Insights
How traditional rankings drive AI Search
Recent research from ZipTie reveals what you and I already know.
Traditional SEO remains important in AI Search.
The trick is to amend our content strategy from keyword optimization to user-intent optimization.
In other words, shift your focus to providing relevant content and the best answer to a query.
The data speaks volumes:
ZipTie's comprehensive analysis of 25,000 real user queries across ChatGPT, Perplexity, and Google AI Overviews uncovered several patterns.
The stand out here is that the higher you rank in Google's top 10, the more likely you are to appear in AI search results across platforms.
This finding directly contradicts the widespread belief that AI search engines are making traditional SEO obsolete.
AI Search follows 3 steps
Based on internal Google documentation and behavioral analysis, AI search engines (like Google's AI Overviews) follow a three-step process:
- Pre-selection comes first. The system identifies and selects the top-ranking documents most relevant to a user's query.
- Next comes content extraction, where pertinent information is pulled from these high-ranking sources.
- Finally, AI generation takes over, with models like Gemini synthesizing the extracted content into coherent, unified answers.
Why accuracy demands traditional SEO
Here's one insight mentioned in an internal Google document referenced in trial exhibits (but not made public):
It was revealed that using top-ranking content to ground AI responses increases accuracy.
In other words, AI search engines rely on traditional search rankings precisely because they've proven to be reliable indicators of content quality and relevance.
Keep going.
Search data to give you perspective
In the U.S., more people used traditional search (10.55%) vs AI tools (0.55%) in Q1.
Yes, search habits are shifting.
But change is slow, and the adoption of AI Search is not happening as large or as fast as you think it is.
All the hype around 'zero-click' search has led some marketers to tear up their perfectly sound content strategies to churn out top-of-funnel (TOFU) pieces that appeal to AI tools and LLMs.
Don't do that.
The data indicates there's no clear reason for the fear tactics we're bombarded with daily.
If you've been in SEO for a while, you'll recognize that things remain much the same every time an algorithm tweak or update changes the way search works.
The point has always been to create content for people and then figure out where to put it so they'll find it.
There are dozens of places to do that these days.
Social media platforms, online communities, and public newsletters are just 3 examples of ways to drive traffic.
I hear you saying, "but Nicole, click rates are way down." Yes, they are, but mainly for informational content.
My take on this is that visibility may become our new benchmark for SEO and content success.
In the absence of traffic data, we must focus on query coverage and building a presence where our audiences hang out.
Finally, you might want to check out the full report from Datos and SparkToro on the State of Search Q1 2025.
Research always tells a good story.
Branded web mentions are a top driver for showing up in AIOs
Last week, Vince Nero posted a short video on how branded web mentions are a top driver for showing up in Google’s AI Overviews.
It reminded me of what Rand Fishkin said a few months ago:
"...the biggest organic channel of the next decade is gonna be... PR."
(I wrote about that in Newsletter #35).
Vince showed his process for tracking news stories and trending topics so you can identify opportunities to contribute to discussions.
He's basically talking about reactive PR.
Reactive PR involves responding with expert commentary that positions your brand right where the conversation is happening.
And, the SEO benefits are well worthwhile.
3 ways to master reactive PR
Proactive Reactive: Plan ahead for known events like industry awareness weeks or major conferences. Having your commentary ready means you can strike while the topic is hot.
News Jacking: When breaking news hits your industry, be ready to jump in with expert insights, relevant data, or thoughtful analysis that journalists need for their stories.
Journalist Requests: Monitor platforms where reporters actively seek expert sources and commentary. Being responsive here often lands you valuable media coverage.
Why reactive PR is SEO gold
First, you'll earn high-quality backlinks from reputable publications that would otherwise be nearly impossible to secure.
So, these aren't just any links. They're from trusted media sources that Google values highly.
Placements in those sources also boost your E-E-A-T signals.
If you or your clients have businesses in finance, health, or other "Your Money or Your Life" sectors, your expert commentary will build authority in Google's eyes.
Beyond traditional search, your reactive PR efforts will feed AI search engines, too.
LLMs typically reference high-authority publications when answering queries, so your contributions could appear in AI overviews and chatbot responses.
The beauty of reactive PR is two-sided.
You build genuine brand authority while simultaneously strengthening your SEO foundation.
If your business needs help building relationships with publications and journalists, talk to me about how I can help.
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