How AI Is Upending Search—and What Your Brand Can Do About It

May 14

The SEO game is changing—and fast.

As AI-powered tools like ChatGPT, Google’s Gemini, and Perplexity reshape how consumers find information, the traditional click-based search experience is giving way to a new one. If you’re still optimizing for page one, it might be time to ask: Will there even be a page one anymore?

Here’s what this shift means—and how brands can adapt to stay visible in the age of AI-first search.

What’s Happening: AI Search Changes the Rules

1. Answers Over Links

Search engines are evolving into answer engines. AI models now summarize multiple sources into one conversational response, often without citing the original websites. That means fewer clicks and more zero-click searches.

2. Context Is King

Instead of matching keywords, large language models (LLMs) interpret intent. Your content needs to be clear, structured, and semantically rich—not just stuffed with search terms.

3. Authority Isn’t About Domain Rank Anymore

AI models favor explicit, helpful, well-organized content, regardless of whether you’re a household name or a niche startup. It’s about trust, not just traffic.

4. Search Is Now a Conversation

With the rise of voice search and chat interfaces, people are asking full-sentence questions. Your content should reflect that tone, be friendly, informative, and structured around actual queries.

5. Not All Search Starts on Google Anymore

A growing number of product searches now begin on platforms like Amazon, TikTok, and Reddit, bypassing Google entirely. Nearly 50% of Gen Z users now start product discovery on TikTok. For brands, diversifying your content strategy across multiple platforms is no longer optional—it’s survival.

How Brands Can Stay Visible in AI-First Search

1. Write Content LLMs Understand

Think FAQs, listicles, and direct answers to customer questions. This isn't about fluff—it’s about giving clarity and structure to the customer journey.

Example: Instead of just a product page, include sections like:

“What is this product?”
“How does it work?”
“Why choose it over the competition?”

2. Own the Category Language

Repetition matters—but you need to do it strategically. Align your content with consistent, recognizable language in your niche. Make it easy for AI to associate your brand with specific needs or categories.

Pro Tip: Tools like AlsoAsked and AnswerThePublic help you spot the exact questions users ask.

3. Use Schema and Structured Data

AI models (and Google) love well-marked content. Apply structured data (schema.org) for things like:

Product pages
Reviews
People profiles
FAQs

Better structure = higher AI visibility.

4. Publish Authoritative Thought Leadership

Want your brand to be quoted by AI? Build credibility. That means:

Earning high-quality backlinks
Contributing to industry publications
Citing reputable data sources

5. Feed the Machines Directly

Make your content accessible to APIs and crawling tools. Consider:

Embedding quick answers on your pages
Adding RSS feeds or content APIs
Participating in open-source datasets where relevant

6. Rethink Your KPIs: CTRs Are Out, Engagement Is In

As AI delivers more direct answers, click-through rates (CTRs) naturally decline. That doesn’t mean your strategy’s failing; your metrics need to evolve.

New KPIs to prioritize:

Brand mentions in AI responses
Growth in direct traffic and branded search
Engagement time on high-intent pages
Conversion quality from organic sources

New mindset: Don’t just win the click. Win the answer.

Final Thought: Teach, Don’t Just Sell

In this new landscape, the brands that succeed won’t be the loudest—they’ll be the most helpful.

AI isn’t your enemy—it’s your audience’s shortcut to clarity. So give it content that educates, empathizes, and builds trust. If you teach well, the AI will notice—and so will your future customers.

Need help making your brand LLM-ready?
Let’s build a content strategy that thrives in an AI-powered world.

kristy engels