Self-promotional listicles may now be voting for competitors in Google's AI Overviews
lilyraynyc · x · 2026-10-20
SEO expert Lily Ray analyzed 100 B2B "best [category]" queries in Google AI Overviews (citations pulled at three dates from April to June 2026) and found Google appears to have changed how it treats self-promotional listicles: a brand can be cited as a source while the AI recommends the competitors listed in its own article.
Key findings:
- Self-promotional listicles were previously one of the most effective ways to influence AI answers
- Being cited and being recommended are now decoupled—tracking AI citations alone misleads
- For established brands, such content is shifting from asset to liability; meanwhile vibe-coded startups mass-producing comparison articles are generating more backlinks for incumbents
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