SEO Is Not Dead. It Is Evolving
Old SEO methods are dying faster than ever. Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), Search Everywhere Optimization (SEO) — many publishers, website owners, and bloggers have been seriously affected. Many of them will leave the field, while those who remain must be smarter and adapt to change.
If you are here to stay, our study of 100+ Google search queries revealed patterns that show the current state of SEO and the future of the search industry.
A Global Shift: From Search Engines to AI Answers
The Revolution of AI-First Search Tools
The main shift in the SEO industry is related to AI-driven search experiences. We are seeing the rise of AI-first search tools such as Perplexity, You.com, and even ChatGPT’s browsing capabilities.
These platforms do not work like the traditional search engines we grew up with. Instead of providing a list of blue links, they aim to give you an answer right here and now.
Key differences of AI search:
- Focus on conversational queries
- Delivering quick insights
- Useful comparisons
- More transparent source attribution
Shortening the sales funnel
Large Language Models can easily guide users through the entire buyer journey very quickly compared with traditional searches, where users have to visit many websites to find answers.
Traffic from AI search converts 4.4 times better than regular organic traffic because LLMs provide users with all the information they need to make a decision.
Shocking Data from Our Study
The End of the Era of 10 Blue Links
Out of 100+ searches, only 6 search results include 10 blue links on the first page. The rest contain between 7 and 8 blue links.
The Dominance of Communities
82% of the time there is at least one blue Reddit link on the first page of search results, and 12% of the time Quora accompanies Reddit in the search results.
Important: We are not talking about discussion and forum sections, but Reddit and Quora as one of the blue links in the search results.
The New SERP Reality
- YouTube videos appear in search results in 22% of cases
- Discussion and forum sections appear 78% of the time
- AI Overviews appear in 64% of queries
The 8 blue links you are trying to rank for on the first page have now been reduced to approximately 6-7 blue links.
Unexpected Discoveries About AI Overviews
The Myth of Top Rankings Has Been Debunked
It is natural to assume that AI Overviews use information from the top-ranking articles for a search query. But that is not true.
An analysis of the top 10 cited sources showed:
- Only 1-3 cited sources from the first page of the search query
- The rest mainly come from different queries related to the topic
- Or from the second, third, and sometimes even sixth page
Data That Will Change How You See SEO
69% of AI Overviews cite sources from websites with a domain rating of 40 or lower.
72% of the time AI Overviews cite sources from the same website.
It is no longer about ranking at the top or writing the most comprehensive article, but about writing sections that AI Overviews will cite regardless of the keywords you target and regardless of whether your website is new.
YouTube and Communities in AI
- 65% of the time a YouTube video is cited in the top 10 AI Overviews
- Quora and Reddit are cited 15% of the time
Current AI Overviews Statistics 2025
The Growing Presence of AI in Search
AI Overviews now appear in up to 47% of Google searches according to a Botify study — nearly half of all Google searches now display an AI-generated answer at the top.
Since March 2025, the appearance of AI Overviews in search results has grown by a staggering 115% according to an Ahrefs study.
Impact on Traffic
Zero-click searches rose from 24.4% to 27.2% over the past year. The main reason is Google’s AI Overviews strategy. Nearly 44% of all AI answers cite Google’s own services as sources.
Real Traffic Losses:
- Mail Online reported a 56% decrease in CTR when AI Overviews appeared for their top keywords
- SurferSEO found that CTR for the first position fell by 34.5% when AI Overviews were present
- Some Fashion, travel, DIY, and cooking websites experienced traffic declines of up to 70%
Strategic Takeaways: What to Do Next
Shifting the Optimization Focus
New priorities:
- From ranking to citation: Shift the focus from ranking on the first page to writing sections that AI Overviews will cite
- From keywords to questions: Move from traditional keyword research to finding questions on forums, Reddit threads, YouTube comments, or in support chats
Opportunities for New Websites
Established websites have an advantage, but new websites are gaining an opportunity. Google is leveling the playing field.
Who Is Suffering the Most:
- Websites that provide information only
- Affiliate-only blogs are already seeing significant traffic declines
31% of search queries do not include any personal blogs or content-only blogs in the top 10 AI Overviews. When they do appear, there are only one or two of them.
The Future of Content-Only Blogs
Websites that exist solely to promote other people’s products are already seeing significant traffic declines. Most cited websites are commercial blogs selling services or products.
Adaptation strategies:
- Moving to other platforms: YouTube, Instagram, TikTok
- Building communities: Substack, Gumroad, Patreon
- Developing a personal brand: Selling your own products or services
The Revolution in Search Behavior
Multimodal Search
Voice search trends:
- One in three consumers with visual impairments uses voice assistants weekly
- 32% of global consumers used a voice assistant last week
- 21% use it to find information, 20% to perform actions
The Evolution of Queries
Examples of new query types:
Traditionally: "Vegan Pizza Restaurant near me"
Now: "Where can I get vegan pizza near Serangoon that is open right now?"
The Importance of Local SEO
If your business is not optimized for this intent and level of specificity — including landmarks, locations, and building names in your Google Business Profile and on your website — you are missing opportunities.
Search Everywhere: The New Reality
Platform Diversification
You can no longer rely on a single traffic source to survive. You need to appear on every platform where your customers spend time.
Content presence statistics:
- 80% of search results include video snippets
- 24% include short video snippets
- 38% of search queries show a "What are People Saying" snippet from different platforms
Google as a Multiplatform Search Engine
Google is not only a search engine for websites and information. It is also a search engine for videos and short videos. On practically any topic, you will find relevant videos from TikTok, YouTube Shorts, and Instagram.
The Role of Traditional SEO in the AI Era
Why Traditional SEO Still Matters
For brands and businesses seeking exposure in large language models and AI Overviews, traditional SEO cannot be ignored, because LLMs currently still obtain information from the top results of traditional search engines.
The fundamentals that remain critical:
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Site structure
- Internal linking
- Keyword research
The New Role of SEO Specialists
Brands and businesses can reach out to websites ranking at the top for relevant keywords for mentions, link building, and other forms of collaboration.
AI in Content Creation: Study Data
Adoption of AI Tools
71% of the people who participated in our study use AI tools to their advantage.
Results of using AI:
- 47% produce content faster
- 35% shift their focus from quantity to quality
Principles of High-Quality AI Content
Google does not care how content is produced. It cares about the quality of the content.
The key to success: Human oversight — human supervision. You need to create content with unique insights and angles to gain visibility.
Recommended workflow:
- AI tools for the first draft
- Adding a unique perspective
- Demonstrating E-E-A-T
Forecasts and Recommendations for 2025
Key Trends
Semrush predicts that by 2028, visitors from AI search will outnumber visitors from traditional search.
Strategic Directions
- Focus on traffic quality over quantity
- Creating content for AI citation
- Developing expertise and authority
- Diversifying traffic sources
- Optimizing for conversational queries
New Success Metrics
Instead of traditional metrics:
- AI citation frequency
- Quality of residual traffic
- Topical authority
- Mentions in specialized publications
Practical Adaptation Plan
Immediate actions (1-2 weeks)
- AI visibility audit: Check how your brand appears in AI answers
- Competitor analysis: Study which sources AI systems cite in your niche
- Structure optimization: Add FAQ sections and structured data
Medium-term tasks (1-3 months)
- Creating expert content: Develop in-depth guides for your niche
- Community participation: Maintain an active presence on Reddit, Quora, and industry forums
- Multimodal optimization: Create video content and optimize images
Long-term strategy (3-12 months)
- Building authority: Publish expert content regularly
- Platform diversification: Maintain a presence on all relevant channels
- Measuring new metrics: Implement a system for tracking AI citations
Conclusion: SEO Is Evolving, Not Dying
The SEO world is changing, and the main beneficiaries are users — which is a good thing. But businesses, brands, and website owners must embrace new strategies to navigate the constantly changing market.
Principles for Surviving in the New Era:
- Adaptability: Readiness for rapid change
- Quality: Focus on creating truly valuable content
- Expertise: Developing deep knowledge in your niche
- Multiplatform presence: Being present wherever your audience is
- Measuring the right metrics: Shifting from traffic to influence
The future belongs to those who can create content that AI systems want to cite and people want to consume. The time to act is now.
Self-Assessment Questions
- Is your content ready for AI citation?
- Is your website optimized for voice search?
- Are you present in relevant communities?
- Are you measuring the right metrics?
- Is your strategy adapted to multimodal search?
The answers to these questions will determine your competitiveness in the new era of search.
