The Impact of Generative AI on SEO: What Every Business Needs to Know

SEO is not dead, but the impact of generative AI on SEO is real. The digital marketing landscape continues to evolve at lightning speed. At the heart of this transformation is generative AI and AI-powered search overviews. For businesses, understanding these changes is not just about keeping pace. It’s about unlocking new opportunities to connect with your audience, amplify your message, and drive real results. At TigersEye Creative, we’re committed to helping brands navigate these shifts with creative strategies rooted in human insights and data-driven precision.

The Impact of Generative AI on SEO: A New Era of Search

Generative AI is more than a buzzword—it’s single-handedly changing how content is created, discovered, and consumed. Tools like ChatGPT and Google’s Bard are enabling businesses to produce high-quality, SEO-optimized content at unprecedented speed and scale. According to SEMRush, 65% of businesses report better SEO results due to AI integration, and 67% observe improved content quality. These platforms analyze user intent, search trends, and competitor content to craft articles, product descriptions, and social media posts that truly resonate with your audience.

But the impact of generative AI on SEO isn’t just about content creation. It’s also reshaping how users interact with search engines. AI overviews—concise, AI-generated summaries that appear directly on search engine results pages (SERPs)—are becoming increasingly common. WordStream reports that by late 2023, AI overviews appeared in nearly 20% of Google searches, with this number even higher in business and technology sectors.

“The integration of AI into search is transforming how users find information and how businesses must approach SEO. It’s a fundamental shift, not just a passing trend.”
— Gartner, 2025

Why AI Overviews Matter for Business SEO

AI overviews present both opportunities and challenges for businesses. On one hand, they can reduce click-through rates to your website, as users find answers directly on the SERP—a phenomenon known as “zero-click searches.” On the other hand, these overviews often include citation links, which can drive traffic to a broader range of websites, including those that might not have ranked in the top 10 previously. Semrush found that while the average AI overview contains 11 citation links, only 20–26% overlap with the top 10 organic results for the same query. This means AI overviews can increase visibility for businesses that might otherwise be overlooked.

Statistics That Tell the Story

Let’s look at the numbers that demonstrate the impact of generative AI on SEO:

• SEMRush (2024): 65% of businesses report better SEO results due to AI integration; 67% observe boosted content quality; 68% realize higher content marketing ROI via AI.
• Statista (2024): Approximately 15 million adults in the US claimed generative AI is their primary online search tool. By 2028, this number is projected to reach over 36 million online users.
• Gartner (2025): Search volume will drop by 25% by 2026 as AI chatbots become the new answer engines.
• WordStream (2025): 58% of Google searches now result in zero clicks. This indicates that AI Overviews could be causing users to not click off from the SERP.

The Impact of Generative AI on SEO Means Changing Strategy

As AI chatbots and answer engines redefine search, businesses must rethink their SEO strategies. Traditional tactics focused on ranking for specific keywords are less effective when users receive instant answers directly on SERPs. Here’s how you can adapt:

Focus on Content Depth and Expertise

Search engines increasingly prioritize the Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) of content. AI excels at identifying and amplifying high-quality, authoritative sources. Your content must go beyond surface-level information to provide real value and insight.

“Content that demonstrates deep expertise and authority is more likely to be featured in AI overviews and answer boxes, driving both visibility and trust.”
— eMarketer, 2024

Diversify Your Content Formats

Beyond text, optimize multimedia content—images, videos, podcasts—to capture attention in AI overviews and answer boxes. AI-powered tools can help you identify which formats resonate most with your audience.

Target Niche and Long-Tail Keywords

AI-powered tools can uncover emerging trends and long-tail keywords that competitors may overlook. This helps you capture more specific search intents and connect with audiences at the right moment.

Leverage AI for Competitive Advantage

Embrace generative AI to automate repetitive tasks, gain real-time insights into search trends and user behavior, and optimize your website for engagement and performance.

“Businesses that leverage AI for content creation and optimization are seeing higher engagement, better conversion rates, and improved ROI.”
— Ipsos, 2024

Real-World Impact

At TigersEye Creative, we’ve seen firsthand how businesses that adapt to AI-driven SEO achieve remarkable results. Our clients have not only seen minimal impact from zero-click searches, but they are seeing increases in organic search traffic, resulting directly from the implementation of AI-powered search strategies. One of our clients in the financial services industry experienced higher SERP positions as their content became more relevant and authoritative.

Ready to Embrace the Future of SEO?

The integration of generative AI and AI overviews into search is a fundamental shift, not a passing trend. By leveraging AI for content creation, keyword research, and user experience optimization, businesses can maintain visibility, drive traffic, and achieve long-term success in the evolving digital landscape.

At TigersEye Creative, we’re here to help you unlock your brand’s potential and create something great together. Contact us to get started on your AI-powered SEO journey.