By Sarah Knott.

The Impact of AI on Your SEO Strategy

AI isn’t just a buzzword anymore; it’s changing the way people search online and how businesses like yours appear in results. From AI-powered summaries to zero-click searches (where users get answers directly on the search page without clicking a link), the rules of search engine optimization (SEO) are evolving fast.

Traditional optimization methods aren’t enough anymore. To stay visible, businesses need to understand how AI search engines and large language models (LLMs) are shaping user behavior and adjust their strategies accordingly.

The good news? With the right strategy and Darwill’s expert SEO team, we can help you adapt and stay ahead of the competition.

How SEO Has Been Affected by AI

AI chatbots and LLMs such as ChatGPT and Claude are becoming hard to ignore. These channels are showing up in Google Analytics traffic acquisition reports and are starting to account for a large portion of organic traffic.

For example, a study from Search Engine Land found that ChatGPT drove an average of 1.24% of organic traffic in February 2025. That’s more than double the 0.54% from six months earlier. By comparison, Bing averaged around 4.61% during the same time period.

On the other hand, some marketers are seeing organic traffic drop overall. With impressions declining, it might feel like traditional search engines may become irrelevant. But is that really the case?

Will AI Replace SEO?

When it comes to search queries, people use Google and ChatGPT very differently.

Google is being used for quick, factual answers. In July 2025, SEMRush, a SaaS platform for keyword research, site audits, backlink tracking, and more, reported that the top questions asked on Google include:

“How many days until Christmas?”
“What time is it in California?”
“How many ounces in a cup?”

ChatGPT, on the other hand, is used for personalized guidance and deeper insights. The top questions commonly asked include:

“What is the meaning of life?”
“What are the most recommended books to read?”
“What distinguishes AI from machine learning?”

While ChatGPT may be taking some organic traffic, it doesn’t provide the same scope of quick, factual answers that Google has built its reputation on. Google remains the go-to tool for straightforward information, whereas ChatGPT shines in personalization. Users treat ChatGPT like a friend for recommendations, conversations, and advice.

A study from Ahrefs, a SaaS platform for SEO and marketing, found that AI search traffic generates significantly higher conversion rates than traditional organic channels. A 30-day analysis of their own website revealed that, despite only 0.5% of their traffic coming from AI-powered search platforms, users who encountered their site this way were 23 times more likely to convert.

What This Means for Your Business

So, what’s the smart way to respond? The most important thing to keep in mind is viewing it from both sides. Think of Google and ChatGPT as complementary. A winning SEO strategy will lean into both platforms.

Google: Users come for quick, factual answers. Which means you should focus on optimizing product pages, strengthening local SEO, and building brand credibility to stay visible.
ChatGPT: Users are looking for personalized guidance and conversation. This is a perfect opportunity to create helpful blog content, showcase customer reviews, and highlight testimonials that speak directly to your audience.

By optimizing for AI search and tailoring your content strategy for both, you can capture more traffic, build trust, and drive conversions.

AI Overviews and Zero-Click Search

While ChatGPT users may be more likely to convert, Google conversions are dropping. In 2025, 58.5% of all Google searches in the United States ended without a click. That means users often get the answer directly from the search results page (SERP) and never visit a website (not even the top-ranked or paid listings). Even if there was no AI overview, users can get their answer from the meta info on the page.

For businesses, this might sound alarming, but there’s a silver lining. People still want answers; they just want them fast. Your goal is to be the source they trust, even if they don’t click immediately.

Optimizing for AI Overviews and Zero-Click Search

Zero-click searches can feel intimidating. After all, how do you drive traffic if nearly 60% of searches never reach your site? The answer is to focus on visibility and authority, so your brand is still the one that users notice.

How to Show Up in AI Overviews

Google’s AI Overviews appear at the top of most Google search results, replacing that highly desired first spot. These overviews supply an AI-generated answer to the user’s query with linked citations.

But like Google SERPs, there’s no guaranteed way of getting your website to appear as a citation. The good news? Strong SEO still works. Focus on:

Keyword research
Well-structured, clear content
Building site authority so Google sees your site as a credible source

SEO in a Zero-Click World

Even beyond AI Overviews, users are clicking less and less. There may not be a guaranteed way to combat this, but it’s important to keep in mind what little they see of your site.

A few suggestions to help SEO include:

Writing meta titles/descriptions that stand out.
Keeping Google Business Profiles updated with fresh info and images.
Encouraging customer reviews to build credibility and interest among organic users.

The Omnichannel Approach

As SEO and the digital landscape continue to change, omnichannel marketing strategies are proving themselves to be more and more valuable. By combining channels like direct mail and Meta advertising in your marketing strategy, you can:

Increase brand awareness
Build stronger brand trust
Stand out in oversaturated channels

In fact, businesses using multiple channels often see an average engagement rate of up to 89%. With Darwill’s expertise in omnichannel marketing, we help your campaigns reach the right people, at the right time, on the right platform.

Looking Forward to the Future of SEO

AI is evolving every day, and staying ahead is becoming essential for maintaining your organic presence. While AI and zero-click searches are changing how people find information, SEO is far from obsolete; instead, it’s being redefined.

The key to success is adapting with the landscape and taking a broader, omnichannel approach to your marketing strategy. By staying flexible and proactive, your business can continue to reach the right audience, drive engagement, and convert traffic into results.

Need help navigating the future of SEO? Reach out to Darwill’s expert SEO team to create a strategy that keeps your brand visible, competitive, and ready for whatever comes next.