How to Win in SEO in the Age of AI? Key Actions & Metrics for Brands

"The future belongs to those who can collaborate with AI, not compete against it."

AI is advancing at a breathtaking pace, both exhilarating and a bit unsettling. And Google’s I/O keynote yesterday showcased just how powerful its new AI arsenal really is. One of the most notable updates was on Search called “AI mode”.

Google has long set the pace in search, evolving from the original “10 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, weaving powerful AI into Search to make discovery feel more natural and intuitive than ever - 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 AI Overviews as stated by Google CEO Sundar Pichai in the Google I/O conference. A similar study was carried out by Datos, an Semrush company where they analyzed over 10M+ keywords that trigger an AI Overview. The queries where AI overview might come up where -

• Top-of-the-funnel, informational content

• Only a small share of keywords that trigger an AI Overview are commercial, transactional, or navigational. But there has been an increase in the number of middle-of-the-funnel and bottom-of-the-funnel terms that trigger AI Overviews since January 2025

• Navigational AI Overviews are doubling - a major signal that even branded traffic is at risk

  
  

How should brands recalibrate their SEO strategy in this evolving landscape?

With Google's AI Overviews, the new AI Mode becoming increasingly prominent and the rise in searches on AI chatbots such as ChatGPT, Perplexity etc., the rules of SEO are evolving but the fundamentals remain surprisingly consistent.

The Core Philosophy Hasn't 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 Success:

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 won't survive in an AI-driven search world where users expect comprehensive, nuanced answers.

2. Perfect Your Page Experience

Even exceptional content fails if it's 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're seeking.

3. Master Technical SEO Fundamentals

Your content cannot appear in AI results if Google and AI chatbots can't 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're 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 information current to capitalize 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

Traditional SEO metrics need reframing in the AI era:

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 appears to deliver more qualified traffic that is worth optimizing 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 optimization, voice queries, and now AI experiences. Each evolution brought new opportunities for those willing to adapt.

AI search represents the latest chapter in this story. Users are searching more frequently, asking more complex questions, and finding greater satisfaction in their results.

Your Next Steps

The brands that will thrive in AI search are those that:

• Prioritize genuine user value over search engine manipulation

• Invest in comprehensive, expert content that answers complex queries

• Maintain technical excellence while embracing new formats

• 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.

The search landscape is evolving, but the opportunity for quality content creators is expanding. Are you ready to win in the age of AI search?