How AI Search Impacts SEO

AI-powered search is changing the rules. Instead of just showing a list of links, search engines are now giving users instant summaries, answers, and recommendations right at the top of the page. This means fewer clicks are flowing through to websites. A recent Pew Research Center study found that when Google displays AI summaries at the top of search results, users click through to websites far less often – with clicks dropping to roughly one in every hundred searches. So, when users see an AI summary, they click on traditional search links only 8% of the time. In queries without an AI summary, that rate rises to 15%.

Even more striking:

  • An Ahrefs study of 300,000 keywords discovered that when a Google AI Overview appears in a SERP, the CTR for position 1 drops ~34.5%, compared to similar informational queries without an AI Overview.
  • Amsive analyzed ~700,000 keywords and found an average CTR decline of –15.49% for pages featured in AI Overviews, with worse drops in some cases (e.g. –37%) when combined with Featured Snippets.
  • Search Engine Land reports overall CTRs are down ~30% year-over-year, attributing much of the decline to the expansion of AI Overviews.
  • According to GrowthSRC Media, the top organic result’s CTR dropped from 28% to 19%, a 32% decline, after Google’s AI Overview rollout.

In extreme cases, according to The Guardian, publishers claim up to 79% traffic loss on certain queries once an AI summary is inserted. That means even a first-place ranking doesn’t always guarantee the clicks it used to.

But here’s the opportunity: when your content is the one AI chooses to summarise, you’re effectively positioned as the authority source at the very top of the search journey. Instead of chasing every click, the focus shifts to building trust and recognition – ensuring your brand is the one being cited, referenced, and remembered.

The Death of Lazy SEO

This isn’t the end of SEO – it’s the end of  lazy SEO. Keyword stuffing, thin content, and superficial tactics won’t cut it anymore. So this is the era for those who never skipped corners with their SEO. AI search rewards content that:

  • Answers real user questions with clarity
  • Is structured semantically, with smart headings and sections
  • Can be referenced or quoted by AI systems
  • Builds authority over time

Relevance Over Clickbait

Instead of chasing click-throughs, your focus must shift to earning relevance. You want AI systems to treat your content as a trusted source, not just a traffic magnet.

What You Can Do: A Three-Part AI Search Strategy

Here’s how you can adapt to the AI search era:

1. Create Content That Answers Deep Questions

Produce guides, explainer posts, whitepapers, and in-depth content that leave little doubt you’ve covered a topic thoroughly. The deeper and more well-structured your answers, the more AI models will trust and cite them.

2. Extend Your Reach Beyond Search

Don’t rely solely on Google traffic. Build an audience via email newsletters, a community, social platforms, or direct channels. Cultivating repeat visitors reduces your dependency on AI summaries.

3. Be Quoted – Make Your Content Citation-Worthy

Google’s AI is scanning the web for content to include in overviews. You want to be that source AI pulls from. Use data, references, and clear formatting so that your content is eligible as a reliable quote.

Common Myths to Dispel

  • Myth: SEO is dead.
    It’s not dead – it’s evolving. AI search just raises the bar on how you do SEO.
  • Myth: You need to overhaul everything now.
    You don’t need to abandon your current strategy – just adapt. Start layering in AI-aware improvements.
  • Myth: You can trick AI with hidden code.
    There’s no shortcut. The same principles of quality, structure, intent, and relevance apply – and will only matter more.

The Future of SEO in the Age of AI Search

The shift to AI search doesn’t mark the end of optimisation – it marks a new phase. The fundamentals remain the same: relevance, structure, and credibility. What’s changing is how those qualities are recognised and rewarded.

As search engines evolve into answer engines, brands that invest in meaningful, well-organised content will stand out – not just for ranking, but for authority. Semrush projects that AI search traffic may surpass traditional organic traffic by 2028. AI systems increasingly rely on context and trust, meaning the businesses that demonstrate expertise, transparency, and genuine value will form the foundation of the new digital landscape.

This evolution also highlights the importance of a multi-channel marketing strategy. SEO alone is no longer the full picture – it works best when supported by paid campaigns, strong content marketing, and an engaging social presence. When every channel speaks the same brand language, you’re not just chasing visibility; you’re building long-term recognition.

In the near future, AI search is likely to integrate even deeper into digital platforms – from smart assistants and voice search to personalised shopping and content recommendations. Businesses that begin adapting now will be the ones leading those conversations, not reacting to them later.

Challenges & Cautions for AI Search

  • It takes time. Trust and authority are built gradually.
  • AI can make mistakes. Always review the sources AI cites from your work.
  • Not every query is answered by AI yet – traditional ranking still matters for many searches.

How Evolution Digital Can Help

At Evolution Digital, we blend traditional SEO with forward-looking AI-aware optimisation so your business stays visible across all search settings:

  • Deep content audits to identify gaps and opportunities for AI readiness
  • Content strategy and writing designed for AI search – structured, clear, and quote-worthy
  • Technical SEO tailored to support AI features (correct schema, semantic headings, content structure)

If you wait until AI search is mainstream, your competitors will already be the trusted sources. Let’s position you ahead of the curve. We help position your content so it’s more likely to be discovered whether users see links or AI answers first.

Interested in preparing your site for the AI search era? Contact Evolution Digital for a conversation about your strategy and future visibility.