AI is proving to be the future of search, and it’s shaking things up faster than you can say “algorithm update.” Traditional search engines are rolling out AI overviews, while AI-powered search engines provide hyper-personalized results to users, reshaping the way we search for and discover content in real time. For marketers, it’s not about tossing out your SEO know-how—it’s about upgrading your playbook.
AI isn’t some rogue robot plotting to tank your ratings. It’s a tool—one that’s only as smart as the content it crawls. The smarter your strategy, the better your chances are of standing out. The secret? Adapt and optimize. Master that balance, and you can make sure your brand keeps up with AI-driven search results.
AI Enters the Chat: How Search Engines Got an Upgrade
Thanks to AI, the classic search-and-click routine is evolving into something faster and a smidge unpredictable. If you want your brand to stay visible in this AI-fueled search landscape, you need to understand what’s really happening when users search.
For years, ranking high on Google was the holy grail of organic search. And while Google still commands nearly 90% of the search market, it’s not the only player in the AI game. Bing, Yahoo, and DuckDuckGo have all embraced AI-powered overviews, fundamentally changing how search results are served. Now, instead of scrolling through pages of links, users are met with AI summaries right at the top of the results.
But let’s not forget the new search platforms: AI-powered search engines like ChatGPT Search, Komo, Perplexity, Waldo, and Arc Search. These platforms flip the script by using AI not just to organize information but also to synthesize it, pulling together data points and insights in a direct, conversational answer for the user.
What Marketers Need to Know About AI Overviews and the Future of Search
What does this mean for marketers? For starters, AI overviews are increasing the rise of zero-click searches—where users get their answers straight from the top of the search page. Roughly 60% of searches now end without a click, which might sound like a nightmare for your organic traffic metrics. But it’s not all doom and gloom.
Image Source: SparkToro
Hold on—doesn’t losing organic search traffic to zero-click searches sound like a bad thing? Not necessarily. The goal of SEO isn’t to drive the most traffic—it’s to attract high-quality visitors (i.e., your target audience). The real win comes when those visitors spend time on your site or convert because of the impression your content creates.
AI summaries are produced by skimming all the content appearing in a search result, providing high-level answers but rarely diving into the details. This means your audience will still need to click through the results to find reliable, in-depth content that addresses their pain points.
If you’re losing traffic because AI overviews are providing quick answers, it’s likely not a hit to your bottom line. Yes, that traffic is nice to have, but those users were probably never going to become customers. What truly matters is the quality of your organic search traffic. Instead of tracking organic search traffic on its own, go deeper by tracking how many conversions come from organic search (or another metric that better aligns with your business goals).
Bottom line—don’t stress over drops in overall SEO traffic if you’re still attracting high-quality leads. A solid SEO strategy ensures AI overviews won’t steal your best visitors—they’ll simply filter out the low-quality ones.
So, where does your SEO strategy fit into this AI-powered reality? Google and its AI-savvy counterparts still prioritize content that exudes experience, expertise, authority, and trustworthiness (EEAT). AI may streamline the search process, but you still need to create content that answers deeper questions, offers unique insights, and builds credibility. Even while your organic search traffic may fluctuate, a strong SEO strategy and high-quality content ensure that quality leads will continue to engage with your content.
Boost Your Brand’s Visibility with SEO Strategies for AI-Driven Search
Instead of seeing AI as an obstacle, marketers should embrace it as a prime opportunity to push their content forward. The question is, how do you make sure AI chooses your content over your competitors for those coveted overviews? It starts with what you already know—plus a few new strategies.
SEO fundamentals still matter. As we mentioned above, AI-powered search values content that follows EEAT principles. That means your content should:
Be crafted by recognized experts in your field.
Cite credible sources to back up claims.
Use relevant internal links to provide context and depth.
Attract backlinks from reputable websites.
But AI search isn’t just scanning for credibility—they need clarity.
Achieving the Clarity AI Wants
To rank in AI overviews, your content must align with user intent and present information clearly and directly. AI models are trained to pull concise, direct answers from content. If your message hides key insights behind a wall of jargon, AI will simply move on to another source.
That said, don’t abandon long-form content—it’s still essential for building authority. Think of AI overviews as the attention-grabbing marquee, while your long-form content is the full show.
At Element, we craft content that ranks by focusing on:
Scannable structure: Clear, keyword-packed headings, short paragraphs, and strategic formatting.
Straightforward answers: Address common queries directly in simple language.
Contextual depth: Go beyond surface-level explanations. Lead with key takeaways, then layer in the details.
Navigate AI and SEO with a Team That Knows the Way
As AI reshapes search results, you need a strategy that works with AI, not against it. The prime real estate in search now includes AI overviews, and smart brands are positioning themselves to show up and stand out.
At Element, our team audits AI-generated results for key search terms, which identifies opportunities to secure your spot in AI overviews. At the same time, we sharpen your SEO strategy to keep you at the top of traditional search results.
Get in touch with Element to learn how we can help your SEO strategy keep up with AI search and edge ahead of your competition.
