Use of AI in Search & How It Impacts SEO

Search engines like Google have used AI behind the scenes for years to improve ranking accuracy, detect spam, and personalize results. Today, however, AI isn’t just in the algorithm—it’s in the hands of users.  This change is having a major impact on search engine results! From AI-powered search assistants to conversational queries, the way people search the internet is changing fast. This shift is reshaping SEO, requiring website owners to adapt AI content strategies to stay visible in a more intelligent search landscape.

Explore how AI is used in online searches today and discover helpful AI-optimization tactics to increase web traffic for your website.

The Rise of AI Overviews

Example of an AI Overview

One of the most common ways AI is featured in today’s search engine results is through Google AI Overviews. This search feature uses artificial intelligence to synthesize information and present a direct, summarized response directly in Google’s results. AI Overview is rapidly changing not only how content is surfaced but also user behavior. In just two months, AI Overviews jumped from showing in 6.5% of queries in January 2025 to 13% in March 2025, according to Semrush. This sharp increase points to a major Google AI Overview SEO impact for site owners aiming to maintain or grow organic visibility.

Other Types of Zero-Click Searches

Online search behavior is evolving fast— and thanks to AI, more users now get the answers they need without ever leaving the search results page. This trend is driven by zero-click search SEO adaptation, which focuses on optimizing content for rich results. A zero-click search is  when the search engine provides a direct answer, eliminating the need for a click. AI is fueling this shift, making top-of-page visibility on search engines more valuable than ever. Zero-click results can range from featured snippets, to knowledge panels, and more.

Adapting SEO Strategy for AI

As zero-click searches become even more prevalent in AI-powered search engine results, website owners need to go beyond traditional SEO. Success today requires blending core SEO best practices—like quality content and mobile optimization—with new AI search optimization strategies. The focus must be on capturing AI-driven search results.

To stay competitive, businesses should understand how AI and SEO work together. Adopting smarter tactics that drive visibility and traffic is a must in today’s world.

How to Optimize for AI Search

To adapt to AI-enhanced search behavior and zero-click trends, website content must be structured and strategic. Here are six actionable ways to align your website with modern AI search optimization techniques that also complement traditional SEO foundations.

  • Optimize for long-tail keywords: AI-driven searches are often more conversational and specific. Targeting long-tail keywords—phrases with 4+ words that reflect natural language—helps your content align with how users ask questions in AI tools and voice search. Include these phrases naturally in your headings, FAQs, and meta descriptions. This increases your chances of ranking in AI Overviews and generating rich results.
  • Implement schema markup: Structured data (schema markup) helps search engines understand your content more clearly. Use schema markup to highlight product details, reviews, articles, or FAQs. When properly implemented, schema markup increases your chances of appearing in featured snippets, knowledge panels, and AI summaries. This is crucial in today’s AI and SEO landscape.
  • Improve your site speed: Fast-loading websites are essential for user experience and ranking. In AI-powered search, speed and efficiency matter. Use tools like Google PageSpeed Insights to identify slow-loading assets, to compress images, and enable caching. Improving site speed helps reduce bounce rates and increases your chance of ranking in both traditional and AI-curated results. This will boost overall visibility in competitive niches.
  • Invest in reputation management and digital PR: Have an online presence outside of just your website alone. Increase your brand awareness within top directories and social media channels, get featured in the local news or other local online sources, and respond to reviews. in general, engage with your customers online. By building and fostering a positive brand image in multiple places, search engines and AI platforms alike will be able to assess trust and reputation signals for your brand.
  • Monitor AI performance: Track how your content performs in AI-enhanced environments. Review traffic sources like ChatGPT, Perplexity and Google’s AI Overviews, and monitor whether your content appears in featured snippets or zero-click elements. Keep an eye on these signals as you adjust your strategy and refine your content to increase effectiveness.Example of SERP feature tracking
  • Partner with a professional SEO agency for SEO services: Navigating the evolving search landscape can be complex. A professional SEO agency, like Strategic America, understands how to integrate traditional tactics with emerging AI-driven opportunities.

From technical audits to content creation and AI-specific targeting, partnering with the experts at Strategic America ensures you are positioned for long-term success. We deliver future-focused SEO services and have experience adapting strategies for zero-click and AI-powered search experiences. Contact us today to explore what optimizing web content for AI can do for your brand.