Why Is Google Pushing Inline Links Higher in AI Overviews, Will the Strong Getting Stronger?

Why Is Google Pushing Inline Links Higher in AI Overviews, Will the Strong Getting Stronger?

In a recent report, Matt G. Southern at Search Engine Journal highlighted major updates from Google about how links appear in AI Mode and AI Overviews. According to Hema Budaraju, VP of Product Management at Google, the search engine is introducing five key changes:

• Moving inline links higher up in AI responses.
• Testing top-placed "Official Site" sections for task-based searches with limited official resources.
• Expanding "Preferred Sources" carousels for timely, developing topics globally.
• Upgrading end-of-response links with visual image thumbnails designed to increase click-through rates.
• Testing Creator and Publisher Search Profiles directly inside AI Mode video results.

Read Matt G. Southern's full SEJ article here: Google Displays Inline Links Higher In AI Search Responses.

At AiSe, these updates signal a major shift in how search traffic will be shared in 2027 and beyond. Here is what this means for your business and how you can adapt your content strategy.

1. Is Google trying to protect the open web?

What Google Says

Google states these updates aim to provide better context, give users direct access to official sources, and reward quality content creators. By placing inline links higher, adding visual thumbnails, and introducing search profiles for creators, Google aims to make AI responses more interactive.

What It Means for Your Business

Google is working to prevent a scenario where AI tools summarise content without sending traffic back to original websites. Google relies on the open web for fresh data and advertising revenue.

By moving links higher up, Google gives web publishers a clearer route to traffic. However, it only highlights websites that meet strict standards for authority, trust, and fresh content.

2. Will established brands gain an advantage?

What Google Says

Features like "Preferred Sources" allow users to choose the websites they want to see highlighted in their AI answers. In addition, new "Search Profiles" are being tested for creators with at least 10,000 followers on major social platforms.

What It Means for Your Business

Stronger brands will benefit significantly. When a user selects a brand as a preferred source, that domain gains higher visibility across AI Overviews. Official sites for specific searches also receive top placement.

Recognised brands with established authority and verified profiles will earn a larger share of search traffic. If your business lacks a clear digital footprint, AI models may pass over your content in favour of verified competitors.

3. What is the best strategy for smaller businesses?

What Google Says

Expanded carousels highlight timely articles on developing topics. To appear in these carousels, sites must be indexed and active inside Google Search Console.

What It Means for Your Business

Publishing occasional generic blog posts is no longer effective. Because AI models favor clear, fresh, and structured information, smaller companies need a deliberate publishing strategy.

Action Steps for Smaller Businesses

• Focus on Niche Expertise: Rather than targeting general search terms, publish detailed insights about your specific area of expertise.
• Structure for Quick Answers: Place clear, short summaries beneath question-based headings near the top of your articles.
• Claim Your Profile: Optimise your Google Search Console settings, invite your audience to add your domain as a preferred source, and keep your business details consistent online.

4. Do you need an AI-focused content strategy?

What the Data Shows

Visitors who arrive from AI recommendations convert at higher rates than traditional search traffic. According to research from HubSpot, Semrush, and BrightEdge, visitors coming from AI search engines are 4.4 times more likely to convert than standard website visitors.

A case study by Ahrefs highlights this impact even more. Whilst AI-referred visitors accounted for just 0.5% of their total website traffic, they generated 12.1% of all account signups. This represents a 10x to 23x increase in conversion efficiency. Because these users have already compared you against competitors and researched you on details in an AI answer, they arrive at your website ready to take action.

How to Succeed in AI Search

Investing in a structured content strategy is essential. Success requires more than high volume or generic text; businesses must focus on three primary pillars:

1. Technical Foundations: Ensure your site uses clean code and schema markup so AI search tools can index your pages without issue.
2. Structured Content: Regularly publish helpful, well-organised articles and expert commentary.
3. Brand Authority: Build mentions across reputable industry publications, media outlets, and review sites to establish trust. Learn why brand mentions are a crucial element in AI search.

Google is creating higher-visibility spaces for links within AI search, but these spots favour active, trusted brands. Now is the ideal time to develop your AI search strategy. Get in touch with us for a technical audit of your site to ensure your structure and fundamentals are correct.