Google’s AI: Is It Devaluing SEO by Answering Search Questions Directly?

Following up on my recent post about AI-generated content and SEO, a business owner asked a follow-up question that’s on a lot of people’s minds right now:

"What I read sounded like it wasn’t even about AI-generated content, but that Google was devaluing SEO based on content because they have their own AI answering questions at the top of the page rather than directing users to websites for information."

My response? Here’s the breakdown:

Google’s “Search Generative Experience” (SGE): What It Means for Content

Yes, Google has started rolling out a new AI-driven feature known as the “Search Generative Experience.” Essentially, this AI-generated summary offers quick, concise answers to common search queries right at the top of the search results page—so users can get the info they need without leaving Google.

This feature is designed to improve user experience by making it easier to find answers at a glance. A recent survey suggested that, when this AI answer pops up, clicks on website URLs drop by about 8-9%. While that might seem small, the ripple effects on website traffic and SEO strategies could be significant.

Shifting SEO Strategies: Quality, Depth, and Expertise Matter More Than Ever

So, what does this mean for business owners and marketers? For one, it emphasizes the need to create high-quality, in-depth content—not just quick, basic answers. Here’s why: these richer, well-optimized pieces of content are more likely to show up in Google’s “featured snippets,” which the AI often references when building its responses. Being featured this way keeps your brand visible, even if fewer users are clicking directly through to your site.

Why This Could Actually Be an Opportunity for Businesses

It’s natural to feel that AI answers on the search page might lower website traffic. But there’s an upside here: the traffic you do get may be more valuable. Users who click through to your site may be seeking more thorough information or specific insights, making them more likely to engage with your brand or explore your products and services.

That said, if content creation isn’t a major focus for your business, it could be easy to fall behind. Keeping your site content current, engaging, and tailored to showcase your brand’s unique expertise will help it stay relevant and attractive to both users and Google.

Top 5 Best Practices for Adapting to Google’s AI-Powered Search Changes

1. Create In-Depth, Quality Content Go beyond basic answers—dive deep to provide valuable, unique insights that can’t be summarized in a single AI response.
2. Target Featured Snippets Optimize your content for featured snippets, as these often feed into Google’s AI summaries and keep your brand visible.
3. Prioritize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) Show your industry expertise, share real insights, and focus on trustworthiness—Google’s AI relies on reputable sources to generate its answers.
4. Refresh and Update Content Regularly Keep your content up-to-date to stay relevant. Fresh, accurate content has a better chance of being referenced by Google’s AI.
5. Engage Users with Clear Calls to Action Make it easy for users who do click through to find more value or take the next step with your brand.

In Short: Embrace Quality Content as Your SEO Foundation

As Google’s AI evolves, businesses may need to rethink their SEO approach—but ultimately, it all comes back to the basics of valuable content. Content that’s in-depth, focused on user needs, and rich in expertise has a much better chance of standing out in today’s AI-driven search landscape.