Searching for success in the era of AI

The rise of AI-driven discovery is reshaping what we know about SEO. Historically, search marketing has centered around targeting paid and organic Google listings, but it has now evolved into ‘Search Everywhere Optimisation’, changing how brands approach visibility and relevance.

In this landscape, ranking high on the “traditional” Google SERPs is no longer enough – content must be optimised in formats that AI can understand while maintaining trust and authenticity with audiences.

AI is becoming more sophisticated, and brands are taking notice of how features like AI Overviews (AIOs) and AI Mode affect web traffic and user engagement. The rules of search have changed, leaving us with some pressing questions. 

What are the main changes to search?

As AI tools like AIOs and large language models (LLMs) like ChatGPT become more integrated into search engines, we are seeing new trends emerge:

1. 1
   Search is shifting from keywords to topics – Search engines were once optimised for keywords, but today’s browsers are asking full questions and leaning toward conversational search.
2. 2
   AI is becoming the new gatekeeper – Google is no longer the primary gateway for information discovery. Generative systems are beginning to influence how users discover information.
3. 3
   Visibility across multiple platforms, not just in SERPs -Discovery now happens across TikTok, ChatGPT, Instagram and beyond. Brands need to be visible across them all.
4. 4
   Trust signals underpin AI preference – When using AI, brand authority and credibility are more important than ever, and search engines are prioritising results that feel reliable and human.
5. 5
   Content must be clear, useful and human-centered – It's not enough to chase keywords. Create content that adds real value for users and solves real problems.

Does traditional SEO still matter?

Yes. We might be in a new era of search, but "traditional" SEO is far from dead. Rankings on Google’s SERPs still hold significant value. Keep in mind that only 18% of all Google searches in March triggered an AI Overview and the share of traffic from LLMs is considerably lower than that of Google. SEO concepts like the E-E-A-T framework remain a vital component in assessing content quality and reliability.

“AI may be changing the search landscape, but it’s still built on the foundations of what’s always worked: clear, useful, well-structured content”

- Ian Lloyd, Managing Director, Performance Division at IDHL

What is the impact of AI Overviews in SEO?

AIOs were introduced last year as a part of Google’s wider AI strategy. These answer snippets appearing at the top of SERPs have raised questions about what happens when Google users no longer need to click on actual search result links to get their information.

Broadly speaking, since the launch of AIOs, we are seeing brands experience decreases in clicks and click-through-rate - but uplifts in impressions and improved conversions. From our experience, AIOs have relatively little impact on total conversions and revenue as the increased conversion rate compensates for any click reduction.

In fact, 63% of businesses reported Google AIOs are having a positive effect on organic visibility or rankings since its rollout in May 2024.

How will AI Mode affect search?

AI Mode was rolled out in the UK in July and is adding another layer of complexity to SEO. This new feature enhances the AI experience, providing users with more intuitive, human-like responses to questions and performs more complicated tasks. As a result, publishers are concerned that Google users will bypass their sites altogether if their content is featured in AI answers or results are pushed further down the page.

There is the understandable worry that this new development will impact traffic levels and engagement. But while some brands may experience a drop in clicks, there is also the potential for more impressions and stronger conversion rates as AI Mode allows searchers to find the precise products and services they want. Brands that invest in multi-format content and provide best-in-class user experiences stand to gain much from AI Mode.

The future of search

As AI continues to transform the digital landscape, many brands stand at an exciting crossroads.It’s up to forward-thinking businesses to explore these new search mediums and use AI power to their advantage.Utilisingagencies like IDHL thatleverage generative AI responsibly can help navigate this transformation.

To unlock the potential of AI-driven discovery, download our Beyond Keywords: Competing in the age of AI Searchpiece or get in touch with our experts today.