The internet is awash with articles asking, “Is SEO dead?” in response to changes to search brought about by AI. The answer is, of course, no. SEO is not dead. But, nevertheless, AI is most certainly changing the way Google delivers search, and it’s time for everyone to pay attention.
The launch of Gemini 2.0 has supercharged AI Overviews, providing users with instant summaries at the top of search results. With Google holding 87% of the US search market, the impact of these changes is huge, especially for brands relying on organic search traffic.
AI-generated answers, in reality, mean fewer clicks to websites. But it’s not all bad news. AI Overviews pull from high-ranking pages, meaning brands that align with Google’s evolving requirements can still benefit, sometimes seeing an increase in clicks rather than a decline.
So, how do brands stay visible and relevant with this added spanner in the works?
Before we get into this fully, we want to be clear: this, like most things AI, is a developing story. Changes happen daily… hourly, even, when it comes to developments in how AI is changing Search, so there’ll be more from us on this topic. We’ll keep links updated over time so you can read insights in somewhat of a chronological order.
Let’s dive in.
AI Overviews: The New Way Google is Showing Results
One of the biggest shifts we’re seeing is Google’s use of AI-generated summaries, or AI Overviews, which provide concise answers to search queries right on the results page. While this is great for users who want instant information, it means fewer people are clicking through to websites, especially when Google’s AI can already give them the answers they need.
In fact, studies have shown drops in traffic anywhere from 18% to 64% on some sites, particularly those that provide informational content.
So, what can you do to minimise the impact?
Optimise for featured snippets: If you can get your content featured in those quick, direct answers, you increase your chances of being seen.
Go deeper with your content: Since AI Overviews often cover the basics, offering more in-depth information will encourage users to click through to your site for a fuller understanding.
Mix up your content formats: Videos, infographics, podcasts, and other interactive formats can make your content stand out.
Use structured data: This helps search engines understand your content better and makes it more likely to be featured in AI Overviews.
The good news is that if your site is included in an AI Overview, it can actually drive more clicks:
- Transactional queries see 3.2x more clicks from AI Overview citations.
- Informational queries see 1.5x more clicks if the AI pulls from your site.
Notably, 52% of AI Overviews sources come from the top 10 search results, with most being pulled from the top 20. However, Google does not strictly follow rankings: it prioritises relevance and quality, as we’ve covered above.
Search Intent Matters
AI is no longer just looking at keywords; it’s all about understanding what the user is really searching for.
Google’s algorithms are now focused on search intent, meaning that your content needs to align with what users are looking to solve.
Gone are the days of just throwing a bunch of keywords into your content and hoping for the best (not that this was ever a successful approach, let’s be honest!)
Here’s how to get it right:
Think about user pain points: Start by understanding your audience’s problem or question and creating content around that.
Don’t stuff keywords: Stuffing keywords is never a good idea, let’s face it. Make sure your content answers real questions and solves problems, not just for the sake of ranking.
Use natural language: Google is getting better at understanding how people actually talk and search, so aim for conversational, human language in your content.
Focusing on search intent rather than just chasing keywords will help ensure your content resonates with both users and search engines.
Quality Content Is (Still!) King
AI has made content creation easier, but that doesn’t mean Google will reward low-quality, generic articles generated by AI to tick a box. Far from it!
The truth is that content that lacks authority or doesn’t provide real value still won’t rank well, no matter how much it’s optimised. Google’s algorithms are still prioritising high-quality content that’s aligned with EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).
To make sure your content stays competitive:
Showcase genuine expertise: Expertise is key, whether through interviews, guest blogs, or well-researched articles.
Build your authority: Google pays attention to who writes your content. Wherever possible, make sure author bios highlight experience and authority. It’s worth remembering here that this is very much about the human element.
Be thorough: Users appreciate content that answers their questions in depth, and so does Google. Don’t just skim the surface, you’ve got to get into the details.
Include social proof: Case studies, testimonials, and real-world examples go a long way in establishing trust and authority.
AI can’t replace the value of genuine expertise and insight. If you want to stand out, you need to create content that’s high-quality, accessible and credible.
Technical SEO? Still Essential
Even with all the AI developments, technical SEO is just as important as ever. Search engines still need to crawl, index, and understand your site, and they rely on strong technical foundations to do that.
Here are some things you can’t afford to overlook:
Site performance: Make sure your pages load quickly, are mobile-friendly, and provide a good user experience.
Structured data: Implementing schema markup helps search engines understand and present your content accurately.
Easy navigation: Keep your site architecture simple and logical so search engines can crawl and index your content without a hitch.
What about Paid Search?
Despite all the changes AI brings to search, Google still relies on paid search for a significant portion of its revenue. With more AI-driven results taking up real estate on the search page, we’re likely to see even more emphasis on paid search placements and Shopping in the future.
To stay competitive:
Strike the right balance: Organic SEO and paid search should complement each other as part of a holistic digital strategy. If your organic strategy isn’t getting the visibility it used to, PPC might help fill the gap. It’s not a “one or the other” situation, by any stretch of the imagination, but when doing the big work to boost organic performance, it makes sense to supplement with Paid.
Keep an eye on search trends: As AI continues to evolve, how results are displayed may change, so stay flexible and adapt as needed. This is nowhere near a closed case, and with AI developments being revealed pretty much daily at this point, keeping your finger on the pulse of the industry is a smart thing to do. We’ll also keep this blog updated with the need-to-knows.
Use your brand’s authority: Brands with strong reputations are more likely to feature in AI-generated results, so make sure you’re building trust and credibility. Paid search isn’t going anywhere, so it’s important to factor it into your overall strategy, alongside your organic efforts.
How to Stay Ahead in this New Era of AI Search
AI is undoubtedly transforming search, but there are still plenty of opportunities for brands to maintain organic visibility. It’s not as dramatic as some news outlets and scaremongerers on LinkedIn would have you believe, trust us.
To thrive in this new terrain, businesses should:
- Prioritise quality, user-focused content that addresses real needs and pain points.
- Optimise for search intent, focusing on what users are really searching for.
- Ensure your technical SEO is rock-solid, with fast, mobile-friendly pages and proper indexing.
- Adapt to AI-driven changes, such as AI Overviews, by tailoring your content and ensuring it’s easily discoverable.
- Diversify your content formats to stand out and capture different kinds of search traffic.
- Balance organic SEO with paid search to maintain visibility and drive traffic to your site.
AI is changing the game, but focusing on quality, relevance, and technical excellence will never go out of style.
Organisations can continue to succeed in an increasingly competitive search environment by adhering to industry best practices, remaining proactive, and adapting quickly, but ultimately, always putting the user first. It’s that simple.
If you’re in need of help with your organic search performance and want guidance to make sense of the rapidly changing market, Green Ginger Digital can help. Our team can deliver the senior, experienced expertise and service you need to be able to compete, with sustainable growth at the forefront.
Get in touch for a free consultation, and we’ll show you what we can do.
