PAN’s AI Overview Tracker
A Tool for B2B Marketers by B2B Marketers
Your audience doesn’t want to spend hours—minutes, even—finding your content. They want near-immediate answers. That’s what the rapid adoption of AI tools like ChatGPT and Google’s AI Overviews tells us, anyway.
But in a world where content is filtered through AI surfaces, how do you stick out? You learn how these AI tools behave. In this case, that means you need to interpret where Google is sending your readers.
While ChatGPT use has exploded, Google still commands the traffic referral game, with estimates attributing its impact to over 60 percent of overall web traffic.
That’s why understanding which way the Google winds blow is crucial to your content and marketing efforts. In particular, it means monitoring Google’s AI Overviews.
About the AI Overview Tracker
This interactive tool monitors how often AI Overviews appear in Google search results for B2B-relevant keywords. Each keyword is categorized by search intent and funnel stage, so you can pinpoint when and where AI is taking over the SERP.
Use the dashboard to:
- Track AI Overview appearances across 5,000+ B2B keywords.
- Segment keywords by search intent and funnel stage using the drop-down filter.
- Review specific keywords—by clicking on the “Dive Deeper” prompt—for further content planning or SEO analysis.
Top of Funnel
Toggle legend items to show/hide data
Middle of Funnel
Toggle legend items to show/hide data
Bottom of Funnel
Toggle legend items to show/hide data
Interpreting AI Overview Density
AI Overview density reflects how frequently certain keywords trigger an AI-generated summary in Google search results. It’s a leading indicator of how traditional search is being replaced by zero-click behavior.
To check AI Overview density in our Tracker, simply review the percentage of keywords in the “AI Overview” category. That figure shows how many of the B2B keywords in that funnel placement and/or intent triggered an AI Overview. By contrast, the “No AI Overview” category shows how many keywords in the corresponding sets didn’t trigger an AI Overview.
Low Density (0 – 30%)
Keyword sets with low density infrequently trigger AI Overviews. Translation: These terms still benefit from standard SEO practices and represent strong opportunities for organic content to rank in the way you’ve known them to. This is the time to invest in educational content, build domain authority, and establish your brand voice in early-stage discovery. Put differently, your pillar pages still have lots of value here!
Medium Density (30 – 55%)
Keyword groups with medium density are inconsistent. Some searches show AI summaries, others do not. These areas require close monitoring and strategic optimization. Content should be structured to directly answer user queries and formatted for clarity, relevance, and AI-readiness. This means ensuring your content is internally and thematically linked.
High Density (55 – 100%)
When most searches for a keyword group result in AI Overviews, your brand is at risk of being pushed down the page, i.e., “below the fold.” This is common for high-volume, high-intent terms. To remain visible, brands need to focus on structured content, entity-level optimization, and being cited by trusted third-party sources.
What This Means for Your Content Strategy
Each B2B keyword in the tracker is mapped by both search intent and funnel stage, so you can respond to how and why your audience is searching—not just how often.
Top of Funnel (TOFU)
Users at this stage are exploring definitions, challenges, or industry trends. Our research reflects that AI Overviews appear frequently for these types of searches. Focus on educational content with a strong editorial point of view. Use formatting and structure that make it easier for AI systems to extract and cite.
Middle of Funnel (MOFU)
These keywords signal buyers who are researching potential solutions or evaluating vendors. AI may summarize product categories, list providers, or highlight reviews. Position your brand through detailed comparison pages, case studies, and use-case-driven content that reinforces expertise.
Bottom of Funnel (BOFU)
These are high-intent queries involving branded terms, product names, or direct actions like booking a demo or viewing pricing. Our Tracker shows that, here, AI Overviews are less common but nonetheless present. Ensure your content is authoritative, fast-loading, and structured to capture demand directly.
Frequently Asked Questions
Keep reading to get the context behind this tool, what it measures, and what’s next!
What are Google’s AI Overviews?
Google’s AI Overviews are generative summaries that appear at the top of the search results page. Instead of listing links, they pull together what Google considers the most relevant answers to your query—often quoting websites, outlining steps, or offering advice—without the need for users to click through.
Think of them as a shortcut to “the answer,” powered by Google’s Gemini model and fueled by a mix of public sources, structured data, and high-authority content. And they’re not small: AI Overviews now occupy more screen space than any single organic result, often pushing traditional links below the fold entirely.
For marketers, this means the rules of search visibility are shifting. Your content can still show up but only if it’s built to be surfaced, cited, or summarized by AI. And in a zero-click landscape, that requires understanding what your audience searches for and how Google chooses to respond.
Related Read >> Lost Signals: The State of Brand Visibility in a Zero-Click World (What Marketers Must Do to Strengthen Brand Discovery)
How did you build the AI Overview Tracker?
This tool is built for B2B marketers navigating the changes AI brings to search.
- Keywords were curated using Semrush and tagged by vertical, search intent, and funnel stage.
- Over 5,000 B2B-relevant keywords were included, spanning industries like cybersecurity, healthcare, SaaS, ecommerce, and financial services.
- Branded keywords appear across all funnel stages to reflect real user behavior and high-traffic terms. Keywords that were clearly B2C were removed.
- Search data is updated twice monthly using multiple SERP APIs.
Intent and funnel stage were assigned using a mix of Semrush data, human review, and a trained AI model.
What’s next for this AI Overview tool?
We’re not stopping here. Future versions of our B2B AI Overview Tracker will include comparative visualizations across industries and a drag-and-drop widget for easy embedding.
Of note, there are no current plans to expand our data set. We’re committed to maintaining keyword consistency over time so you can measure how AI visibility changes—without losing historical benchmarks.
What else should I know about AI Overviews—and AI in marketing?
AI Overviews signal a deeper shift in how audiences access and interpret content. Instead of relying on traditional blue links, users are increasingly turning to summaries written by AI. For marketers, that means your visibility depends on how well your content can be surfaced, cited, and structured for these systems.
- Visibility now relies on presence in the summary. AI Overviews often pull text from high-quality web content, but they may not link to it directly. This means your content could inform an audience without driving traffic to your site. To stay relevant, your pages need to be designed for AI visibility using clear formatting, semantically grouped topics, and signals of authority.
- Search is evolving toward direct answers. Search behavior is changing. Users are getting answers immediately, and search engines are becoming response engines. This transformation affects how brands attract attention, how demand is captured, and how content needs to be created.
- References from trusted sources help your visibility. AI models look for content that is technically accurate and widely trusted. In many cases, they reference third-party articles or curated directories. Brands that show up in these sources gain credibility and visibility, even if their own site isn’t ranked first.
- Keywords alone are not enough. Traditional keyword strategies are less effective when AI summarizes content on the search page. Search engines still rely on keywords, but intent and structure play a larger role in what gets surfaced. Use your people, work, network, brand, messaging, and media placements intentionally and strategically to make a splash with your content.
Looking for an agency that truly gets AI? Let’s talk!
