What kind of content gets clicked in Google's AI Overviews?

By the PingPrime editorial team

Sources: Search Engine Journal – Roger Montti, October 17, 2025. Interview with Liz Reid, VP of Search at Google, 2025.

Google's message: Depth and authenticity win

In a recent interview, Liz Reid, VP of Search at Google, shared new insights into how AI Overviews decide which content earns clicks — and which fades into the background.

Her message is clear: Google now prioritizes content with human depth, expertise, and perspective, while expanding its definition of spam to include repetitive or generic information.

1. User behavior shapes what AI Overviews surface

Reid explained that user behavior actively shapes Google's ranking systems. When people engage more with certain formats — short videos, forums, or long-form articles — Google's algorithms adapt accordingly.

"We respond to who users want to hear from," Reid said. "The system learns and adjusts based on how users behave."

👉 Takeaway: Watch your audience. Test content formats. Let engagement data — not assumptions — guide your SEO and content strategy.

2. AI-generated content isn't spam — unless it's shallow

Reid offered an important clarification: AI-generated content isn't automatically considered spam. What matters is quality, originality, and depth.

"AI-generated content isn't necessarily spam," she said. "But we do want to make a real effort so that low-value content doesn't rise to the top."

👉 Takeaway: Whether human- or AI-generated, content has to deliver genuine value. Use AI to enhance creativity — not to mass-produce mediocrity.

3. People click on rich, human-centered content

On click behavior, Reid shared that users are drawn to richer, deeper content that reflects real human insight.

"People want content with that human perspective — what's the unique element you bring?"

Google's data shows AI Overviews drive fewer bounce clicks when they feature content that delivers unique value and expertise.

👉 Takeaway: To earn clicks, don't just inform — interpret, analyze, and personalize. Lead with your human voice.

4. The new definition of spam

Perhaps the most revealing insight from Reid's interview is that Google now treats repetitive or unoriginal content as a form of low-value spam.

"We've expanded beyond the concept of spam to low-value content… content that doesn't add much or that just tells you what everyone else already knows."

At the same time, Google over-indexes on content that reflects expertise, perspective, and craft.

"We're trying to over-index on content from someone who has really gone deep on the topic, who has brought their perspective or expertise, and who has put real time and craft into the work."

👉 Takeaway: Invest in expertise and effort. The "copy-paste" era of SEO is officially over.

5. How to rank better in AI Overviews

Based on Liz Reid's insights, here's what marketers, creators, and SEO pros should focus on:

1. Create rich & deep content: Share original thinking, data, and experience. Skip the surface-level summaries.
2. Reflect a human perspective: Write like an expert, not an algorithm. Authentic voices drive engagement.
3. Demonstrate craft & expertise: Effort shows — and Google rewards it.
4. Adapt to user behavior: Track engagement trends and adjust your format and tone accordingly.
5. Deliver real value: Always add something new to the conversation.

The bottom line

Google's direction is unmistakable: Depth beats duplication. Authenticity beats automation.

In the era of AI-powered search, visibility will increasingly belong to the creators and brands that bring real insight, craft, and human perspective to the table.

Sources:

• Search Engine Journal – "Google Says What Content Gets Clicked On AI Overviews" by Roger Montti, October 17, 2025
• Interview with Liz Reid, VP of Search at Google, October 2025