What does AI mean for SEO?

Search is evolving fast.

With new AI Overviews changing how people interact with results, SEO is seeing some of its biggest shifts in years. It’s always worth reviewing your digital strategy, but these changes mean more attention is needed when it comes to visibility, metrics, and what makes content valuable.

Good SEO still matters just as much as ever, but the path to success looks a little different.

The New AI Search Experience

Google’s AI Overviews now serve up quick, thorough answers right on the results page. By pulling information from multiple authoritative sources, users get a summary that covers exactly what they’re looking for, without ever going to a website.

These “zero-click searches” are nothing new - people have always skimmed the results page, but AI is making it easier to get a straight answer, straight away. So what happens to organic search traffic and your click-through rate? It might take a hit.

What does this mean for my organisation?

As your audience looks to AI for answers to their burning questions, it's the familiar and trustworthy that stands out. And if your name pops up for folks that already know you? Even better. Even if you’re not number one in organic rankings, being a part of an AI overview puts your content in prime position for reaching existing users as well as new ones.

More than ever, it’s relevant, clear  and helpful content that gets rewarded - which might require a more thoughtful SEO strategy. This shift is a chance to step back and really think about your users - what they want, what they need, and what they’re looking for.

So what can I do?

The basics haven’t changed, Even though the way users interact with results might be developing, the core values of good practice are still true.

The exact way you’ll feel the shifts depend on your size, and your industry, but overall the basics have not changed. Rather than replacing the fundamentals - trust, clarity, and intent - AI is reinforcing their importance. That means no filler and keyword stuffing, no clickbait, and no mass-generated content designed to appease the algorithms.

Instead -

• Focus on answering real questions that your users might be asking. Write for clarity and intent by getting into the mind of your audience. How would they phrase thing? What’s most important to them
• Maintain, maintain, maintain. Keep content fresh and accurate, especially the pieces that are performing. Update evergreen content regularly and review its use across your website.
• Make sure user experience is firing on all cylinders. Things like fast loading times, accessible navigation, and mobile-first design all make it easier for both users and search. engines to get to the heart of what you’re offering.
• Monitor exactly how AI is treating your content. Experiment with the tools yourself to see where you rank and get a feel for which excerpts are being picked up. 

Still curious?

Staying up the date with the latest in the industry is what we’re all about here at Yoyo. If you want to learn more about optimising your website, or if you’re curious about how you can strengthen your digital strategy, get in touch with us.