As artificial intelligence (AI) becomes increasingly integrated into digital platforms, its influence on search engine optimisation (SEO) is becoming more significant. The rise of tools such as Google AI Overviews, chatbots, and large language models (LLMs) is reshaping how users engage with online information. For businesses and marketers, optimising content for these AI-driven search engines is crucial for sustaining visibility and maintaining organic search traffic.
Research from Gartner suggests that by 2026, the use of traditional search engines could decline by as much as 25% as users shift towards AI chatbots and virtual agents to find answers. This evolution in user behaviour means adapting SEO strategies to meet the demands of AI-powered tools will be integral to maintaining an effective online presence.
The Shifts in AI SEO
SEO has traditionally focused on improving rankings on search engine results pages (SERPs) through techniques like keyword optimisation, backlinking, and technical improvements. While these remain foundational, the emergence of AI tools, such as Google’s AI Overviews and advanced conversational models, is altering how content is discovered and consumed.
To stay relevant, SEO strategies must align with natural language processing (NLP) technologies that enable content to address more nuanced, conversational queries. It is no longer sufficient to rank highly in traditional SERPs; content must be optimised to perform well with both AI-powered search tools and Google’s conventional algorithms.
How Google AI Overviews Influence SEO
Google AI Overviews summarise content from trusted sources, rather than providing a simple list of links to web pages. This has important implications for businesses looking to present their content effectively. Information must now be structured in a way that allows Google’s AI to extract key details quickly and efficiently.
A study by Rich Sanger and Authoritas highlights the relationship between traditional rankings and visibility within AI Overviews. Pages that rank first in SERPs have a 53% likelihood of being featured in AI Overviews, compared to a 36.9% chance for those ranked tenth. This illustrates the ongoing need for strong SEO performance while also focusing on refining content for AI discovery.
Optimising Content for AI Search Engines
1. Maintain High SERP Rankings
A well-rounded content strategy remains essential for both traditional and AI-powered search engines. Ensuring content is accurate, informative, and user-focused improves its chances of inclusion in AI Overviews. Implementing structured data and FAQ schema can also help content stand out in these AI-driven contexts.
Additionally, acquiring backlinks from authoritative websites continues to bolster a content’s authority, increasing its likelihood of ranking well. At the same time, technical SEO—such as optimising page load times, ensuring mobile compatibility, and using efficient hosting solutions—remains vital for achieving and maintaining high rankings.
2. Focus on Entities Beyond Keywords
Google’s NLP algorithms increasingly prioritise the identification of entities, such as people, organisations, and locations, rather than simply focusing on keywords. Content that incorporates these entities effectively allows AI systems to better assess its relevance and authority. For instance, a financial services article that references key industry figures or regulatory bodies will have improved credibility.
This shift signals a departure from the traditional keyword-centric approach to SEO. Content must now be contextually rich and provide detailed, informative insights that align with AI systems’ ability to interpret complex ideas.
3. Target Long-Tail and Informational Queries
As AI-driven searches gain prominence, long-tail keywords and more detailed informational queries are becoming increasingly important. Tools such as chatbots often prioritise complex, specific queries that require in-depth answers. For example, instead of focusing on broad terms like “AI in business,” it is more effective to target phrases like “how AI enhances customer service in retail.”
Focusing on these more specific queries can help content appear in AI-powered search results, where users seek comprehensive and detailed responses.
4. Align Content with User Intent
Aligning content with the user’s intent has never been more critical. Whether users are seeking information, looking to purchase, or simply exploring options, matching content to these goals is essential for success in AI-driven searches. Content that answers direct questions—through concise lists or step-by-step guides—has a better chance of being featured in chatbot responses.
For instance, when users ask, “How do I increase website traffic?” content that provides a clear, accurate answer will be prioritised by conversational agents. Generative models tend to favour concise and relevant information, making it essential to deliver clear and useful insights.
Addressing Potential Concerns with AI Search
A common concern among content creators is the potential reduction in website traffic due to AI-generated answers. As AI becomes more adept at delivering direct responses, users may not need to click through to the original source. However, being featured in AI-generated results increases brand visibility and can still enhance user engagement in other ways.
Furthermore, traditional search engines continue to play a significant role in how people find information, with billions of queries processed daily. Therefore, businesses must continue optimising content for both traditional search engines and AI-powered tools to remain competitive.
Looking Ahead: The Future of AI SEO
As AI tools such as Vertex AI Agents and Search Labs continue to develop, their ability to understand search intent, context, and even sentiment will improve. This will further refine the search experience for users. To stay competitive, businesses will need to evolve their content strategies in step with these advancements, ensuring optimisation for both Google AI Overviews and emerging AI technologies.
For instance, tools like Vertex AI Agent Builder enable the creation of conversational agents tailored to specific industries. These agents improve customer service and enhance the overall user experience by efficiently addressing queries.
Final Thoughts
The increasing integration of AI into search engines presents both challenges and opportunities for businesses. As AI tools become more sophisticated, optimising content for traditional search engines alone will not be enough. It is essential to adjust strategies to account for the growing influence of AI-powered tools like Google AI Overviews and chatbots.
Focusing on high-quality content, targeting long-tail keywords, and aligning with user intent are key approaches that will help businesses remain visible and competitive in this evolving landscape. AI is transforming the way users find information, and by adjusting strategies now, businesses can ensure their place in the future of digital discovery.
This transformation may lead to new developments in how content is created, managed, and consumed. As AI-driven tools continue to advance, the potential to interact with information will only expand, making the role of AI in SEO an ongoing and vital consideration for businesses aiming to succeed in the digital realm.
