From SEO to AIO: Strategies for the New Search Frontier
Google has done it again – rolled out an update (read: “a headache”) for digital marketers and SEO specialists – this time, it’s the introduction of AI-generated summaries that appear above the search results.
After passing the testing phase, this update – dubbed “one of the most successful search launches of the past decade”1 – joins the ranks of ChatGPT and similar tools. The new “AI Overviews,” powered by data analysis from OpenAI, Anthropic, and Perplexity, are now aiming to grab a significant share of traffic from traditional websites.
* Despite ChatGPT’s imperfections, studies2 show that users consider the information generated by ChatGPT to be higher quality and more accessible compared to Google Search.
These updates were highly predictable – handling around 90% of the world’s search queries, Google is now worried about losing traffic and its core advertising revenue. To stay ahead in the AI race, the company is enhancing the capabilities of its own AI model and chatbot, known as Gemini, while integrating AI features across many of its products3.
The reaction from the SEO community was, unsurprisingly, swift – and far from optimistic:
Though others feel the potential:
To stay afloat in today’s rapidly changing landscape, SEOs have little choice but to do what they do best – adapt 🙂 That means shifting focus from traditional SEO to AI optimization.
So how do you land a spot in AI-generated results from Google, OpenAI, or Perplexity?
Is it all about content?
As outlined in Google’s own “golden guidelines,” the key lies increasingly in content quality. AI systems tend to favor comprehensive, trustworthy, and tightly focused topical content that truly satisfies user intent.
> By the way, have you noticed a surge in AI detection checks lately? To meet current quality standards, it’s no longer enough to just publish plagiarism-free content – it also has to feel human. That’s because AI-generated writing styles are still often perceived as low-quality and lacking nuance.
Е-Е-А-Т
Google prioritizes content from trustworthy sources – E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) should be a core element of your website’s content strategy. Focus on earning industry certifications and publishing insights from recognized thought leaders in your field.
That said, this doesn’t mean your site needs to drown in long-winded expert articles or wiki-style deep dives. Remember: brevity and relevance matter. High-quality content today must be concise, purposeful, and easy to digest – that’s the axiom.
Structured Data
Organizing your site’s content using structured data increases the chances of being featured in AI search. Schema markup is more searchable and analyzable for the reader and AI bot.
Multimedia
With an estimated 30–60% of people being visual learners, formats like podcasts, videos, and infographics contribute significantly to meeting user intent, so they are widely used by AI.
On-Page:
• Include clear authorship with credentials (LinkedIn, FB, Quora, X)
• Use schemas (FAQ, article, HowTo)
• Add recent updated timestamps
• Cite official studies or data
PRO TIP – Add a few unique, science-based industry reports or studies to your site — there’s a high chance your work will be cited as a primary source in future research.
What About Backlinks?
If you ask ChatGPT directly about backlinks, the answer will likely echo Google’s stance:
On paper, their importance seems to be diminishing – but in practice, we’ve seen time and again that abandoning backlinks altogether is short-sighted and ineffective. The core concept remains unchanged: a high-quality backlink profile still matters.
Most Trustworthy Source Types for ChatGPT
- Academic & Research Databases – Researchgate.net, PubMed, arxiv.org., etc.
- Government and Official Institutions – .gov, .org, .edu, .int
- News sites – The Guardian, NYT, BBC, etc.
- Communities – GitHub или Stack Overflow,etc.
- Industry Experts:
Off-Page:
- Get mentions/backlinks from reliable niche domains
- Be listed in relevant directories, local websites
- Become an expert – publish reviews and guest posts under your name or in collaboration with other industry leaders.
Any Secrets?
A sharp digital marketer will notice that high-quality content and strong backlinks alone aren’t enough to boost a site’s trustworthiness. Today, overall brand presence on the internet plays a major role. Even simple brand mentions, listings in directories, activity on forums and social media, or visibility on Q&A platforms are more important than ever.
Conclusion
“SEO is dead” – my favorite phrase that resurfaces year after year. And yet, SEO is very much alive, and I believe it will continue to evolve for years to come. Adaptability is the single most valuable skill a digital marketer can have. AI updates? Just another playground to work in – nothing more.
References
Herrman, J. (2025, May 26). Google is burying the web alive. New York Magazine. Retrieved from https://nymag.com/intelligencer/article/google-ai-mode-search-results-bury-the-web.html
Xu, R., Feng, Y., & Chen, H. (2023). ChatGPT vs. Google: A comparative study of search performance and user experience. arXiv. https://arxiv.org/pdf/2307.01135
WSJ Staff. (2025, May 20). Google takes aim at AI firms challenging its search dominance. The Wall Street Journal. Retrieved from https://www.wsj.com/tech/ai/google-takes-aim-at-ai-firms-challenging-its-search-dominance-917633a0
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