With the rise of AI-generated search results, known as AI Overviews, it’s becoming increasingly important for brands to understand how to appear in these summaries.
Ahrefs conducted a comprehensive study analyzing 75,000 brands to uncover the factors that influence brand mentions in AI Overviews.
Here’s what they found and how you can apply these insights to enhance your brand’s presence.
The Power of Off-Site Mentions
The study revealed that off-site factors play a significant role in determining whether a brand is mentioned in AI Overviews.
The top three factors with the strongest correlations were:
- Branded web mentions: Mentions of your brand across various websites had the highest correlation (0.664) with AI Overview visibility.
- Branded anchors: Hyperlinked text using your brand name showed a strong correlation (0.527).
- Branded search volume: The number of times people search for your brand also had a notable correlation (0.392).
This indicates that having your brand discussed and linked to across the web significantly increases the chances of being featured in AI-generated summaries.
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Traditional SEO Metrics Matter Less
Interestingly, traditional SEO metrics like backlinks and domain authority had weaker correlations with AI Overview mentions:
- Domain Rating (DR): 0.326
- Number of referring domains: 0.295
- Number of backlinks: 0.218
This suggests that while these factors are still important for overall SEO, they are less influential in determining AI Overview visibility compared to off-site brand mentions.
Paid Advertising Has Limited Impact
The study also found that paid advertising efforts had minimal effect on AI Overview mentions:
- Branded ad traffic: 0.216
- Branded ad cost: 0.215
This implies that investing heavily in ads may not significantly boost your brand’s presence in AI-generated search results.
The Visibility Gap
One striking finding was the disparity in AI Overview mentions among brands:
- Brands in the top 25% for web mentions averaged 169 AI Overview mentions.
- Brands in the next 25% averaged just 14 mentions.
- The bottom 50% averaged between 0 to 3 mentions.
This highlights the importance of increasing your brand’s web presence to climb into the top quartile and gain more visibility in AI Overviews.
Actionable Steps to Enhance AI Overview Visibility
Based on Ahrefs’ findings, here are some practical steps you can take:
- Increase Web Mentions: Engage in public relations, guest blogging, and partnerships to get your brand mentioned across various reputable websites.
- Optimize Anchor Text: Encourage others to link to your site using your brand name as the anchor text.
- Boost Branded Search Volume: Run campaigns that encourage people to search for your brand, such as promotions or viral content.
- Monitor Your Progress: Use tools like Ahrefs’ Brand Radar to track your brand mentions and visibility in AI Overviews over time.
Conclusion
In the evolving landscape of AI-generated search results, building a strong off-site presence is crucial for brand visibility. By focusing on increasing web mentions, optimizing anchor text, and boosting branded search volume, you can enhance your chances of being featured in AI Overviews. Remember, it’s not just about your website anymore; it’s about how your brand is perceived and discussed across the entire web.
Credit: This article is based on the study “An Analysis of AI Overview Brand Visibility Factors (75K Brands Studied)” by Ahrefs.
Hamza Sarfraz is an experienced SEO and digital marketing strategist with over six years of expertise in boosting online visibility and growth. Working as a Digital Marketing Manager at MARKETERS.PK focuses on developing data-driven SEO strategies, planning projects effectively, and optimizing performance marketing to help businesses scale.
With a strong interest in technology, SEO, and digital marketing, Hamza shares practical insights to help businesses and professionals keep updated. His hands-on approach to organic search, content marketing, and conversion optimization helps brands strengthen their presence and increase revenue.