For many searches, Google now shows an AI-generated summary, called an AI Overview, above the usual list of results. It answers the question directly and cites a handful of websites as sources. People are also asking AI assistants questions they once typed into a search box. Understandably, business owners want to know whether SEO still matters.
It does. But what works is shifting, and some types of content are affected far more than others.
Which searches are most affected?
AI Overviews appear most often for informational questions, the "what is", "how to" and "why does" searches where a summary can satisfy the person without a click. If your website relies on general explainer articles, you may see fewer clicks even when your rankings hold.
Searches with commercial or local intent behave differently. Someone looking for "orthopaedic doctor near me", "website designing company in Noida" or "buy cotton kurtas online" still needs to choose a business, compare options and get in touch. For these searches, map results, business profiles, product listings and websites remain central.
What AI-generated answers draw on
AI systems summarise information they find on the web. Pages that are clearly structured, specific, accurate and trustworthy are easier to draw on and more likely to be cited. The fundamentals that have always helped pages rank, such as helpful content, clear structure, demonstrated expertise and a technically sound site, also help pages become sources for AI answers.
Practical steps for business websites
1. Lead with clear, direct answers
Structure service pages and articles so the key answer comes early, in plain language, followed by detail. Use descriptive headings that match the questions people ask: "How much does a website cost?" rather than "Pricing philosophy".
2. Show real expertise and experience
Generic content written to hit a keyword is easy for AI to replace. Content based on first-hand experience is not: your process, your observations from real projects, local knowledge and specific examples. Name the people behind the work and explain their qualifications where relevant.
3. Strengthen your brand, not just your pages
When AI tools recommend businesses, they lean on signals of reputation: reviews, mentions on other websites, consistent information across platforms and a recognisable brand. A strong Google Business Profile, genuine reviews and mentions from relevant sites all count.
4. Keep your technical foundations solid
Search and AI systems need to crawl, render and understand your pages. Fast loading, clean HTML, logical internal links and accurate structured data make that easier. Check that important content isn't hidden behind scripts or images. Our technical SEO audits cover these points.
5. Focus on pages that lead to enquiries
If informational traffic falls, the pages that turn visitors into customers become more important. Make sure every service page explains what you offer, who it's for, how the process works and how to get in touch, with clear calls to action and WhatsApp or phone options on mobile.
6. Measure what matters
Rankings and raw traffic tell less of the story than before. Track enquiries, calls and sales from organic search, and look at Search Console impressions to see where you are visible even when clicks are lower.
What not to do
- Don't publish large volumes of AI-generated pages with little original value. Google's spam policies target scaled, low-value content regardless of how it's produced.
- Don't chase tricks that claim to "rank in AI". The durable approach is the same as good SEO: be the most useful, trustworthy source on your topic.
- Don't abandon SEO. For local and commercial searches, organic and map results remain a primary source of customers.
The bottom line
AI search rewards businesses that are genuinely helpful, clearly expert and widely trusted, which is what good SEO has aimed for all along. The businesses most at risk are those relying on thin, generic content. If you'd like a review of how your site is positioned, our SEO team can audit it and recommend where to focus.
Written by the SEO and web development team at BizRanko, based on work with businesses across India.