or clear statement responding to a specific user need. Directly under the heading, place a concise answer in the first or second sentence of the paragraph – this is the fragment Google most often extracts for AI Overview. Only later expand on the topic, adding details, examples, and context.

Add structured data using schema markup – especially FAQ Schema, HowTo Schema, and Article Schema. These tags help Google better understand your content structure and increase the chance of citation. You can implement them manually through site code or using plugins like Yoast SEO or Rank Math in WordPress.

Take care of visual elements – AI Overviews often display images next to text. Add infographics, charts, diagrams, or screenshots illustrating the process to the article. Each image must have a filled alt attribute containing a description and keyword.

Finally, go through the entire text and make sure keywords and their semantic synonyms are naturally woven in. Don’t stuff phrases forcefully – Google recognizes keyword stuffing and penalizes it with lower position. Instead, use different variants of the same thought: “marketing agency,” “marketing specialist,” “company dealing with internet promotion.”

Do you need help creating content optimized for AI Overviews?

Creating content with AI support is a process that requires both knowledge of tools and understanding of Google AI Overviews mechanisms. If you want your company to be visible in this new search results format but don’t have the time or resources to master all these techniques yourself, contact me. I’ll help you create a content marketing strategy using AI that will actually bring results in the form of higher visibility and more customers.