The impact of artificial intelligence (AI) on organic search and SEO strategies is becoming increasingly significant. In 2024, Google launched AI-generated overviews globally. This advancement has prompted many businesses to compete with AI-generated content in their efforts to reach potential customers. We spoke with SEO specialists; TDMP, a strategy-focused digital growth agency, to discuss how AI is transforming online search platforms and how businesses and marketers can adapt their strategies to maintain visibility and stay competitive.
AI’s impact on the organic search landscape
TDMP: AI has undoubtedly reshaped how users interact with search engines. For many queries, traditional search engine results pages (SERPs) are no longer the primary destination for information. Instead, users are increasingly relying on AI-generated answers provided by tools such as Google’s AI Overviews, Gemini and Microsoft’s Copilot. This shift has transformed the nature of search interactions. As a result, traditional click-through rates (CTR) are declining because more people are finding the answers they need directly within these platforms, without needing to visit a website. With this decline in traditional engagement metrics, marketers must also identify new key performance indicators (KPIs) to measure success.
We have recognised a shift in search focus from traditional methods to citation-based visibility. To ensure content remains visible, it must be integrated into AI-generated results. However, this transition brings new tracking challenges, which we have overcome by using GA4 and custom dashboards to monitor engagement outside of search engine results pages (off-SERP).
Upskilling on AI in search
Our SEO specialists have undergone technical training to gain a deeper understanding of how large language models (LLMs) and AI-driven engines function. This training includes hands-on experimentation with tools such as ChatGPT and Perplexity, enabling our team to stay ahead of emerging trends and provide clients with informed advice on best practices. We have also explored emerging disciplines such as Answer Engine Optimisation (AEO) and Share of Model Optimisation (SOMO), as well as Text Sequence Optimisation (TSO). Additionally, we have developed custom tracking frameworks to attribute AI-related visibility and traffic where possible, which is crucial as traditional analytics may become less reliable.
Many of our clients are also incorporating AI into their marketing strategies. This includes content drafting and ideation, competitive analysis, brand monitoring and some exploration of generative design.
While AI offers numerous benefits in marketing and business, it is essential not to rely solely on technology for tasks that truly drive value. It’s also crucial to understand its shortcomings. For instance, one key limitation is platform bias: some AI tools draw information primarily from specific search engines — for example, ChatGPT prioritises content indexed by Bing. This means that even if a webpage ranks well on Google, it might not appear in AI-generated search results powered by a different engine. For marketers, this can create unexpected gaps in visibility and highlights the importance of optimising content across multiple platforms.
Additionally, AI systems can sometimes produce inaccurate or misleading information — known as ‘hallucinations’ — or unintentionally replicate existing content too closely, putting businesses at risk of spreading misinformation or committing accidental plagiarism if outputs aren’t carefully reviewed. Thoughtful, informed use of AI is essential to ensure its output supports rather than undermines your marketing goals.
Predictions for the future of organic search
We predict four key trends for the future of organic search and SEO:
- Traditional SEO and AI-driven visibility will eventually merge into a unified approach
- The prevalence of classic blue links on search engine results pages (SERPs) is expected to continue declining
- Long-tail and conversational searches, which can be easily recognised by AI, will become more prominent
- Voice and multimodal searches, which combine text, image and voice inputs, are expected to gain increased importance.
How marketers and businesses can use AI more effectively
To enhance the chances of being included in AI summaries, we recommend that marketers optimise their content by prioritising clarity, structure and credibility. Best practices include:
- Utilising structured data and presenting content in natural language
- Conducting internal tests on AI tools, ensuring human review before publication
- Implementing tracking and reporting for AI-generated visibility and traffic to measure results.
We believe that in the future, SEO will increasingly focus on AEO (Answer Engine Optimisation) and SOMO (Share of Model Optimisation). These areas ensure that your content, brand, and offerings are recognised and referenced in both AI outputs and search listings. To move beyond traditional rankings, we recommend that businesses optimise their content specifically for inclusion in AI results..
To do this effectively, marketers should prioritise high-quality content that aligns with Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness and Trustworthiness. This approach will help ensure that the content is AI-ready. Additionally, to capture AI-driven traffic and engage effectively with voice search, keep your analytics tracking up to date.
Helping businesses elevate their SEO strategy
Thank you to our friends at TDMP for their valuable insights. TDMP offers a comprehensive range of digital support for marketing teams, helping businesses stay ahead in the fast-paced world of SEO and AI. Their services encompass:
AI visibility audits covering tools such as AI Overviews, ChatGPT and Gemini
Strategy support for AEO and SOMO practices
Analytics and attribution innovations to improve user journeys
Training to provide internal teams with the right knowledge and tools.
About TDMP
We are a strategy-led, digital growth agency. Our primary purpose is to help our clients acquire more profitable customers. Focusing on SEO and Paid Advertising, our goal is to deliver outstanding commercial results for our customers. We develop and deliver innovative and effective search, social and digital strategies that drive more customers to our clients’ businesses. We work across a broad range of business sectors, increasing online visibility, driving traffic, and ultimately delivering higher-quality lead volumes and sales. We are passionate about our business and the work we do for our clients. Having come from the client side, we think like clients, always focusing on the commercial outcomes. We are a highly experienced and effective agency that takes the time to truly understand our clients and their customers.
