How to prepare for changes in SERPs with AI

Artificial intelligence (AI) is playing an increasingly dominant role in shaping search engine results pages (SERPs). The introduction of Google’s AI Overviews and Bing’s AI-powered Copilot means that search engines can now provide users with summarised answers directly in the SERPs instead of directing them to external websites. Whist this shift aims to enhance user experience by delivering quick, concise information, it also raises concerns for businesses, content creators, and SEO professionals who rely on organic traffic. 

These changes present both challenges and opportunities. Websites that previously ranked well may see declining traffic as users obtain their answers directly from AI-generated results. However, businesses that adapt and optimise their content for AI-driven search can still maintain visibility and authority. In this article, we’ll explore how AI is reshaping search results, the challenges it poses, and the strategies you can use to stay ahead. 

Understanding AI Overviews & Evolving SERPs 

What Are AI Overviews? 

AI Overviews are search engine-generated summaries that provide users with instant, AI-curated responses to their queries. These overviews draw information from multiple sources, synthesising insights into a single, concise answer that appears prominently in the search results.  

Unlike traditional search engine rankings, where users sift through multiple links to find information, AI Overviews streamline the process by presenting a summarised response upfront. 

Google’s AI Overviews and Bing’s Copilot are examples of how AI is being integrated into search engines. These systems analyse content from various sources, extract relevant data, and present users with a direct answer, often reducing the need for them to visit a website at all. Whilst this enhances the user experience, it also means that businesses and content creators must rethink their SEO strategies to ensure their content remains visible and influential. 

How Are Search Results Changing? 

AI-driven search is bringing fundamental changes to how search results are structured and displayed. Key changes include: 

• Zero-click searches – More users are getting the information they need directly from AI Overviews, meaning they no longer need to click on external websites. This trend reduces organic traffic for traditional search results. 
• Generative AI responses – Instead of listing ten blue links, search engines now generate answers dynamically by synthesising content from multiple sources, making the traditional ranking system less predictable. 
• More interactive search experiences – AI-driven SERPs incorporate a mix of text, images, videos, and interactive elements, encouraging engagement beyond just reading static text. 

These shifts require businesses to adapt their content strategies, ensuring they align with AI-driven search experiences rather than solely relying on traditional keyword rankings. 

Impact on Organic Traffic & Traditional SEO 

As search engines continue integrating AI-generated responses, businesses must reconsider how they measure success in search. In the past, securing the top organic ranking on Google often meant substantial website traffic. However, with AI Overviews providing direct answers, fewer users may need to click through to external sites. 

This decline in click-through rates (CTR) can have a significant impact on businesses that rely on organic search for lead generation and revenue. On the other hand, AI Overviews also create new opportunities for brand visibility. If a website’s content is used as a source in an AI-generated summary, it could boost its credibility and authority, even if traffic numbers decline. The key challenge is ensuring that content remains optimised for AI extraction while also offering unique value that encourages users to engage beyond the AI-generated response. 

Key Challenges & Opportunities for SEO 

As site owners notice AI-generated search results pushing the organic listings down the page, there is understandably a level of panic around “will my SEO strategy work anymore”, but it’s important to remember that although the new way of search will create some challenges for brands, there are also opportunities within this. 

Challenges: 

1. Declining Click-Through Rates (CTR) – AI-generated summaries reduce the need for users to visit websites, which can lead to a drop in organic traffic. Businesses must find new ways to capture audience attention and encourage deeper engagement. 
2. Content Devaluation – With AI Overviews pulling information from multiple sources, individual web pages may struggle to stand out. Content creators need to ensure their information is not just informative but also uniquely valuable and engaging. 
3. Greater Competition for Visibility – Fewer organic results mean businesses must compete more strategically to get featured in AI-generated responses and knowledge panels. Traditional SEO tactics may no longer be sufficient, requiring a more holistic approach to brand visibility. 

Opportunities: 

1. Increased Brand Awareness – Although AI Overviews reduce direct clicks, they also highlight authoritative sources. Being featured in an AI-generated response can help establish credibility and reinforce brand recognition. 
2. New Traffic Sources – AI-driven search assistants, voice search, and emerging search platforms offer alternative ways to attract audiences. Diversifying digital presence beyond traditional Google rankings can provide stability and long-term growth. 
3. Enhanced User Engagement – As AI-driven search evolves, interactive content formats such as videos, podcasts, and live Q&A sessions are gaining traction. Businesses that experiment with these formats can build stronger relationships with their audiences. 

 Strategies to Prepare & Adapt for AI Search 

So, with all that said, how do we adapt for AI search? Below are some tips to ensure that you’re prepared for the AI Search-era and won’t get left behind. 

 1. Focus on First-Hand Experience & E-E-A-T 

Google’s ranking system increasingly prioritises Experience, Expertise, Authority, and Trustworthiness (E-E-A-T), meaning content that demonstrates real-world expertise is more likely to be surfaced in search results. To align with these principles, businesses should: 

• Provide original insights, real-world case studies, and expert analysis rather than regurgitated information.
• Highlight author expertise by including credentials, experience, and author bios. 
• Use credible sources, proper citations, and transparent data to establish authority and trust. 

2. Optimise for AI Overviews & Featured Snippets 

AI Overviews often pull content from structured, well-organised sources. To improve the chances of being featured: 

• Use clear, concise answers at the beginning of articles, following a Q&A format where possible.
• Implement structured data and schema markup to help search engines understand your content’s context.
• Optimise for featured snippets by using bullet points, numbered lists, and FAQ sections to increase the likelihood of being selected for AI-generated summaries. 

3. Diversify Traffic Sources 

Since reliance on Google alone is becoming riskier, businesses should explore other traffic sources, including: 

• Alternative search engines such as Bing, DuckDuckGo, and AI-powered assistants. 
• Direct audience engagement through email marketing, newsletters, and private communities to maintain a loyal following. 
• Multimedia content strategies like video marketing, podcasting, and interactive tools, which AI-driven search engines may favour. 

4. Enhance Brand & Entity Recognition 

AI search engines prioritise well-known, credible sources. To strengthen your brand’s authority: 

• Optimise your Google Business Profile and ensure consistency across all online listings. 
• Get featured in high-authority directories and industry publications. 
• Maintain a strong digital presence across social media and knowledge-sharing platforms. 

5. Leverage AI for SEO & Content Creation 

AI can also be a powerful tool for SEO professionals, enabling them to: 

• Identify emerging trends using AI-driven keyword research tools. 
• Optimise content efficiently with AI-assisted writing tools while maintaining human oversight. 
• Repurpose content into various formats (e.g., turning blogs into short-form social media posts) to maximise reach. 

 Future Predictions & Long-Term SEO Approaches 

As AI search evolves, we can expect continued shifts towards: 

• Conversational search experiences, where users interact with AI instead of browsing multiple websites. 
• More personalised search results, with AI tailoring content based on user behaviour and preferences.
• Greater emphasis on owned content, such as branded newsletters and private communities, as businesses seek alternatives to search-driven traffic. 

To succeed in this new landscape, businesses must remain agile, experiment with new content formats, and continuously adapt their SEO strategies to align with AI-driven search trends. 

AI-driven search is reshaping how users find information online. While traditional SEO tactics may no longer guarantee the same level of organic traffic, businesses that adapt can still thrive. By focusing on expertise, structured content, and diversifying traffic sources, you can ensure your website remains relevant and valuable in the ever-evolving search ecosystem. Now is the time to embrace AI, refine your strategies, and future-proof your digital presence. 

For more information on SERPs, or for support with your digital marketing. Get in touch with our team of digital specialists. If you’re looking for improved long term SEO strategies, send us an email to team@modo25.com