Cutting Through the AI Noise in Search
Every few years, someone declares SEO is dead. But in 2024, the noise has reached a new level. AI Overviews, ChatGPT, Perplexity, and Google’s AI Mode are shifting the way people search ,and it’s easy to get swept up in the headlines. “Blue links are gone.” “No one clicks anymore.” “Search is becoming chat.”
As someone who’s been in search since the 1990s, from KPMG’s knowledge management systems to founding Engenium, a conceptual search platform that preceded today’s vector-based LLMs ,I’ve seen this movie before. And here’s what I can tell you:
Yes, search is evolving.
But no, the fundamentals haven’t changed nearly as much as people think.
What we’re seeing is not the death of SEO, it’s the next phase of visibility. And many of the strategies that worked before matter more than ever. Let’s take a step back and look at what’s really changed and what hasn’t.
What Still Matters (And Always Has)
1. Content Quality and Depth
We’ve been saying “Content is King” for 20+ years, and that’s still true. But now, it’s not just content for users, it’s also content for machines.
- Google’s AI Overviews pulls from high-quality, trusted pages.
- Perplexity cites sources that are clear, complete, & topical.
- ChatGPT prefers structured, well-organized content when surfed via plugins or APIs.
What to do: Invest in expert-level content. Use structured formatting. Answer real user questions. Create the most complete, best source on a topic, not just a variation.
2. Structured Data and Semantic Clarity
SEO pros have long relied on schema.org markup. Today, it’s essential for being understood by AI.
- AI search models depend on structured cues to identify key elements.
- Schema improves how content is ranked, interpreted, & cited.
What to do: Implement FAQ schema, product markup, how-to schema. Make your structure machine-readable so AI doesn’t have to guess.
3. Internal Linking and Site Architecture
Internal linking has always helped search engines crawl and understand sites. Now it does double duty.
- It reinforces topical authority & entity relationships.
- It creates logical pathways for discovery & helps AI models contextualize what’s important.
What to do: Use intelligent internal linking (like Altezza’s automation platform) to unify product, editorial, and long-form content. Highlight depth and relevance.
What’s New (But Built on Familiar Ground)
1. Search Is Shifting From Answers to Conversations
AI interfaces aren’t just returning results. They’re synthesizing answers. That’s not only different, but powerful.
- Perplexity uses a Retrieval-Augmented Generation (RAG) approach, pulling from live web results.
- Google’s AI Overviews condenses information into a single snippet, citing sources.
- OpenAI’s SearchGPT adds sourcing layers via Bing APIs.
But here’s the kicker: if your site isn’t considered authoritative or structured well, you won’t be in the answer at all.
New mindset: Optimize not for click-throughs, but for inclusion in the summary. You’re not fighting for a link, you’re fighting for a mention.
2. AI Models Still Pull from Traditional Rankings
This is a critical truth that’s getting lost in the noise.
- Perplexity cites Bing-indexed content.
- Google AI Overviews still relies on page quality, rank, & relevance.
- OpenAI’s web-enabled agents reference highly ranked sources.
Takeaway: Rank still matters. Crawlability still matters. Authority still matters. AI hasn’t replaced Google’s index, it’s just interpreting it differently.
3. Engagement and UX Signals Are Now Table Stakes
Google’s shift toward Search Experience Optimization (SXO) and Answer Engine Optimization (AEO) reflect a broader truth: user intent must be matched and satisfied, fast.
- High bounce rates hurt.
- Poor mobile design punishes you.
- Thin pages disappear from AI outputs.
Focus on: Content that matches the query and satisfies curiosity. If AI can’t tell your page is valuable instantly, it won’t cite you.
Noise vs. Signal: Where We Really Are
The hype cycle is real. But let’s separate trends from tactics.
SEO is dead
Blue links are gone
AI search replaces Google
AI ignores ranking
All content should be AI- generated
❌ Wrong. It’s evolving and expanding
❌ Misleading. Organic links still drive traffic, but visibility now means more than rank
❌ Not yet. Google is adapting and still owns the ecosystem
❌ False. RAG systems rely on trustworthy, high-ranking sites
❌ Risky. AI needs quality training data, and you still need original, high-value material
Bottom Line:
Let’s stop obsessing over new acronyms and start focusing on what matters – being visible when and where it counts. SEO was never just about blue links. It’s about being discovered. That’s more true now than ever before.
Coming in Part 2
In the next post, I’ll dive into what brands must do now to adapt to the new AI-powered search environment. We’ll cover:
- SXO, AXO, and the rise of AI Content Readiness
- The new metrics for AI visibility (citations, inclusion, trust)
- Building an AI search optimization layer into your SEO program
- Why CMS and automation tools will separate winners from laggards
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