SEO in the Age of AI

Recent updates in Search Engine Optimisation (SEO), highlighted in our May industry update, are driving the rapid adoption of AI-powered features like Google’s AI Overviews (AIO) and now its latest AI Mode (Available only in the USA for now).

AI Overviews, originally called the Search Generative Experience (SGE), are the default result for many searches. Just like featured snippets that appeared a few years earlier, AI Overviews are AI generated results to user queries. They’re generated on the fly and sit right at the top of the Search Engine Results Pages (SERPs). And just like featured snippets, they take up screen real estate, so they tend to push other results down the page, just like sponsored results from Google Ads has done.

So, if you’re not in the very top positions, there’s a good chance that your website may be even further down the page than you were previously.

Additionally, AIOs are the new “zero click searches”. These are user queries that result in impressions but no clicks. This is because Google search provides answers not just lists of places where you can likely get the most relevant answers.

Recently there have been reports that featured snippets and AIOs have reduced clicks by as much as 60% according to industry analysis by SparkToro. Now we’re seeing data that AIOs on their own can be eating into around 35% of clicks, especially for informational search intent, says Ahrefs, the SEO tool provider.

What’s more, these new AI powered technologies use advanced language models to generate instant, highly relevant answers for users, often summarising information from multiple sources directly on the search results page. Beyond standard AI Overviews, Google is also testing “AI Mode” (currently available only in the USA), a more advanced, conversational search experience. This mode can break down complex queries, perform multiple searches all at once (The “query fan out” technique), and deliver in-depth, cited responses, all while adapting to user context and preferences.

What Does SEO in the Age of AI Mean for Users?

For people who search using Google, and Bing, and all the other search engines that have been and gone, no longer are we restricted by the search engines themselves. Remember your two- or three-word searches?

Well, those long-tail searches really are coming into their own in the age of AI. The benefits for users are numerous, including:

• Faster, more relevant answers: Users now receive immediate, tailored responses – often without needing to click through to websites.
• Personalised search experiences: AI Mode leverages past searches and user context to deliver more personalised recommendations and results.
• Conversational search: With stateful chat and adaptive interfaces, searching feels more like a conversation, making it easier for users to find exactly what they need.

Search is certainly losing its shackles, and, as users, we’re free to ask more natural questions.

What Does it Mean for Search Engines?

The digital marketing teams here at Air Social were discussing this very subject only the other day. We were looking at how the SERPs have changed dramatically over nearly 27 years (That’s how old Google Search is) and whilst it’s largely been an evolution rather than a revolution, this rapid AI integration marks a potential turning point.

• Fewer “lists of blue links”: Traditional search results with multiple links are being replaced by AI-generated overviews and summaries. If your site isn’t cited, it may not be seen.
• Increased emphasis on authority and relevance: AI models prioritise unique, helpful, and trustworthy content. Technical SEO, structured data, and clear expertise are more important than ever.
• New analytics challenges: Tracking which visits come from AI Overviews or AI Mode is more complex, requiring updated measurement strategies.

The search community has raised a lot of questions about AI in the analytics tools recently. We’d love to see AI sources in Search Console whilst we already have quite a bit of data in Google Analytics.

What Does it Mean for Clients and Their Websites?

Now this is probably the most important question for Air Social’s audience; what does AI Search mean for businesses and their websites?

We must be brutally honest here and say that there are challenges:

• Visibility and clicks are harder to win: With fewer spots for citations, competition is fierce. Sites must be technically sound and offer unique value to be referenced by AI-driven search features.
• Content must be exceptional: Generic or duplicated content is less likely to be surfaced. High-quality, original, and helpful content is essential for visibility and clicks.
• Adaptation is key: Businesses must monitor which keywords trigger AIOs, optimise for new search intents, and ensure their sites are included in AI-generated answers.

We’ve seen increased impressions for some clients with a corresponding reduction in clicks, meaning that AI is boosting visibility, but creating more “zero click searches”. This is why we’re urging experts to create comprehensive content, so if you’re a leading light in your industry, make sure you say and prove that in your content. It’s been like this for a long time but it’s critical now.

And remember that all these tools are often labelled “experimental” or “in beta” and sometimes come with caveats that results may not always be correct. The industry is constantly in development so remember that what might have worked yesterday might not work today.

How We Help Clients Succeed in the Age of AI

At Air Social, we’re committed to helping our clients not just keep up, but lead in this new era of SEO through:

• AI-driven content strategies: We use advanced tools to identify high-performing keywords, optimise content for AI Overviews, and ensure your brand is cited by AI-powered search engines.
• Technical SEO excellence: Our team ensures your website is fast, secure, and structured for both traditional and AI-driven search experiences.
• Continuous monitoring and adaptation: We track the latest trends, update strategies in real-time, and provide transparent reporting so you always know where you stand.
• Creative, bespoke campaigns: From compelling copywriting to engaging video and social media, we help you connect with audiences in ways that AI recognises and rewards.

Google and Bing are still hugely important in SEO and we still optimise as we always have done but with AI always in mind now. SEO has always evolved and with the meteoric rise in AI-powered generative search, we’re adding Generative Engine Optimisation (GEO) to our service list.

Conclusion

SEO in the age of AI is about more than rankings, it’s about being visible, relevant, and authoritative in a world where search engines act more like expert assistants. By partnering with Air Social, the premier digital marketing agency in Guildford, Surrey, you can ensure that your website not only survives but thrives in organic search as AI reshapes how people discover and engage with your brand.

Ready to future-proof your SEO? Let’s talk about how Air Social can help your business stand out in the age of AI.