AI is pushing traditional SEO into the background, but Google remains dominant

The emergence of AI-generated search results is putting pressure on the search engine optimization (SEO) landscape. New features such as Google’s AI Overviews and applications within platforms like ChatGPT and Perplexity are leading to shifts in both user behavior and online visibility. Nevertheless, organic traffic from traditional search results remains the largest source of website traffic for the time being.

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This is evident from recent data analyses by Semrush and others, which show that AI Overviews primarily appear in informational search queries. Nearly 90 percent of the search terms for which AI results appear involve top-of-funnel content: definitions, comparisons, and frequently asked questions. Companies that focus their content strategy on such keywords therefore run the risk of declining visibility.

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SEO is alive and well, but the playing field is changing

Although AI is currently the talk of the town, the conclusion is that traditional SEO remains vital. According to recent estimates, Google generates three times more traffic than AI chatbots. This is not expected to change in the short term.

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That doesn't mean companies can sit back and do nothing. Visibility in AI results appears to be closely linked to existing organic rankings. Content that already ranks in Google's top ten is relatively often included in AI summaries.

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“SEO and AI are not opposites. They reinforce each other, provided the strategy is adjusted accordingly,” according to TMC Media’s analysis. “Those who invest in content authority today will increase their chances of remaining visible in both traditional and AI search results tomorrow.”

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AI Visibility Tools

For companies that want to know how they’re performing in AI search engines, tools like Semrush provide valuable insights. The platform’s AI Toolkit shows how often a brand is mentioned in responses from AI systems and whether those mentions are positive. It also allows companies to track the extent to which keywords trigger AI Overviews.

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For B2B marketers, this means the bar has been raised. Whereas rankings on page 1 of Google used to be the norm, it’s now important to analyze whether content is even being displayed in the AI engine’s interface.

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Trust as a Competitive Advantage

The strategic use of SEO is thus shifting from pure ranking to positioning based on trust. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) evaluation model lays the foundation for visibility in the AI era.

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B2B companies, in particular, can benefit from this. Thought leadership, white papers, and subject-matter expertise are typical tools they can use to build their brand authority. At the same time, this requires a sustained investment in content development, brand consistency, and analytical insight into search behavior.

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A double bet is required

The rise of AI-powered search results is forcing companies to rethink their digital strategies. SEO remains indispensable, but only when it is complemented by AI-conscious content optimization. Companies that focus on quality, authority, and measurable visibility will maintain or even strengthen their position.

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The key question is not whether SEO is still relevant, but how it is evolving in an AI-driven context. As before, the answers lie in data, strategy, and trust.

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