Right now, SEO for AI feels like a moving target. Every day, there is a new development, a new use found, a new expansion across systems (Ring, for instance). If it feels like it’s a full-time job to keep up, you’d be correct.
AI is changing how web search functions, making it more convenient and targeted for users while multitasking, driving, working and walking the dog. Businesses that are willing to update their search strategies will stay competitive, while those that don’t will see their visibility decrease or even disappear.
How AI is disrupting your web search rankings
Behavior and Search Intent are changing in 2026
There are some large shifts in user behavior occurring and you might see yourself in them. Keep in mind that B2B behaviors that require using search for work-related answers are moving towards using a mobile instead of the traditional desktop, but are still in the minority, with a 1:9 overall trend.
– Trust. People have been educated to trust the AI overviews and, for efficiency, so don’t push further unless technical information is required.
- Voice-powered search. From a desktop browser into a voice-powered Google search, household Alexa systems, Siri and others, today’s users have acclimated to new tools and are using them frequently.
- Zero-Click Searches. The number one key here is that Google/Chrome is far and away the largest search provider and is “increasingly providing answers directly on the results page through snippets and knowledge panels”. Getting your website into those narrow spots will have the most effect on visibility.
- SERPS – shorthand for all of those result listings that provide instant answers for images, graphs, and rows of links to POS products – all on the first page, which push the top 10 results that follow them even further down. People don’t need to click into your website; they have already found an answer that will suffice.
- Fewer people are moving past the first page of search results today. Less than five years ago, 80% of users were already ignoring the following page results. Today, that percentage is in the 90%+ range.
- More Demand for Media. When we have a how-to question, we go to a video service or podcast to sort out answers. Be sure your content is repurposed for all of your channels to reach as many people as possible.
- Does AI help with Local SEO? It can when a conversational question is posed for a local solution. LLMs and AI tools select answers based on expertise and brand consistency across channels. Think about how to garner more reviews for your business.
- Structured Data (schema) has been around for a long time, and still assists in quickly and accurately describing what is on your web page.
- You can purchase from many social platforms. TikTok, Instagram and other platforms make it possible to buy directly without leaving that platform. Social is here for the scroll and the purchase.
Steps to increase showing up in AI results
If you have read this far, you may feel like this is a losing battle. However, there are things you can do to stay competitive.
Create content that matches the search intention. Understand which content on your website falls into the three intent categories.
- informational – the user needs data to make a comparison for capability, product availability, or other broader information.
- navigational – a person looking for your specific website
- transactional – the user is ready to purchase and will follow the Purchase, Add to Cart, or Get Your Quote prompts
Working with Full Gallop can help you see the balance of content on your website and advise where to boost specific areas for increased performance.
Be consistent about your website’s on-page performance.
Google pays attention to sites that load fast, have low spam backlinks, and offer fresh, quality content that shows off your expertise and experience. None of this is new and is still important.
How to handle AI and SEO changes for your website
If all of this information feels impossible to control or manage for your company, take heart. You don’t have to do this alone.
Engineer your AI to SEO ranking advantage. Set your 20-minute exploration with Amanda and find out how this can roll out for your company.
