This is how to show up in AI search summaries

AI-generated summaries have reshaped how people discover content. But while the tools and technologies may have changed, the core principles of search engine optimization still hold true.

“One of the biggest mistakes people make when it comes to search-friendly content is overcomplicating things,” Louisa Frahm, SEO director at ESPN, said while leading a recent Ragan webinar on “Crafting Content that Ranks and Resonates.”

A major topic was the emergence of Google’s AI Overviews and other such search summaries. Landing a placement in the carousel gives publishers the best shot at visibility with users, Frahm said. But they can be unpredictable.

Frahm has found that AI prefers straightforward formats, such as FAQ, bullet points and Q&A sections. She advised keeping headlines under 60 characters. While there’s not necessarily a hard character count, Google has become “more and more picky” about how many characters it will show in the actual search results.