AI’s Impact on SEO: 13 Things That Changed, 4 Things That Stayed The Same

11/11/25
Source: SEO Blog by Ahrefs by Mateusz Makosiewicz. Read the original article

TL;DR Summary of How AI is Transforming SEO and Online Visibility in 2024

AI-driven search tools like ChatGPT and Google’s Gemini have revolutionized how users discover content, leading to a surge in zero-click searches and changing traditional SEO dynamics. While AI Overviews provide instant answers, they significantly reduce clicks to websites, especially for informational content. To succeed, brands must evolve from classic SEO to Generative Engine Optimization (GEO), focusing on visibility within AI-generated summaries and leveraging multi-channel strategies. Strong brand authority, structured content, and human expertise remain critical for standing out in this new AI-powered search landscape.

Optimixed’s Overview: Navigating the Future of SEO in an AI-Powered Search Environment

Understanding AI’s Impact on Search Behavior and SEO Strategies

AI assistants such as ChatGPT, Google’s Gemini, and Perplexity have rapidly changed how people seek information online. Instead of traditional keyword matching, modern AI understands complex queries by breaking them down into multiple related searches—known as “fan-out queries”—offering nuanced, synthesized answers drawn from diverse sources. This shift has led to a dramatic rise in zero-click searches, where users get their answers directly on the search results page without visiting any website.

Key Changes and Challenges for Marketers

  • AI Overviews dominate prime search real estate, reducing organic click-through rates by about 34% for top-ranked pages.
  • Informational content
  • Traffic from AI referrals is smaller but higher quality, with users who click through often closer to conversion.
  • Traditional SEO alone is no longer enough; marketers must optimize for AI visibility through strategies like influencer marketing, reputation management, and clear semantic content.

Emergence of Generative Engine Optimization (GEO)

GEO extends SEO by focusing on ensuring brands are cited and accurately represented in AI-generated answers. This involves adapting existing SEO best practices to the AI context, including:

  • Building and maintaining strong brand authority and trust signals.
  • Creating structured, semantically clear, and expert content that AI systems favor.
  • Monitoring AI visibility with emerging tools like Ahrefs’ Brand Radar.
  • Diversifying marketing channels beyond Google Search to include platforms like LinkedIn, TikTok, and Reddit.

Leveraging AI Tools and Human Expertise for Sustainable Growth

AI has lowered barriers to content creation but also flooded the web with generic output. The key differentiator is genuine human insight, unique perspectives, and original research that AI cannot replicate. SEO professionals can harness AI-powered tools for content optimization and data analysis, accelerating research and opportunity discovery while focusing on creativity and strategy. This hybrid approach strengthens content quality and resilience in an evolving search ecosystem.

Final Thoughts

The rise of AI in search is reshaping visibility and traffic patterns but not eliminating SEO’s value. Instead, it calls for an evolved approach prioritizing multi-channel presence, brand credibility, and AI-aware content strategies. Those who adapt early will benefit from a competitive edge as AI-driven search becomes mainstream.