Google AI Overviews cite self-serving listicles, but recommend competitors 69% of the time

Google AI Overviews cited self-promotional “finest” listicles whereas excluding the manufacturers behind them from suggestions in 69% of instances, in line with a brand new evaluation of B2B software program queries by Lily Ray.

Manufacturers have used self-serving listicles to affect AI search outcomes, however Ray discovered Google typically cited these pages whereas recommending rivals as a substitute.

By the numbers. Ray analyzed 100 B2B “finest AI Web optimization software program” queries in Google AI Overviews throughout three dates: April 15, Might 15, and June 8.

• Of the 80 prompts that triggered an AI Overview, self-promotional listicles had been cited 323 instances.
• In 224 instances, Google cited a model’s personal web page however didn’t advocate that model.

Opponents get really useful. Ray documented a number of instances the place Google cited a model’s “finest” listicle whereas recommending better-known rivals.

• For “finest LMS for promoting programs,” Google cited Oasis LMS however didn’t advocate it. As a substitute, it really useful Kajabi, Thinkific, LearnWorlds, and Teachable — all of that are named within the Oasis LMS article.
• Related patterns appeared in queries for assist desk, job administration, survey, CRM, and Web optimization software program.

Stronger manufacturers nonetheless appeared. Manufacturers that already led their classes, had been extensively talked about by third-party sources, and had stronger hyperlink profiles had been extra more likely to seem in AI Overview suggestions, in line with Ray.

• The information confirmed a constant break up between citations and suggestions. A model’s web page might seem as a supply whereas rivals obtained the advice.

Natural visibility fell. Ray additionally reported natural search declines for a lot of websites that relied closely on self-promotional listicles.

• The declines started round Jan. 20, throughout dozens of web sites she analyzed. Many additionally scaled different Web optimization- and GEO-focused content material codecs, together with AI-generated articles, comparability pages, and enormous volumes of “finest” pages rating their very own model first.
• These declines continued and accelerated throughout Google’s Might 2026 core replace, in line with Ray.

Overview websites gained citations. Ray discovered Google relied closely on third-party and user-generated-content websites for “finest” queries, with Reddit citations rising sharply in latest months.

• Forbes, Reddit, and YouTube had been among the many most-cited domains in AI Overview responses containing “finest.”

Why we care. A quotation isn’t a advice. Your content material can seem in an AI reply whereas serving to rivals seize the visibility that issues most.

Catch up fast. Search Engine Land beforehand reported that some SaaS and B2B brands lost 30% to 50% of their visibility after relying closely on self-ranked “finest” pages, based mostly on earlier analysis from Ray.

• Search Engine Land additionally reported that the tactic may create legal risk beneath the FTC’s Shopper Overview Rule when company-controlled content material is offered as impartial critiques, critiques aren’t based mostly on actual use, or materials relationships aren’t clearly disclosed.

In regards to the knowledge. Utilizing Ahrefs Model Radar, Ray collected AI Overview reply textual content and cited sources for 100 B2B “finest AI Web optimization software program” queries at three checkpoints between April and June. The evaluation measured two outcomes: whether or not a self-promotional listicle was cited and whether or not the model behind it was really useful.

The report. Why Calling Yourself the Best Could Be Helping Your Competitors Win in AI Search