Google’s AI-powered Search Generative Experience (SGE) and AI Overviews are transforming the way people interact with search results. With more zero-click searches and AI summaries dominating the top of search pages, many brands are wondering if they should abandon traditional SEO altogether.
TLDR: You need traditional SEO more than ever.
It’s an Evolution, Not a Revolution
AI-generated answers may feel like a replacement for traditional search, but we need to consider where AI is collecting its data from. In reality, AI is “grounding” its responses in the web’s existing content. That means Google’s AI is only as strong as the quality of the sources it can reference.
If your website doesn’t already rank well organically, you’re far less likely to be cited in AI Overviews. In other words, the fundamentals of SEO – high-quality, relevant, and authoritative content – remain the foundation of visibility.
Flooding the Results with AI Content
With AI-generated content flooding search results, many worry that ranking organically is harder than ever. That’s partly true, as the system has changed. Google’s Helpful Content System is designed to filter out low-quality and generic material, whether AI- or human-produced.
Your best defense?
- Create in-depth, trustworthy HUMAN content
- Write for people first, search engines second
- Ensure your site experience – content flow, page speed, and structured data – is seamless
AI-generated ‘spam content’ won’t get you ranking in LLMs or search results. When executed thoughtfully, human content will rise above the noise and earn a spot in both AI Overviews and traditional organic listings.
EEAT: The Real Differentiator
While it has flip-flopped on this in the past, Google has made it clear that moving forward, it doesn’t penalize AI-generated content as long as it’s helpful. What matters most is EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness.
So if you want to stand out, writing with real-world experience, relevant insights, and credible references is essential. Adding testimonials, case studies, and personal stories brings a level of authenticity that AI tools can’t replicate.
Considering the Impact on eCommerce?
AI-generated overviews have drastically reduced click-through rates for informational queries and increased ‘no-click’ search queries. The good news for eCommerce brands is that shoppers still need to click to explore products before making a purchase.
This is huge.
The main opportunity here lies in optimizing your product data and descriptions so that they’re easily digestible by AI and engaging for users. Clear, structured, and “click-worthy” content increases the chance of being surfaced in AI answers while ensuring that the clicks you do get are higher-quality and more likely to convert.
The New Era of SEO
Traditional SEO isn’t dead, but the traditional measures of success are. Ranking position and impressions count for very little today. But ranking signals like content quality, authority, and user experience remain essential. Now playing an even bigger role in how AI chooses its sources. For your site to thrive in AI-driven search results, focus on high-quality, authoritative content that prioritizes people over algorithms.
At the end of the day, the fundamentals of SEO are still your best strategy for strong SEO performance. Only now they need to be applied with an AI-aware mindset.
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