Larry Gurreri is the CEO and Founder of Sosemo, a digital marketing agency specializing in search marketing and paid social media marketing.
AI has undeniably shaken up numerous industries, with marketing and search marketing at the forefront. As Google’s AI Overviews increasingly overlap with organic search results, SEO has surged back into the spotlight for brands and marketers. With both excitement and apprehension swirling around AI’s short- and long-term impacts on search, here are some key considerations for shaping and optimizing your search marketing strategies throughout 2025.
1. Market Share: Blending, Not Replacing
While website referral traffic from AI tools is growing, traditional search engines currently maintain a significant lead in the search market. It’s crucial to acknowledge that AI doesn’t always provide the optimal response to every query. Consequently, it’s unlikely that traditional search engines will vanish. Instead, we’re witnessing a fusion where conventional search results are increasingly interwoven with AI responses. This blending allows search engines to experiment with diverse formats at scale, ultimately determining the most user-friendly experience. As a result, search engines are likely to remain the primary, most comprehensive tool for information gathering.
Furthermore, traditional search’s proven monetization model through paid ads and non-subscription access gives it an advantage. While it’s not clear yet how AI interfaces will monetize, it will undoubtedly be a pivotal factor in shaping the evolving landscape. Remember, it took Google over three years to properly monetize; AI’s timeline will likely be shorter.
2. AI Overviews: Owning The Conversation
Before the rise of AI, it was common knowledge that searchers often visited multiple websites for comparison, trusting the information that appeared most frequently. Google’s AI Overviews streamline this process.
The strategy of owning multiple web properties to control brand narratives—brand sites, microsites, content sponsorships, social media profiles, etc.—remains relevant. Given that AI Overviews predominantly pull from top-ranking sites, brands should strive to dominate the top search listings to exert greater control over the conversation.
3. Reputation Management: Proactive Defense
If inaccurate or unfair information from a high-ranking source infiltrates an AI Overview, you can take steps to mitigate the damage. While pushing down the source’s search ranking through link building isn’t guaranteed, it can be effective in cases of significant brand harm.
A proactive approach involves monitoring relevant AI queries, identifying the sources spreading misinformation and budgeting for link building to elevate preferred sources while demoting problematic ones. This defense strategy, though potentially costly, can effectively remove negative content from AI’s consideration.
Many SEO platforms are now starting to include features that track AI Overview visibility. Alternatively, you can run simulated AI queries manually by entering prompts that your target audiences might use directly into Google Search (with AI Overviews enabled), ChatGPT or Perplexity, for example.
You also can engage with top review sites through PR efforts to address inaccuracies. PR teams can monitor for misinformation and provide feedback, while brands can contribute as experts and cite reputable sources within their content.
4. Optimizing For AI: Reimagining Your Keyword Strategy
While precise tools for measuring AI query volume are still being developed, keyword research and site analytics remain valuable. Consider analyzing your keywords from a new perspective. For example, users may type full questions in natural language versus using keywords that imply a question. Identify what these questions could be, and interpret all potential keywords for their implied questions. Prioritize keywords where the answer to the implied question is your brand. This can help increase brand mentions in AI Overviews.
Continue to prioritize high organic rankings through content optimization, metadata, file nomenclature and link building, as AI favors top-ranking sites. Even if people are using direct-access AI interfaces like ChatGPT, strong organic rankings can provide a solid foundation.
While it remains valuable to target keywords where your brand isn’t the implied question’s answer, relying solely on post-click brand mentions may be less effective. Many users may click on the AI’s sources, offering free advertising for branded pages.
5. Measurement And Reporting: Evolving Metrics
Ultimately, sales will determine effectiveness. However, we need new metrics to measure AI’s impact. Referrals from AI, impressions, source listings and brand mentions will likely be incorporated into future dashboards.
Current tools are limited, and metrics are volatile. While you can report on keywords generating AI Overviews, the frequency of these overviews can vary significantly.
Many AI analytics tools are simply rebranded legacy SEO tools. However, this is likely to change. Continuously evaluate new tools and integrate those that are beneficial. Big tech is likely withholding more strategic metrics to allow AI to develop organically.
6. AI Automation: Strategic Content Creation
While AI content creation offers efficiency, it carries risks, including content devaluation and negative impacts on search rankings. A domain’s equity, distributed through links and navigation, can be diluted by excessive, low-quality content.
Focus on creating content based on search demand and competitiveness rather than mass-producing content indiscriminately. If new content attracts links and viewers, it’s beneficial; otherwise, it can harm site rankings.
AI-generated content still requires optimization by humans. Even with detailed instructions, AI cannot replicate the nuanced optimization needed to satisfy Google’s algorithm.
AI automation in areas like data analysis enhances efficiency, but human oversight remains crucial for identifying and capitalizing on significant opportunities.
Key Takeaways
As you try to keep up with the evolving search landscape, remember these key takeaways:
• Search engines and AI are converging, with search engines likely maintaining dominance.
• SEO is critical, as organic search feeds AI Overviews.
• AI Overviews rely on top-ranking sites.
• You can encourage brand mentions in AI Overviews with optimized content.
• Reputation management strategies can address inaccurate AI Overviews.
• New AI measurement tools and metrics are essential.
• AI-generated content should be strategic and optimized by humans.
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