AI search is changing the game: What it means for your business
TL;DR:
AI search is rewriting the rules. Google’s AI Overviews don’t just list links, they pull bite-sized, well-formatted content directly into answers, often without sending users to your site. That means:
Structure your content for chunkability so AI can lift and cite it.
Measure success by citations and trust, not just clicks.
Build connected, topic-rich content that anticipates follow-up questions.
Think beyond keywords. AI considers context, past searches, and even runs its own related queries.
Full details I’ve used for this blog come from this Search Engine Land article. It’s a bit of an epic blog, so here’s my easy-to-understand breakdown.
Why are we talking about this?
The way people find information online is going through one of its biggest shake-ups yet and your business needs to pay attention.
As the original Search Engine Land article puts it:
“The future of search is probabilistic, the past was deterministic.”
Urgh - big words, but basically what it means is that search results used to be a straightforward list based on fixed factors (keywords, links, relevance) - deterministic.
Now, AI-powered search tools, like Google’s AI Overviews, look at probabilities and connections between ideas to deliver what they think is the most useful answer in the moment.
The original article is for total AI search nerds only. It’s a deep, technical read (you can check it out here), but I’ve pulled out the important stuff so you can see what matters for your website and content. Without getting buried in patents and algorithms.
1. Format and chunkability are critical
AI Overviews don’t just “read” your page, they scan it for bite-sized, well-structured snippets they can lift directly into an answer. This is where your headings, subheadings, and overall layout matter more than ever.
Headings and subheadings
Traditional SEO advice says to include your target keyword in headings where it makes sense. That’s still useful, but for AI search, clarity and context take priority.
Make headings descriptive enough to stand alone. If AI only sees that heading and the paragraph beneath it, it should still make sense.
Use natural language in headings, sometimes even phrasing them as questions your audience might type or say out loud. AI systems work a lot like voice search, so headings that mirror real queries have a better chance of being pulled in.
Break longer topics into smaller subheadings rather than trying to cram everything under one big section. The more distinct “chunks” you have, the more opportunities AI has to cite you.
Formatting tips for AI search
Short paragraphs: Aim for 2–4 sentences per paragraph so information is easy to lift and scan.
Bulleted or numbered lists: AI loves lists. They’re clean, self-contained, and easy to insert into an answer box.
Clear hierarchy: Use H2s for main points, H3s for subpoints, and so on. Avoid skipping heading levels, as this can confuse both AI and assistive technologies.
Highlight key terms: Use bold for important words or phrases so AI (and readers) can spot them at a glance.
Table formatting: If you’re comparing data or outlining steps, use a table. AI can extract and reuse table rows easily.
Does AI-friendly formatting benefit humans too?
Yes. 100%.
Humans skim online, so short sections, lists, and clear headings improve readability.
Good structure also helps accessibility tools (like screen readers) navigate your content, which is good for inclusivity and can even help you meet accessibility guidelines.
Better readability builds trust, making visitors more likely to stay on your site and explore further.
Quick tip: When drafting content, imagine your reader only sees one heading and the few lines under it. Would they get something useful, complete, and clear? If yes, you’re on the right track for both AI and humans.
2. Presence doesn’t guarantee clicks
In the old SEO world, the goal was simple: rank higher in search results, get more clicks to your site. But AI Overviews change that game. Now, your content can appear right there in the AI-generated answer, giving people the information they need without them ever visiting your website.
Why this matters
Citations ≠ visits: Being quoted in an AI Overview might get your brand in front of people, but it doesn’t guarantee they’ll click through.
New metric: Share of Attributed Influence Value (AIV): This is about how often your content is referenced and the trust that builds over time, even if clicks are low.
Awareness and trust-building: Think of citations like old-school brand mentions in TV or radio. People might not visit you immediately, but repeated exposure builds credibility.
How to optimise for citations and trust
Provide concise, quotable facts or explanations that can stand alone.
Use clear, direct language and avoid burying key points in long paragraphs.
Back up claims with credible sources when possible. AI favours trustworthy content.
Make sure your brand is visible in the snippet: naturally include your business name where it makes sense (especially in summaries or explanations).
Does this benefit humans too?
Yes. People also value quick, trustworthy takeaways. Even if they don’t click through right away, they’re more likely to remember you and return when they’re ready to buy.
Quick tip: Track not just traffic, but where and how your brand is mentioned online. Being part of the conversation is the new version of “ranking.”
3. Search is becoming a conversation
AI search doesn’t treat each search as a fresh start. It builds on what you’ve asked before and understands the relationship between those searches. This means Google (and other AI systems) can ask its own follow-up questions behind the scenes to get more relevant answers.
Think of Googling “Italian restaurant near me”. Maybe you’ve recently asked Google about “symptoms of gluten intolerance” or “where to buy gluten free pizza”. In AI search, you’re more likely to be presented with a list of Italian restaurants that have gluten free options on their menu - even if you’ve not asked it to provide this information.
Why this matters
AI considers context (what you’ve searched for in the past), intent (what you’re really trying to find), and initiative (what extra information it thinks you need).
Two people asking the same question can get entirely different answers based on their previous searches.
AI can “fan out”, meaning it runs multiple related searches in the background to create a custom set of content to pull from.
How to optimise for conversational search
Create connected content. Make sure your site has a cluster of related articles that answer the next logical question your reader might have.
Use internal links to guide visitors (and AI) from one related page to another.
Phrase some headings or sections as questions your audience would ask, especially follow-ups to your main topic.
Avoid one-off “island” articles that don’t connect to anything else on your site.
Does this benefit humans too?
Definitely. Connected content makes your site more useful and keeps visitors exploring longer. It’s also how you establish topical authority, which builds trust and encourages return visits.
Quick tip: When planning a piece of content, write down 3–5 follow-up questions someone might ask after reading it then create those answers too.
Key takeaways about AI search
AI Overviews give the answer, not just a list of options. Your job is to make sure your content is the one it pulls from.
Formatting and structure are now ranking factors in a whole new way. Clear, chunked, well-labelled content is more likely to be cited.
Being cited builds brand trust even without clicks. Think long-term visibility, not just immediate traffic.
Context and connection matter. AI loves a well-linked content ecosystem with depth on a topic.
Bonus insights from the original article
The Search Engine Land article also shares some other valuable points worth noting:
Relevance Engineering: This is about optimising content for multiple possible user intents and the “synthetic queries” AI runs behind the scenes, not just single keywords.
Stateful search: AI remembers past interactions and personalises answers using a kind of “digital fingerprint” of the user.
Query fan-out: Google generates a range of related searches to find more relevant sources, then blends them into the final answer.
Reasoning chains: AI connects information through intermediate logic steps. If your content fits one of those steps, you’re more likely to be used.
Multimodal content wins: AI can pull from text, images, video, charts, transcripts, and more.
Measure citations, not just clicks: Track how often you’re mentioned in AI answers to gauge influence.
Build topical authority: Rich, interconnected content makes you the go-to source for AI and human users alike.
If you want to future-proof your content for AI search, start by making it structured, connected, and easy to trust — for both people and machines. And if you want the technical deep dive, you can read the full Search Engine Land article here.
What to do next
If you want your content to stand out in this new AI-driven search world, here’s where to start:
Review your content structure
Check that your headings and subheadings are clear, descriptive, and easy to understand without extra context.
Break longer sections into smaller, distinct chunks.
Make your content “liftable”
Use short paragraphs, bullet points, and numbered lists.
Highlight key facts, definitions, or takeaways so they can be quoted directly.
Think in topic clusters, not one-off posts
Link related articles together and cover follow-up questions your readers are likely to have.
Aim to be the go-to source on your subject.
Track brand mentions and citations
Don’t just focus on clicks. See where your business is being referenced online and in AI-generated summaries.
Diversify your content formats
Consider adding videos, infographics, charts, or transcripts to make your content accessible across formats AI can use.
Keep it human-first
Even though you’re optimising for AI, write with people in mind. If it’s easy to read and trust, it will work for both audiences.
Call me for a chat
If you’re not sure where to start or want an expert to review and improve your content for AI search, let’s talk.
I can look at your current site, spot opportunities, and make a plan to get you AI-ready.
