How is AI Changing SEO: Strategies to Rank in AI-Driven Search Results

Artificial intelligence (AI) is transforming the online search landscape, influencing the ways individuals find and evaluate information through search engines, websites, and virtual assistants. That means AI is also impacting the way organizations develop and deploy content to attract potential customers, especially those that have relied on search engine optimization (SEO) to get web content noticed.?

The upside: AI tools are improving users’ search experience by making web-based information retrieval more efficient, personalized, and even conversational. Posing a question to an AI chatbot is reminiscent of Marvel Comics’ Tony Stark (a.k.a. Ironman) asking his AI assistant, “J.A.R.V.I.S.” to run a complex computer calculation. It feels like you’re talking to a knowledgeable workmate who understands your question and why you’re asking it.

The downside: The prominence of AI-generated content on search engine results pages (SERPs) means organic search results are pushed further down the SERP, leading to less exposure and fewer “clicks” for your web pages if they aren’t included in the AI-generated results.? Case in point, Google’s AI Overviews, which often appear at the top of a SERP.? How often do you see a screen like the one below after typing a search query into Google?

Google’s AI Overviews are an example of AI-generated content summaries, also known as Search Generative Experiences. Generative AI curates these content summaries, including links to the source material, by analyzing “reputable results” for the search query entered. Users receive streamlined responses formatted in short paragraphs, along with a side panel listing “credible sources” with in-depth information. Depending on the complexity of the search, users may find the information they need without scrolling more than a few inches down the SERP. That can greatly limit users’ exposure to additional search results – and website links – that fall below the AI Overview.

The net of these changes: Users are growing accustomed to search query responses that are curated, specific to their actual questions, and context-aware, meaning the AI software understands the reason why you’re asking the question in the first place, which helps it search the web and cull out the answers most helpful to you. So, if you manage a website and need to get noticed in online search results, how do you improve the chances an AI-generated summary includes links to your web content???

In this article we’ll explore how AI is changing traditional SEO strategies and how to create web content engineered to rank in AI-driven search results. We’ll also hear from SEO experts in our network who are embracing this new technology and evolving their guidance.

First, let’s highlight the most popular AI search tools and what they offer.?

Searching for guidance on how to influence AI-driven search results?

Popular and Trustworthy AI Search Tools

Several AI-powered tools have gained prominence for their effectiveness in assisting users with information retrieval and daily tasks, from drafting content to comparing products:

1. ChatGPT by OpenAI: A conversational AI model that provides detailed responses and engages users in interactive dialogues, aiding in tasks like content creation and answering complex queries.

1. Perplexity AI: An “answer engine” that delivers concise responses to user questions by summarizing information from various sources, streamlining the research process.

1. Google Gemini: A competitor for ChatGPT, Gemini is integrated with Google Search and other Google products, such as Gmail, Google Docs, and Google Sheets, and can be used to complete routine tasks, conduct in-depth research, and generate creative content. Gemini can generate text, images, and audio, producing dynamic and context-aware responses.

1. Google’s AI Overviews: Integrated into Google’s search engine, these AI-generated summaries, assembled by Google Gemini, offer quick insights at the top of search results, making it easier to find relevant information and answers without having to link to unique web pages that serve as source material for the summaries.
2. Copilot by Microsoft (formerly Bing Chat): An AI-enhanced search feature that offers conversational search experiences, allowing users to obtain information through interactive dialogues.?

NOTE: Copilot is integrated into Microsoft Bing’s core search function and summarizes curated search results, similar to the output Google Gemini provides in Google’s AI Overviews.?

What sets these AI tools apart from the technology behind traditional search engines? Robert Cooper, founder of PlusROI Online Marketing, explains the key difference in a recent blog post on Large Language Model Optimization:?

Unlike Google, which ranks pages based on keywords, backlinks, and technical metrics, large language models (LLMs) like ChatGPT prioritize context, quality, and comprehensiveness when selecting sources. LLMs aim to answer queries directly by synthesizing information, often without directing users to a particular page. However, they do occasionally cite sources for credibility, especially when answers require specialized expertise or up-to-date information (this will hopefully be especially true with ChatGPT’s new search function). The challenge for marketers and content creators is to make their websites ‘visible’ to these algorithms in a way that values relevance and authority over traditional ranking factors.

– Robert Cooper, Founder, PlusROI Online Marketing

So, how can you best create and structure your web content to improve its chances of being culled into an AI-generated summary? Or have it referenced in an answer supplied by ChatGPT, Gemini, or Perplexity? If your web content team is already following good SEO practices, you’re halfway there. According to research conducted by Surfer SEO, 52 percent of sources cited in Google’s AI Overviews already rank in the top 10 search engine results. That means if your web content normally ranks high in SERP, you have a better chance of it being pulled into AI-generated summaries. Additionally, here are specific content development practices you can follow to help capture AI’s attention. Think of it as augmenting your SEO strategy with a GEO (generative engine optimization) equivalent.

Strategies to Enhance Visibility in AI-Driven Search Results

1. Optimize Content for AI Summaries

Structure your content to provide clear, concise answers to common questions, increasing the likelihood of being featured in AI-generated summaries.

• Use a Q&A Format: Structure key sections of your content as direct questions and answers (e.g., FAQ pages or blog posts with clear headings like “How is AI Impacting SEO Strategies?”).?
• Lead with the Answer: Write succinct, factual responses within the first 2–3 sentences before expanding on details. AI prefers clear, straightforward information.
• Employ Bullet Points & Lists: AI often pulls summarized content from well-organized lists or step-by-step guides.?
• Include Definitions & Key Facts Early: If writing about a concept, define it in the opening paragraph. Example: “AI-driven SEO is the practice of optimizing content for search engines that use artificial intelligence to rank results.”
• Match the Search Intent:? Study the SERPs for the keyword(s) you are targeting before crafting your content, and tailor it to answer the questions you know users (and your target customers) are entering into search engines.
• Update Mission-Critical Content: Information about your products, services, strategies, team, and mission should be updated continuously, so any content pulled into AI summaries accurately reflects your business and brand.
• Emphasize On-Page Optimization:? Remember to follow SEO best practices when it comes to creating page title tags, meta descriptions, headings, alt text for images, URL structure, and internal linking.
• Monitor Google’s AI Overviews & Featured Snippets: Search your primary keywords and analyze how AI is currently summarizing information. Adjust your content to match or improve upon those summaries.??

2. Implement Structured Data

Use schema markup to help AI understand and accurately represent your content, thereby enhancing its chances of being included in AI summaries.?

• Add FAQ Schema: If your page includes frequently asked questions, use FAQ schema markup so AI can recognize and extract those answers.?
• Use How-To Schema for Tutorials: If your content includes step-by-step instructions, applying how-to schema makes it easier for AI to generate a summary.?
• Apply Product Schema for Ecommerce: If selling products, use product schema to enhance visibility in AI-powered search results. Product reviews, pricing, and availability can all appear in AI-generated results.?
• Test Your Schema Markup: Use Google’s Rich Results Test to check if your structured data is properly implemented.?

3. Follow “E-E-A-T” Principles

Demonstrate “Experience, Expertise, Authority, and Trustworthiness” by creating high-quality, well-researched (and cited), conversational content that is updated regularly to maintain its relevance.

• Author Bios & Credentials: Include author names, credentials, and links to social media or authoritative sites to reinforce expertise.?
• Cite Reliable Sources: Link to studies, government sites, or expert publications to back up claims and improve credibility.?
• Encourage User Reviews & Testimonials: Positive reviews on platforms like Google Business Profile can enhance credibility and improve AI ranking.?
• Keep Content Up-to-Date: Refresh older posts with new data, examples, and recent industry trends to remain relevant in AI-driven search, and remove content that is obsolete and should no longer appear in search results.
• Build Internal & External Links: Reference related blog posts, case studies, or external sources that validate your expertise.

4. Incentivize User Engagement

Develop interactive content such as quizzes, calculators, and tools that encourage user interaction, making your site more appealing to both users and AI algorithms.?

• Create Interactive FAQs: Allow users to submit questions and receive AI-generated responses based on your content.?
• Build Industry-Specific Tools: For example, incorporate a “wine club membership calculator” for wineries or a “website redesign cost estimator” for web design agencies.?
• Use Video & Multimedia: AI prefers diverse content formats. Embedding videos with transcripts improves ranking and engagement.?
• Optimize for Voice Search: Structure content conversationally to match voice search queries. For example, how would you craft a paragraph to succinctly answer this question: “What’s the best way to get my website noticed by AI in online searches?”?
• Encourage User Comments & Engagement: AI considers user interactions (comments, discussions) as a sign of content value.?

5. Prioritize Responsiveness and Mobile Compatibility

Make sure the mobile version of your website delivers the same user experience, so your content is prioritized by AI-driven algorithms.

• Use a Mobile-First Design Approach: Google’s search algorithms prioritize mobile-optimized websites through mobile-first indexing, so it’s vital that text, images, and interactive elements display properly across all screen sizes. For example: If users need to pinch and zoom to read your content, your site isn’t truly mobile-friendly.
• Improve Page Load Speed: AI-driven search engines factor in page speed for ranking. A slow-loading site will reduce the chances of being featured in AI-generated results. Use tools like Google PageSpeed Insights to analyze and improve performance. Compress images, enable browser caching, and use a Content Delivery Network (CDN) to speed up load times.
• Ensure AI Can Crawl and Index Your Mobile Site Properly: Some mobile versions of sites unintentionally block AI crawlers due to improper robots.txt configurations. Use Google’s Lighthouse web page assessment tool to check if your site is mobile-accessible.
• Use Responsive Images and Scalable Media: AI favors websites that provide an optimal experience across all devices. One way to ensure your site is responsive is by implementing CSS media queries to automatically adjust images and videos based on screen size. For example, a large desktop banner automatically becomes a smaller, more readable hero image on mobile.
• Optimize for Mobile Voice Search: AI-driven search engines like Google and Bing increasingly rely on voice search queries, which tend to be longer and more conversational. Structure content using natural language and question-based headings (e.g., “How can I improve my website’s mobile speed?”) and leverage FAQ schema to increase the likelihood of being picked up in AI-generated search results for voice searches.
• Reduce Pop-Ups and Intrusive Elements: Google penalizes sites with intrusive mobile interstitials (e.g., pop-ups that obscure content), so avoid them or deploy them strategically as a means to create conversion shortcuts. For example, rather than a full-screen pop-up, use a slide-in call-to-action graphic or button that doesn’t block key content.
• Test Your Site on Real Devices: AI-driven search engines prefer sites that offer a seamless mobile experience. Rather than relying solely on emulators, test your website using real smartphones and tablets to check layout and usability.

6. Monitor AI Performance

Utilize analytics tools to track how your content is performing in AI-driven search results and adjust your strategies accordingly.

• Use Google Search Console’s “Search Appearance” Reports: Identify if your content is appearing in AI Overviews or featured snippets.?
• Track Click-Through Rate (CTR) Changes: If AI summaries are reducing your traffic, adjust content titles and meta descriptions to make your links more enticing.?
• Experiment with AI-Specific Queries: Use tools like AnswerThePublic or AlsoAsked to find questions AI might be prioritizing in search.?
• Monitor AI Chatbot Referrals: Some AI-powered search engines (e.g., Perplexity, Microsoft Copilot) may start directing traffic to your web pages. Check referral sources in Google Analytics.?
• A/B Test Content Formats: Compare the performance of different content types (e.g., FAQs vs. long-form guides vs. interactive tools) to see what ranks higher in AI-generated results.

Acquiring Customers Through AI Search Channels

With the challenge of navigating AI’s influence in search results comes the opportunity to tip the scales in your content’s favor by implementing a GEO strategy that supports your SEO one. Optimize your content for AI algorithms to increase your visibility, reach more prospective customers, and leverage this new technology to improve your digital marketing.? As Fire&Spark CEO Dale Bertrand recently shared on Kevin Lee’s Power of Marketing podcast, it’s always smart to fish where the fish are and be ready to adapt.

When it comes to your customers, you as a marketer need to be where your customers are at—full stop. So, where are they searching for the type of product or service that you sell, or the questions that you answer?

-Dale Bertrand, CEO Fire&Spark

How to Make AI-Generated Searches Work for You

If you need help creating or evolving web content to make it more likely to appear in AI-generated search results, we have a network of SEO and GEO experts ready to assist. Complete the form below, so we can follow up and put you on the path to success. If you’d like to read more on the subject of AI-driven SEO, here are links to helpful resources we reviewed for this article:

• Embracing the AI Search Revolution: Redefining How We Seek Information – PlusROI Blog (Dec. 18, 2024)
• From Google-Based SEO to Large Language Model Optimization: Prepping Your Website for the Future – PlusROI Blog (Nov. 22, 2024)
• Fire&Spark CEO Dale Bertrand presentation on “The Evolving Intersection of SEO and AI”
• Fire&Spark CEO Dale Bertrand presentation on “Next Generation SEO Keyword Search”?
• Mastering SERP Analysis: A Step-By-Step Guide To Understanding Search Engine Results Pages – Search Engine Journal Blog (Feb. 5, 2025)
• How to Optimize Your 2025 Content Strategy for AI-Powered SERPs and LLMs – Search Engine Land Blog (Feb. 12, 2025)
• How to Rank in AI Overviews – Surfer SEO Blog (Oc. 18, 2024)
• What is Schema Markup & How to Implement It – Semrush Blog (Dec. 19, 2023)
• What is On-Page SEO? The Complete Guide for New SEOs – SeoTesting.com Blog (Feb .11, 2025)

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By Tanya Threlfall

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