A recent study of 25,000 user searches reveals that websites ranked #1 on Google appear in AI search results 25% of the time. This finding underscores the ongoing relevance of traditional SEO, despite the rise of AI technologies.
Tomasz Rudzki, co-founder of ZipTie, analyzed searches across ChatGPT, Perplexity, and Google’s AI Overviews. His research challenges the notion that AI diminishes the value of traditional SEO.
SEO Rankings Boost AI Visibility
The study shows a clear trend: ranking #1 on Google gives you a 25% chance of appearing in AI search results. Lower rankings decrease this likelihood.
Rudzki noted, “Higher Google rankings increase your chances of appearing in AI search results. This is based on real user queries.”
This pattern is consistent across major AI search platforms, indicating that traditional rankings still play a crucial role in source selection.
AI Search Source Selection
The study details the AI search process, drawing on Google’s antitrust trial data. It involves three main steps:
Step 1: Pre-selection
AI systems identify top documents for each query, favoring higher-ranked Google pages.
Step 2: Content Extraction
The AI extracts relevant information from these pages, focusing on content that directly answers user queries.
Step 3: AI Synthesis
The AI synthesizes this information into a clear answer, using Google’s Gemini model.
Google’s internal documents confirm that top-ranking content enhances AI response accuracy, explaining the continued importance of traditional rankings.
Understanding Query Fan-Out
Some sources don’t make the top 10 due to two main reasons:
Reason 1: Personalization
Search results vary by user. A page might rank high for one user but not another.
Reason 2: Query Fan-Out
Google’s documentation states that AI uses a “query fan-out” technique, issuing multiple related searches to develop a response.
For example, searching “SEO vs SEM” prompts the AI to run related searches like “What is SEO?” and “SEO explained.” Pages performing well in these searches can appear in results even if they don’t rank for the primary query.
Shifting Content Strategies
The research suggests a shift in content strategy is needed. Traditional SEO focused on creating comprehensive guides. AI search prefers specific, focused answers to exact questions.
For instance, if someone asks about “iPhone 15 battery life,” you may rank top on Google, but AI won’t prioritize your content without a precise answer.
Marketers should transition from keyword optimization to answering real questions. Cyberset’s content marketing services can help in crafting focused responses.
Actionable Insights for Marketers
Here’s what marketers should do:
- Continue SEO efforts: Top 10 rankings impact AI visibility. Don’t abandon SEO strategies.
- Restructure content: Break down lengthy guides into sections addressing specific questions.
- Target related searches: Optimize for various keyword versions.
- Write clearly: AI favors straightforward answers over keyword-heavy content.
- Track visibility: Monitor your presence in both traditional and AI search results.
Cyberset offers SEO services and social media marketing to enhance your digital presence.
Future of SEO in AI
This research is timely as AI search rapidly grows. Understanding its connection to traditional rankings offers a competitive edge. Only 25% of top-ranked content appears in AI results, leaving a 75% gap. This presents an opportunity for marketers who adapt.
Rudzki advises, “Instead of asking ‘How do I rank higher?’ start asking ‘How do I better serve users with specific questions?’ This mindset is key to thriving in the AI search era.”
For an industry embracing AI, these findings provide a foundation for strategic decisions. Instead of abandoning SEO, the evidence suggests building on existing strategies. Cyberset’s local Internet marketing and PPC marketing services can support this transition.
