SEO Remains Essential for AI Search Visibility

Recent research analyzing 25,000 user searches confirms that SEO is still vital in the age of AI. Websites ranking #1 in Google appear in AI search answers 25% of the time, demonstrating a strong correlation between traditional SEO and AI search visibility.

Tomasz Rudzki, co-founder of ZipTie, analyzed searches across ChatGPT, Perplexity, and Google's AI Overviews. His findings challenge the notion that AI renders SEO obsolete.

Top Google Rankings Drive AI Search Presence

The data reveals a clear connection: a #1 Google ranking translates to a 1-in-4 chance of appearing in AI search results. Lower rankings correlate with decreased AI visibility.

“The higher you rank in Google’s top 10, the more likely you are to appear in AI search results across platforms. This isn’t speculation — it’s based on real queries from real users.”

This pattern holds true across major AI search platforms, indicating their reliance on traditional search rankings.

How AI Search Engines Choose Sources

The study, using information from Google's antitrust trial, outlines a three-step process for AI search:

  • Pre-selection: AI identifies relevant documents, prioritizing higher Google rankings.
  • Content Extraction: AI extracts pertinent information from top-ranking pages, focusing on direct answers.
  • AI Synthesis: AI synthesizes the extracted information into a concise answer using models like Google's Gemini.

Google's internal documents confirm that using top-ranking content improves AI response accuracy, highlighting the ongoing significance of SEO.

See also: Study: Google AI Overviews Appear In 47% Of Search Results

Understanding the Query Fan-Out Effect

Occasionally, sources outside the top 10 appear in AI results. This is due to personalization and, more significantly, query fan-out.

“Both AI Overviews and AI Mode may use a ‘query fan-out’ technique — issuing multiple related searches across subtopics and data sources — to develop a response.”

For example, a search for "SEO vs SEM" triggers related searches like "What is SEO?" and "SEO explained," allowing pages ranking well for these related queries to appear in the results.

Related: Google’s Query Fan-Out Patent: Thematic Search

Adapting Content Strategy for AI Search

AI search prioritizes precise answers to specific questions. While traditional SEO focused on creating comprehensive guides, AI requires targeted responses.

“When someone asks specifically about iPhone 15 battery life, you may rank top 1 in Google, but AI doesn’t care about it if you don’t provide a precise, relevant answer to that exact question.”

Marketers must shift from keyword optimization to answering user questions effectively. Focusing on user intent is crucial.

Related: Top SEO Shares How To Win In The Era Of Google AI

Practical SEO Strategies for the AI Era

  • Maintain SEO efforts: Top 10 rankings are crucial for AI visibility.
  • Restructure content: Break down long guides into question-focused sections.
  • Target related searches: Optimize for variations of your main keywords.
  • Write clearly: AI prefers concise, direct answers.
  • Track performance: Monitor visibility in both traditional and AI search.
    • Track your visibility across platforms.

The Future of SEO in an AI-Driven World

With the rapid growth of AI search, understanding its connection to traditional SEO is essential. Adapting to this evolving landscape presents a significant opportunity for marketers.

“Instead of asking ‘How do I rank higher?’ start asking ‘How do I better serve users who have specific questions?’ That mindset shift is the key to thriving in the AI search era.”

Building on existing SEO best practices and focusing on user needs will be critical for success in the future of search.