AI-powered search SEO: how to rank in Google SGE

AI‑powered search is rewriting the rules – both on search engines and chat platforms. To stay seen, you’ll need a strong AI SEO strategy built for AI search visibility.

On understanding AI search: what is AI-powered search?

AI search refers to systems – like Google’s Search Generative Experience (SGE) (now called AI Overviews), ChatGPT, Gemini, and Perplexity – that use generative AI to provide instant answers at the top of search results, rather than traditional blue links.

SGE, introduced in May 2023 and rebranded to AI Overviews in May 2024, uses Google’s LLMs (e.g., PaLM 2 or Gemini) to generate concise, multi-source summaries with follow-up prompts – available via Search Labs and gradually rolling out globally . These summaries often appear for complex or intent-heavy queries, helping users grasp key points without needing to click through.

To stand out, your content needs to be AI SEO–ready: structured, authoritative, and designed for machine understanding. If AI Overviews don’t find what they’re looking for, they simply skip showing your content.

Ready for Better AI Search?

On AI SEO: what makes content generative‑engine ready?

AI SEO (also known as Answer Engine Optimisation, Generative Engine Optimisation, or AEO/GEO) focuses on optimising content so it can appear in AI-driven responses and conversation interfaces . It involves:

• Structured content with headings, FAQs, schema
• Concise, conversational answers
• Clear expertise and authority signals
• Formatting that AI systems can parse easily

As defined in Wikipedia:

“Artificial intelligence search engine optimisation (AI SEO) is the practice of leveraging artificial intelligence technologies… to ensure visibility in AI‑powered answer engines”.

On performance: what AI search looks like in real life

Search behaviour is evolving, and fast. Increasingly:

• Search engines are becoming answer machines. AI Overviews now appear in roughly 42 % of SERPs, significantly reducing the visibility of traditional organic listings (search engine journal)
• Click-through rates are dropping sharply. When AI Overviews appear, CTR for top-ranking pages falls by approximately 34–35 % (emarketer)

The Crocodile Effect

Want to see what this looks like in real-time? Explore the crocodile effect in SEO – where impressions rise but clicks dive.

• Zero-click searches now account for around 50–60 % of all Google queries, meaning users get their answers without ever clicking a link (search engine land)
• AI chat platforms are amplifying this trend. For instance, up to 80 % of users rely on zero-click AI answers for around 40 % of their searches .

In real terms:

• Even a #1 ranking no longer guarantees traffic.
• Search visibility now depends on being featured within AI-generated summaries.

Our own BNI and LinkedIn guides have been cited in AI summaries because they answer clearly, credibly, and with proper structure.

Key stat: Now, more than half of all Google searches end without a click – and the trend is increasing as AI search grows.

Why this matters for your strategy

It’s no longer enough to rank well. You need to be AI-ready:

1. Prioritise structured, scannable content
2. Answer specific questions clearly
3. Deploy FAQ and schema markup
4. Build depth and authority to stand out as the answer

These adjustments ensure your brand isn’t just ranking — but being chosen in the AI-first era of search.

Having seen the immediate impact of AI search on performance, it’s important to understand how user behaviour and intent are shifting in response – here’s what’s changing…

On behaviour shifts: how AI search is redefining intent

• Search engines are becoming answer machines, bypassing listing structures
• AI search enables conversational follow-ups within the same interface
• AI SEO emphasis: clarity, authority, formatting – not just keywords

Top-performing content is structured, trustworthy, and AI-optimised. Anything less gets overlooked.

On staying visible: 4 ways to optimise your AI SEO

1. Use schema, headings and FAQs to be recognised as an answer source (see Technical SEO for setup guidance)
   
2. Write for authority and clarity, citing reliable sources to boost visibility
3. Design for AI search formats by adopting AEO/GEO practices—structured sections, FAQ formats, and well-formatted answers
4. Prepare for chat-driven discovery, ensuring your content works seamlessly with platforms like ChatGPT, Perplexity, or Gemini

Clear headings, structured copy, and FAQ blocks are essential – they make content AI‑readable and directly link to On‑page SEO best practices.

If relevant to local or location-based search, Local SEO techniques position your content for geographic intent signals.

Ready for Better AI Search?

FAQ: AI-powered search SEO

On getting ahead: your next steps in AI SEO

Search is shifting – from keyword-based results to AI-powered summaries and chat interfaces. It’s time to adapt.

At HeightOn, we specialise in AI SEO and generative‑ready optimisation. Whether you need schema implementation, FAQ support, or content structuring for AI, we’re ready to help.

Get On. Stay seen. Stay smart.