How is AI going to change SEO, and what should my business be doing right now to prepare?

Search is moving from “keyword matching” to “answer engine optimization.” With features like Google’s AI Overviews (formerly SGE), the search engine now tries to synthesize information from across the web to answer a user’s question directly on the results page. For your business, this means your content needs to be more than just “relevant”—it needs to be “authoritative” enough for the AI to cite it as a source.

Google officially integrated “AI Overviews” into its core search results in May 2024. According to data from Search Engine Land, these summaries appear for a significant portion of informational queries. Research from Authoritas suggests that when an AI Overview is present, the top-ranking organic links can see a decrease in visibility as the AI box occupies the “prime real estate” at the top of the mobile and desktop screen.

It depends on what kind of content you produce. If your website relies on answering simple, “factoid” style questions (e.g., “What time does the sun set?”), your traffic will likely drop. However, for complex topics, product comparisons, and expert advice, AI actually acts as a funnel. Users will get a summary, but they will still click through to “verify” the information or complete a transaction. The goal now is to be the source the AI cites.

A study by Gartner predicts that traditional search engine volume will drop by 25% by 2026 as users pivot to AI chatbots. However, SparkToro’s analysis of zero-click behavior clarifies that while “no-click” searches are rising, the quality of the clicks that remain is often higher because the user has already been “warmed up” by the AI summary.

Absolutely not. In fact, “human-first” content is now more valuable than ever. Google has updated its algorithms to prioritize E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). AI can summarize facts, but it cannot provide first-hand experience or unique opinions. If your blog posts look like they were written by a robot, Google will treat them like spam.

Google’s March 2024 Core Update specifically targeted “low-quality, unoriginal content” often associated with mass-produced AI text. Google’s Search Quality Rater Guidelines emphasize that “Experience” is a critical factor—meaning content that proves the author has actually used a product or lived a situation will outrank generic AI summaries.

You need to focus on “Digital PR” and “Entity Building.” AI models like ChatGPT and Google’s Gemini learn by looking at the relationships between things (entities). To be recommended, your brand needs to be mentioned on reputable third-party sites, reviewed on platforms like G2 or Yelp, and cited in industry news. You want the internet to “talk” about you so that the AI recognizes you as a leader in your niche.

In the world of Retrieval-Augmented Generation (RAG)—the tech behind AI search—models prioritize sources that are frequently cited across the web. According to Backlinko’s study on SEO in the age of AI, backlinks from high-authority, niche-relevant sites remain the strongest signal of “trust” for both traditional search algorithms and LLM (Large Language Model) crawlers.

Stop chasing high-volume, generic keywords and start chasing “Conversational Long-Tail” queries. People are no longer typing “best coffee maker”; they are asking their AI, “What’s the best coffee maker for a small apartment that also makes cold brew?” Your content should be structured to answer these specific, multi-layered questions.

HubSpot’s State of Search report shows a massive uptick in natural language queries. Furthermore, Google’s helpful content system rewards pages that provide a “complete” answer to a specific user intent, rather than pages that just repeat a keyword multiple times.

No, but it’s different. Instead of looking for “search volume,” look for “search intent.” Why is the person searching? What is the problem they are trying to solve? Tools like Ahrefs and Semrush are still vital, but they should be used to find the questions people are asking.

Google has stated they do not penalize AI content specifically. They penalize unhelpful content. If you use AI to draft an article but then have a human expert edit it, add original data, and fact-check it, you are safe.

The shift is happening now. Google’s AI Overviews are already live for millions of users. If you wait another year to start focusing on authority and experience, you may find your organic traffic has already begun to erode.

Yes. Google is increasingly showing “Social Search” results (videos and social posts) in its main feed. A multi-channel approach is the best way to ensure that if one search lane slows down, another opens up.