How to stay ahead in the age of AI search

By Magdalene Karipidou, Senior Account Executive, Digital

AI is changing the way people discover and interact with content, and search is evolving alongside it. With tools like Google’s AI Overviews and OpenAI’s ChatGPT search serving up direct answers instead of just a list of links, brands may need to rethink how they approach brand visibility and discovery.

While traditional Search Engine Optimisation (SEO) best practices still matter, the way content is structured, the way questions are answered, and even the way information is presented all play a role in whether AI selects it to be surfaced. No one has definitive answers yet, and AI search is still evolving, but there are clear patterns emerging that can help businesses stay ahead.

SEO isn’t dead, but it’s changing

This doesn’t mean SEO is dead, but it is evolving. The core principles still apply, but the approach needs to shift. Search engines have always prioritised relevance, clarity, and authority. A study by SurferSEO found that “52% of sources mentioned by Google’s AI Overviews (AIO) rank in the top 10 results”, meaning that a strong SEO strategy is the foundation for appearing at least in Google’s AIO results.

There’s less data and studies available for other AI search tools like SearchGPT or Perplexity and other chatbots. AI doesn’t just rank pages but it interprets, summarises, and sometimes even rewrites information before showing it to users. That means brands need to think beyond rankings and start considering how their content fits into AI-generated responses. While there’s no definitive roadmap for optimising content in AI search, the fundamentals haven’t changed - content still needs to be valuable, accurate, and written for real people, not just algorithms.

How does AI decide what to show?

Unlike traditional search where users scroll through multiple links, AI-generated answers pull from multiple sources to generate a single response. That means the more structured, clear, and direct your content is, the higher the chance it will be surfaced in those AI summaries.

It also means shifting the way you approach content strategy. While traditional keyword research is still relevant in understanding search behaviour, instead of just focusing on keywords, think about questions and intent (which isn’t new but is now even more important): What are people actually asking? How does AI respond to those questions?

In Google’s words, “AI Overviews show links to resources that support the information in the snapshot and explore the topic further.” This isn’t a shift away from SEO best practices but an extension of them. High-quality, relevant and well-structured content has always performed well, and that remains true in AI search.

Another shift to consider is how AI interprets engagement signals. While traditional SEO factors like backlinks and keyword relevance still play a role and contribute to domain authority and trust, AI models also consider things like readability, conversational tone, and whether content provides clear answers. Long, dense paragraphs packed with keywords are not helpful. Instead, content that mimics how people actually ask and answer questions – the natural conversational flow – is what AI is looking for, ergo what people are looking for.

What is Generative Engine Optimisation (GEO)?

This is where the concept of Generative Engine Optimisation (GEO) comes in. It’s not a replacement for SEO, but an adaptation – thinking about content in a way that aligns with how AI processes and prioritises information. GEO focuses on how to structure your content so that AI can easily extract and deliver your key information in the form of direct answers to user queries, while still offering enough depth for human readers who want to explore further.

Practical steps you can take to optimise for AI Search

Some practical things to consider:

• Are you putting the user first and answering common questions in a clear and structured way? AI tools are designed to surface the best possible answers and provide direct answers. If your content is genuinely helpful, easy to digest, scannable, and explicit, it is more likely to be picked up. Keep in mind here the importance of semantics. AI connects concepts, not just keywords.
  
  
• Do you have content formats beyond text? AI increasingly values multimedia, especially video, as it helps provide richer, more engaging answers. YouTube videos often appear in search results, and AI models can process video transcripts to extract key takeaways and ideas. Also, Google AI Overviews frequently cite PDFs, images, and forum discussion, so diversifying content formats can improve visibility. Create a plan that ties everything together – conversational content, multimedia elements, and clear messaging – to ensure your content works seamlessly across all platforms.
  
  
• Are you regularly reviewing how your content is being surfaced? AI search is still evolving, and what works today might not work in six months. Keeping an eye on how your content performs in search through Google’s Search Console, Bing Webmaster Tools and AI chatbots and adapting accordingly is key. HubSpot’s Free AI Grader tool can also be useful here as it provides a sample of your brand visibility in generative AI search tools like ChatGPT and Perplexity.
  
  
• Don’t forget the basics. Conduct regular audits to ensure your site is technically sound, accessible, and optimised for both traditional and AI search. Make sure your website isn’t unintentionally blocking tools like Bing or Google crawlers. This can sometimes happen by accident and prevent your content from being picked up by AI tools.

One challenge with AI-generated results is their instability. A recent study found that 70% of sites ranking in Google’s AI Overviews will change within a 2-3 month period, making AI Overviews far more volatile than standard search rankings. This reinforces the need for consistent monitoring and adaptability. What works today might not hold in a few months, so regularly reviewing how your content is being surfaced is critical.

The bottom line

There’s no one-size-fits-all answer here. The shift to AI-powered search isn’t something brands can “hack” with a single technique. AI tools are still maturing, and AI search can be unpredictable. While we can make educated guesses about what works, it’s crucial to stay agile and frequently assess how content performs.

At the end of the day, this is not about chasing AI algorithms. The brands that will succeed are the ones that stay true to core SEO principles - creating content that’s well-researched, user-friendly, and genuinely useful.

What’s Next?

The future of search is changing quickly, but with the right approach, it’s a chance to stand out.

Contact us at [email protected] to find out how we can support you with your SEO and GEO efforts.