SEO in the Age of AI Search: How to Stay Visible in Google's AI Overviews

Search is changing faster than it has in years. Google's AI Overviews now answer many questions directly at the top of the results page, summarising information from across the web. For businesses that rely on organic traffic, the obvious question is: does SEO still matter? The answer is yes, but what “good SEO” looks like is shifting.

What's actually changing

For simple, factual questions, more people now get their answer without clicking through to a website. That means fewer clicks for some informational content. But AI Overviews still draw their information from web pages, often with links to the sources they used. The goal is no longer just to rank in position one; it's to be the source that AI tools trust and cite.

Searches with commercial or local intent, such as “boiler installation near me” or “family solicitor in Manchester”, still lead people to compare businesses, read reviews and get in touch. That's where most businesses make their money, and it's where strong SEO continues to pay off.

1. Answer questions clearly and directly

Structure your content so the answer comes first. Use clear headings that match the questions customers ask, follow them with a concise answer, then go into detail. This makes your pages easier for both people and AI systems to understand and quote.

2. Show real expertise and experience

Google places increasing weight on content that demonstrates first-hand experience and genuine expertise. Generic articles written to fill a keyword quota are exactly what AI can now produce in seconds, so they carry less value. Stand out with:

• Original insights from your own work, projects and customers.
• Named authors with real credentials.
• Case studies, data and photos that only you can provide.

3. Strengthen your brand signals

AI tools tend to favour sources they recognise as trustworthy. Consistent mentions of your business across reputable websites, reviews, directories and local press all help build that trust. A strong, well-reviewed Google Business Profile matters more than ever for local searches.

4. Get the technical foundations right

• Fast, mobile-friendly pages.
• Clean site structure and internal linking, so key pages are easy to find.
• Structured data (schema markup) for your business, services, reviews and FAQs.
• No important content hidden behind scripts that search engines struggle to read.

5. Measure what matters

Traffic alone is becoming a less reliable measure of SEO success. Track enquiries, calls and sales from organic search, and keep an eye on which pages are earning visibility in Search Console. A page that gets fewer visits but more enquiries is a win.

The opportunity

Many businesses will panic and stop investing in SEO. That leaves more room for those who adapt. If you'd like a clear view of how AI search is affecting your visibility and what to do about it, Duncross Media offers practical, no-nonsense SEO audits.