82% of Google AI Overviews Citations Come from Deep Pages: What This Means for Your SEO Strategy

Google’s AI Overviews (Google AIOs) are redefining how users interact with search results—and more importantly, how citations are attributed. A recent report from BrightEdge has revealed a striking trend: 82% of AI Overview citations originate from deep pages—content buried two or more clicks away from a website’s homepage. Homepages account for a mere 0.5% of these citations.

This signals a decisive shift in search engine behaviour. Search visibility is no longer driven solely by homepage optimisation or high-level category pages. Instead, content types that are specific, topic-rich, and contextually aligned with user intent are rising in importance. For SEO professionals, content producers, and businesses, this presents both a challenge and an opportunity to rethink how their SEO strategy supports the broader content ecosystem.

Understanding the Shift: From Homepage Authority to Deep Page Relevance

Background: How Google AIOs Work

Google AIOs summarise answers to user queries using generative AI, drawing information from multiple sources across the web. These AI-generated summaries are designed to deliver accurate, succinct responses while still citing the original sources.

Unlike traditional search engines, which typically favoured homepage authority and often surfaced domain-level pages, AIOs rely on semantic relevance. They surface content that precisely answers informational queries—often drawing from blog posts, FAQ pages, or niche service content.

BrightEdge’s Key Findings at a Glance

Based on BrightEdge’s research, which analysed millions of URLs cited in Google AIOs, several insights emerged:

• 82.5% of citations were from deep pages (more than two clicks from the homepage).
• Only 0.5% of citations came from homepages.
• 17% originated from mid-level pages such as product listings or category hubs.
• 86% of cited pages only appeared for one keyword in AI Overviews.
• The median monthly searches for keywords triggering these citations was 15,300, with 19% of them surpassing 100,000 searches.

These findings suggest that relevant content buried deep within websites is now central to gaining AI citation visibility—especially for informational keywords and long-tail queries.

What Counts as a “Deep Page”?

Deep pages refer to those that sit several levels beneath the homepage. Examples include:

• Long-form blog content or educational articles
• Case studies, whitepapers, or downloadable Google Docs
• FAQ entries or help centre articles
• Niche service pages or product variant descriptions
• Past news releases or archive pages

These content formats tend to focus on specific user queries, offering detailed and helpful content that aligns closely with search intent. AI algorithms favour obvious content relevance factors, such as clear topic structure, semantic richness, and query-specific responses—all of which deep pages often deliver better than generic landing pages.

Why Google’s AI Systems Prioritise Deep Content

Traditional search engines relied heavily on link equity and homepage authority. However, AI Overviews prioritise:

• Contextual accuracy
• Content depth
• Topical specificity
• Content quality concepts

Rather than depending solely on internal links or domain authority, AIOs evaluate the intent of keywords and surface content accordingly—even if it’s hidden beneath several layers.

SEO Strategy Shift: From Polished Homepages to Content-Rich Depth

At Search Engine Ascend, our team of experts has consistently highlighted the long-term advantage of investing in strategic content beyond your homepage. Google’s AIO data validates that approach—demonstrating that well-written, original content within deeper site layers can outperform the most polished homepages for specific informational queries.

Common Myths About AI Overview Citations

Misconception 1: Only High-Authority Domains Get Cited

While high-quality backlinks still support visibility, BrightEdge’s data suggests that content quality and relevance outweigh brand prestige. A useful blog post from a smaller domain can outperform a homepage from a major site if it aligns better with user queries.

Misconception 2: AI Overviews Prefer Newer Content

Though recency helps, updated older content still performs well. Pages that are factually accurate, topically rich, and contextually aligned often get cited—even if they were published years ago. Maintaining your current content is more important than constant publishing.

Misconception 3: You Need Content Written Specifically for AI

There’s no need to create “AI-friendly” content. Instead, ensure your type of content is accurate, structured, and tailored to answer common user queries clearly. That’s what resonates with AI Overview systems.

Expert Insights: What Industry Leaders Are Saying

Jim Yu, Founder of BrightEdge, commented:

“When algorithms and AI scan for truth, they don’t just peek through your front door—they explore every room in your digital home. Success lies in fortifying your entire site and content foundation.”

Lily Ray, SEO Director at Amsive Digital, added:

“We’re seeing AI systems favour semantic depth and accuracy over sheer volume or brand presence. A strong blog post can punch far above its weight if it provides a trustworthy answer to a popular query.”

Kevin Indig, SEO Advisor and former Shopify SEO Lead, said:

“This is a wake-up call for brands still underestimating the value of their long-tail content. Every deep page is now a potential landing page in an AI-first search model.”

Strategic Implications for SEO Professionals

1. Focus on Content Depth and Relevance

Thin, surface-level content is unlikely to appear in AIOs. Instead, structure pages around relevant keywords and ensure they answer informational keywords and transactional search queries in full. Include structured headings, internal links, and context.

2. Audit and Refresh Underutilised Deep Pages

Revisit older blog content or underperforming service pages. Optimise them for load time, schema types, and structured data. Correct broken links, add internal links, and ensure the content aligns with current user engagement expectations.

3. Improve Site Architecture for Discoverability

Even the most helpful content won’t be surfaced if it’s not easily crawled. Focus on internal linking, sitemaps, and crawl budgets, especially for larger websites. Use schema markup to support content structure and clarity.

4. Connect Deep Pages to User Journey

Map out user journeys and determine which content chunks serve specific stages. Link FAQs to product listings, blog posts to Google Business Profile pages, and case studies to service descriptions. This not only supports AI understanding but improves conversion rates.

5. Embrace Multi-Format Content Output

Content format output matters. Experiment with short-form videos, list of keywords, or video affiliate content to complement written pieces. AI increasingly recognises and evaluates multiple content types within its relevance models.

Supporting Data: Why Deep Content is the Future

• Ahrefs found that over 90% of pages get zero organic search traffic—often due to indexing or visibility issues. Google AIOs offer a way for underlinked content to surface through natural backlinks and obvious content relevance factors.
• Statista projects the global AI market to exceed £300 billion by 2026, signalling continued investment in LLM-driven search algorithms and content surfacing.
• With the rise of zero-click searches, it’s more important than ever to optimise for citation—not just clicks.

What Should Content Producers Do Now?

Content producers and SEO professionals should treat every page as a potential high-performing entry point. The AI-driven landscape values depth, relevance, and structure across every level of your website—not just at the top.

Actions to take now:

• Reframe SEO content strategy around search ranking, search experience, and long-term search engine success
• Incorporate competitive similarity score analysis when evaluating keywords
• Use Google Trends, Search Engine Journal, and real-time data to guide content direction
• Monitor performance benchmarks with tools that assess visibility across deep pages
• Schedule a 30-Minute Strategy Session to review alignment between your corporate goals and current content output

Future Outlook: Where AI and SEO Are Heading

As AI Overviews expand, we can expect:

• Greater emphasis on content types like expert-authored guides, detailed FAQs, and niche case studies
• Structured data playing a larger role in citation potential
• A shift from homepage authority to subject matter expert credibility at the page level
• Increased weight given to content current and how well it aligns with user experience benchmarks

More broadly, we’re entering a phase of Generative Engine Optimisation (GEO)—where relevance, structure, and semantic alignment matter more than keyword stuffing or traditional rankings.

Final Thoughts

Google AIOs mark a significant development in the search ecosystem. The shift towards deep page citations underscores a larger change in how content is assessed and surfaced. Businesses must move beyond homepage polish and begin to treat every piece of their content like a potential flagship asset.

The question for modern SEO is no longer “Is our homepage ranking?” but rather, “Does every layer of our website deliver helpful, authoritative content aligned with user needs?”

At Search Engine Ascend, our SEO specialists help brands take advantage of these shifts with smart optimisation strategies, tailored content planning, and site-wide audits. Whether you need to revive underperforming pages or build from scratch, our team offers research-backed insight to navigate the next generation of organic search.

About Search Engine Ascend

Search Engine Ascend is an expert-led SEO and digital marketing agency helping organisations adapt to changes in search behaviour and search engine algorithms. We develop and execute performance-led strategies based on the latest developments in AI, Google AIOs, and long-term ranking models. Whether you run online stores, publish blog content, or manage product listings, we support your goals with intelligent SEO strategies tailored for the next generation of search.

Let’s rethink your deep content together—book your consultation session now.