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SEO Impact from AI-only Search Results

  • Burgess+ Digital Marketing
  • Mar 5
  • 2 min read

Updated: Apr 25


Photo Credit: Google
Photo Credit: Google


According to this Ars Technica article, AI-only search results—where generative AI provides direct answers instead of listing traditional web links—will soon significantly impact traditional SEO. I suppose we knew it was inevitable with the disruption of modern AI, but how exactly will it turn SEO upside down?


Here are several proposed ways...


1. Reduced Organic Traffic

Since AI-generated responses summarize information without requiring users to click on a website, organic traffic from search engines could decline. Websites that rely heavily on Google search referrals may struggle to maintain their visitor numbers.


2. Shift from Keyword Optimization to Entity & Context Optimization

SEO strategies will need to move away from pure keyword-based optimization toward semantic search and entity-based SEO. AI search engines understand topics contextually rather than just matching keywords.


3. Increased Focus on Structured Data & Authority Signals

To get included in AI responses, websites must be seen as authoritative and credible. This means:

  • Proper use of structured data (schema markup)

  • More emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)

  • Building a strong backlink profile from reputable sources


4. Rise of AI-Optimized Content

Websites will need to produce concise, well-structured, and factual content that AI can easily parse and incorporate into its responses. Long, fluff-filled articles may become less effective.


5. Greater Competition for AI Citation Spots

If AI chatbots cite sources, businesses will fight for visibility in these references, just as they currently do for featured snippets. This will likely create a new SEO strategy focused on getting cited by AI models.


6. Shift Toward Alternative Discovery Channels

As AI limits traditional search visibility, businesses may invest more in:

  • Social media & community engagement (Reddit, LinkedIn, TikTok, etc.)

  • Influencer partnerships

  • Direct email marketing & owned audiences

  • Paid search & advertising to ensure visibility


7. Increased Importance of Brand Recognition

As AI reduces organic search traffic, businesses with strong brand awareness will benefit most. People are more likely to search directly for known brands or follow them on owned platforms rather than relying on search engines.


What Can Businesses and Nonprofits Do?

  • Optimize for AI visibility (structured data, clear authority, concise answers)

  • Diversify marketing channels (social, email, partnerships)

  • Leverage AI for content creation (but ensure originality)

  • Double down on branding & direct engagement


Need help preparing for the coming shift from old school SEO to the coming AI-only search results? We are here to help!

 
 
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