Introduction to AI Search Engines
New research analyzing 25,000 user searches found that websites ranked #1 on Google appear in AI search answers 25% of the time. This data demonstrates that traditional SEO remains relevant, despite claims that AI has rendered it obsolete. Tomasz Rudzki, co-founder of ZipTie, studied real searches across ChatGPT, Perplexity, and Google’s AI Overviews. His findings challenge the widespread belief that AI makes traditional SEO pointless.
How Traditional SEO Impacts AI Search Results
The data shows a clear pattern: if you rank #1 on Google, you have a 1-in-4 chance of appearing in AI search results. Lower rankings result in lower chances. Rudzki stated: “The higher you rank in Google’s top 10, the more likely you are to appear in AI search results across platforms. This isn’t speculation – it’s based on real queries from real users.” The pattern holds across all major AI search platforms, suggesting that they all rely on traditional rankings when selecting sources.
The Process of AI Search Engines
The study detailed how AI search operates, using information from Google’s antitrust trial. The process involves three main steps:
- Pre-selection: AI systems identify the best documents for each query, favoring pages with higher Google rankings.
- Content Extraction: The AI extracts relevant information from these top-ranking pages, prioritizing content that directly answers the user’s question.
- AI Synthesis: The AI synthesizes this information into one clear answer, utilizing Google’s Gemini model for this step.
Understanding the Query Fan-Out Effect
Sometimes, you’ll come across sources that don’t make it into the top 10. Research identified two reasons why:
- Personalization: Search results differ by user. A page might rank high for one user but not for another.
- Query Fan-Out: This is the more significant factor. According to Google’s documentation: “Both AI Overviews and AI Mode may use a ‘query fan-out’ technique — issuing multiple related searches across subtopics and data sources — to develop a response.” When you search for “SEO vs SEM,” the AI discreetly runs multiple searches, such as “What is SEO?”, “SEO explained”, “What is PPC?”, and several other related searches.
Adapting to AI Search
The research shows we need to think differently about content. Traditional SEO focused on creating the “best page.” This meant comprehensive guides covering everything about a topic. AI search wants the “best answer.” This means specific, focused responses to exact questions. The analysis notes: “When someone asks specifically about iPhone 15 battery life, you may rank top 1 in Google, but AI doesn’t care about it if you don’t provide a precise, relevant answer to that exact question.” Marketers need to shift from keyword optimization to answering real questions.
Practical Implications for Digital Marketers
Here’s what marketers should do based on these findings:
- Continue your SEO efforts: Top 10 rankings directly impact AI visibility. Do not abandon your SEO strategies.
- Restructure your content: Divide lengthy guides into sections that address specific questions.
- Target related searches: Optimize for various versions of your main keywords.
- Write clearly: AI systems favor straightforward answers over content loaded with keywords.
- Track everything: Monitor your visibility in both traditional and AI search results.
Industry Impact and Future Considerations
This research comes at the perfect time. AI search is growing rapidly. Understanding how it connects to traditional rankings gives you an edge. Consider this: Only 25% of #1-ranked content appears in AI results. That means 75% is missing out. This suggests an opportunity for marketers who adapt. Rudzki concludes: “Instead of asking ‘How do I rank higher?’ start asking ‘How do I better serve users who have specific questions?’ That mindset shift is the key to thriving in the AI search era.”
Conclusion
In conclusion, the study highlights the importance of traditional SEO in the era of AI search engines. By understanding how AI search engines select sources and adapting content to provide precise answers to specific questions, marketers can increase their visibility in both traditional and AI search results. As AI search continues to grow, it is crucial for digital marketers to shift their strategies to focus on serving users with specific questions, rather than just optimizing for keywords. By doing so, they can stay ahead of the curve and thrive in the AI search era.