SEO was once seen as a dark art, a game of keywords, backlinks, and hidden tactics to manipulate Google’s algorithms. Those who mastered it held the keys to visibility online. But with the rise of Large Language Models (LLMs), the rules are changing again. It’s no longer just about appeasing a single search engine; it’s about creating content that LLMs can recognise, interpret, and trust enough to surface in their answers.
That trust doesn’t come from shortcuts, it comes from quality. LLMs may repackage and reframe information, but they can only amplify what already exists. If the original content isn’t credible, engaging, and aligned with audience needs, it’s unlikely to be found, referenced, or valued.
For businesses, this shift can feel unsettling. However, while the game has changed, the fundamentals remain: professional content creators and marketing strategists are still responsible for ensuring that relevant content is created in the first place. At Infodec Communications, we believe the new era of search isn’t about replacing expertise, it’s about amplifying it by giving well-crafted content the visibility it deserves in both human and machine-driven spaces.
Where SEO stands at present
Fundamental changes to Search Engine Optimisation (SEO) are already here. Every Google search that begins with an AI-generated overview, followed by more traditional click-through options, signals a new hierarchy of visibility.
This shift has already altered user behaviour, customers expect faster, more direct answers, and the metrics behind digital marketing strategies are evolving in response. For content creators and marketers, this means playing on two stages at once: ensuring content performs in traditional search rankings and that it is considered authoritative enough to be featured in AI-driven summaries.
The rise of LLMs doesn’t make content redundant; it makes a content strategy indispensable.
What is AEO or GEO?
Traditional SEO now has challengers: Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO).
- AEO focuses on optimising content, so it directly answers user queries. This includes optimising for platforms such as Google’s Search Generative Experience (SGE) or voice assistants.
- GEO extends this thinking to generative platforms like ChatGPT, Google Overviews, and other engines that build responses using AI.
Advantages of AEO/GEO
- Provides formulated answers rather than just listing links.
- Positions answers up top as the “definitive” response.
- Handles natural language queries, not just keywords.
- Reduces the need for clicks by surfacing concise answers first.
- Delivers results across multiple formats — from featured snippets to voice assistant responses.
These forms of optimisation shift the focus from traffic and clicks to visibility within answers themselves. Referral traffic from AI assistants becomes a new battleground.
Is SEO still relevant?
Absolutely. SEO is not dead, it’s evolving.
Even as AEO and GEO gain traction, SEO remains the foundation of discoverability. Neil Patel’s 2025 “pulse check” confirms that SEO still drives more than half of all website traffic. Google continues to refine its algorithms with a strong focus on user experience, site speed, and mobile optimisation.
The reality is clear: SEO and AEO/GEO are not competitors. They are complementary. A younger demographic may rely more heavily on AI-generated responses, while older or more research-focused users continue to click through traditional links. Businesses need strategies that cover both worlds.
At Infodec Communications, we help clients strike the right balance. Our approach ensures content is optimised for organic search while being structured and credible enough to feature in AI-generated overviews.
What this means your customers
For everyday customers searching online, the changes are already altering the way they discover products and services:
- Fewer clicks, faster answers – Customers often stop at the AI-generated summary. Businesses risk being overlooked unless their content is referenced there.
- Trust in what’s surfaced – People increasingly assume AI-curated results are authoritative. If you’re not included, you may not even be considered.
- Local and personalised discovery – AI answers are tuned to highlight relevant local providers, giving preference to businesses that are optimised accordingly.
- Different decision journeys – Customers are making decisions based on snippets, reviews, and summaries long before reaching a business’s website.
For businesses, this means visibility can’t be left to chance. Content must be intentional, structured, and credible enough to surface in both traditional searches and AI-driven responses.
Are people searching with AI already?
Yes, and the numbers are revealing.
- Pew Research found that when an AI summary appeared in search results, users clicked on a traditional link in only 8% of sessions, compared to 15% when no AI summary appeared.
- At present, AI overviews appear in only about 20% of searches, meaning the biggest behavioural shift is still ahead.
- Google remains dominant: driving over 63% of all US web traffic, with an estimated 22 billion searches daily. Ranking first in a Google search still captures around 27% of all clicks.
The takeaway is clear: traditional SEO still delivers immense value, but businesses must prepare for a parallel world where AI-powered overviews reshape how people interact with search results.
Best practice for writing content for LLMs
Rule 1: Don’t Use AI to Attract AI
Ironically, AI-generated writing often performs poorly in search. Google and other platforms prioritise human-written content for its quality, credibility, and originality.
Establish Credibility
- Write with authority and professionalism.
- Cite high-quality sources and include credible backlinks.
- Demonstrate expertise using frameworks like Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Why it matters: AI overviews reward high editorial standards. SEO rankings also favour authoritative content.
Walk Through the Customer’s Journey
- Address broad issues upfront, then expand with explainers, FAQs, and evergreen content.
- Anticipate user questions and answer them directly.
Why it matters: AI engines reward broad coverage, while customers reward clarity and relevance.
Structure for both humans and machines
- Use headings, bullet lists, and clear formatting.
- Pay attention to schema mark-up opportunities.
Why it matters: AI models can summarise well-structured content more easily, and structured content is also favoured in SEO rankings.
Avoid overstuffing content
- Don’t jam in unnecessary keywords.
- Avoid fake reviews or artificial data padding.
Why it matters: Over-optimisation hurts SEO and creates a poor user experience, leading to high bounce rates and lost credibility.
Monitor and adapt
- Track visibility and rankings.
- Expect high turnover in which content AI overviews favour.
Why it matters: SEO and AEO are not static — ongoing analysis ensures your content continues to surface.
Why content creators are more vital than ever
Despite the rise of AI, one truth remains: relevant content fuels discovery.
LLMs and AI recommendation engines don’t create authority from nothing; they depend on human-created, credible, and structured content. That makes content creators more essential than ever.
At Infodec Communications, we specialise in creating content that:
- Balances SEO with AEO and GEO.
- Ensures businesses remain visible in both traditional and AI-driven search results.
- Builds credibility so that when customers search, your business is surfaced as the trusted answer.
The dark art of SEO may have transformed, but the formulas still exist, and we know how to apply them.
Frequently Asked Questions
How do I appear in Google AI overviews?
To appear in Google’s AI Overviews, your content must be credible, structured, and directly answer user questions. Use clear headings, schema markup, and ensure your site demonstrates Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).
What is Answer Engine Optimisation (AEO) and how does it help my business?
AEO is about optimising content so it provides direct, high-quality answers to user queries. Unlike traditional SEO that focuses on ranking links, AEO ensures your business is the answer in Google AI Overviews, voice assistants, and similar platforms.
How do I get my website featured in AI search results like ChatGPT?
AI engines pull from credible, human-written content. To increase your chances, publish authoritative blogs, case studies, and explainers that clearly answer common customer questions. Linking to high-quality sources and avoiding keyword stuffing also improves visibility.
What are the best practices for writing content for AI summaries?
· Use clear structure (H2s, bullet points, FAQs).
· Write with authority and cite sources.
· Anticipate user intent and provide direct answers.
· Optimise for local and mobile searches.
· Update content regularly so AI models continue to surface it.
Is SEO still relevant if AI summaries dominate search?
Yes, SEO is still the foundation of discoverability. Traditional SEO drives more than half of all web traffic. The key is to integrate SEO with AEO and GEO strategies so your content performs in both traditional search and AI-driven answers.
Get in touch with our team to learn how we can help you get discovered in this new and evolving environment.