Why interactive content is key to AI-optimized search success
Generative AI is transforming how people search for and consume information.
Rather than sifting through traditional search results, users now get instant AI-generated answers – often sourced from multiple websites.
For brands, instead of competing for a single featured snippet, you now have the chance to be included in AI-generated responses.
The key? Creating interactive content that engages users and provides AI-friendly insights.
This article explores why interactive content outperforms static content in AI-driven search and how brands can leverage it to increase search presence, engagement, and website traffic.
What is interactive content?
Interactive content is designed to engage users beyond a simple answer, encouraging deeper exploration and providing additional insights into their queries.
We’ve seen firsthand how this approach enhances search visibility and website traffic.
Below are some of the most effective formats brands can use to drive AI-powered search success:
Quiz content
A great example is this branded quiz that helps website visitors identify the animal in their home.
With just six questions, users can quickly find answers to their real concern: what animal is infesting their home?
Digital tools
Interactive tools like cost calculators for sports field replacements or home financing can add value while keeping users engaged.
Another example is a structured guide that follows a listing framework (like the one below), offering clear, actionable insights.
Downloadable resource content
Branded guides and PDFs provide in-depth information in a shareable format.
The most effective versions use a list framework with trending, search-driven headers, making them easy for users (and AI) to digest.
These listed frameworks provide engaging and clickable content.
For example when searching for a highly searched term like “sauna benefits,” brands looking to lead in this topic need to offer clickable buttons that link to additional research executed by the person with direct experience.
We have seen the posts ranking in AI Overviews typically present internal linking to podcasts and branded research studies on the subject matter.
Interactive content vs. static content
Content creation has traditionally focused on long-form copy, but in the digital and generative AI era, users expect to be engaged and involved in the content they consume.
While static content remains the same for all users, interactive content adapts to user actions, creating opportunities to build relationships and enhance engagement.
Many websites leverage chatbots to collect frequently asked questions, helping brands identify customer knowledge gaps.
This data can then be used to create animated infographics, webinars, and explainer videos that address trending topics.
By integrating branded interactive content into chatbot responses, customer service teams can provide valuable resources in real time.
This scales support efforts while generating higher-funnel sales opportunities in the lead nurturing process.
Why branded interactive content?
Interactive tools embedded in digital content help generative AI and LLMs process and deliver answers more effectively.
Our analysis of SERP results shows that AI prioritizes links demonstrating direct experience, breaking down definitions and “how-to” steps – formats that work best in an interactive content setting.
Incorporating interactive content into your strategy boosts engagement and conversions by creating contextually relevant calls to action that drive:
- Email sign-ups.
- Form submissions.
- Calls.
This type of content becomes a trusted resource for users in both their professional and personal lives.
As a result, your brand authority strengthens with your target audience.
You can measure its impact by tracking relevant traffic within your sector.
Increased search presence in AI Overviews signals that your content is performing well in generative AI results.
Another example of success can be seen in the home services sector by targeting an AI Overviews strategy with interactive content through providing a branded calculator within a context, heavy guide for calculating the cost of buying a new home.
The screenshot below showcases link results with embedded calculators.
How to incorporate interactive content in your own content strategy
When developing interactive content, start by considering how readers will use it.
Ask yourself: Does this tool or guide align with the intent behind their question?
Ask ‘how’
For content optimized for generative AI, focus on answering conversational queries.
Consider how voice search would phrase the question and ensure your content provides a clear, structured response.
Use direct experience
Through our AI-optimization research, we’ve analyzed hundreds of content pieces.
The results show that LLMs favor content based on direct experience – highly contextualized and tailored to the target audience.
Increase your visibility in AI search with interactive content
As we refine strategies for generative AI search, continuous testing is key.
Our experience shows that starting with high-performing content is one of the most effective ways to adapt to this evolving landscape.