AI Overviews rolled out in the Netherlands: how should you respond to this?

In countries where AIO is already active, it appears that Google is still actively testing and optimising the system. However, there are already areas where you can… Of course, you’ll want AI Overviews to recommend your website and content. That’s why we’ve put together a few tips.

1. Create high-quality, authoritative content

AI Overviews prioritise content that meets the E-E-A-T criteria: Experience, Expertise, Authoritativeness and Trustworthiness.

• ‘Experience’ revolves around actual experience with the subject matter. This can relate to how clients have experienced a product or service, but also to the user experience of the website itself.
• Expertise refers to demonstrable professional knowledge. This is evident from a professional background, but also from the depth and consistency of the content.
• Authoritativeness relates to the degree of authority that a website or author exudes. An important part of this is link building: the more reliable websites that link to your page, the stronger your authority.
• Trustworthiness refers to the reliability of your platform. Transparency regarding the author, clear contact details and a secure, well-functioning website all contribute to this.

2. Optimise for search intent and long-tail search queries

AI Overviews are more often triggered by specific, informative search queries, such as questions beginning with ‘how’, ‘what’, ‘why’, and so on. To capitalise on this, it is important to use long-tail keywords. This means focusing on longer, specific search terms that reflect users’ search intent. Here are a few tips:

• Answer questions directly and clearly: Start your content with a clear answer to the main question.
• Structure your content logically: use headings and subheadings to present the information clearly.
• By creating content that closely matches search intent, you increase the likelihood of your page being included in an AI Overview.

3. Implement structured data (Schema Markup)

Structured data increases the likelihood of your content being displayed as a rich result, which not only boosts visibility but also has a positive impact on the click-through rate. By presenting your content in a structured way, you can capitalise on various SERP elements that are becoming increasingly prominent within AI Overviews. Important schemas to consider are:

• FAQPage: suitable for pages that answer frequently asked questions. This allows you to stand out with a drop-down FAQ section directly in the search results. This makes the schema even more valuable for both search engines and users.
• HowTo: ideal for step-by-step guides. Don’t just list the steps; include any relevant images where possible.
• Article: use this schema for news articles, blogs and other editorial content. By adding this type of schema, you provide Google with information about the topic, the publication date, the author and, for example, the headline. This contributes to your credibility and helps you meet the E-E-A-T trustworthiness criteria.
• Product: this template is useful for online shops and product pages. It allows you to structure information such as price, availability, brand and reviews. Particularly when combined with user reviews, this not only boosts your visibility but also enhances your authority within competitive search results.

The most important thing is that the structured data aligns with the page’s content and is technically implemented correctly.