AI is reshaping search as we know it. As platforms like Google and Bing introduce AI-generated results—think Google’s Search Generative Experience (SGE) or Bing’s Copilot Search—the way users engage with search engines is undergoing a major shift.
Instead of scrolling through a list of blue links, users now receive AI-generated answers—summaries, suggestions, and sometimes follow-up prompts—right at the top of the results page. For brands and marketers, this structural shift now begs the question: how do you ensure that your content is included in those results?
Let’s unpack what AI-generated search means for your site visibility—and what you can do to stay relevant.
What Is AI-Generated Search?
Google’s AI Overviews, powered by SGE, aim to streamline the search experience by offering quick, synthesized answers directly in the results. These aren’t just summaries—they’re AI-crafted responses built from what Google perceives to be the most authoritative content available.
Bing’s version, Copilot, follows a similar path. It gathers top-tier content to respond to user queries conversationally.
What both tools have in common is a reliance on organic content, not paid placements. That means your visibility in these AI-generated responses hinges on your ability to demonstrate authority, clarity, and credibility.If you’re still catching up on how Google’s SGE works, we recommend starting with this primer on E-E-A-T and Generative AI Search, which breaks down the fundamentals.
How Do You Get Cited in AI Overviews?
There’s no guaranteed formula for getting your content picked up by AI-generated overviews—but patterns are emerging.
Web pages that get cited tend to reflect the following characteristics:
- Structured formatting: Clear headlines, bullet points, and scannable paragraphs help AI parse your content.
- Topical authority: Content that’s rich, well-organized, and authored by subject matter experts rises to the top.
- Direct answers: If your page asks a question in a header, answer it immediately and clearly—preferably in the first sentence.
- Schema markup: Structured data helps machines understand your content’s context and purpose.
Put simply: Your job is to make it easy for AI to scan and cite your content as the best available answer. But just as important is making your content worth citing in the first place. Brands that consistently invest in high-quality, in-depth, and well-structured content—not just quick wins—are more likely to appear in AI Overviews and perform well in traditional organic search results.
Can Paid Search Get You in the AI Box?
Not at the moment.
AI-generated overviews (like SGE and Copilot) rely on organic results only. Sponsored links, Google Ads, and paid listings don’t show up in these summaries.
That doesn’t mean paid search is irrelevant. It still plays a critical role in high-competition spaces. But in the age of AI search, organic authority is the currency that matters most.
To improve your chances of being cited:
- Build a strong library of niche content.
- Use clear, direct answers.
- Incorporate structured formatting to help AI systems scan your site more easily.
AI Is Fueling Longtail and Conversational Search
Another key shift? How people phrase their queries.
Search behavior is becoming more conversational, mirroring natural speech patterns. Instead of typing “retirement communities Maine,” users might ask:
- “What’s the best retirement community in Maine for active seniors?”
- “How do I become a certified CDL driver in less than a year?”
- “Is [brand] a good HVAC repair company?”
These longtail, intent-driven queries give AI systems more context—and they give your brand more opportunities to show up with helpful, well-matched answers.Tools like Answer the Public and AlsoAsked can help you identify question-based queries your audience is already searching.
What’s Next for AI Search?
AI-generated search results are still evolving—but all signs point to a less click-dependent, more conversational future.
Here’s where we see things headed:
- More visual content (images, videos) incorporated into AI answers
- Follow-up prompts that extend search sessions in a chat-like format
- Deeper integration with Maps, Shopping, and YouTube
- Increased emphasis on multi-format content ecosystems
It’s no longer enough to publish a single blog post or landing page. Your full digital presence—product pages, reviews, videos, how-to guides—all contribute to how AI interprets and showcases your brand.
SEO Still Matters—But It’s Evolving
With the rise of AI-generated answers, the bar for useful content has been raised.
SEO strategies must now prioritize:
- Topical depth: Go beyond surface-level content and cover topics comprehensively across multiple pages, building clusters of related pages to signal authority.
- E-E-A-T alignment: Showcase your experience, expertise, authoritativeness, and trustworthiness across your site.
- Structured content: Clear headers, bullet points, and schema markup to make your content easier for AI to parse.
- Engagement metrics: Bounce rate, time on page, and click-throughs still matter—especially for AI systems measuring user satisfaction.
AI hasn’t killed SEO. It’s simply raised the stakes.
The Bottom Line
The future of search is smarter, faster, and more conversational—and it’s already here.
If you want your brand to thrive in this new environment, you’ll need to shift your content strategy from keyword-stuffing to trust-building. From link chasing to value creation. From vanity metrics to structured clarity.
Because in a world where AI decides what’s worth reading, your content has to earn its place.
Sources:
Beale, Mark. “How AI Impacts Organic Search: What’s Coming & How SEO Benefits.” Internal SEO Training. 26 May 2025.
Dean, Brian. “AI Overviews: The Definitive Guide.” Backlinko. 2025. https://backlinko.com/ai-overviews.
Kocher, Tom. “How AI Results Are Impacting Organic Search Traffic (And What You Can Do About It).” Webbiquity. 4 Mar. 2024. https://webbiquity.com/search-engine-optimization-seo/how-ai-results-are-impacting-organic-search-traffic-and-what-you-can-do-about-it/.
Dawson, Ingrid. “Google AI Overviews Hurt Click-Through Rates, Say Publishers.” Search Engine Land. 29 May 2024. https://searchengineland.com/google-ai-overviews-hurt-click-through-rates-454428.
About VONT Performance Digital Marketing
At VONT, we believe that change is the only constant in the digital world—and that excites us. When tools and environments are constantly changing, new opportunities to help our clients achieve success are constantly arising. Each new advertising technology, social platform, or design approach allows us to improve on the results we achieve for our clients.
We believe in the idea of continual fine-tuning so much that we named our company VONT, which means to achieve exponential improvement in incremental steps. It is our core belief, and the reason why we are not simply a web design company or simply a digital advertising agency, but rather a long-term, single-source partner providing a comprehensive array of web development and digital marketing capabilities.
