Google Says What Content Gets Clicked in AI Overviews — Depth and Human Perspective Win

Google’s Liz Reid, Vice President and Head of Search, has offered one of the clearest insights yet into how AI Overviews shape what appears—and what gets clicked—in Google Search. In a recent interview, Reid explained that user behavior directly influences what kinds of content the system surfaces and how ranking weights are adjusted over time.

“We do have to respond to who users want to hear from,” Reid said. “We’re in the business of giving them high-quality information—but also information they seek out. Based on how users act, the system starts to learn and adjust as well.”

In other words, Google is fine-tuning AI Overviews not simply around what it deems authoritative, but around what users engage with. If people prefer short-form videos, detailed guides, or firsthand accounts, those formats will rise naturally within search results.

This aligns with Google’s broader effort to surface forums, video content, and user-generated material, reflecting what people actually consume rather than what algorithms traditionally rewarded.

User Behavior Now Shapes Search Relevance

Reid’s comments highlight a shift in how Google interprets relevance: it’s increasingly behavioral. Search is learning not only from signals like keywords or backlinks but also from how users interact with results.

If users click through to an article, stay on the page, and engage, that sends a clear quality signal. If they “bounce” back to AI Overviews or another result, that content likely didn’t meet their expectations—and could be down-ranked over time.

This real-world data loop is making Google’s AI-powered search more human-driven than ever before.

AI-Generated Content Isn’t Spam—Unless It’s “AI Slop”

Reid also addressed one of the most debated topics in SEO today: AI-generated content.

“AI-generated content doesn’t necessarily equal spam,” she clarified. “But often when people are referring to it, they mean the low-value version—‘AI slop’—content that feels extremely low quality. We want to make sure that doesn’t surface.”

Her message is clear: Google is content-agnostic about the creator—whether human or machine. What matters is value. If a post adds no new insight, context, or human touch, it risks being treated the same as spam.

This distinction reinforces that authenticity and originality still win, even in an AI-saturated environment. A well-crafted article written with assistance from AI is fine—so long as it brings real substance, thought, and expertise.

What Users Actually Click in AI Overviews

When asked what kind of content gets clicks in AI Overviews, Reid pointed to a consistent pattern: users gravitate toward richer, more in-depth content with a human voice.

“People want content from that human perspective,” she said. “They want that sense of, ‘what’s the unique thing you bring to it?’ What we see on AI Overviews is that content that’s richer and deeper gets more clicks.”

Shallow, surface-level summaries—especially those that merely repeat what’s already visible in the AI Overview—fail to engage. Users don’t trust them, and they quickly click away. In Google’s internal data, this shows up as a “bounce click”—a signal that the content didn’t deliver value.

The takeaway: depth drives trust. Google’s AI results are acting as a filter that highlights which websites truly add something new to the conversation.

Google Expands the Definition of “Spam”

In one of the most revealing moments of the discussion, Reid said Google has expanded its definition of spam. It’s no longer limited to malicious or deceptive practices—it now includes low-value, repetitive content that adds nothing beyond what’s already known.

“We’ve expanded beyond the concept of spam to include low-value content—content that doesn’t add very much, kind of tells you what everybody else knows,” Reid explained.

At the same time, Google is “up-weighting” content from people who “brought their perspective or expertise” and put “real time and craft into the work.”

This shift represents a philosophical change in ranking: expertise and creativity are now measurable signals of quality. It’s not just about E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) anymore—it’s about authentic craft.

What Creators and SEOs Should Do Next

Reid’s comments carry major implications for SEO professionals, publishers, and content creators navigating the rise of AI-driven search.

1. Create Rich, Deep Content

Google’s data shows users click on “richer and deeper” content. Avoid surface-level summaries. Offer depth, storytelling, and data that AI Overviews can’t replicate.

2. Reflect a Human Perspective

Users seek unique viewpoints, not uniformity. Add personal analysis, experience, or even contrarian takes that make your content distinct.

3. Demonstrate Expertise and Craft

Reid explicitly said Google is rewarding content that shows expertise and effort. Invest time into producing work that feels handcrafted, not automated.

4. Stop Chasing the Same Keywords

Relying on keyword tools and competitor-mirroring “skyscraper” strategies often leads to repetition—the very behavior Google now penalizes. Instead, lead with originality and your own insights.

5. Watch for Behavioral Signals

Metrics like time-on-page, scroll depth, and engagement will matter more than ever. Google’s systems are now actively learning from how people act, not just what’s on the page.

A Shift Toward Authenticity in the AI Era

In many ways, Liz Reid’s comments confirm what human creators have long hoped: authentic content still matters. AI may summarize the web, but people still click through to read, explore, and connect—with humans who have something genuine to say.

The “AI Overview era” isn’t about replacing creators—it’s about challenging them to create better, deeper, and more original work. The winners will be those who combine technological fluency with authentic storytelling and subject-matter expertise.

Key Takeaway

Google is not at war with AI-generated content. It’s at war with mediocrity.
The future of SEO belongs to creators who bring their own voice, experience, and craft to every piece of content—because that’s what both users and algorithms now reward.