During a recent talk we gave on AI & SEO: The Future of Search, Claire covered the bigger picture on the impact AI is having on search, the rise of zero-clicks, and how users are interacting with tools like ChatGPT.
My part of the talk was to dig a little deeper into what this actually means for SEO and how we can adapt our strategies for both humans and AI.
Below are some key points from my talk.
SEO isn’t dead, it’s evolving
We’ve all heard “SEO is dead”. I’ve listened to it constantly since I started working in this industry, yet here we all are.
Let’s get one thing straight: SEO isn’t dead. It’s just evolving, and the speed of change can feel overwhelming, especially with all the new acronyms being thrown around by ‘SEO experts’, including:
- GEO – Generative Engine Optimisation
- AIO – Artificial Intelligence Optimisation
- LLMO – Large Language Model Optimisation
- SXO – Search Experience Optimisation
If you strip them back, most of these are just SEO with some new elements. They’re more or less all the things we’ve always done: make content clear, structured, discoverable, and helpful.
The difference? Now we’re optimising not just for Google, but also for answer engines and AI tools that surface content directly to users, often in zero-click formats.
Think of it this way: SEO fundamentals are still your foundation, but AI adds a new layer of visibility that can either amplify your reach or limit it if you ignore it.
Enter AEO: Answer Engine Optimisation
With AI and zero-click search changing the game, simply ranking on Google isn’t enough anymore. Users often get the answer they need without ever visiting your site. That’s where Answer Engine Optimisation (AEO) comes in.
AEO is essentially SEO’s evolution for the AI era, not a replacement. It focuses on making your content the clear, authoritative answer that AI tools and search engines can surface directly. The goal is simple: your content doesn’t just exist on a page; it gets chosen as the answer.
Is Google still the king of search?
Yes, despite the hype around ChatGPT and other LLMs, the numbers tell the story:
- ChatGPT processes roughly 66 million “search-like” prompts per day.
- Google handles 14 billion searches daily – over 200 times more.
LLMs are growing, but Google’s reach and influence are massive. That’s why your AI optimisation strategy has to sit on top of a strong Google SEO foundation, not replace it.
Google is building an ecosystem that keeps users inside its own products, from Maps to Business Profiles, Reviews, Shopping, and now AI Mode. If we want to be found, we need to play by their rules. Structured data, schema, content clarity, and E-E-A-T signals aren’t optional anymore – neither is ignoring your Google Business Profile.
E-E-A-T: Your credibility matters more than ever
With AI surfacing answers directly, Google is doubling down on signals of trust. Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) are now non-negotiable if you want your content to be surfaced by AI or traditional search.
Content that demonstrates real-world expertise, through case studies, statistics, citations, and clear author credentials, is far more likely to appear in featured snippets, AI Overviews, and People Also Ask boxes.
Put simply: if AI or Google can’t tell that your content is credible, authoritative, and helpful, it won’t get surfaced even if it technically answers the question.
Two target audiences, one strategy
The biggest shift with AI is that we now have to think about two audiences simultaneously – the machine and the human. Here’s what AI optimisation looks like across the two:
1. The machine – Google, AI models, crawlers:
- Structured data, schema markup, internal linking, and topical authority matter.
- Site health is non-negotiable: crawlability, page speed, and error-free content are the foundations.
- Technical SEO signals allow AI to evaluate your content’s trustworthiness and relevance.
2. The human – the person who actually reads, clicks, and converts:
- Answer questions fully and clearly.
- Anticipate intent: what are they trying to achieve beyond what they are typing
- Demonstrate expertise and credibility through case studies, stats, and real-world examples.
If the machine decides what gets shown, it’s the human who decides what is worth interacting with. We need to optimise not just for search engine algorithms, but also for people.
Zero-click and AI-friendly content
Over 60% of searches are now zero-click, and AI is only accelerating that. People often get answers without ever visiting a website. That means your content needs to:
- Be easily quotable and summarised by AI.
- Anticipate questions and provide structured answers (headings, bullet points, tables).
- Support dual-intent: inform, guide, and convert in one place.
Zero-click isn’t the end of SEO, it’s an evolution. If your content is structured, helpful, and authoritative, it can still drive visibility and action.
Optimising for LLMs and AI
LLMs like ChatGPT aren’t just search engines; they’re task-oriented assistants. People are using them to:
- Ask – 49% of interactions are question-based, looking for advice or information.
- Do – 40% of interactions are task-focused (drafting, summarising, planning).
- Express – 11% of interactions are creative or reflective.
This means AI-driven traffic often has high intent and higher conversion rates than traditional search traffic. Early studies have shown:
- ChatGPT-driven e-commerce traffic is converting at up to 16%, versus Google at 1.8%.
- Conversion rates for work-related tasks are consistently higher than those for organic search.
To capture this, your content strategy needs to focus on long-tail, conversational, dual-intent queries. Structure it so AI can parse it, but make it useful and actionable for humans.
How to optimise for LLMs & AI:
- Understand LLM search – it’s question and task-focused, not keyword-focused.
- Identify high-value queries – Use People Also Ask, forums, prompt analysis, and search console data.
- Categorise by intent – Informational, commercial, transactional, or hybrid.
- Structure for AI – Clear headings, FAQs, step-by-step guides, tables, and semantic linking.
- Demonstrate authority – Author profiles, citations, case studies.
- Optimise for action – Templates, calculators, or interactive tools.
- Measure and iterate – Track AI-driven referrals, query performance, and engagement metrics.
Think beyond keywords. Focus on questions, tasks, and intent, and structure your content so AI can surface it while humans act on it.
Technical foundations are non-negotiable
AI may feel like a shiny new toy, but technical SEO is still non-negotiable. Without it, AI and humans alike will struggle to find, trust, or interact with your content. That includes:
- Schema for authors, products, FAQs and reviews.
- Site health measures such as speed, crawlability, broken links and duplicate content.
- Entity linking to demonstrate authority in your niche.
Remember: AI doesn’t replace SEO. It amplifies it, but only if the foundation is solid.
Final thoughts
AI is transforming search, but SEO isn’t dying; it’s evolving. The opportunity is huge:
- Focus on humans first, AI second.
- Optimise for dual audiences and dual intent.
- Keep technical foundations strong.
- Embrace structured, actionable, and authoritative content.
If you get the fundamentals right, AI and LLMs become tools to amplify your reach, not threats to your visibility.
Future-proof your search & AI SEO strategy
The world of AI search is full of new acronyms, but they can’t replace fundamentals. That’s where a strong technical SEO and AEO agency comes in. Trio can help you stay ahead of Google, AI, and your competition. Contact us for more information on our AI & SEO packages.
