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AI is changing how we search for and gather information online. That means your website copy, blog posts and other content might need to be rewritten to stay visible to consumers.
The Rise of the AI Search: Writing for the new reality.
The traditional keyword search is quickly being replaced by AI tools. With AI-generated summaries appearing in 47% of search queries 1 this new real estate is becoming more valuable than the top of the search results. Businesses and content creators will need to write in a way that’s more likely to get noticed by AI. Which, ironically, means writing more like a real human.
Information without clicks.
While AI tools like ChatGTP are becoming indispensable for many, when it comes to online search, a recent Wharton School of Business study found that Google still reigns supreme, with 89% of the market.2
That said, AI is absolutely changing the traditional search page and experience. Answering a query, Google’s AI Overview can give a reader an immediate summary of relevant articles and content from across the web. This efficiency is gaining popularity, as 60% of searches now end without the user visiting another website.3 Other search engines have similar tools, allowing users to find much of information they need without clicking on a single web page.
Links are losing ground.
Search results can also look different, with an AI-generated answer often sitting at the top of the search page. This can push website links much further down, meaning your site could be ignored by readers not interested in digging through different sources for their information.
With the presence of AI summaries, traditional organic click-through rates can fall by as much as 70%, according to a recent analysis.4
It’s also important to know that AI will search far and wide to gather information. And often, AI will link from sites outside the top 10 in the search ranking. Just because your site gets a lot of traffic doesn’t guarantee AI will find it cite-worthy.
For search, trust in AI is growing.
With AI’s power to create images, videos or voices that can mislead, people can have mixed feelings about it when it comes to trust. But it’s undeniable that AI’s value as a search tool is gaining credibility. Findings by The Consumer Adoption of AI report, show that 43% of users across all ages trust AI summaries from Google, ChatGPT or other search engines. That’s up from 40% a year ago.5 As AI refines and gets better, expect that number to climb even more.
The value of answers over keywords.
AI summaries are most likely to appear when the search is informational—that is, users are looking for a specific answer or explanation. The longer and the more in-depth the search question, the better chance of AI getting involved.
A major factor for AI search tools is the quality of language rather than the volume of keywords. Spammy content won’t get picked up. And because AI is designed to have ‘conversations’ with users, it’s looking for answers that are knowledgeable, well-written and concise.
Clarity is key.
While keywords still have value, too many can gum up important information. Instead, your content should be clear and informative throughout and structured in a way that’s easy for AI to reuse or quote. In addition, make sure articles or blog posts are written by real people (leave AI out of this part) who really know the subject.
Your credibility must show.
When it comes to getting cited by an AI search tool, like Google’s AI Overview, there are some good rules to follow.
When forming an answer for a user’s query, Google’s AI is looking for proven credible sources and uses the EEAT formula in its search for information. This means AI is looking for Experience, Expertise, Authority and Trust.
Writing with EEAT in mind.
Some tips to get your content noticed by AI:
- Show off your company’s experience by listing authors and their bios or backgrounds. Add links to their LinkedIn profiles for an extra layer of assurance.
- Feature your team’s expertise by highlighting their involvement with the topic, along with any case studies or outcomes that demonstrate their abilities.
- Reinforce trust by citing sources for statistics or studies that you mention.
- If your work is featured on other notable websites, be sure to add those links.
The new search reality.
AI and its ability to instantly scan the web for the best information on a subject is undeniably changing the way people search online. While trust in AI still has room to grow, it is making the new rules for search. And we must play by them.
How Trone can help.
Our team of brand builders are experienced at creating content that engages your audience and aligns with AI focused search algorithms, boosting your company’s relevance, trust and authority. Contact us to discuss how Trone can help your business get noticed in the new age of AI search.
1https://lp.botify.com/q4.2024-aio-report
2https://knowledge.wharton.upenn.edu/article/why-google-dominates-the-search-engine-market/
3https://www.bain.com/about/media-center/press-releases/20252/consumer-reliance-on-ai-search-results-signals-new-era-of-marketing--bain--company-about-80-of-search-users-rely-on-ai-summaries-at-least-40-of-the-time-on-traditional-search-engines-about-60-of-searches-now-end-without-the-user-progressing-to-a/
4https://www.seerinteractive.com/insights/how-ai-overviews-are-impacting-ctr-5-initial-takeaways
5https://www.askattest.com/our-research/consumer-adoption-of-ai-report-2025
