Google’s introduction of AI Overviews has dramatically changed what content needs to do to rank and generate traffic. Here’s our current playbook:
What’s Changed
AI Overviews now answer simple informational queries directly in the search results — meaning traffic for “what is X” type queries has dropped significantly. What hasn’t changed: transactional and high-intent commercial queries still drive traffic to websites.
The Content Types That Still Drive Traffic
1. Original Data and Research
Content based on your own data, surveys, or case studies can’t be replicated by AI. This content gets linked to and shared.
2. Highly Specific Local Content
AI struggles with hyperlocal content. “Best [service] in [specific neighborhood] for [specific use case]” — this specificity drives qualified traffic that converts.
3. Experience-Based Content
Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) rewards content that demonstrates real experience. Case studies, before/afters, and behind-the-scenes content signal this.
4. Comprehensive Service Pages
When someone is ready to buy, they search for a specific service in a specific location. These pages need to be comprehensive, locally optimized, and conversion-focused.
Our Content Process
We use Claude AI to research, outline, and draft content — then heavily edit and enhance with real client data, photos, and expert insights. The result is high-quality content at scale.