Optimizing for AI overviews: Why original research still ranks

If you scroll through LinkedIn lately, within the span of a few minutes or less, you might see several conflicting posts regarding the state of search. Some will proclaim that “SEO is dead,” while others are still sharing optimization techniques. One post might say, keep doing what you’re doing — while another will say your strategy is totally outdated. 

Well, there’s a lot of opinions out there, but one thing is certain: SEO is changing. But isn’t it always? 

Right now, the biggest concern for many content marketers is how AI is changing the way people search for and find information. We’ve all seen the AI-generated answer at the top of our Google search results, and many of us are anticipating (or already seeing) an impact on what was once a reliable way to drive traffic to our websites. 

As AI-generated summaries and answer boxes become more prevalent, competing on basic keywords is getting harder. Traditional SEO tactics (listicles, keyword stuffing, "me too" content) are becoming less effective, and many searchers are getting the answers they need without even clicking into articles. 

To stand out, brands need to consider new strategies and content formats that add to the conversation, not create more noise. They need to produce content AI can’t generate — and that starts with original research. 

Why original research is more important in the age of AI overviews

Original research in content marketing involves generating data or insights firsthand, rather than summarizing or curating findings from external sources. This might include: 

• Surveys or polls of your audience or industry
• Analysis of internal data (e.g. usage trends, support tickets, product behavior)
• Expert interviews or roundups with consistent themes
• Case studies that reveal new takeaways or benchmarks

Whether you’re trying to optimize for the AI summary or focus on lead generation and ROI, original research is a smart move. 

How research content wins in AI and SEO  

Developing your own data and insights helps make your content valuable, credible, and SEO-friendly. As you might know, Google’s guidelines for rankings include the acronym: EEAT, or Experience, Expertise, Authority, and Trust. Original research naturally checks all these boxes. 

And even though AI overviews are a new thing, they are pulling from existing sources. Search engines still value originality and authority. Brands that have a point of view (POV) and the data to back it up? They’re ahead of the curve. 

Featured snippets and AI summaries often rely on structured facts like statistics, percentages, benchmarks, and definitions. That means a strong stat or insight from your research has a higher chance of being pulled into AI overviews, quoted in a snippet, or cited by other sources. 

‍

And according to some reports, original research receives 2.3x more backlinks than standard content. This gives proprietary research a double benefit: it builds long-term search authority and makes your content more likely to appear in top-result “fast answers.”

The ROI of proprietary marketing research 

When optimizing content, views and impressions mean a lot, but original research provides a level of value that can have a bigger impact than just traffic. It shows prospects that you are a thought leader, and gated assets can bring thousands of new contacts into your ecosystem. 

At Datalily, including proprietary data at the heart of marketing campaigns has led to colossal success for many brands. For example, HubSpot’s annual State of Marketing Report, which analyzes data from over 1,400 global marketers, receives nearly 60,000 downloads annually and averages a 140% return on investment. 

Plus, the repurposing and distribution opportunities for original research are expansive. In addition to a standard, downloadable report, you can turn your insights into countless derivative pieces of content like blogs, social media posts, webinars, podcasts, and more, fueling a powerful content engine (AKA get a lot of bang for your buck!). 

A simple framework for creating original research content 

Getting started with original research can feel overwhelming. But no matter the size of your marketing team, there are some attainable ways to start experimenting with this kind of content creation. 

Pick a topic 

You likely already have content pillars or themes. You can use search queries, customer feedback, and sales convos to get an even clearer picture of what your audience wants answers to. 

Consider where there are gaps in knowledge and how your unique POV can bring something new to the conversation. Think about how to tie this topic and your research back to your product or business services. Ask yourself: 

• Does this topic help us start meaningful conversations with leads?
• Would the findings support a sales narrative?
• Could it spark demand for our solution?
• Is there a gap in the current available research that we can fill?

Collect data and insights 

There are a variety of ways to collect data depending on your budget and goals. External surveys are a powerful tool for building a research report. Platforms like Pollfish or Centiment can be useful for distributing surveys to broad audiences. 

Some of the most impactful research can be the data you already have access to like product usage trends, support ticket themes, or aggregated client outcomes. One of the most successful content campaigns I’ve worked on is a Recruiting Metrics Report (for an HR tech company), which turns product data into a benchmark study. This report highlights industry-specific trends and offers tailored advice, making it both a valuable lead magnet and a trusted resource for the audience.

In addition to data, your internal subject matter experts (SMEs) are another underused goldmine for original insights. Whether it’s your customer success team spotting emerging trends, your sales reps hearing the same objections on repeat, or your CEO weighing in on industry shifts, these perspectives can form the backbone of compelling content. Interviewing internal experts or weaving their commentary into data-driven pieces not only adds depth and context — it also boosts your content’s credibility and relevance in ways AI can’t replicate.

Package, promote, and distribute 

Once you’ve gathered your data and insights, the next step is to decide how you’ll package and share them. A strong approach is to create a central asset, like a downloadable PDF report or interactive landing page. This serves as the foundation for your entire content campaign. You may choose to gate the asset to collect leads, or leave it open to maximize reach — it depends on your goals.

From there, build a distribution and repurposing plan to extend the life and visibility of your research. For example:

• Break out individual findings into blog posts or stat-based explainers
• Use compelling insights to script LinkedIn carousels, YouTube videos, or webinars
• Create social snippets, charts, and quote cards for your team to share
• Turn the data into a PR pitch or guest post for industry sites
• Share key findings in your email newsletter or in drip campaigns
• Enable your sales or customer service teams with talk tracks and one-pagers

Making your original research content rank 

Publishing original research gives you a natural edge in SEO, but to fully capitalize on it, you still need to present it in a way that search engines, generative search algorithms, and humans love. Here’s what separates high-ranking research content from the rest. 

Be transparent about your process 

Search engines value trustworthy and credible sources. Clearly explain how your research was conducted:

• Include your methodology, sample size, and data sources
• Note any limitations or biases
• Cite additional references where appropriate

Structured, scannable formatting 

Just like with SEO blogs, research is most powerful when it’s easy to extract value from. Even if you’re gating your full report, you should share some of the main insights on a landing page or in a blog post. Use:

• Clear, keyword-optimized headers (H2s and H3s)
• Bullet points and numbered lists
• Pull quotes and TL;DR sections
• Visuals like charts, infographics, or tables with descriptive alt text

These elements help both search engines and readers quickly grasp the content’s value.

Strategic use of keywords

Yes, keywords still matter. Incorporate search-friendly phrases such as 

• “X statistics” or “latest trends in [industry]”
• “[Topic] research findings”

Look into the keyword opportunity for the derivative pieces you’re creating too. Map your research content to specific long-tail keywords that align with your audience’s questions. Tools like Google Search Console or Semrush can help you find gaps and opportunities.

Increase backlink potential 

Original research is linkable by nature since it offers something unique that other blogs or journalists can cite. But you can increase your chances of earning links by:

• Including surprising or contrarian findings
• Sharing digestible stats that are easy to quote
• Promoting it via PR, social media, and partnerships with industry thought leaders or influencers

The more links you earn, the more authority your page builds and the better it ranks.

Internal linking and content hubs

Treat your research like a cornerstone content asset. Link to it from related blog posts, resource pages, and landing pages. Even better: build a content hub around it by grouping derivative blogs, interviews, and visuals together to signal topical authority to search engines.

Outsourcing research campaigns 

The content landscape is increasingly oversaturated and the way people search for information is changing. Original research is a strong strategy for standing out despite these challenges. 

From boosting your organic traffic and earning backlinks to fueling lead generation and thought leadership, research-backed content checks every box.

But creating high-quality research takes time, coordination, and strategy across data, writing, design, and distribution. If your team doesn’t have the bandwidth (or just needs a partner to get it done faster), outsourcing with Datalily can be a smart way to bring research content to life without stretching your internal resources.

Whether you keep it in-house or bring in support, one thing’s clear: investing in original insights is one of the most effective ways to create content that performs now and stays relevant long term.

‍