More of your buyers will get answers without ever clicking through to your website. Google’s AI Overviews are now available in 200+ countries and 40+ languages and the UK has access to a new “AI Mode” tab in Search, both designed to answer questions in‑line while still linking to sources. That changes how discovery works and what you measure. You can still win if you design content to perform in‑feed, in‑inbox and in‑search snippets — and then give people an easy, low‑friction next step. blog.google
This article gives non‑technical UK SME and charity leaders a plain‑English, 10‑day plan to turn a single expert interview into a month of high‑performing content that earns reach in AI‑enhanced Search and social feeds, lands in inboxes reliably, and converts to real enquiries.
What “good” looks like in a zero‑click world
- Findability without the click: concise, source‑supported answers that make sense if surfaced in an AI Overview or featured snippet, with clear attribution. Google’s Search systems continue to prioritise helpful, people‑first content — not thin or scaled content. developers.google.com
- Distribution that lands: email that actually reaches inboxes under tougher Gmail/Yahoo rules (authentication, low spam rates, one‑click unsubscribe). support.google.com
- Conversion you can evidence: on‑platform actions such as LinkedIn follows or form fills, newsletter sign‑ups, and booked calls — not just pageviews.
The 10‑day sprint: from one interview to a month of content
Day 1 — Pick a problem and interview a customer or subject‑matter expert (30 minutes)
- Scope one job‑to‑be‑done and gather a UK‑specific example (sector, location, outcome).
- Record the call (with permission) and ask for numbers, timelines, and what changed.
Day 2 — Transcribe and spot the “answer cards”
- Highlight 5–7 concise answers a buyer would love to see directly in Search or social previews. Each should be 40–90 words, with a stat, step, or checklist.
- Note any claims that need a public source you can cite in‑line.
Day 3–4 — Draft the pillar article
- Open with an “executive answer” followed by steps, a simple diagram, and 3–5 cited external sources. Avoid jargon; use UK spelling and examples.
- Add a single, unmissable CTA: “Book a 30‑min call” or “Download the one‑pager”.
Day 5 — Create the email version (deliverability‑ready)
- Write one plain‑text style email and one visual newsletter version. Keep the promise tight: one problem, one outcome, one action.
- Check you meet Gmail/Yahoo rules: SPF, DKIM, DMARC for bulk senders; a one‑click unsubscribe for promotional emails; spam rate comfortably below 0.1% and never above 0.3%. Use Google Postmaster Tools to monitor. support.google.com
Day 6 — Produce 4 LinkedIn posts (native‑first)
- Posts 1–2: A lesson and a mini‑case from the interview (no external link).
- Post 3: A carousel of the “answer cards”.
- Post 4: A short video explainer; LinkedIn reports video earns higher engagement than text alone. linkedin.com
Day 7 — Build a simple landing page
- Repurpose the executive answer and steps, include citations, and repeat the CTA. Make the contact method obvious: phone, email, and booking link.
Day 8 — Add FAQs and sources for Search
- Write 5–8 short Q&As based on the interview. They should make sense if quoted in an AI Overview and include links to your sources. AI Overviews now appear broadly and show links, so make your answers scannable and credible. blog.google
Day 9 — Quality gate and brand checks
- Accuracy: verify every claim and add links to authoritative sources (government, standards bodies, vendors’ official docs).
- Clarity: replace internal jargon with plain English.
- Disclosure: if any post involves paid placement or incentivised endorsements, label clearly (e.g., “Ad” or “Advertisement Feature”) per ASA guidance. asa.org.uk
Day 10 — Schedule, ship, and staff the comments
- Stagger posts and emails; respond quickly to comments and replies to maximise on‑platform momentum.
- Give one team member “community manager” time on launch day.
Distribution checklists that protect reach
Email: meet the 2024+ rules so your messages arrive
- Authentication: SPF and DKIM for all senders; DMARC required for bulk senders (5,000+ messages/day to Gmail). Keep spam rate under 0.1% and avoid crossing 0.3%. support.google.com
- One‑click unsubscribe for promotional mail and honour requests within 2 days; Yahoo enforces similar standards. support.google.com
- Monitor Google Postmaster Tools weekly; set an internal red line if spam hits 0.2% so you can pause and fix before deliverability degrades. support.google.com
LinkedIn: native content first, link sparingly
- Prioritise native video and carousels; LinkedIn’s own guidance shows video can drive materially higher engagement. linkedin.com
- If you must link out, summarise the key value up front so the post stands on its own even if reach is limited.
Search: design for helpful, source‑backed answers
- Write for people, not bots. Google’s March 2024 core update targeted scaled, unhelpful content, so depth and originality matter. developers.google.com
- Use Search Console’s “last 24 hours” view to spot early traction from new posts. developers.google.com
Simple KPIs to track (weekly)
Awareness
- LinkedIn reach, saves, follows gained per post.
- Brand search impressions (Search Console) and newsletter sign‑ups.
Engagement
- Meaningful comments and replies (not “nice post”).
- Email reply rate and click‑to‑open rate on the newsletter variant.
Conversion
- Booked calls, form submissions, or demo requests from this campaign.
- Pipeline value attributed to the landing page and email.
Reliability
- Postmaster spam rate (target under 0.1%; never exceed 0.3%). support.google.com
- Bounce rate trend; unsubscribe rate trend after content changes.
A quick risk and cost view
| Risk/Cost | What it is | Mitigation |
|---|---|---|
| Deliverability dip | Spam complaints spike after a “salesy” send. | Pause sends; prune unengaged segments; fix subject lines; keep spam rate < 0.1% and below 0.3% per Gmail guidance; re‑warm if needed. support.google.com |
| Thin or generic AI copy | Content that reads like everyone else’s; performs poorly in Search and feeds. | Use interviews, UK examples, and sources; apply Google’s “helpful content” guidance. developers.google.com |
| Undisclosed paid content | Posts with incentives not clearly labelled. | Use clear labels like “Ad” or “Advertisement Feature” per ASA. asa.org.uk |
| Tool spend | Transcription, design, scheduling, and an email platform. | Start with free tiers; graduate once KPIs justify it; apply a cost guardrail and model tiering. See our 90‑day cost guardrail guide. Read more. |
Procurement questions for content AI and email tools
- Deliverability: Can you show domain‑level Gmail Postmaster dashboards for similar UK senders? What’s your plan if spam creeps towards 0.3%? support.google.com
- Compliance: Do you support one‑click unsubscribe (RFC 8058) and process opt‑outs within 48 hours? Do you set up SPF, DKIM and DMARC for custom domains? support.google.com
- Attribution: How will we measure on‑platform outcomes (e.g., LinkedIn follows, form fills) as well as website conversions?
- Editorial quality: Can the tool surface sources inside drafts and flag weak claims? Who does the human edit?
- Exit options: Can we export prompts, brand voice settings, and all content to a neutral format? For a broader vendor shortlist process, see our due diligence pack. Read more.
Putting it together: your first 30 days
- Week 1: Run the interview; draft the pillar article; extract answer cards.
- Week 2: Create email variants; post two LinkedIn pieces; publish the landing page.
- Week 3: Finish the carousel and video; send the newsletter; monitor Search Console “last 24h” and Postmaster. developers.google.com
- Week 4: Review KPIs; cut what didn’t move the needle; plan the next interview.
If you want a deeper content framework, pair this with our guidance on trustworthy AI‑assisted content and UX patterns that earn confidence: AI content that wins trust and Button, not a bot. For go‑live discipline, see our go‑live gate.
FAQs UK leaders ask
“Will AI Overviews kill our SEO?”
No, but it will change what “winning” looks like. AI Overviews and “AI Mode” aim to answer queries faster while still linking to sources. Invest in concise, source‑backed answers and memorable brand cues so you’re the cited source and the chosen next step. blog.google
“Do we need to label AI‑assisted posts?”
There’s no blanket UK requirement to label content simply because AI helped draft it. But if money or incentives are involved, label clearly as advertising per ASA guidance. asa.org.uk
“Our emails are going to spam — what now?”
Check SPF, DKIM and DMARC, add one‑click unsubscribe to promotional mail, and reduce complaint drivers. Keep user‑reported spam in Postmaster below 0.1% and avoid hitting 0.3%. support.google.com