Why SEO Is Changing With AI; The Future of Search and Answer Engine Optimisation
Why SEO is changing with AI is because many users now ask AI tools such as ChatGPT, Gemini, Copilot, Claude, Perplexity and many more for answers instead of browsing multiple search results. These AI systems analyse trusted sources and summarise information directly. As a result, websites must demonstrate authority and structured content, so AI models recognise them as credible sources for human search.Â
This shift is not just anecdotal. Google states that AI features such as AI Overviews and AI Mode still rely on the same foundational SEO best practices, including helpful, reliable, human-centred content, strong internal linking, and content that is available in clear textual form. In other words, SEO is not disappearing, it is becoming more dependent on clarity, trust, and topical depth.
In this article we share practical applicable steps a ministry, charity, social enterprise or service business can take to rank higher in search and AI citations for your niche. Making AI a game changer for your website SEO
What Is AI Search Optimisation?
AI search optimisation refers to structuring content so that artificial intelligence systems such as ChatGPT, Claude, Gemini, and Perplexity can easily interpret and cite it when generating answers for users.
AI optimised content usually includes:
- structured headings.
- concise explanations.
- clear topic authority.
- credible sources.
Search engine optimisation is undergoing one of the biggest transformations since Google first changed how websites were ranked. The rise of artificial intelligence tools is fundamentally reshaping how people search for information online.
From our experience working in digital branding and SEO services, supporting SMEs, charities, social enterprises, and organisations across the UK, the shift is not theoretical. It is already happening. Search behaviour is changing, visibility is changing, and the way content must be structured online is evolving quickly.Â
Many organisations are still applying traditional SEO techniques from ten years ago. However, in an AI driven search environment, those methods alone are no longer enough.Â
Today, we explain why SEO is changing with AI, what we have personally observed through client work, and what organisations must do now to remain visible.
The Evolution of SEO, From Keywords to AI Answers:
To understand the current transformation, it helps to briefly examine how SEO has evolved.
Early SEO (1998 to around 2008): In the early years of search engines, optimisation focused heavily on technical tricks. Those were the days of Yahoo answers as the main go to for search! Many websites tried to rank by:
- repeating keywords frequently.
- inserting hidden keywords in pages.
- acquiring as many backlinks as possible.
Search engines later adjusted their algorithms because these methods often produced poor results for users.Â
Content Driven SEO (2010 to around 2022):Â Over time, search engines began prioritising quality content. We built our first website on Google before we moved to WordPress in 2013. At that time, Google introduced ranking systems that rewarded:
- useful content
- topic relevance
- authority signals
- user experience.
This shift led to strategies such as long form blog posts, topic clusters, and content marketing.
Google continues to emphasise the importance of helpful content created for people first rather than search engines.
AI Assisted Search (2023 onwards): We are living in the next stage of search, it is emerging every day. Instead of simply ranking pages, AI tools analyse and summarise information across multiple sources.
People are increasingly asking questions directly to AI systems, which generate answers by referencing trusted sources. Examples of widely used tools include:
- ChatGPT
- Perplexity
- Microsoft Copilot
- Google Gemini
- Claude
- Canva
This development is shifting the focus from ranking pages to being recognised as an authoritative source that AI systems cite.
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The Rise of Answer Engine Optimisation (AEO)
As AI search becomes more common, many experts are discussing the concept of Answer Engine Optimisation.
While traditional SEO focuses on helping a webpage appear in search results.
Answer engine optimisation focuses on helping content become a trusted source that AI systems reference when generating answers.
The differences between the two approaches can be summarised as follows.
| Traditional SEO | Answer Engine Optimisation |
| Focus on ranking pages | Focus on being cited in AI answers |
| Keyword targeting | Context and expertise |
| Page level optimisation | Topic authority |
| User clicks | Direct answers to questions |
This shift means people, marketers, charities, ministries, organisations must move beyond simply targeting keywords. They must demonstrate genuine knowledge within their subject areas. Don’t forget that your website and online images graphics need to be optimised, especially if they are brand materials.
Brand them, add tags, alt tag and meta data. Add your logo to your graphics.
Even videos so that your brand is recognisable everywhere. Even AI cites images and videos.Â
The Way People Search for Information Has Changed
Historically, search behaviour followed a predictable pattern:
You would type a question into Google, scan through multiple results, click on several websites, and compare information before finding an answer.
AI tools have dramatically shortened that process. Today, many people simply ask a question directly to an AI tool, we call that an AI assistant and receive a summarised answer within seconds.
At Kalungi group the Ai tools we regularly use include:
- ChatGPT
- Perplexity
- Notebook LLM
- Google Gemini
- Canva
Instead of visiting multiple websites, people now receive a compiled answer generated from various sources like we do. This behavioural change is especially noticeable among younger audiences. Research shows that younger users are adopting AI search tools quickly.
That shift is now measurable. Pew Research Center reported in February 2026 that 57% of U.S. teens have used chatbots to search for information, showing that AI-assisted information seeking is already mainstream among younger users.
According to a 2024 Statista report, more than 60 percent of Gen Z users prefer AI assisted tools whether researching simple, complex questions or academic topics.
A simple example: In everyday language, my 70 years young aunt says I am going to “Google it”.
But many young people effectively “ChatGPT their questions” instead.
This shift is one of the biggest reasons SEO is evolving.
AI Is Changing How Content Is Discovered
AI systems do not simply search for keywords the way traditional search engines did.
Instead, they analyse content based on:
- topical authority
- structured information
- clarity of explanations
- contextual relationships between topics.
Large language models – LLMs are trained to identify credible and well-structured sources of information.Â
This means websites that clearly demonstrate expertise in a topic are more likely to be cited within AI generated responses.
Quick Stats: Why SEO Is Changing With AI
|
“Google says there are no special extra requirements for appearing in AI Overviews or AI Mode, but foundational SEO best practices still matter.” |
| “Google also highlights internal linking, visible text content, page experience, images, videos, and accurate structured data as worthwhile SEO basics in AI search experiences.” |
| “Pew Research Center reported in February 2026 that 57 percent of U.S. teens have used chatbots to search for information.” |
| “Google says AI Overviews are available in more than 120 countries and territories, showing how widespread AI-assisted search has become.” |
In other words, visibility today is no longer just about ranking on Google. It is about being recognised as a trustworthy information source by AI systems.
This concept is often referred to as Answer Engine Optimisation (AEO).
A Real Example from Our Client Work:
One example from our work illustrates how this shift is already happening. The website wording.org.uk, which focuses on BME women’s empowerment, social equity and digital inclusion, has begun appearing more frequently in AI generated responses.
When users search for topics such as:
- digital support for women
- digital training in Merseyside
- women’s empowerment initiatives
- digital skills training for women in Merseyside
- digital inclusion Liverpool
AI tools increasingly cite content from this website as a reference point. This increased visibility did not happen by accident. It happened because the website contains:
- structured information
- clear topical relevance
- authority within its niche.
When content is formatted in ways that large language models can interpret easily, it becomes easier for those systems to recognise the site as a credible source.
Why Traditional SEO Alone Is No Longer Enough
One of the biggest issues I see when analysing client websites is that many are still relying on outdated SEO practices. Common problems include:
- keyword stuffing
- very long blocks of unstructured text
- outdated content that is never refreshed
- little or no internal linking between related topics.
The thing is, methods DID NOT work in earlier stages of search engine optimisation either, and they are even less effective in an AI driven environment.
For example, one client website we analysed had strong technical optimisation for Google, yet its pages appeared far beyond the first page of results. Content wasn’t refreshed or updated so it looked outdated.
Even more importantly, the content was not structured in a way that AI systems could easily interpret or cite.
As a result, despite her content being powerful, the website was not appearing in any AI generated answers. Even when we literally gave their website as a reference!
And if your website is not appearing in those answers, you are effectively invisible to a growing number of users.
Always remember that Pinterest is a Visual Search Engine so Optimise your Pinterest Content too. You might be asking Why Pinterest? I say why not.
The Importance of Authority Content and Pillar Structures
AI systems favour websites that demonstrate depth and expertise. One effective approach is the pillar content strategy. Some people say its unnecessary, we say, do what you’ve got to do.Â
The pillar content strategy involves creating a comprehensive piece of content around a core topic, then linking that page to several related pieces of supporting content. Here is what to do:
- Create an authority or pillar article covering your core service / topic in depth.
- Link to Multiple supporting articles exploring related aspects.
- Naturally link to / add Internal links connecting all related content.
Example:
A pillar article for WODIN might focus on digital inclusion for women in Liverpool, UK. Supporting content might include articles about:
- digital literacy training
- barriers women face in accessing technology
- community digital support initiatives
- funding programmes for digital inclusion.
- Case studies of successful projects
Each article links back to the central topic and to each other. This interconnected structure signals to AI systems that the website has genuine authority in that niche or subject area.
Industry guidance from Search Engine Journal explains that topic clusters help search engines understand subject authority. When content is organised this way, it becomes easier for both search engines and AI systems to recognise expertise.
The Skills Businesses Need in the AI Search Era
Another major shift relates to skills. Both Charities and businesses now need people who understand how to work effectively with AI tools. This does not simply mean prompt engineering.
It means understanding:
- how AI systems gather information
- how to structure data clearly
- how to verify AI generated outputs
- how to create authoritative content.
One important reality is that AI does not remove the need for human expertise. Instead, it amplifies the value of genuine expertise. AI can generate information quickly, but it still relies on credible human created sources.
This is why organisations that publish well researched and experience-based content will increasingly stand out. And this leads us to….
Three Practical Steps Organisations Must Take Now
Based on my experience and work advising businesses, charities, and social enterprises, there are three practical steps organisations should begin implementing today.
- Own Your Digital Real Estate
Every organisation should maintain a website they fully control. Social media platforms are rented spaces. Such platforms like Meta, X, LinkedIn and others can change algorithms or visibility rules at any time and they do often.
Your website should act as your primary authority hub, where your expertise, knowledge, and services are documented clearly. This is the content AI systems will analyse when generating answers.Â
- Avoid Generic Free AI Content
Many organisations are currently producing content that sounds identical to everyone else. This happens when businesses rely entirely on AI generated text using the “free versions” of LLMs like ChatGPT, Copilot, Gemini, without adding their own lived experiences and expertise. There are two key risks here:
- your content becomes indistinguishable from competitors.
- incorrect information may appear if AI outputs are not verified.
Authenticity matters. Real experiences, real case studies, and real insights help your content stand out and strengthens credibility. AI should support your thinking, not replace it.
- Combine SEO and Answer Engine Optimisation
Modern visibility requires combining traditional search optimisation with AI answer optimisation. This means creating content that:
- ranks in search engines
- can be cited by AI systems.
In practice, this involves:
- clear headings and structured formatting
- internal linking between related topics
- evidence and data supporting claims
- original expertise and insights.
In my own work, I often combine AI supported research with human ghost-written expertise, so that our content is useful to readers and recognisable to AI systems. Ensuring content is optimised for both search engines, human search, and large language models.
Challenges and Risks of AI Search
While AI driven search brings new opportunities, it also introduces challenges. Some concerns raised by researchers and media analysts include:
- AI hallucinations producing inaccurate information.
- unclear citation of sources.
- reduced traffic to original content creators.
- Regurgitated duplicate content that shows a lack of creativity.
There is also a commercial risk for publishers and service websites. In August 2025, Digital Content Next reported that across an eight-week period in May and June 2025, the median Google Search referral for surveyed publishers was down almost every week, with losses outpacing gains two-to-one.
That matters because if users get more answers directly inside AI-led experiences, websites must work harder to earn the click, the citation, and the trust.
Therefore, for creators, ministries, charities, authors, and service businesses publishing content, maintaining credibility and accuracy remains essential. And yes, even for charities AI marketing is essential.
FAQ: Why SEO Is Changing With AI
|
What does it mean that SEO is changing with AI? |
| Does AI replace traditional SEO? “No. Google states that the same foundational SEO best practices still apply to AI features such as AI Overviews and AI Mode. Helpful content, technical accessibility, internal linking, and strong page experience still matter.” |
| What kind of content performs better in AI-led search? “Content that demonstrates experience, expertise, authority, and trust, answers real questions clearly, uses descriptive headings, and supports claims with evidence is more likely to perform well.” |
| What should charities, ministries, and SMEs do now? “They should strengthen their websites as owned digital assets, publish original experience-based content, organise pages into clear topic clusters, and refresh important articles with current sources and examples.” |
Final Thoughts – The Future of SEO Is Already Here
The biggest change happening in SEO is not technical, it is behavioural. People no longer want to spend time clicking through ten different websites to find answers. They want clear, accurate information immediately.
AI systems are now becoming the gateway between users and knowledge online.
The organisations that succeed will be those whose content becomes the trusted source that AI systems recognise, reference, and recommend.
Businesses, charities, and organisations that adapt early will gain visibility, authority, and trust in the new AI driven search landscape. Those that continue relying on outdated SEO strategies risk being left behind.
As always You deserve more
About the Author; Julie Syl Kalungi
Syl is the CEO of Kalungi Group and a digital branding strategist with over 13 years of experience supporting charities, social enterprises, and SMEs with SEO, website development, and digital visibility strategies. She is a bestselling author and the voice behind the YourPowerEchoes Podcast.
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