Report: 82% of Google AI Citations Are from Deep Pages

While homepages have traditionally been viewed as the most critical part of a website, their role in Google’s AI Overviews appears to be minimal. A recent analysis conducted by BrightEdge, an enterprise SEO platform, found that only 0.5% of citations in AI Overviews link to homepages. Instead, the vast majority—82.5%—direct users to deeper content pages that require two or more clicks from the homepage.

This finding suggests a shift in how Google surfaces content, favouring detailed, well-structured pages over a website’s main landing page. As a result, businesses and content creators looking to gain visibility in AI Overviews should focus on optimising their internal pages rather than relying solely on homepage rankings.

The study also revealed that 86% of citations in AI Overviews appeared for only a single keyword, indicating that AI-driven search results prioritise specific, niche content rather than broad, high-level pages. This means that websites aiming to be referenced in AI Overviews should create highly focused, in-depth content that directly addresses user queries.

With AI-driven search evolving, the findings highlight the importance of a well-organised site structure where valuable information is easily accessible. Content creators and SEO professionals should consider strengthening internal linking strategies, improving content depth, and ensuring that their most informative pages are properly indexed and optimised for search.

As Google continues to refine its AI-generated search experiences, businesses that adapt to these changes—by focusing on deeper, high-quality content—may have a better chance of gaining visibility and authority in AI Overviews.

For years, homepages have been seen as the most crucial part of a website, often serving as the main entry point for visitors and the foundation of a brand’s online presence. Key category, product, and service pages have also been prioritised as vital landing pages. However, with the rise of AI-generated search features, such as Google’s AI Overviews, this traditional hierarchy is being reshaped. A recent analysis by BrightEdge has revealed that deep content pages—those located two or more clicks away from the homepage—are now far more likely to be cited in AI Overviews than homepages themselves. In fact, only 0.5% of citations in AI Overviews link back to a homepage, whereas 82.5% reference deeper pages.

The Growing Importance of Deep Content Pages

These findings suggest that search visibility is no longer just about optimising a homepage or a handful of core pages. Instead, every page within a website has the potential to be a user’s first point of contact with a brand. This means that deep content—such as blog posts, research articles, guides, and product-specific pages—now plays a far greater role in driving traffic and establishing authority within AI-driven search results. For businesses and content creators, this represents a shift in strategy. Instead of focusing solely on homepage rankings, the priority should be ensuring that deeper pages are well-optimised, easily discoverable, and provide valuable information relevant to user queries.

Why AI Overviews Prioritise Deep Pages

The shift towards citing deep content pages in AI Overviews likely stems from Google’s emphasis on providing comprehensive and contextually rich information. Unlike traditional search results, which often favour high-authority homepages and well-established landing pages, AI Overviews aim to summarise in-depth insights. This naturally leads to the selection of more detailed and specific pages rather than general homepage content.

BrightEdge’s research underscores the significance of this trend. Their findings reveal that keywords triggering citations in AI Overviews have a median search volume exceeding 15,000 monthly searches. This suggests that Google’s AI is pulling information from pages that are not only relevant but also highly searched for. Furthermore, 19% of the keywords associated with these citations exceed 100,000 monthly searches, highlighting the immense visibility potential for deep content pages.

What This Means for SEO and Content Strategy

For businesses looking to increase their visibility in AI Overviews, traditional SEO tactics may need to be adjusted. While homepage optimisation remains important, a broader content strategy is now essential. Some key takeaways for businesses and marketers include:

Ensure All Content is Indexed and Crawlable
Google’s AI Overviews rely on well-structured and accessible content. If deep pages are not properly indexed, they won’t be considered for citations. Regularly auditing a website’s indexation status and addressing any crawling issues is crucial.
Keep Content Fresh and Relevant
AI Overviews prioritise information that is not only comprehensive but also up to date. Businesses should regularly refresh their content to maintain relevance and improve their chances of being featured. Updating older articles with new insights, statistics, and expert opinions can help maintain their visibility.
Focus on Niche and Specialised Content
Since AI Overviews favour in-depth and informative content, businesses should create detailed resources that address specific user queries. Blog posts, case studies, whitepapers, and industry reports can all serve as valuable sources of information that AI Overviews may cite.
Monitor AI Overview Citations
Understanding which pages are being cited in AI Overviews can help businesses refine their content strategy. By tracking citations and analysing the associated keywords, brands can identify opportunities to enhance their content and target high-traffic search queries more effectively.

The Future of AI-Driven Search

As Google continues to refine its AI-generated search features, the role of deep content pages is expected to grow even further. Businesses that adapt to this shift by investing in high-quality, informative content will be better positioned to capture organic traffic and strengthen their online presence. While homepages and key landing pages will always be important, the future of SEO is increasingly focused on the depth and richness of content across an entire website.

For marketers and SEO professionals, this evolution presents both challenges and opportunities. On one hand, it requires a more comprehensive content strategy and ongoing content maintenance. On the other, it opens the door to greater visibility for previously overlooked pages, allowing brands to connect with users in more meaningful ways. By embracing this change and optimising their content accordingly, businesses can leverage AI-driven search to expand their reach and enhance their digital success.

BrightEdge’s executive chair and founder, Jim Yu, has emphasised the importance of a strong, well-structured website in the evolving landscape of AI-driven search. Rather than focusing solely on the latest SEO trends or minor algorithm updates, he suggests that long-term success comes from strengthening the entire site and its content foundation.

In the context of AI Overviews, search engines no longer just skim the surface of a website—they delve deep into its pages, analysing content to identify authoritative and reliable sources. Yu compares this process to AI not just glancing through the front door of a website but thoroughly exploring every section, searching for valuable insights and expertise. Websites with comprehensive, high-quality content across multiple pages are more likely to be recognised and cited by AI-generated search features.

This highlights the need for businesses and content creators to go beyond homepage optimisation. Instead, they should focus on building a strong knowledge base within their site, ensuring that deeper pages contain well-researched, informative, and up-to-date content. By doing so, they increase their chances of being referenced in AI-driven search results, ultimately improving their visibility and credibility in an ever-changing digital landscape.