Search Has Changed. Here’s How to Keep Up.
The way people search online is evolving rapidly. While Google remains a dominant player, users are increasingly turning to AI-powered tools like ChatGPT, Google Gemini, Bing Copilot, and Perplexity to get fast, synthesized answers. These tools are powered by Large Language Models (LLMs). LLMs are systems designed to generate natural language responses based on data from across the web.
In addition, one of the most visible shifts is the introduction of AI Overviews in Google search results. Instead of presenting a list of links, search results now often include top-of-the-page summaries that aim to answer the query directly. This is part of a broader trend toward zero-click search, where users get what they need without leaving the Google search results page.
Why This Matters for Your Website
This shift has significant implications for SEO:
- A large portion of search traffic now ends without a click to your website.
- AI tools pull content from across the web, favoring website sources that are structured, clear, and authoritative.
- Long-tail and conversational queries are more likely to be shown in AI-generated answers.
It’s no longer enough to focus solely on ranking for high-volume keywords. Content now needs to be optimized for machine readability, not just human readability. This includes using:
- Descriptive headings
- Bullet points and numbered lists
- Schema markup
- Clear, concise language that answers specific questions
How to Adapt
Optimizing for LLMs and AI-powered search tools doesn’t mean abandoning traditional SEO. Instead, it means expanding your strategy, something we’re actively working on with our SEO clients. Where to focus?
1: Structured content that performs well in Google’s top results is more likely to be cited by tools like Gemini. Similarly, ChatGPT and Perplexity often draw from Bing’s index, so optimizing for Bing is also important. Need help with optimizing and structuring your content for AI-search? Please reach out to us.
2: Additionally, businesses and brands must consider how their content supports and informs the full customer journey, from informational queries to purchase-ready searches.
3: Expand your focus beyond your website. Audit your language and usage of digital real estate across all online platforms including social media profiles, Google Business Profiles, citations, and more. Evaluate if this content can be enhanced, optimized, answer user questions, and provide solutions.
4: Finally, ensure your brand voice and content is aligned and consistent across all digital platforms.
This post kicks off a month-long blog series on how to optimize for AI, LLMs, and traditional search engines. We’ll explore how to future-proof your SEO, adapt to AI trends, and ensure your brand stays front and center across all platforms. Next week: How to Optimize for AI Overview.
