An Analysis of AI Overview Brand Visibility Factors (75K Brands Studied)

Soon it won’t be a case of “Should I, or shouldn’t I optimize for AI Overviews?”

If you want any chance of search visibility, you’ll need to understand how to rank in Google’s AI results.

With this new reality in mind, we’ve analyzed 75,000 brands to see which search factors are most likely to influence brand mentions in AI Overviews.

As ever, I’d like to say a huge thanks to our awesome data scientist Xibeijia Guan for pulling the data together for this study.

Let’s get into it.

The objective of this study was to find out which search factors correspond with higher brand visibility in AI Overviews.

We used the Spearman correlation coefficient to analyze the data in this study–larger positive values reflect stronger positive correlations.

All “domain” factors corresponded to the brand’s domain. This was based on data extracted from Ahrefs Site Explorer via Ahrefs API.

The “keyword” factors included:

• Branded web mentions (mentions of the brand name anywhere across the web)
• Branded anchors (mentions of the brand name in hyperlinked text)
• Branded search volume (monthly search volume attached to the brand name)

All “keyword” factors corresponded to the domain’s #1 ranking keyword.

We filtered for domains with DR > 40 and took their highest volume keyword with a monthly search volume of at least 800.

Though not a perfect calculus, it worked pretty well in helping us find legitimate brands.

Following that, we analyzed millions of AI Overview responses to find mentions of those brands, using Ahrefs Brand Radar

Roughly 26% had zero mentions–we studied the remaining ~74%.

As Kevin Indig found in his recent AI visibility research:

Brand search volume is the biggest predictor for visibility in ChatGPT… The number of AI Chatbot mentions and brand search volume have a correlation of .334 – pretty good in this field.

Our correlation of 0.392 for branded search volume closely supports Kevin’s findings—but we’ve uncovered even stronger signals.

Branded web mentions–linked or unliked–show the highest correlation with brand presence in AI Overviews.

As our Content Marketing Director, Ryan Law, noted in his article GEO, LLMO, AEO… It’s All Just SEO:

Unlinked mentions—text written about your brand on other websites—have very little impact on SEO, but a much bigger impact on GEO… LLMs derive their understanding of a brand’s authority from words on the page, from the prevalence of particular words, the co-occurrence of different terms and topics, and the context in which those words are used.

Another major thing to note is that all three of these factors represent “keyword” factors in our study.

Large Language Models (LLMs) are predictive language models. They train on a huge corpus of web text.

It makes sense that the signals determining your brand’s visibility in the LLMs of AI Overviews are rooted in text and language.

From all of this data we can infer that your brand’s presence across the web—not just your own website—is what AI Overviews draw on when deciding whether to mention you.

Research from Seer Interactive confirms this pattern.

The Seer team studied keywords, backlinks, domain rank, and SERP features across Google and Bing, to understand their relationship with brand mentions in ChatGPT.

As you can see, they also discovered weaker correlations in link metrics such as domain rank (0.25) and backlinks (0.10), and observed the strongest relationships between Google keywords when it came to ChatGPT brand visibility.

Google’s web ranking systems are integrated into AI Overviews–that’s how they’re able to curate information from the top web results.

Leaked internal documents suggest that Google’s web ranking systems also consider user interaction data, like traffic and user behavior signals.

Based on that, you could be forgiven for thinking that your site’s traffic plays an important role in your AI Overview visibility.

But it seems that AI Overviews are more likely to favor text-based signals like web mentions (0.064) and anchors (0.527), over user behavior signals like organic traffic (0.274).

Google does feature ads in AI Overviews, but our latest research shows these features aren’t widely monetized yet. As Patrick Stox noted in his analysis:

What’s more interesting is that 71.67% of the searches with AIOs had no CPC data. This indicates a majority of the AIO searches weren’t monetized at all. It’s no wonder no one has seen ads in AIOs yet. They aren’t showing for the majority of the terms that make Google money.

The issue is that AI Overviews are click deterrents–they always seek to provide the answer in-SERP, giving users less incentive to click.

And ads that drive minimal clicks aren’t the most attractive prospect to advertisers.

This may be one reason we haven’t seen many ads in AI Overviews.

But that’s not stopping Google. They have just expanded search and shopping ads in AI Overviews.

I expect we’ll start to see stronger correlations between paid search factors and AI Overview brand presence with this development.

We analyzed how branded web mentions correlate with AI Overview brand mentions, broken down by quartiles of web mention frequency.

Brands in the top 25% for “web mentions” (75-100%) average 169 AI Overview mentions—that’s over 10X more than brands in the next quartile down (50-75%), which average just 14 mentions.

Meanwhile, brands in the bottom two quartiles barely register in AI Overviews—averaging just 0-3 mentions.

Putting it another way, if your brand sits in the lower 50% of web mentions, you’re essentially invisible to AI systems.

Just like the vicious circle of SEO, it’s a strong reminder that visibility breeds more visibility.

This is a winner-takes-all scenario. If your brand isn’t being discussed across the web already, it’s likely it won’t be included in AI Overview responses either.

Here’s how you can track your own branded search and AI Overview presence, to understand the relationship between your search performance and AI visibility.

Track your branded mentions in AI Overviews

Track your branded mentions across the web

Track your branded keywords and search volume

What’s next?

SEO experts Lily Ray and Mark Williams-Cook have revealed how easily AI Overview visibility can be manipulated ¹ ² ³ , exposing flaws in the current system.

But the struggle for enduring AI visibility that remains after those shortcuts are removed still looks a lot like brand building—because that’s exactly what it is.

Ultimately, building and measuring your brand awareness is key to earning compounding visibility in AI search.