AI in search has been a wild disruption.

We are using Google less.

After decades of ‘Googling it’, we are ‘ChatGTP-ing it’ or turning to other Large Language Models (LLMs) to get answers.

This means there’s new competition in search, not just traditional SEO results or paid ads, but AI-generated responses too.

Why?

Because we can find answers faster.

And because - despite the occasional viral fail - we trust them more.

AI pulls from multiple sources, rather than relying on a single site. Whilst social media has highlighted where AI can get it wrong, these tools are constantly learning and improving, and users are becoming more comfortable relying on them.  

AI overviews – what are they good for?

It’s not just the standalone LLM platforms to consider.

Search engines like Google have rolled out AI overviews – often quite sophisticated summaries which appears at the top of search results. They are particularly useful for informational based queries, saving users time and clicks.

So, what does this mean for SEO?

If AI is providing the answer, how do websites still get traffic?
Should we ignore SEO because the blue links are getting less attention?  

No. Definitely not.

In fact, SEO is just as important, perhaps even more so. But the strategy needs to evolve.  

Thanks to AI, people are asking more complex, conversational questions and so websites have to provide the answers that the LLMs want to surface.

To stay visible, we have to optimise websites for LLMs. This means:  

1.   Websites have to offer clear, structured content, which answers detailed queries. It’s about positioning a product or service as the solution, with an authoritative tone of voice.

2.  We have to create content that is genuinely helpful to the reader. Think user-first, rather than jam-packing with keywords for bots.

3. Remembering the technical side. Broken links, slow to load content or unindexed pages? AI won’t find you.

4. A strong brand identity. Brands that shows up with clarity and consistency are more likely to be surfaced.

5. Including authoritative sources like author bios and citing reputable sources.

The bottom line

Not every website needs to prioritise SEO. If your audience is already clearly defined and you don’t need to attract new users, then it may not need to be a focus.

But if your goal is to reach new audiences, generate leads, or build visibility, then SEO is more important than ever.

At TW, we often get asked about SEO as an afterthought. But it needs to be part of the early planning stages of any website design and build. Because if your content isn’t optimised, it may not appear in AI generated answers at all.