Step-by-Step Guide to Writing for Google’s AI Overview

Crafting content that earns visibility in AI-powered search results

Google’s Search Generative Experience (SGE) or Google’s AI Overview is changing the way people interact with search. Instead of displaying just a list of blue links, SGE delivers AI-generated snapshots that summarise relevant content from across the web. For SEOs, this presents a new challenge: if you want to be featured in those summaries, you need to write content that’s not only informative but also structured, authoritative, and contextually rich.

This step-by-step guide walks you through how to write for Google’s SGE in 2025 with examples, formatting tips, and links to tools that’ll help your content stand out in the AI age.

Step 1: Understand How Google SGE Works

Google’s SGE uses generative AI to create quick-answer summaries directly in the SERP. These snapshots pull information from high-quality sources across the web and cite them inline with links.

What SGE pulls content from:

• Pages with clear, structured content

• Authoritative sources with topical relevance

• Content that uses headings, lists, and context-specific language

👉 Google’s official SGE overview

Step 2: Know What Topics Trigger SGE

Not all queries will surface AI-generated answers. SGE is more likely to appear on:

• Informational searches (e.g. “how to build backlinks”)

• Comparisons (e.g. “Wix vs WordPress SEO”)

• “Best of” queries (e.g. “best tools for local SEO”)

• Step-by-step tutorials (e.g. “how to optimise blog posts for Google”)

To check if your topic is SGE-eligible, try this:

1. Open Chrome Incognito

2. Use Google Labs with SGE enabled (currently US, India, Japan only)

3. Search your target phrase and note if an AI snapshot appears

Step 3: Write Clear, Context-Rich Content

SGE doesn’t just scan for keywords — it looks for semantic understanding. Your content should answer questions fully and naturally.

Key writing strategies:

• Use natural language: Aim for clarity, not keyword stuffing.

• Cover the topic holistically: Anticipate follow-up questions.

• Add useful context: Explain why something matters, not just what it is.

Example:

Bad:

Link building is good for SEO.

Better:

Link building helps improve a site’s authority by earning links from other reputable websites. This signals to Google that your content is trustworthy and valuable, which can improve rankings.

Step 4: Use Strong Headings and Structured Formatting

SGE loves structured data and clearly labelled sections. Your article layout should mirror the intent of the query. Use:

• H2s for major steps or sections

• H3s or bullet points for detailed instructions

• Numbered lists for process queries

Example heading structure for a tutorial:

This helps Google understand your content flow and makes it more likely to be pulled into an SGE summary.

🔍 Step 5: Optimise for Entities, Not Just Keywords

SGE is built on large language models, which means it understands entities and relationships, not just individual terms.

Instead of focusing solely on:

• "best SEO plugin"

Think semantically:

• Include phrases like: “WordPress SEO tools such as Rank Math and Yoast offer…”

• Link related concepts: SEO → ranking → on-page → meta tags → keyword intent

👉Use Google’s NLP demo to analyse how your text reads to machines.

Step 6: Add Author Expertise and Real-World Examples

SGE tends to favour content written by real people with topical authority. Make your expertise obvious by including:

• Author bios with credentials

• Internal links to related topics you’ve covered

• Real examples, data, or case studies

• Quotes from subject-matter experts

Example citation:

According to SEO consultant Laura T., “In 2025, we’re seeing a 30% increase in CTR for pages included in SGE snippets.”

Step 7: Enhance With Images, Diagrams, and Data

SGE may pull from visuals, especially for step-based or comparison queries. Include:

• Custom graphics

• Explainer diagrams

• Embedded tools or calculators

• Relevant charts or screenshots

Use proper alt text and image filenames that describe the content semantically.

👉 Canva or Visme can help you design simple visuals optimised for content use.

Step 8: Include Contextual and External Links

Google still uses external links as credibility signals. Link to trustworthy, topically relevant sources.

Do:

• Link to studies, government, or educational sites

• Add references to tools mentioned (like Ahrefs, SurferSEO, etc.)

• Include contextual internal links to your own high-performing pages

Don’t:

• Overdo exact-match anchor text

• Link just for SEO, make it useful to the reader

Step 9: Add Schema Markup

SGE is enhanced by structured data. Use Schema.org markup to describe your content type:

• Article for blog posts

• HowTo for tutorials

• FAQPage for questions and answers

• Product for reviews and comparisons

You can add schema manually, or use tools like:

• Merkle Schema Markup Generator

• Rank Math for WordPress for built-in structured data

Step 10: Monitor Results and Refine

Google doesn’t offer SGE-specific analytics (yet), but you can infer visibility through:

• Click-through rate changes in Google Search Console

• Featured snippet appearances (still overlap with SGE inputs)

• Third-party SGE trackers, like SGE Radar or AlsoAsked

Continually refine content by:

• Adding new sections for missed subtopics

• Updating stats and tools

• Enhancing visuals and UX

Final Tips for SGE Visibility

• Cover the full scope of the user’s question

• Structure your content logically with strong headings

• Optimise for readability and machine understanding

• Be authoritative, accurate, and genuinely helpful

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Example of an SGE-Optimised Paragraph

What is technical SEO in 2025?

Technical SEO refers to backend optimisations that improve how search engines crawl and index your site. In 2025, this includes core web vitals, mobile-first indexing, JavaScript rendering, structured data, and AI-generated content compliance.

Notice how it:

• Answers the query directly

• Adds context

• Uses keyword and entity-rich language

• Could easily be pulled into a snapshot

Final Thoughts

Google’s SGE is the future of search, and writing for it means combining classic SEO principles with structured, AI-friendly formatting. It’s not about chasing algorithms, but helping users get exactly what they need in the clearest, most accurate way possible.

By following this step-by-step guide, you’ll not only improve your chances of appearing in SGE summaries, but you’ll also produce better content for real people.

Need help crafting content that ranks in both traditional and AI-powered search? Digitally Unique offers SEO writing, content strategy, and link building tailored for 2025’s search landscape.