How to Win in SEO in the Age of AI: Key Actions and Metrics for Brands

AI is advancing at a breathtaking pace. And Google's I/O keynote showcased just how powerful its new AI arsenal really is. One of the most notable updates was on Search: "AI Mode".

Google has long set the pace in search, evolving from the original "ten blue links" to a rich tapestry of news, images, videos, and more. Now, as conversational AI reshapes how people look for answers, Google is once again pushing the frontier — first with AI Overviews, and now with AI Mode.

AI Overviews is already driving over 10% increase in usage of Google for the types of queries that show them, as stated by Google CEO Sundar Pichai at Google I/O. A similar study was carried out by Datos, a Semrush company, analysing over 10M+ keywords that trigger an AI Overview. Key findings:

• Top-of-funnel, informational content dominates AI Overview triggers
• Only a small share of keywords that trigger an AI Overview are commercial, transactional, or navigational — but this is changing
• There has been an increase in middle-of-funnel and bottom-of-funnel terms triggering AI Overviews since January 2025
• Navigational AI Overviews are doubling — a major signal that even branded traffic is at risk

The Core Philosophy Has Not Changed

Despite all the AI innovation, the purpose of search remains the same: connecting people with outstanding, original content that adds unique value. The difference? Users are now asking longer, more specific questions and diving deeper with follow-up queries. This creates both challenges and opportunities for brands willing to adapt.

7 Essential Actions for AI-Era SEO

1. Double Down on Unique, Valuable Content

Stop asking "what does Google want?" and start asking "what do my users need?" Go beyond generic information. Offer unique insights, expertise, or perspectives that genuinely help your audience. Generic, templated content will not survive in an AI-driven search world where users expect comprehensive, nuanced answers.

2. Perfect Your Page Experience

Even exceptional content fails if it is buried in a cluttered, slow-loading page. Ensure your pages display well across devices, load quickly, and make it easy for visitors to find what they are seeking.

3. Master Technical SEO Fundamentals

Your content cannot appear in AI results if Google and AI chatbots cannot access it. Ensure chatbots are not blocked, your pages return HTTP 200 status codes, and your content is indexable.

4. Control Your AI Visibility

Use Google's preview controls strategically. Tools like nosnippet, data-nosnippet, max-snippet, or noindex let you control how your content appears in AI experiences. More restrictive settings will limit AI feature visibility, so balance control with opportunity.

5. Align Structured Data with Visible Content

If you are using structured data markup, ensure it matches what users actually see on your pages. This machine-readable information helps AI systems understand and feature your content appropriately in search results and rich features.

6. Embrace Multimodal Content

People are increasingly using visual search — snapping photos and asking questions about them. Support your text with high quality images and videos. Keep your Google Business Profile current to capitalise on local search opportunities.

7. Think Beyond Traditional Metrics

Google reports that clicks from AI Overview results tend to be higher quality, with users spending more time on sites. This suggests AI search pre-qualifies traffic, delivering more engaged visitors who are closer to conversion.

The Metrics That Matter in AI Search

Quality Over Quantity. Focus less on click volume and more on engagement metrics like time on site, pages per session, and conversion rates. AI-driven traffic may be lower in volume but higher in intent.

Conversion Indicators. Track meaningful actions — sales, signups, engaged sessions, or business inquiries. AI search delivers more qualified traffic worth optimising for.

Brand Visibility. Monitor how often your brand appears in AI responses, even without direct clicks. Being featured in AI Overviews builds authority and awareness.

User Satisfaction Signals. Pay attention to return visitors, direct traffic increases, and brand search volume as indicators that AI exposure is building brand recognition.

The Evolution Continues

Search has continuously evolved — from ten blue links to visual results, mobile optimisation, voice queries, and now AI experiences. Each evolution brought new opportunities for those willing to adapt.

The brands that will thrive in AI search are those that prioritise genuine user value over search engine manipulation, invest in comprehensive expert content that answers complex queries, maintain technical excellence while embracing new formats, and measure success through engagement and conversion — not just traffic volume.

The opportunity is significant. As AI search drives more searches and deeper engagement, the rewards for creating truly valuable content have never been greater.