AI-Driven SEO: How to stay visible in Google’s evolving search

Google’s search results are changing fast and AI is leading the way. If you’ve noticed that your website’s organic traffic has taken a hit, you’re not alone. Google’s AI Overviews now appear at the top of search results, making traditional rankings less significant than before. According to data analysis from Search Engine Land, Organic Click-Through Rates have dropped for queries where Google AI Overviews appear.

What do these changes mean for business owners and marketers? How can you adjust your SEO strategy to stay visible in search results? Let’s break it down.

The latest Google updates – and what they mean for you

Google has recently rolled out major updates that are transforming digital marketing. Generative AI-generated answers are appearing at the top of search pages. They often answer user queries without them needing to click through to a website. This means businesses that previously relied on high rankings to drive traffic may now find their visibility shrinking.

Some key changes include:

• AI Overviews now appear above traditional results – pushing organic listings further down the page.
• Personalised search results – meaning users may see different rankings based on their location, browsing history and preferences.
• More dynamic content – such as videos, images and interactive elements making search results more engaging but harder to predict.

The impact? It’s becoming more difficult to track rankings accurately, optimise for visibility and drive clicks from organic search.

Position 1 isn’t what it used to be

For years, being in position 1 on Google meant capturing the lion’s share of clicks. However, with AI-generated results now appearing before traditional listings, even top-ranking websites are seeing fewer visitors. Position 1 on Google used to capture 33% of organic search clicks. More recently, this has significantly decreased, according to analysis data from backlinko.

The new order of search results:

1. Paid ads – taking up more space and often appearing in carousel-style formats.
2. AI Overviews – providing quick answers directly within search results.
3. Featured snippets & ‘People Also Ask’ – pushing organic rankings even lower.
4. Organic results – now appearing much further down, sometimes below the fold.

The rise of AI Overviews means users are often getting the answers they need without clicking any further. For businesses, this means adapting your SEO efforts and strategy to stay visible.

Why traditional SEO tracking no longer works

SEO tools have always relied on tracking rankings to measure success but with AI-driven search results, these old methods are no longer reliable.

What’s different now?

• Search results are more dynamic – meaning rankings fluctuate based on AI-generated content.
• Data is harder to track – AI Overviews don’t always attribute sources, making it difficult to understand where traffic is coming from.
• Personalised search means no two results are the same – tracking a single ranking position no longer gives an accurate view.

To stay ahead, businesses need to focus on new SEO metrics that reflect AI-driven search behaviour. Analysing large volumes of data will help businesses understand evolving trends and adjust their digital marketing strategies accordingly.

How to adapt your SEO strategy

Focus on visibility in AI Overviews

Since AI-generated responses pull information from multiple sources, it’s crucial to structure your content in a way that makes it more likely to be referenced.

What works?

• Clear, concise answers to common questions.
• Well-structured content using headings, bullet points and tables.
• Authoritative sources and expert opinions.
• High-quality, informative blog posts that align with search intent.

Optimise for ‘answer engine’ search

SEO is no longer just about ranking – it’s about answering. Google’s AI favours content that provides direct, useful responses to user queries.

What to do:

• Create content that directly answers common industry questions.
• Use structured data and schema markup to help Google understand your content.
• Keep your information up to date. AI Overviews pull from fresh content.

Monitor & adjust using advanced SEO tools

To track AI-driven search results effectively, businesses need a new approach to monitoring performance. Traditional rank-tracking is becoming less useful. As such, focusing on engagement metrics, click-through rates and search visibility is key.

This is where working with SEO experts (like our team at Think) makes all the difference. We can provide accurate insights into your site’s performance in AI-driven search and adjust your strategy accordingly.

The future of SEO is here

AI-driven search is reshaping how users interact with Google and how businesses need to approach SEO. Although traditional rankings are no longer the top priority, there are still many ways to increase your visibility and drive traffic. In this new landscape, adapting your SEO strategy to focus on the evolving needs of search engines and users will be crucial for success.

Here are several effective ways businesses can increase visibility and drive traffic in the age of AI-driven SEO:

• Optimise for AI Overviews and featured snippets

As AI-driven overviews gain prominence in search results, businesses must structure their content to boost the chances of inclusion. Focus on delivering clear, concise answers to frequently asked questions in your industry. By using structured data and schema markup, you can help search engines understand your content better, making it more likely to be featured in AI Overviews, rich snippets and the “People Also Ask” sections.

• Leverage long-tail keywords and semantic search

AI search systems are becoming better at understanding the intent behind queries, not just the words used. By targeting long-tail keywords and creating content that answers specific, detailed questions, you can increase your chances of appearing in AI-generated answers. This also helps with Semantic Search, allowing you to address broader topics more effectively by including related terms and phrases throughout your content.

Focus on E-A-T (Expertise, Authoritativeness, Trustworthiness)

Google’s algorithms increasingly favour authoritative, high-quality content. Establish your business as a thought leader in your field by consistently publishing well-researched, expert-level content that answers complex questions. Building authority through backlinks from reputable sources, user reviews and trusted references will make it more likely that your content will be featured in AI Overviews.

• Produce fresh, up-to-date content

AI-generated results often pull from real-time, up-to-date content to deliver the most relevant answers. To stay visible, maintain a regular publishing schedule and update existing content with the latest information. Google favours content that is regularly updated, increasing its chances of appearing in dynamic search results.

• Enhance User Experience (UX) and Core Web Vitals

With Google’s increasing focus on user experience, it’s essential to optimise your website’s load times, mobile-friendliness and overall navigation. A fast, responsive site that provides a smooth user experience not only helps with SEO but also increases the likelihood of users interacting with your content, leading to more shares and backlinks.

• Optimise for Voice Search and Conversational AI

As AI continues to evolve, voice search is becoming more prominent. Optimise your content for voice search by focusing on natural language and conversational phrases. Voice search queries tend to be longer and more question-based. As such, tailoring your content to answer these queries in a natural, easy-to-understand format will help boost visibility in voice-driven search results.

• Leverage Social Media and content distribution

Social signals (such as shares, likes and comments) may not directly affect rankings. They can, however, drive traffic and increase visibility. By sharing your content across relevant social media platforms and participating in industry conversations, you can amplify your reach and drive users to your website, indirectly helping your SEO efforts. Social engagement also helps build brand recognition and trust, which can influence AI-generated results.

• Use data-driven insights to adjust strategies

AI-powered tools and advanced SEO analytics allow businesses to monitor their performance in real-time and adjust their strategies accordingly. By leveraging data-driven insights, businesses can make more informed decisions on what content resonates with their audience, which keywords are trending and how to optimise for the ever-changing AI search landscape.

• Build a strong internal linking structure

A solid internal linking strategy helps search engines crawl your site more effectively and understand the relationship between different pages. By strategically linking to relevant pages within your site, you help search engines index your content better, which can increase your chances of being featured in AI Overviews or appearing in a featured snippet.

By optimising for AI Overviews, providing authoritative answers and staying on top of search trends, businesses can thrive in this new landscape.

Want to make sure your website stays ahead of these changes? Get in touch with Think and let’s build an AI-driven SEO strategy that works for the future of search.