By Ed Barrett, CMO of Supermetrics
For years SEO was a numbers game: target the right keywords, build backlinks, optimise metadata. Follow the formula, and traffic would grow. But now, that formula no longer works.
AI-driven discovery has changed how people search and, more importantly, how they find answers. Search results are no longer just a neat list of blue links. Instead of scrolling a list of links, users often get what they need without clicking through to a website.
Summarized answers, conversational platforms, and AI-powered recommendations are rewriting the rules of visibility and trust.
Why this shift is different
Search has always evolved, but this change is bigger than an algorithm tweak.
Google’s AI Overviews now appear in nearly half of searches. When they do, click-through rates can drop to around 8 percent when an AI summary appears, compared to 15 percent without it.
At the same time, ChatGPT has grown to 700 million weekly active users, handling billions of prompts daily. That’s up from 500 million just months ago, a four-fold jump year over year.
The numbers show a clear trend. Users are finding answers directly inside platforms instead of visiting websites. This isn’t a seasonal dip in traffic, but a new reality for how information is discovered and consumed.
From ranking to being chosen
In the old model, winning meant getting to the top of the search results page. That visibility was earned through keyword strategy, backlinks and technical SEO.
Now, the win isn’t just ranking first. It’s being chosen as a trusted source in an AI-generated answer.
To earn that spot, clarity comes first. Your content must be easy to understand and easy for LLM crawlers to pull from. This is the basis of Answer Engine Optimization (AEO): structuring content around real questions your audience is asking, and giving complete, accurate answers that stand alone.
Credibility is the second requirement. Generative Engine Optimisation (GEO) focuses on making your work worth citing. Essentially, platforms are looking for signals of experience, expertise, authoritativeness, and trustworthiness (EEAT).That comes from including original data, citing reputable sources and keeping information fresh. Content that’s up to date and verifiable is more likely to be referenced. Branding is more important than ever as credibility and original content take center stage.
With AIO, the challenge is more than visibility, but giving users a reason to click through. Interactive content like calculators, quizzes or assessments work well because they deliver value that can’t be answered in a search snippet. These tools boost engagement, build trust and help move casual visitors into deeper brand interactions.
Looking to 2026–2027: what to expect
We’re already seeing the next wave of change:.
- Personalized answers will replace one-size-fits-all results, shaped by user history, preferences, and location. Trust will be built over time.
- More platforms, more rules. Industry-specific assistants, corporate AI tools, and regional search engines will each have their own criteria for selecting sources.
- Voice and AR search will grow, pushing content to be concise, spoken, and visually ready.
Staying ahead isn’t about luck., It’s about taking intentional, practical steps that keep you moving faster than the pace of change.
How to prepare your content now
- Make content AI-ready. Use clear headings that mirror common prompt queries. Keep answers complete but concise, and support them with examples or simple visuals.
- Be citation-worthy. Back claims with credible research, use well-known sources, keep timestamps visible, and update regularly. Develop original content, don’t over-use AI engines to write your content, instead produce unique research and data points that generate original and credible content.
- Diversify channels: Zero-click search isn’t going away, but it doesn’t have to be your only path. Build direct engagement through social platforms, newsletters, podcasts, and partnerships.
Using AI without losing focus
The same technology that’s changing discovery can also help you adapt. New analytics tools show not only ranking but also where your content is cited in summaries. Automation can flag outdated sections, run clarity checks, and reformat content for different platforms.
It’s no surprise that eighty-six percent of SEO professionals already use AI in their workflows, and more than half say it improves results. The biggest gains come when AI handles repetitive work, leaving room for creative, original ideas that build the foundation for AEO and GEO.
Culture is the real shift
The hardest part isn’t the tools. It’s the mindset.
The days of publishing content and leaving it untouched for years are over. Visibility is now a moving target. Staying relevant means regular reviews, refreshes, and retesting in order to connect with audiences where they are.
It also means tighter collaboration. Marketing, PR and product teams need to align on a clear and consistent story, as inconsistencies erode trust and lower the chances of being cited. To stand out in an AI-driven landscape, platforms need to see a clear, consistent picture of your expertise. No matter where they find you.
