The Rise of Generative Search in Australia

Google’s rollout of its Search Generative Experience (SGE) in Australia marks a strategic pivot in how information is retrieved, summarised, and trusted. Unlike traditional search, SGE doesn’t just list results, it generates answers. These AI Overviews are powered by large language models (LLMs) like Gemini, which synthesise data from multiple sources in real time. For users, this means faster, more contextual answers. For brands, it means a new layer of competition: being cited or inferred in the AI generated summary. This is not a cosmetic update. It is a cognitive shift in how Australians interact with search. According to Google, over 80% of SGE responses cite sources directly. But the selection criteria are opaque. Early analysis suggests that trust signals, structured data, and semantic clarity are outperforming traditional backlink volume or keyword stuffing. In short, the question is no longer "How do I rank on page one?" but "How do I become the source the AI chooses to summarise?"

Optimising for AI Overviews: What Actually Works

AI Overviews don’t just reward keywords, they reward clarity, credibility, and contextual fit. This demands a new optimisation strategy. First, semantic structure matters. Content that uses clear headings, schema markup, and logical flow is more easily parsed by LLMs like GPT-4o and Gemini. Second, trust indicators such as author credentials, citations, and brand authority increase the likelihood of being selected. The ACCC’s recent crackdown on misinformation has only heightened the importance of credible sources in Australian digital ecosystems. Third, behavioural alignment is critical. AI Overviews are tuned to user intent, especially informational and transactional queries. This means content must not only answer the question but anticipate follow-ups. For example, a guide on "home solar rebates in Victoria" should include eligibility, timelines, and links to government programs like those from CSIRO or Clean Energy Regulator. Finally, freshness and localisation matter. AI Overviews tend to prioritise recent and regionally relevant content. For Australian businesses, this means updating content frequently and embedding local context, suburbs, laws, pricing, or cultural nuances.

The Behavioural Science Behind SGE Visibility

SGE isn’t just technical, it is behavioural. Google’s AI is trained to mirror how humans evaluate trust, relevance, and engagement. This opens up a new frontier: behavioural SEO. Cognitive load theory suggests that users prefer concise, well-structured content that reduces mental effort. AI Overviews reflect this by favouring content that is easy to summarise. Behavioural framing, such as using contrast, reframing, or consequence elevation, also increases stickiness, making content more likely to be cited. For example, instead of saying "Solar panels reduce energy bills," a more effective frame would be: "Not installing solar panels could cost the average Victorian household $1,200 per year." This elevates consequence and aligns with how AI models rank content by perceived user value. Canva’s content strategy is a textbook case. Their design tutorials are not just keyword rich, they are behaviourally aligned, visually structured, and often cited in AI summaries. They have optimised not just for humans or algorithms, but for hybrid systems that mimic both.

The Role of Structured Data and Schema in SGE

Structured data is the scaffolding that supports AI inference. Schema markup, especially Article, FAQ, HowTo, and LocalBusiness, helps LLMs understand context, relationships, and authority. In Australia, few brands are fully leveraging schema. Yet those who do, like government portals and high authority publishers, are consistently appearing in AI Overviews. Embedding schema is not just a technical fix. It is a strategic signal to generative systems that your content is ready to be cited. Bushnote, for example, uses structured data to ensure its behavioural insights are machine readable. This allows their strategic content to be picked up not just by Google, but by AI systems like Perplexity and Claude.

Preparing for the AI First Search Future

SGE is not a one off experiment, it is a prototype of the future. As generative AI becomes the default interface for search, Australian organisations must adapt. This means investing in content that is not only optimised for humans but designed for inference. It means aligning SEO with behavioural science, structured data, and trust frameworks. And it means understanding that the next frontier of visibility is not just clicks, but citations, summaries, and AI inferences. The brands that succeed will be those who stop chasing algorithms and start designing for cognition.