QBD shares tips for writing better digital content

June 2, 2025
Marketing

C2S member QBD says that written content has become more valuable than ever for businesses looking to improve their online visibility.

The full-service marketing agency says that Google’s AI Overviews – which now appear with 47% of its search results – have created fresh opportunities for businesses to reach new audiences through their website content.

These AI-generated summaries compile information from multiple credible sources to answer user queries directly in search results. Businesses whose content is featured can benefit from increased visibility and qualified traffic from users seeking more detailed information.

QBD recommends these key steps to help fellow C2S members optimise their website content for AI Overviews:

● Create comprehensive answers – Focus on addressing the specific questions your target audience asks. Break down complex topics into clear, detailed explanations that demonstrate expertise in your field.

● Structure your content effectively – Use clear headings, concise paragraphs and proper formatting to help users and search engines understand your information. This increases the likelihood of featuring in AI Overviews.

● Repurpose your existing materials – Convert your downloadable PDFs into web content, expand your list posts into detailed articles, or combine any related blog posts into comprehensive guides. This maximises the value of your current content.

● Keep your content current – Update your older posts with new statistics, industry developments and insights. Fresh, accurate information improves your chances of being featured as a credible source.

● Build authority – Implement strong SEO practices and create backlinks to establish your website as a trusted source in your industry. Google prioritises authoritative sites when generating AI Overviews.

Jon Smart, QBD’s Head of Content, said:

“AI Overviews represent a significant change in how Google presents search results. While they might reduce some direct website visits, they create opportunities to reach new audiences searching for related topics.

“The businesses that succeed will be those producing high-quality, well-structured content that answers real user questions.”

Learn more at qbd.co.uk/how-to-repurpose-your-content-for-ai-overviews.