What’s the Impact of AI on SEO and SEM?

Previously, we shared how AI, voice, and social media are changing internet search. While voice and social media continue to influence how we source information, AI may be having the greatest impact, given the increasing use of tools like ChatGPT, Claude, and Gemini. One of the questions we’re being asked most frequently is, “What’s the impact of AI-powered search on strategies like Search Engine Optimization (SEO) and Search Engine Marketing (SEM)?”

Let’s start with the biggest difference between traditional search and search powered by AI: how results are displayed. When you search via Google or Bing, a series of links are provided, with SEO and SEM designed to move your content up in the list. With AI-powered search, the links are bypassed, and a result is provided that’s designed to answer the user’s question. This is sometimes called a “zero-click” search since the user gets the result without having to choose a link or navigate to a website.

This might suggest that websites are becoming less relevant, but it’s actually the opposite. Many of our clients have reported that while their traffic has declined, conversions have increased. Why? When users conduct research via AI tools, they’re ready to act when they visit your site.

In terms of how marketers can influence their brand’s place in the rankings, GEO—or Generative AI Engine Optimization—is actually very similar to SEO. Accordingly, ensuring your brand is discoverable via GEO is very similar to how we approach SEO. This includes:

• Ensuring the technical aspects of your website meet typical SEO standards.
• Setting up schema properly to identify content, etc. This helps the AI bots understand information faster.
• Creating content that answers questions and provides information. A review of your organic search keywords can help you understand what questions users are asking to find your content. Then, update your content to make sure your site answers those questions/queries, which also makes it more likely AI will prioritize your content.
• Make sure your Google Business Profile and other business listings are updated, consistent, and include details about the services you provide. Regularly share content through platforms like the Google Business Profile feed, since this is one of the primary places AI looks for info.

In short, SEO is still a worthy strategy, and making it a priority will improve both SEO and GEO. However, as AI use becomes more prevalent, expect fewer clicks to your site, and more “zero-click” searches. Asher will continue to study best practices as AI evolves and will continue to suggest adaptations to ensure our clients’ content remains discoverable, regardless of how customers and prospects find it.