The SEO landscape is changing fast, and many of the tactics we rely on today are becoming obsolete. To keep driving organic traffic and real value, we need to rethink our approach. New developments—like Google’s AI Overviews, rolled out in May—are reshaping search results, shifting us away from the old “10 blue links” model.
AI is influencing not just platforms and processes but also how users behave and interact with content. This article covers key insights and practical strategies to help you adapt to these changes and prepare your SEO efforts for 2025 and beyond.
1. HAVING A FEATURED SNIPPET MAY TRANSLATE INTO AN AI OVERVIEW CITATION
When you search for “what is a zap in Zapier,” you may notice that the featured snippet appears as a citation in the AI Overview. Many reports highlight similarities between featured snippets and the answers provided in AI Overviews. This redundancy could lead Google to eventually phase out featured snippets altogether.
WHAT THIS MEANS FOR SEOS
There’s still value in trying to appear for featured snippets. Think of this as one way to have a higher chance of appearing in the AI Overviews. Now is the time to get your ducks in a row and build a process to optimize for featured snippets.
2. EACH CITATION IN AI OVERVIEWS CAN HAVE MULTIPLE SOURCES (URLS)
About 21.1% of queries trigger overviews with each answer containing an average of 8.9 links. This means we have 8.9 links in the AI Overviews plus the organic results in SERPs.
WHAT THIS MEANS FOR SEOS
AI Overviews aren’t here to destroy organic traffic. Instead, they are reshaping the ranking landscape and creating new opportunities in SERPs by providing more visibility. We should prioritize appearing in AI Overview citations.
3. DIFFERENCES BETWEEN SERP RESULTS AND PAGES SELECTED FOR LLMS
Studies show the differences in the top 10 ranking results and the URLs cited in AI Overviews. Up to 46.5% of the URLs included in AI Overviews rank outside the top 50 organic results.
WHAT THIS MEANS FOR SEOS
Focus on creating high-quality content, regardless of whether you’re in the top 10 rankings. Low-quality content is becoming obsolete, and producing meaningful content is essential.
4. BRAND MENTIONS ARE IMPORTANT
With the growing importance of LLMs and AI Overviews, getting your brand mentioned is crucial for increasing your chances of appearing in relevant answers.
WHAT THIS MEANS FOR SEO
Backlinks remain important, but their significance is growing even more. Building brand mentions enhances your visibility.
5. BE PRESENT IN ALL THE SOURCES GOOGLE USES FOR INFORMATION
Being active on platforms like Reddit is essential for maximizing your Google visibility. It’s crucial to post relevant information to gain traction.
WHAT THIS MEANS FOR SEOS
To appear in AI Overviews, establish your brand on platforms like Reddit and Wikipedia without resorting to spam.
6. LEARN FROM CTR TESTS
We must optimize our titles in SERPs to avoid losing clicks. SEO is evolving, and our strategies must adapt accordingly.
WHAT THIS MEANS FOR SEOS
CTR tests should be a fundamental aspect of our approach, as even small adjustments can lead to significant results.
7. GUARD YOUR BRAND AGAINST MANIPULATION
Negative SEO tactics are evolving. Protect your brand by monitoring mentions and building a strong online identity.
WHAT THIS MEANS FOR SEOS
Develop effective ways to measure your brand’s health in SERPs and online.
8. LEARN ABOUT RAG
Search has been irrevocably changed by generative AI. Understanding RAG technology is crucial for adapting to these changes.
WHAT THIS MEANS FOR SEOS
Invest time in grasping how RAG functions to navigate this new reality effectively.
As we move forward, it’s clear that our SEO strategies need to evolve. The focus should be on generating high-quality content and leveraging AI insights to remain relevant. If you’re looking to enhance your visibility in this new landscape, consider our Generative Engine Optimization (GEO) Service. It’s designed to help you adapt and thrive in the changing world of SEO.
For more in-depth insights on AI and SEO, check out the article by Search Engine Land.