How AI Will Change The Practice Of SEO

With the new AI summaries dominating the top of search engine results, is it worth it for smaller companies (or larger) to invest resources in improving SEO? This assumes that the “blue links” in search engine results are less utilized because searchers just read the AI summary. Generally, how will AI affect the practice of SEO? What should websites do to stay competitive?
The rise of AI-generated summaries, such as Google’s AI Overviews, has significantly altered the search engine landscape, raising valid concerns about the value of traditional SEO for both small and large companies. However, SEO remains a critical strategy, albeit one that requires adaptation to stay effective in an AI-driven environment. Below, I’ll address whether SEO is worth the investment, how AI is reshaping SEO practices, and actionable strategies for websites to remain competitive.
Is SEO Still Worth It for Small and Large Companies?
Yes, investing in SEO remains worthwhile for both small and large companies, but the approach must evolve to account for AI summaries. Here’s why:
  1. AI Summaries Don’t Fully Replace Clicks:
    • While AI summaries (e.g., Google’s AI Overviews) provide quick answers at the top of search results, they don’t eliminate the need for users to click through to websites. Studies, such as one from Semrush analyzing over 10 million keywords, indicate that AI Overviews primarily target long-tail, low-volume queries, which may not significantly impact overall organic traffic for most industries.
    • If your content is cited in an AI summary, it can increase visibility and click-through rates (CTR), even for pages not ranking in the top organic spots. For example, a well-crafted blog post on page two could gain prominence if featured in an AI Overview, driving traffic to your site.
    • Small businesses can benefit from SEO’s cost-effectiveness compared to paid ads, as it builds long-term organic traffic and brand credibility. Large companies, with greater resources, can leverage SEO to maintain dominance across diverse keyword sets and reinforce their authority.
  2. SEO Drives Broader Digital Presence:
    • SEO isn’t just about ranking for “blue links.” It enhances user experience, website accessibility, and brand trust, which are critical for both human users and AI algorithms. For small businesses, SEO is a low-cost way to compete with larger players by targeting niche, long-tail keywords.
    • Large companies benefit from SEO’s ability to maintain their authority across multiple channels, including voice search and visual search, which AI increasingly powers.
  3. AI Summaries Create New Opportunities:
    • Being featured in AI summaries can boost visibility, especially for niche or informational queries common in health, science, or technical fields. This is particularly advantageous for smaller companies that can establish authority in specific domains.
    • However, there’s a risk of reduced clicks for sites not featured in summaries, with some reports suggesting a 20–60% drop in organic traffic for certain English-language sites. This underscores the need to optimize for inclusion in AI summaries rather than relying solely on traditional rankings.
  4. Long-Term Value:
    • SEO provides sustainable benefits compared to paid ads, which require continuous investment. For small businesses, ranking highly for relevant terms improves user trust and brand recognition. For large companies, SEO ensures they remain competitive across broad keyword portfolios and maintain market share.
Verdict: SEO is still a high-ROI strategy, but its focus must shift from traditional ranking to optimizing for AI-driven features like summaries, voice search, and intent-based results. Small companies can compete by targeting niche queries, while large companies can leverage their resources to dominate broader markets.
How AI Is Affecting SEO Practices
AI is transforming SEO by shifting the focus from keyword-centric tactics to intent-driven, user-focused strategies. Here are the key ways AI is reshaping SEO practices:
  1. Shift to Intent-Based Search:
    • AI-powered search engines (e.g., Google’s RankBrain, BERT) prioritize user intent and context over keyword matching. Natural Language Processing (NLP) enables search engines to understand complex queries, such as “healthy evening snacks for weight loss,” and deliver contextually relevant results.
    • This reduces the effectiveness of keyword stuffing and emphasizes high-quality, comprehensive content that answers user queries holistically.
  2. AI Summaries and Zero-Click Searches:
    • AI Overviews and similar features provide instant answers, potentially reducing clicks to websites (a “zero-click” ecosystem). This challenges traditional SEO, as visibility in summaries becomes as critical as ranking in blue links.
    • However, being a cited source in AI summaries can drive traffic, especially for authoritative, well-structured content.
  3. Automation and Efficiency:
    • AI tools (e.g., Semrush, Ahrefs, SurferSEO) automate tasks like keyword research, competitor analysis, and content optimization, saving time and improving precision. For example, AI can identify high-value long-tail keywords and predict search trends.
    • Tools like BrightEdge’s Autopilot continuously optimize content post-publication, adapting to algorithm changes and user behavior shifts.
  4. Enhanced Content Creation:
    • Generative AI assists in creating SEO-friendly content by optimizing meta tags, headers, and structure. However, human oversight is crucial to ensure quality, avoid Google’s spam policies, and maintain brand voice.
    • AI-generated content risks being superficial or factually inaccurate, requiring human editing to align with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines.
  5. Voice and Visual Search:
    • AI powers the rise of voice search (e.g., Siri, Alexa) and visual search, requiring content to be conversational and optimized for images/videos. This shifts SEO toward natural language and multimedia optimization.
  6. Algorithm Complexity and Ethical Challenges:
    • AI-driven algorithms are constantly evolving, making it harder to predict ranking factors. SEO professionals must stay updated on changes like Google’s Search Generative Experience (SGE).
    • Ethical concerns, such as data privacy and AI biases, complicate SEO strategies, requiring transparency and adherence to best practices.
Strategies for Websites to Stay Competitive
To remain competitive in an AI-driven search landscape, websites must adapt their SEO strategies to align with AI algorithms, user intent, and emerging trends. Here are actionable strategies for small and large companies:
  1. Create High-Quality, Intent-Focused Content:
    • Focus on comprehensive, authoritative content that directly answers user queries. Use clear, structured formats (e.g., headings, bullet points, tables) to make content easily parseable by AI for summaries.
    • Align content with Google’s E-E-A-T principles by showcasing expertise, citing reputable sources, and ensuring factual accuracy. Avoid over-reliance on AI-generated content without human editing to prevent penalties.
  2. Optimize for Long-Tail and Conversational Queries:
    • Target long-tail keywords and question-based phrases (e.g., “best budget laptops for students”) that align with conversational searches and AI Overviews. These are less competitive and more likely to be featured in summaries.
    • Use AI tools like Semrush’s Keyword Magic Tool to identify low-competition, high-intent keywords.
  3. Enhance Technical SEO:
    • Ensure your website is crawlable and indexable by AI systems. Conduct regular technical audits to fix issues like broken links, slow load times, or poor mobile optimization, as AI prioritizes user experience.
    • Optimize for mobile-first and voice search by improving site speed, using structured data (e.g., schema markup), and creating conversational content.
  4. Leverage AI-Powered SEO Tools:
    • Use tools like Semrush, Ahrefs, or seoClarity to track AI Overview presence, monitor competitor strategies, and analyze user intent. These tools provide real-time insights and automate tasks like keyword research and content optimization.
    • Implement continuous monitoring to detect algorithm changes or ranking fluctuations, allowing proactive adjustments.
  5. Build Authority and Backlinks:
    • Strengthen your site’s authority through high-quality backlinks from reputable sources, as AI algorithms prioritize trustworthiness.
    • Encourage positive user reviews and ratings to boost credibility, as Google’s AI may factor these into summaries.
  6. Optimize for Multimedia:
    • Incorporate images, videos, and transcripts optimized with alt-text and descriptions, as AI-driven visual and voice searches are growing. YouTube content, for instance, is frequently featured in AI Overviews.
    • Use comparative language and summary tables to make content AI-friendly and user-engaging.
  7. Balance AI and Human Expertise:
    • Use AI for data-driven tasks (e.g., keyword analysis, trend prediction) but rely on human creativity for strategic planning and content refinement. This ensures content resonates with audiences and meets search engine standards.
    • Regularly review AI-generated content for accuracy and alignment with brand voice to avoid penalties for low-quality or spammy content.
  8. Monitor and Adapt to AI Trends:
    • Stay informed about AI advancements and search engine updates (e.g., Google’s AI Mode or Search Generative Experience) through industry blogs and tools like Semrush Sensor.
    • Experiment with Generative Engine Optimization (GEO) to optimize for AI-driven platforms like ChatGPT or Perplexity, which may rely on feeds and APIs rather than traditional crawling.
Considerations for Small vs. Large Companies
  • Small Companies:
    • Focus on niche, long-tail keywords to compete with larger players. These are less competitive and more likely to appear in AI summaries.
    • Leverage cost-effective AI tools (e.g., SurferSEO, free keyword density tools) to streamline efforts without requiring large budgets.
    • Prioritize local SEO and user reviews to build credibility and attract nearby customers.
  • Large Companies:
    • Invest in comprehensive AI-driven SEO platforms (e.g., BrightEdge, seoClarity) to monitor and optimize across large keyword sets and multiple channels.
    • Develop robust digital PR strategies to increase brand mentions and citations, enhancing authority in AI responses.
    • Scale multimedia content (e.g., YouTube videos, podcasts) to dominate voice and visual search results.
Conclusion
AI summaries are reshaping SEO, but they don’t diminish its importance—rather, they redefine it. Both small and large companies can benefit from SEO by focusing on high-quality, intent-driven content, leveraging AI tools for efficiency, and optimizing for emerging trends like voice and visual search. To stay competitive, websites must prioritize user experience, adapt to AI-driven algorithms, and balance automation with human creativity. By aligning with these strategies, businesses can not only maintain but enhance their visibility in an AI-dominated search landscape.
If you’d like me to dive deeper into specific tools, industries, or strategies, or if you want guidance on implementing these for your business, let me know!