A word from our experts: How AI is rewriting search

AI features like Google’s AI Overviews and AI Mode are reshaping search. This shift is changing consumers' behaviours online, influencing every stage of their journey from discovery to purchase.

Over 70% of people are using AI tools for search, and 14% use them daily. While this presents opportunities for brands and marketers, ignoring AI carries significant risk.

Our experts weigh in on how AI is rewriting search and how it can be leveraged to support long-term growth. Watch our video to hear their insights:

The takeaways

A new paradigm for discovery

Search used to be keyword-oriented, but AI now understands complex queries, meaning brands need to rethink how they approach visibility. 

Rankings are no longer the sole measure of success. Relevance across multiple channels is now key. ChatGPT, Reddit, and TikTok all have a role to play.

Audience-first approach

Success starts with knowing your audience and how they're spending time online. Search is now a fragmented, multichannel journey, so brands need to meet users at every touchpoint. 

The same applies to copy. Don’t guess – provide your audience with clear, focused content that directly answers people’s queries.

Surface content for LLMs

Generative AI tools like Google’s AI Overviews directly access and cite brand content when asked a question. Since AIOs now appear in 30% of searches, brands need to actively optimise for AI inclusion.

If your content isn't easily discoverable by LLMs, users won’t see it. Use structured data, schema markup and clean HTML to help AI understand your content.

Don't forget SEO fundamentals

Core SEO principles – EEAT content, quality backlinks and smart keyword research – still form the foundations of search. They should remain part of your performance strategy while integrating AI.

SEO rules such as internal links, crawlable content and seamless navigation benefit traditional SERPs and make it easy for LLMs to understand brand content.

"Even in an AI-driven world, a lot of technical SEO fundamentals still apply. With regards to AI overviews, for example, Google is still talking about the importance of page experience and how signals like core web vitals and page speed impact visibility.”

Chris Shelbourne, Head of Technical SEO

Human-focused, digestible content

When using generative AI for content creation, keep it human-focused, reliable and transparent. Focus on copy that answers user queries, is well-structured and easy for both humans and AI to understand. This reliability boosts brand authority and is prioritised by search engines.

Keep looking ahead

Generative AI will continue to evolve, and so should your SEO strategy. Monitor emerging tools, test new approaches and adapt SEO tactics to stay visible and competitive.

The capabilities of AI tools are yet to be tapped. Exciting opportunities (and risks) are on the horizon, and the brands that will win are those who adapt their approach. Always look ahead and keep up with industry developments.

Go beyond keywords with IDHL

As an AI-powered business, IDHL stays ahead of industry developments. Get in touch with our experts to explore how you can enhance your SEO strategy and position your brand for long-term growth.