The Landscape Has Shifted
AI overviews and generative search results are now the default for a growing share of queries. For many sites, that means fewer clicks from informational queries — but it does not mean SEO is dead. It means the bar for earning a click has risen.
What Still Works
First, technical excellence. Fast pages, clean markup, and proper structured data are more important than ever because AI systems rely on machine-readable signals to compile answers. If your content is not parseable, it will not be cited.
Second, original research and experience. AI can synthesize existing information, but it cannot run your proprietary study or share your lived experience. Content built on data, experiments, and genuine expertise is the moat.
Third, bottom-of-funnel and commercial-intent content. When someone is ready to buy or compare, they still click. Invest in comparison pages, buyer guides, and decision-stage content.
What to Stop Doing
Stop producing thin, AI-generated listicles. Stop chasing keyword volume without intent. Stop publishing content no human would want to read. The volume game is over — quality and originality are the only sustainable strategy.
The Path Forward
Treat SEO as a product, not a channel. Invest in technical foundations, original content, and real authority. The sites that do this will not just survive AI search — they will be the sources it cites.
Taylor Brooks
Director of Growth at ANERA Technologies