AI and SEO might sound like buzzwords, but together they’re shaping the future of search. AI-generated summaries are changing how users interact with results, and that means we need to rethink some of our old strategies. While no one has all the answers yet, we can look at the data, experiment with best practices, and start adapting our content for this new search environment.
Is AI Good or Bad for SEO?
It’s a fair question. On one hand, AI overviews can be a real boost. They can spotlight your content right at the top of the results page and, in some cases, even cut down on competition by featuring your answer directly in the summary.
But there’s another side to the story. The same visibility that makes AI overviews exciting can also mean fewer clicks for organic results. A recent ahrefs study found that when an AI overview appears, the click-through rate for the #1 organic listing drops by about 34.5%. That’s a big shift in how users interact with search results.
So yes, it’s possible to hold the #1 spot organically and still see your traffic dip because users are getting what they need from the overview instead. The takeaway? AI is pushing all of us to create clearer, more authoritative content that directly answers the query at hand. The big question now is, how do we prepare for this new era of AI-powered search?
How to Rank in AI Overviews
AI overviews are appearing in the majority of search results pages, and figuring out how to show up in them is still a fairly new challenge. Fortunately, the approach relies on familiar foundations between the core principles of both AI and SEO. Rank Math outlines several key areas for us to focus on as we work to adapt.
Create High-Quality, Authoritative Content
AI overviews favor content that demonstrates expertise and trustworthiness. This means:
- Providing well-researched, accurate, and detailed answers.
- Including references, citations, and supporting data where applicable.
- Sharing real-world examples, case studies, or unique insights that distinguish your content from competitors.
Think of this as not just writing for search engines, but establishing your site as a go-to resource in your industry.
Use Clear Data Structure and Readability
Traditional SEO best practices still apply, but today’s landscape puts even more weight on structured and even unstructured, or context-rich, data. Search engines and AI are looking for information that is not just scannable, but also structured in a way machines can easily understand and surface.
How to Structure Content for Better Visibility
- Use nested heading tags (H2, H3, H4) to break complex topics into digestible pieces.
- Use bulleted lists, so both humans and search engines can quickly parse key information.
- Keep paragraphs concise. 2 to 4 sentences ensures clarity without overwhelming.
- Pair descriptions with structured product data (dimensions, availability, pricing, etc.) to increase relevance for AI-powered overviews.
Best Practices for Product-Driven SEO
- List key specs (size, color, material, etc.) as high in the hierarchy as possible.
- Use schema markup to tie data points (availability, ratings, etc.) directly to your products.
- Organize details in tables or bullets to make comparisons fast and easy.
- Mirror your category and product hierarchy in headings (H2 for category, H3 for attributes).
- Maintain clean, accurate feeds. AI models are pulling directly from these sources to generate overviews and recommendations.
Directly Answer User Intent
This is arguably the most important. AI overviews thrive on clear, direct answers.
- Address the user’s query within the first 100–150 words of your content.
- Use natural language to mirror how people actually ask questions.
- Anticipate follow-up questions and answer them in context.
Remember, AI is pulling snippets to provide immediate answers. Your goal is to make your content the most accurate, complete, and concise source available.
Practical Tips for Adapting Your SEO Strategy
- Audit your existing content for questions your audience frequently asks.
- Add structured answers and FAQs that match natural-language queries.
- Incorporate data and visuals that support your points. These increase perceived authority.
- Monitor AI Overviews in your niche to identify which topics are frequently summarized.
- Focus on evergreen content that AI is likely to cite over time.
By combining traditional SEO with these AI-focused optimizations, you’re future-proofing your content without taking unnecessary risks.
Final Thoughts & Next Steps
AI and SEO are becoming inseparable, and while AI may change the way users interact with results, the foundation of SEO (delivering reliable, useful information) remains the same. The path forward won’t be about reinventing SEO, but about evolving it. By doubling down on quality content, structured data, product clarity, user intent, and trust signals, you can position your site to serve both search engines and people.
You don’t have to figure it out alone. Our team at FirstTracks Marketing can help you stay ahead of the curve with smarter, future-focused SEO strategies. Connect with us today by filling out this short form or giving us a call at 603-924-1978 to make sure your site is ready for AI-powered search.
