Search is Changing (Again)
These new AI-powered results take many forms. Results can vary depending on the platform:
Google AI Overviews: Previously known as Search Generative Experience (SGE), this is Google’s generative AI response feature. It appears at the top of some search results and attempts to summarize an answer, sometimes linking to sources. At this time, you can’t really control what shows up in these AI Overviews, so Google recommends just using best practices and following their Search Essentials list.
Bing Copilot: Formerly Bing Chat, this AI tool helps users answer simple or complex questions using generative AI. Like Google’s AI Overviews, it’s designed to synthesize and summarize info quickly.
Perplexity AI: A free, LLM-powered and self-described “answer engine” that mimics traditional search engines but cuts to the chase with direct answers. Think of it as search without the fluff, and often with credible sources. Perplexity generally includes citations, but it can occasionally surface low-quality or outdated sources. It’s best used as a starting point, not a final authority.
ChatGPT (and other conversational AI chatbots): These tools, similar to Perplexity, allow you to ask it a question, and it will give you an answer… but it will generate responses in a conversational, human-like dialogue. Want a quick fact? Use Perplexity. Want to spiral into a philosophical conversation about that fact and go down a rabbit hole of self-discovery (no? Just me?)? ChatGPT is your gal. (No judgment.)
What Do AI Search Engines Prioritize?
They want R.A.R.E. content (an acronym I coined, feel free to borrow it!):
- Relevant – Up-to-date, fact-based content. Think refreshed blogs, recently updated pages, and a site that doesn’t look like it’s stuck in 2012.
- Authentic – Credible, citable sources. Include real author bios, external references, and expert insight whenever possible.
- Readable – Well-structured, skimmable content with clean HTML. Use proper heading tags, direct Q&As, and schema markup so both humans and bots can understand.
- Engaging – Snappy summaries, bulleted lists, FAQs, and TL;DRs win here. Short attention spans love a well-placed heading or list.
Why This Matters
Search behaviors are shifting fast. And while we don’t know exactly where AI search is headed, we do know this: if your strategy hasn’t changed since before ChatGPT became a household name, you’re behind (but never fear – the race is far from over and there’s time to catch up).
What Does This Mean for Organic Traffic?
Enter the Zero-Click Era. When AI answers a user’s question right on the results page, there’s less incentive to click through. This doesn’t mean your content doesn’t matter anymore, though. In fact:
- Click-through rates might dip, but early research, while varied, shows conversion rates aren’t dropping at the same rate.
- If your content is cited in AI summaries, your brand visibility actually increases.
- “Curiosity clicks” may fade, but qualified traffic, the kind that converts, is still very much in play.
And beyond that, users increasingly care about brand identity, credibility, and human-centered experiences. Which means you’ll need to expand your digital footprint beyond search alone.
So, What Should You Do?
Here’s how to get your site ready for AI-powered search:
- Audit everything: Even the dusty old blog posts. Are you answering real questions? Is your content buried under jargon or fluff?
- Declutter: Clean up wordy headings. Add summaries. Use formatting that makes your content easy to skim.
- Add credibility: Author bios. Third-party sources. Social proof. Human-written content that doesn’t feel like it was churned out by a robot with a deadline.
- Secure your site: Google’s paying attention. Update your plugins. Remove inactive users. Add SSL if you somehow still haven’t.
- Help the bots help you: Structured data is important. Use schema markup to support traditional SEO features like FAQs, product info, and how-to snippets. It helps search engines understand your content’s structure, but it won’t guarantee a spot in AI Overviews. That still depends on content quality, credibility, and clarity.
- Diversify your traffic sources – Social, YouTube, newsletters, directories.. don’t rely solely on Google. Which channel is next best for your brand? Test, report and make data-driven decisions to find out.
Wait… is Traditional SEO Dead?
Nope. Search engines are still hanging in there…for now.
Google has said it themselves: the best way to show in AI Overviews (as of today, this will likely change VERY quickly) is still to follow what they deem SEO best practices. That means:
- Technical SEO still matters
- Spam policies still apply
- Your content should be useful, accurate, and written for humans
- Structure your data
- Maintain your site
- And, above all, stay relevant
So keep doing what you’re doing for SEO, but be ready to adapt. Because AI isn’t killing SEO… it’s just forcing it to grow up a little. Easy enough for your already overloaded marketing team, right? Yeah… probably not. That’s where a digital agency comes in.
Solid Digital can help your site evolve with search. Reach out to learn more.
