Google’s AI Overviews and AI assistants like ChatGPT and Perplexity now answer many questions directly. Some informational clicks are falling, but businesses that are cited as sources, and that rank for commercial searches, still win visibility and leads. The fundamentals of SEO matter more than ever: clear, trustworthy, well-structured content from real experts.
1What Is Changing
Simple informational questions are increasingly answered on the results page. Complex, commercial and local searches still lead users to websites, because people need to compare providers, see proof and take action. Your strategy should shift toward content that requires expertise and toward searches where users want a business.
2How to Get Cited in AI Answers
- Answer questions clearly in the first sentences of a section
- Use descriptive headings that match real questions
- Include specific facts, numbers, steps and examples
- Show expertise: author details, experience, case studies
- Keep content updated and accurate
- Use structured data to clarify entities and FAQs
3Build Brand and Entity Signals
AI systems rely on understanding who you are. Keep your business information consistent across your website, Google Business Profile, directories and social profiles. Earn mentions from reputable sites in your industry and region.
4Focus on Bottom-of-Funnel Content
Service pages, pricing guides, comparisons, location pages and case studies attract buyers who need to talk to someone. These pages are less likely to be fully answered by AI and more likely to generate leads.
5Measure the New Mix
Track impressions and clicks in Search Console, referral traffic from AI tools in analytics, branded search growth and, most importantly, enquiries. Rankings alone no longer tell the full story.
Frequently Asked Questions
Is SEO dead because of AI?
No. Search is changing, but people still search to find and compare businesses. SEO now also means being a trusted source that AI tools cite.
Can I opt out of AI Overviews?
Controls like nosnippet limit how content is shown but can also reduce visibility. Most businesses benefit more from optimising to be cited.
What is generative engine optimization?
A term for optimising content to be understood and cited by AI search tools. It largely overlaps with good SEO and content practices.
Does structured data help with AI search?
Structured data helps search engines understand your content and entities, which supports visibility in both traditional and AI-driven results.
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