Centriq Targets AI Overviews to Increase Brand Visibility

The Challenge

AI Overviews started to appear on higher-funnel, informational queries Centriq was targeting. These AI Overviews take up the majority of the search results pages. So, if you are not cited in the AI Overview, you are not getting seen. As a result, Centriq started to lose organic impressions and traffic to the posts targeting those queries. Centriq partnered with emfluence to help them grow their organic visibility and introduce the brand to this higher-funnel audience.

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The Solution

emfluence reviewed the performance of all Centriq blog posts and found the 3 articles with the highest potential to drive additional brand visibility if they stole a spot in the AI Overview.

After reviewing the target keywords, the AI Overviews, and the pages cited in the overviews, emfluence made updates to the posts.

The updates did not require new content, only various targeting tweaks to the existing headings, copy, metadata, schema, and page structure. This is a solution that would be helpful for anyone with informational content, like a blog.

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The Results

The AI Overview targeting optimizations made to the 3 posts worked well.

300% increase in AI Overview Citations

We started tracking the rankings of the keywords we targeted with these updates. Before the updates, they were cited in 4 AI Overviews of the keywords we are tracking. After the updates, they’re cited in 16 AI Overviews of the keywords we are tracking.

33% increase in organic brand impressions

The main goal of appearing in high-funnel, informational AI Overviews is brand visibility. The user is just seeking information – we don’t need them to click through and convert at this stage, we just want to introduce them to the brand.

20% increase in organic entries

While traffic wasn’t the primary goal, going from not being an option (not ranking in the AI Overview) to becoming an option (ranking in the AI Overview) led to a 20% increase in organic traffic.

100% increase in organic form completions

Form completions weren’t the goal for these high-funnel posts, but it was great to see users convert. There were very few conversions on these posts historically, so the 100% increase is still a small total change.