SEO in the Age of AI: A Reassessment
As AI tools rapidly change how people find information, many marketers are questioning the long-term value of search engine optimisation. With conversational tools like ChatGPT, Google’s AI Overviews, and Perplexity shaping user experiences, the idea of skipping traditional search engines altogether has become common. These platforms aim to answer questions immediately—reducing the need for users to click on standard blue links.
Yet new research tells a different story. SEO isn’t going away. It’s adapting to a more layered, AI-driven search landscape—one where content strategy still plays a major role. In fact, a recent study analysing 25,000 real queries suggests that the future of search is rooted in the same fundamentals: relevant content, strong search engine rankings, and a clear understanding of user search intent.
Let’s take a closer look at why SEO still matters—and what content creators, marketers, and businesses need to do to remain visible in a world of AI-generated answers.
A New Study Offers Clarity: What 25,000 Queries Reveal
A recent analysis led by Tomasz Rudzki, co-founder of ZipTie, examined how AI platforms like ChatGPT (with web browsing), Google’s AI Overviews, and Perplexity respond to informational queries. The study reviewed 25,000 real questions and tracked how often websites appeared in AI-generated content.
Key findings include:
- Pages ranking first on Google appeared in AI-generated answers 25% of the time.
- The likelihood of being featured increased with higher search engine rankings.
- Traditional authority signals such as natural backlinks, structured formatting, and content clarity remain highly influential.
What this confirms is simple: AI models don’t create content in isolation. They summarise answers using source references drawn from authoritative sources—and those sources tend to be websites already performing well in traditional search.
How AI Systems Actually Choose What to Show
AI-driven search engines are often mistaken for black boxes that generate answers without logic. But in reality, most operate using a structured retrieval process grounded in search engine optimisation principles.
Step 1: Pre-Selection Based on Authority
AI tools start by identifying high-ranking, relevant content across traditional search platforms. This includes pages with solid domain authority, a strong backlink profile, and content already performing well with real users. Authority signals—such as social signals, domain trust, and keyword relevance—inform which pages enter the selection pool.
Step 2: Targeted Content Extraction
From this shortlist, AI models extract content segments that directly address the question. Pages that provide a concise, straightforward answer are prioritised, while vague, generic content is often filtered out. This rewards high-quality content that gets to the point and serves real queries efficiently.
Step 3: AI Synthesis and Rewriting
The selected extracts are then processed through large language models such as Gemini or GPT-4. These models aim to return authoritative answers by combining snippets from different sources into a unified, contextual answer.
This agent approach reflects how answer engines prioritise clarity, usefulness, and structure over fluff. It’s not about who publishes the most content, but who provides the most relevant answer to a given user search intent.
The Fan-Out Effect: A Lifeline for Lower-Ranked Pages
One of the most intriguing elements of this study is the concept of Query Fan-Out. Even if a page doesn’t appear in Google’s top 10 results, it may still surface in AI-generated content. Here’s why:
1. Personalisation Affects Rankings
Search platforms don’t serve the same top 10 results to every user. Search engine rankings shift based on location, device, behaviour, and even time of day. AI systems tap into this personalised data layer to generate more targeted answers.
2. The Query Fan-Out Model
AI tools break a single query into multiple subqueries to better understand intent. For example:
Original Query: “SEO vs SEM”
AI Subqueries:
- “What is SEO?”
- “What is SEM?”
- “When should you use paid ads?”
- “SEO for small businesses”
Each of these subquestions triggers its own set of search results. If your content performs well for any of these subqueries, it can be selected—even if it doesn’t rank for the original query.
The implication for content strategy is significant: optimising for multiple long-tail queries increases your chances of appearing in AI-generated answers. This allows brands to gain visibility beyond the top search engine result.
From Keyword Rankings to AI Optimisation: The New SEO Mindset
The shift to AI-first search habits requires a rethinking of traditional strategies. Instead of focusing on individual keywords and high-volume phrases, content creators must focus on producing answer-ready content for conversational search habits.
Traditional SEO vs AI Search Optimisation
| Traditional SEO | AI Search Optimisation |
| Exact-match keywords | Intent-driven keywords |
| Focus on single pages | Topical clusters & subquery targeting |
| Meta tags & link-building | Structured content with clear section headers |
| Informational content at scale | Specific answers tailored to nuanced questions |
SEO experts increasingly advocate for writing content for search engines that aligns with real questions—not just search algorithms. The focus must shift from keyword density to content utility.
Practical SEO Strategies for Success in an AI-Powered Web
The good news? Much of what makes content effective in traditional search is still relevant. But to remain competitive, marketers and content teams need to adapt to the agent platform era.
1. Stick to SEO Fundamentals
Ranking in organic search remains a strong signal for AI. Keep investing in technical SEO, content for SEO, keyword research, and building a healthy backlink profile. Search engine traffic still depends on these fundamentals.
2. Answer Real Questions Clearly
Use data from tools like People Also Ask, Google Jobs, and AnswerThePublic to identify actual user search intent. Focus on answering detailed questions that reflect a typical search journey.
3. Use Strong Formatting
- Structure your content with H2s and H3s
- Incorporate bulleted lists and tables
- Highlight contextual answers early
- Add FAQ sections to support long-tail queries
AI prefers content it can scan and summarise easily.
4. Build Topic Clusters Around Informational Queries
Let’s say your primary topic is “Content Strategy for SEO.” Support this with related pages like:
- “How to plan a content strategy for organic search traffic”
- “Content production tips for search visibility”
- “What keywords matter for AI-driven search?”
This multi-touch, multi-platform search world rewards context and coverage.
5. Keep Content Simple and Direct
Avoid long-winded explanations. If your page promises to answer a specific question, deliver the response through link cards, concise language, and zero-fluff paragraphs. Every sentence should serve a purpose.
6. Track AI Citations
Search your brand and keywords in ChatGPT, Perplexity, and Google AI Overviews. Are your pages being cited? If not, look at what is—then adapt your formatting and structure accordingly.
Why Top Google Pages Still Miss Out on AI Features
Even if your page ranks first on Google, there’s no guarantee it will appear in AI-generated content. Several factors explain this:
- Low-value content: Pages that don’t give a clear, relevant answer are skipped.
- Unstructured formatting: If AI can’t parse your content, it won’t use it.
- Over-optimised content: Pages packed with individual keywords, affiliate links, or aggressive CTAs may be filtered out.
AI models reward content that aligns with user needs. This means that relevance, clarity, and structure matter more than ever.
The Shift from “Best Page” to “Best Answer”
Traditional search often rewarded the “best page”—a long-form, comprehensive article filled with internal links and thorough breakdowns. But AI-powered search rewards the best answer.
Take this example:
- Page A: 4,000-word blog titled “All About the iPhone 15 Battery” (answer is 3,200 words in)
- Page B: 350-word blog titled “iPhone 15 Battery Life: What You Need to Know”
Page B is more likely to be featured in an AI-generated answer, especially in zero-click searches. Users—and AI—prefer clarity and efficiency over word count.
Ryan Law, VP of Content at Animalz, puts it succinctly:
“The shift we’re seeing is from content that ranks to content that explains. AI wants a clean, straightforward answer—not a digression.”
Industry Experts Weigh In
Several industry figures have commented on the AI shift in SEO:
John Mueller, Search Advocate at Google:
“Being technically great is still important, but it has to pair with content that actually helps people. That’s how you get sustainable search traffic.”
Lily Ray, SEO Director at Amsive:
“Search is diversifying. Whether it’s AI summaries, Google Business Profile snippets, or traditional search, every platform wants authoritative answers from trustworthy sources.”
Tomasz Rudzki, ZipTie:
“If your page isn’t structured clearly or doesn’t answer the user’s query directly, AI will ignore it—no matter your search engine rankings.”
What This Means for Your Digital Strategy
There’s no need to abandon traditional search strategies—but they must evolve. SEO is no longer about ticking boxes for crawlers. It’s about serving real users with relevant, helpful, and structured content.
Content creators should:
- Focus on real questions
- Write for both search engines and answer engines
- Track search traffic from both organic search and AI-generated responses
- Avoid generic content that lacks user intent
- Build content for nuanced questions, vague searches, and commercial search intent
This is the path to consistent organic web traffic in an AI-first world.
Looking Ahead: SEO’s Future in an AI-Centric Web
AI is not replacing search—it’s augmenting it. While traditional search engines will remain key platforms for discovery, AI-driven search tools are becoming central to decision-making.
Expect to see:
- Wider use of AI for background searches and comparisons
- More referral traffic from conversational platforms
- Higher demand for detailed reviews and expert-led content
- Increased penalties for low-value content through manual actions
The future of search lies in bridging the gap between traditional search and AI-Generated Content.
Conclusion: SEO Is More Relevant Than Ever—Just Not the Way It Used to Be
Search engine optimisation remains a core part of any digital marketing strategy—but it must reflect how users actually search. Instead of focusing only on keywords to user search alignment, content for SEO now needs to prioritise user needs, clear structure, and contextual clarity.
AI may be changing the delivery—but the foundations of search visibility remain grounded in answering real questions with high-quality content.
About Search Engine Ascend
Search Engine Ascend is a trusted authority in SEO and digital marketing. Our team is dedicated to helping brands navigate the changing search landscape with expert insight, thoughtful strategy, and a focus on content that serves real users. Whether you’re adapting to AI-driven search engines or fine-tuning your organic search efforts, we offer actionable guidance to grow your visibility across every platform.
