How AI Search Is Changing Google (and What Businesses Need to Do About It)
More and more is changing on Google. With the rollout of AI Overviews and the Search Generative Experience (SGE), the world’s biggest search engine is shifting from showing information to summarizing information. Not only is how things display on Google changing, how users are interacting with Google is changing as well.
Users no longer need to click through multiple websites; Google’s AI gives them the answer instantly. Searches that once generated traffic and clicks are now being answered right on the results page. That shift affects every business, every industry, and every SEO strategy.
To stay visible, brands must now optimize not just for rankings, but for AI-powered responses. This is where Generative Engine Optimization (GEO) enters. Below, we explain how Google is changing, why your current SEO may not be enough, and the exact steps businesses must take to stay visible in AI-driven search.
How AI Search Is Changing Google
1. Google Search now generates answers, not just results
AI Overviews sit at the top of the search page and summarize multiple sources into a single, concise response.
This reduces traditional clicks, especially on informational queries like:
“how long does interior painting take?”
“best small business accounting software”
“how to get rid of mold on bathroom tiles”
If your content isn’t used as a source, you’re invisible, even if you rank on page one.
2. Google is prioritizing conversational, long-form questions
Instead of short keywords like “kitchen remodel cost”, users now search as if they were having a conversation with Google:
“How much does it cost to remodel a kitchen in Connecticut in 2025?”
“Who are the best siding contractors near Old Lyme?”
Google’s AI is built to answer human-style questions, and it chooses content that mirrors those patterns.
3. Schema and structured data now matter more than keywords
Google’s AI needs clarity. Sites with FAQ, HowTo, Organization, and LocalBusiness schema have a higher chance of being cited. If your pages are unstructured, they risk being ignored.
4. Topical authority now decides which sites get cited
Google’s AI doesn’t pull from random websites. It pulls from websites with:
strong topical clusters
consistent expertise
localized trust signals
real-world credentials (E-E-A-T)
Authority is now more important than raw keyword ranking.
5. Zero-click searches are increasing fast
Even if your page earns impressions, users may never click, because Google already delivered the answer. This means businesses need new metrics, new strategies, and a new SEO playbook. You may have recently seen a decrease on clicks to your site, if you were looking for an answer, you may have found it.
What Businesses Need to Do About It (The GEO Playbook)
To stay visible as Google shifts toward AI-generated answers, businesses need a clear way to adapt their content. These 5 steps help you strengthen your site’s structure, improve how Google understands your pages, and increase your chances of being included in AI Overviews.
Step 1: Audit Your Existing Content for GEO
Before creating new content, check if your current pages can be optimized for AI visibility. In addition, you will want to look at Google Search Console to see if your pages are indexed or if any have been deindexed. You will also want to understand what search terms you are currently showing for, as well as how many impressions and clicks you are getting.
Look for existing Q&A content
Identify service pages, FAQs, and blog posts that already answer real questions. For example: "What’s the best skincare routine for oily skin?" or "How much does it cost to register a small business in Texas?"
Check the structure
Make sure your content uses clear headings (H1, H2, H3), bullet points, and direct answers. AI prefers well-organized, easy-to-read formats.
Add schema markup
Use structured data like FAQPage, HowTo, and LocalBusiness schema to help AI systems understand what each page is about.
Update content regularly
Refresh stats, examples, and references. AI assistants tend to prioritize newer, more relevant data.
Review traffic logs
Advanced users can check if AI crawlers like GPTBot or PerplexityBot are visiting your site. This can signal which content is already getting attention from LLMs.
By auditing your existing pages, you’ll know which content is close to being GEO-ready and what needs a full rewrite.
Step 2: Restructure Content for AI and Voice Search
Once you know what you have, adjust your content format to serve AI-generated answers more effectively.
Start with the answer
Give a clear answer right away. For example: "The average cost of solar panel installation in Denver ranges from $12,000 to $16,000 depending on roof size and energy needs."
Use question-based headings
Voice and AI queries are full of questions like "What’s the best CRM for small nonprofits?" Craft your H2s and H3s to mirror that style.
Stick to short paragraphs and bullets
Break down information using bullet points and numbered lists. This helps AI models pull accurate summaries and snippets.
Use proper schema markup
Match the intent of the page with schema. For example:
Use the FAQ page for common questions
Use HowTo for instructional content
Use LocalBusiness if you're serving a specific area
Include brand and location signals
Mention your business name, city, services, certifications, and team. This allows AI to connect your content with a trusted source.
Create internal links between related pages
Link your main service or GEO landing page to relevant blogs and FAQs. This reinforces topic authority.
Write voice-friendly titles and meta descriptions
Instead of keyword stuffing, write titles and meta descriptions that sound natural. For example:
Title: How to Find a Reliable Wedding Photographer in Seattle
Meta: Searching for the right wedding photographer? Here’s what to ask before booking in Seattle.
This structure supports AI visibility and mirrors how people speak to digital assistants.
Step 3: Build Authority and Earn AI Citations
AI models don’t just pull content from anywhere. They rely on authoritative, well-cited sources.
Once you know what you have, adjust your content format to serve AI-generated answers more effectively.
Publish in-depth, original content
Go beyond surface-level blogs. Write case studies, how-to guides, and industry explainers backed by real data. For example: "How we helped a DTC brand reduce cart abandonment by 30 percent in 60 days."
Earn third-party citations
Encourage mentions in local news, industry directories, forums, and trusted websites. AI tools often prefer sources that others reference.
Show real credentials and experience
Use author bios, client reviews, case studies, certifications, and team pages to build trust. These help models evaluate your Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).
Use localized examples and reviews
If you're a service provider, highlight local case studies and testimonials. For example: "We helped a tech firm in Richmond implement zero-trust security in under 6 weeks."
Organize content clusters around themes
Create a main page for a topic and link supporting blogs around it. This helps AI models understand topical relevance.
When you establish your site as an expert source, you increase your chances of being featured in AI-driven results.
Step 4: Measure GEO Success With the Right Metrics
Traditional SEO metrics still apply, but GEO requires a few new ones.
Monitor branded search growth - As your AI visibility grows, your brand may show up in more direct queries. Watch for increases in searches using your business name.
Track voice-style keywords - Check Google Search Console for longer, conversational phrases. Look for terms like "best coworking space near me" or "how to fix a leaking faucet without tools."
Test AI mentions manually - Ask ChatGPT, Claude, or Google’s SGE: "What are the best digital agencies in New England?" Note whether your brand appears.
Watch for zero-click traffic drops - If users are getting answers without clicking, monitor engagement on those pages. You may still be cited, even without traffic.
Compare structured vs. unstructured content performance - Track how your structured, schema-enabled content performs compared to older pages. Adjust and iterate based on results.
Check local performance - For service-based businesses, use Google Business Profile and local keyword tracking to see how you're performing in "near me" searches.
These new KPIs will help you stay ahead as the way users search continues to evolve.
Step 5: Avoid These GEO Mistakes
Even with good content, small missteps can limit your visibility.
Avoid keyword-only writing - AI rewards natural language, not keyword stuffing. Focus on clear, helpful language.
Don’t skip schema markup - Without structured data, AI platforms are less likely to understand or use your content.
Don’t ignore local relevance - If you serve a specific area, reference neighborhoods, towns, and cities clearly and naturally.
Don’t rely on outdated formats - Old service pages that only list offerings won’t perform well. Reframe them as answers to common customer questions.
Don’t expect fast results - Like SEO, GEO takes time. You’ll need months of consistent updates, tracking, and authority building to see strong results.
GEO Optimization Checklist
Use conversational, question-based headings
Start content with a direct answer
Add FAQ, HowTo, or LocalBusiness schema
Optimize for local and voice searches
Structure pages with bullets and short paragraphs
Link related pages in a content cluster
Highlight credentials, reviews, and author bios
Refresh content regularly
Monitor new voice and AI metrics
FAQs
Do I need a new team for GEO?
No. Your current SEO team can handle GEO if they’re trained in voice optimization, structured data, and authority building. GEO is the evolution of SEO, not a replacement.
How long does it take to see results?
Depending on competition and effort, results may take 3 to 6 months. Strong authority sites can see improvement faster if content is already well-structured.
Can GEO help small businesses?
Yes. GEO is especially valuable for local businesses, professionals, and niche brands. AI models often favor specialized and clearly localized content.
Does SEO still matter?
Absolutely. GEO builds on your existing SEO foundation. Without fast loading pages, quality content, and good site structure, GEO won’t work.
Ready to Be the Answer in AI Search? Let’s Build Your GEO Strategy
Google is changing fast. AI Overviews and SGE are redefining how people search, what they expect, and which brands show up.
Businesses that adapt now by restructuring content, building authority, and optimizing for generative engines, will stay visible in the new search landscape.
41 North Digital, is already implementing GEO strategies for businesses across Connecticut and beyond. If you want to prepare your website for the future of search, we’ll audit your site, outline your next steps, and put a GEO plan in place tailored to your goals.
