Search engine optimization (SEO) is not dead – even in the age of artificial intelligence. A new study based on 25,000 user searches shows that top Google rankings still influence AI-powered search engines like ChatGPT, Perplexity, and Google’s AI Overviews.
In this article, we’ll explain why SEO is still relevant in the AI era, how AI search works, and what strategies marketers should follow to stay visible in AI search results.
How AI Search Engines Use Traditional SEO Rankings
AI search tools don't just guess answers. They follow a structured process, and surprisingly, they still depend heavily on Google’s top-ranking pages. Here’s how the process works:
3 Steps AI Uses to Pick Answers:
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Pre-selection:
AI systems scan the web for top content, favoring pages with high Google rankings. -
Content Extraction:
They pull short, relevant answers from those pages that best match the question. -
AI Synthesis:
Using models like Google Gemini, AI combines those snippets into a final answer.
So, if your website ranks #1 on Google, you have a 25% chance of being featured in AI search results. Pages in the top 10 still have a good chance, but the lower you rank, the less visible you become.
What is the Query Fan-Out Effect?
Here's how it works:
If a user types “SEO vs SEM,” AI will secretly run related searches like:
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“What is SEO?”
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“What is SEM?”
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“SEO vs PPC”
If your content ranks well for any of these related searches, it might be included in the final AI response – even if your main page isn’t in the top 10.
New Approach: Best Answers > Best Pages
Traditional SEO focused on creating big, detailed pages around one keyword.
Now, AI search prefers short, precise answers to specific questions.
For example, if your post covers everything about iPhone 15, but doesn’t clearly answer “What is the battery life of iPhone 15?”, you may rank in Google but miss out in AI results.
Actionable Tips: SEO Strategies for the AI Era
To stay ahead, marketers need to adapt SEO strategies for AI search engines. Here’s what you can do:
1. Keep Doing SEO
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Ranking in the top 10 of Google directly boosts your AI visibility.
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SEO is still your entry ticket into AI search.
2. Break Big Guides into Smaller Pieces
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Divide long posts into sections.
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Create dedicated pages for specific questions (like FAQs or How-Tos).
3. Optimize for Related Keywords
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Think of all possible ways users might ask the same question.
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Use tools like AnswerThePublic, Google Autocomplete, or Ubersuggest.
4. Write Clear, Simple Answers
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AI prefers plain, direct language over keyword stuffing.
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Use headings, bullets, and short paragraphs.
5. Track AI & Traditional Visibility
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Use tools to monitor how often your content appears in both search types.
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Adjust content based on performance.
Final Thoughts: SEO & AI Can Work Together
The research clearly shows that SEO is still relevant in the AI era. AI search engines are not replacing Google SEO – they are building on top of it.
The key shift is this:
Instead of just thinking “How do I rank higher?”, ask:
“How do I give better answers to real user questions?”
That small change in mindset can make a huge difference in the age of AI-driven search.
Summary
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SEO still matters for AI visibility.
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Top Google rankings help AI decide what to show.
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AI search wants the best answers, not just long pages.
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Update your strategy to match this new behavior.
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