"Unveiling Google AI: Are Competitor Recommendations Surprising You?"

Google AI Overviews: How Self-Promotional Content Impacts Recommendations

In 2026, the evolving landscape of digital marketing and SEO techniques continues to shape the way brands are perceived online. A recent analysis by Lily Ray sheds light on an intriguing phenomenon surrounding Google AI Overviews and their treatment of self-promotional content in B2B software queries.

Insights from the Analysis

Ray's study revealed that while brands have been utilizing self-serving listicles to influence AI search results, Google's AI often cited these pages without recommending the brands behind them. The analysis, conducted across multiple dates in 2026, examined 100 B2B "best [category] software" queries, uncovering interesting patterns.

• Of the 80 prompts triggering an AI Overview, self-promotional listicles were cited a significant 323 times.
• In 224 instances, Google referenced a brand's own page but refrained from recommending the brand itself.

Addressing Competitors in Recommendations

One of the notable findings from Ray's analysis was the instances where Google cited a brand's "best" listicle while recommending better-known competitors in the same category. For example, in searches like "best LMS for selling courses," while Google acknowledged Oasis LMS, it recommended competitors such as Kajabi, Thinkific, LearnWorlds, and Teachable instead.

• Similar trends were observed across queries for help desks, task management tools, surveys, CRMs, and SEO software.

The Influence of Brand Strength

Ray discovered that brands that held a prominent position in their respective categories, enjoyed widespread mentions from third-party sources, and possessed robust link profiles were more likely to feature in AI Overview recommendations. Notably, there was a consistent disparity between citations and recommendations, where a brand's page served as a source, but competitors received the recommendation.

• This split was indicative of how stronger brands maintained visibility despite not always being directly recommended.

Organic Visibility and Search Declines

Ray's analysis also highlighted a decline in organic search visibility for many sites heavily reliant on self-promotional listicles, particularly following Google's core update in May 2026. Many of these sites witnessed a drop in rankings, emphasizing the impact of content strategy on search performance.

• The decline, noted from January 20 onwards across various sites, underscored the challenges faced by brands solely focusing on self-promotion.

Shifting Trends in Citations

Furthermore, Ray observed a shift in Google's reliance on third-party and user-generated content sites for "best" queries, with notable increases in citations from platforms like Forbes, Reddit, and YouTube. This change signified a move towards diversifying recommended sources beyond brand-controlled content.

• Reddit, in particular, emerged as a prominently cited domain in AI Overview responses for "best" queries.

Takeaways for Brands and Marketers

A critical takeaway from this analysis is the distinction between a citation and a recommendation. While your content may appear in an AI answer, it does not guarantee visibility or recommendation, emphasizing the need for a holistic SEO strategy beyond self-promotion.

About the data. Ray's analysis, conducted using Ahrefs Brand Radar, delved into AI Overview responses for 100 B2B "best [category] software" queries between April and June. The study emphasized the importance of understanding the nuances of AI-driven search results and their implications on brand visibility.

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