The digital marketing landscape is constantly evolving, and SEO is no different. The rise of generative AI search and changes in user behavior are forcing us to rethink our traditional SEO strategies.
So, in this blog, we will explore some of these changes and provide you with some actionable steps to help you and your business stay ahead of the curve.
The Rise of Generative AI Search
Generative AI search engines like Google's AI Overviews are fundamentally changing how users interact with search results. These features use AI to understand user intent and provide comprehensive, direct answers, often bypassing traditional web listings like we are traditionally used to. This shift presents both challenges and opportunities for businesses.
But first, you might be thinking, what even is generative AI search and Google AI Overviews?
Generative AI search is a search engine feature that uses AI to produce search results. If you notice on Google, when you search something, the entire top fold is now filled with AI-generated search results known as the "AI Overview."
According to Google, "with AI Overviews, people are visiting a greater diversity of websites for help with more complex questions. And we see that the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query. As we expand this experience, we’ll continue to focus on sending valuable traffic to publishers and creators."
01/ here's what we're facing
Reduced Clicks: With AI Overviews providing direct answers, users are less likely to click through to individual websites
Google's above the fold is almost entirely paid ads (no organic results) and people hardly ever move to page 2 or 3 of search results
AI Overviews are eating top-of-funnel queries, further reducing clicks
36 major Google algorithm updates in the last 5 years
ChatGPT (and other platforms) has flooded the market with trash content; clogging the SERPs (search engine result pages) and social media feeds
Instagram (along with other platforms) reach is limited due to over saturation, the plethora of bots, big-corp companies that have a much higher budget to spend on ads/campaigns/social media in general
According to the Financial Times, Meta wants to integrate AI-generated characters to increase (non-organic) engagement
Google is losing market share and trying to figure out how to adapt their algorithms
AND we’re facing a real threat of TikTok being banned in the US (which as of right now, and for the past 5 years, has no doubt been the NUMBER ONE platform to reach new audiences).
The ban will have a major negative impact on several small businesses.
AND on top of allllllllllllll that...
We’re also seeing major changes in search behavior.
02/ the shift in search behavior
Because of all the AI updates within the past two years, we've noticed a major shift in how people are searching online. On the one hand, many people have completely ditched Google altogether and use platforms like ChatGPT, TikTok or Reddit. On the other hand, those who do continue to use Google are changing the way in which they use it to search entirely.
Here's a list of some of the changes we're seeing in how people search:
Conversational Queries: people are now engaging with AI like ChatGPT or Gemini in a conversational way rather than typing short/rigid keywords into search engines like we're used to. Instead, people are asking detailed, context-rich questions and expecting nuanced answers.
Personalized Search: AI tailors results based on previous interactions, preferences, and behavior, making generic content less effective.
Direct Answers: more and more people want direct, actionable insights instead of scrolling through pages of links on search results, (which affects how traditional SEO works).
Multimodal Search: visual and voice-based searches are becoming more popular, especially on mobile and smart devices.
HEADS UP: stock photos will not be useful in visual search scenarios. Its a good idea to start using your own original images.
AI-Powered Assistants: virtual assistants like Alexa, Siri, and Google Assistant are changing how people interact with content and businesses.
03/ so... what do we do?
3a. Create High-Quality, Niche Content
Note: This one hurts us to even have to say because for years we’ve talked about how you don’t have to niche down because we are multi-passionate entrepreneurs, however, moving forward we unfortunately have to change our perspective on this.
focus on solving specific problems in-depth rather than creating generic pieces (AI thrives on specificity)
use structured data (schemas) to make your content easily understood by AI tools
watch this video for more details on why it will be so important to niche down moving forward
For years, we've embraced the beauty of being multi-passionate entrepreneurs, creating content that covers various topics. However, as AI continues to transform how people interact with search engines, it might be a good idea to pivot your strategy.
Here’s why niching down is no longer just a recommendation but a necessity:
AI Thrives on Specificity
Search engines, especially those integrating AI-powered tools, are prioritizing detailed, context-rich answers. People are no longer typing vague questions into search bars—they're asking highly specific queries, often phrased in a conversational way. AI is designed to deliver the most precise, actionable responses to these queries.
By focusing on solving specific problems in-depth, your content stands a better chance of being recognized as the most relevant, authoritative resource. Generic or broad content simply can't compete in this new paradigm—it gets lost in the sauce of the vast sea of information.
Structured Data Boosts Visibility
To ensure AI tools can understand and surface your content effectively, using structured data (schemas) is essential. This metadata acts as a translator between your content and AI, helping it determine context, relationships, and relevance. Without structured data, even high-quality content can risk being overlooked.
Proving Your Expertise
As AI prioritizes relevance, it's a good idea to lean heavily into being a source that demonstrates deep knowledge in a specific field. By niching down, you’re positioning yourself as an expert, which builds trust with both search engines and your audience.
Why This Shift Matters
It's no doubt that AI is revolutionizing how people search. Features like Google’s SGE (Search Generative Experience) or tools like ChatGPT are designed to synthesize answers from trusted sources, often prioritizing specificity and expertise. Broad content has less chance of being featured because it lacks the focused authority that AI tools seek.
If we don’t adapt to this shift, we easily risk falling behind in visibility, audience retention, and growth opportunities. But by being more niche in our content we can help to future-proof our businesses, meet our audience's evolving search behaviors where they're at and improve our chances of appearing in AI-curated search results.
3b. Continue/START Blogging
Blogs remain a hub for evergreen content that answers long-term search queries. People (and AI!) will always need reliable, in-depth information to refer back to as AI tools like ChatGPT rely on indexed data (blogs, websites, etc.) to provide answers.
Remember, ChatGPT isn't some platform that was automatically born a genius, it quite literally scans the internet for information and compiles that information to generate answers.
Your blog could become a source of information for these AI responses. Not to mention, a blog is the foundation for repurposing content into other formats like newsletters, videos, infographics, and posts for social media (which make life so much easier!).
identify what your audience is searching for and tailor your content to meet specific search intents
poll your audience and ask them how you can help and/or use tools like AnswerThePublic.com or Google Trends to discover what people are searching and asking about
AI models favor natural language so write conversational, helpful content with a tone that feels personal and approachable -- write for your audience, not for a machine!
include long-tail keywords and use conversational phrasing to rank for voice search queries
think: “Best small business tax tips” vs. “Small business tax.”
AI favors engaging, multimodal content - so, break up text with videos, infographics, charts, and images to keep people engaged
add schema markup to your blog posts to help AI and search engines better understand your content (this improves chances of appearing in rich snippets)
blogs remain critical for linking to other key pages (service pages, product pages, etc.,) -- this boosts on-site SEO and guides people through your website
refresh older content to reflect new trends, statistics, and keywords -- this keeps your blog relevant and helps to maintain its ranking potential
go deep into your niche -- AI prioritizes content that demonstrates expertise in specific areas over broad, generic topics
3c. Leverage AI Tools for SEO and Content Creation
include more conversational keywords (questions, long-tail phrases) that reflect how people interact with AI tools
use a platform like repurpose.io to automate sharing content to multiple platforms
3d. Prioritize Local and Voice Search Optimization
optimize for “near me” queries (think “nail salon near me”), and make sure your Google Business Profile is detailed and up-to-date
focus on natural language patterns for voice search
check out our blog How do I get found in local search results?
3e. Invest in AI and Automation
use chatbots for customer service to mirror conversational behavior
implement AI-driven analytics to predict trends and customer needs
3f. Build a Direct Connection with Your Community
email marketing, social communities, and personalized outreach reduce your reliance on search traffic and help to increase those “word of mouth” referrals
offer free resources or exclusive content that drives direct engagement (and builds your email list)
attend events in your local community and simply introduce yourself and tell people what you do/offer so they're aware your business exists when they're in need of your product/service
3g. Embrace Visual and Multimodal Content
Integrate videos, infographics, and interactive elements into your strategy — AI loves content that can be cross-referenced in multiple formats
3h. Stay Flexible and Up-to-Date
Continuously update your knowledge on all AI and social media trends as platforms like OpenAI, Google, and others release updates that reshape the landscape constantly
Embrace change and recognize that change is constant in the digital world and be prepared to adapt your strategies
The rise of AI search and changing user behavior does require a shift in SEO strategy. But there are ways you can ensure your website remains visible in the evolving digital landscape, for example, by focusing on high-quality, niche content, leveraging technology, building direct connections, and staying up-to-date with the trends and flexible.
Remember, SEO is a marathon, not a sprint. By continuously adapting and learning, you can stay ahead of the curve and thrive in the changing world of search.
And look we get it... we understand how frustrating change can be, however, it's the one thing that's guaranteed in your business (and life).
If you need help or want to dive in deeper developing an SEO strategy tailored to your business and the evolving landscape - schedule a Clarity Call with us today and we can help you navigate the changes and create a plan that drives results.
by: Adriana Leos
Chief Creative Officer
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