Think of a time you questioned something with ChatGPT and you just went, “How did it get to that?” Actually, you could have just opened Google for a quick search after an AI answer and would have felt something missing. That stop somewhere between AI-powered answers and good old search tips is where we occupy today.
Simply put, AI relies on search. Yet Search and by extension, SEO continue to dictate so much of the action happening backstage. In this article, I will take you through why AI still runs on search and why SEO keeps running the show, especially in 2025, and I will bring in content creators alongside marketers to show how to go with adapting.
What does it mean that “AI still runs on search”?
When we say AI still runs on search: many generative AI systems (Google’s AI Overviews, chat-based search assistants) use search engine results as their knowledge base or source material. They depend on indexing, crawling, link graphs, and ranking algorithms typical to the traditional search infrastructure. Without that backbone, AI models couldn’t reliably cite or reference existing web content.
So, for now, SEO is still running the show, for if you are not optimized for search, it will never feed into those AI engines that lean on search. Even if you have great content, AI won’t pick it because the content isn’t in the index, doesn’t have authority score, or does not send the right signals. As Search Engine Land puts it: “AI depends on search to stay informed. Strong SEO ensures your brand shows up when AI – and people – look for answers.” (Search Engine Land)
In short: The only thing AI has for glitz is the interface; search remains the engine behind it all.
Why isn’t AI replacing search even today?
1. Is AI smart enough to bypass traditional search?
Not really AI models still need a ground-truth source. Most generative systems use the web (or any licensed databases). Such a reference comes through search infrastructure: indexing, link structure, freshness, and ranking. Even the AI Overview by Google itself is built atop search. (blog.google)
Also, it can hallucinate provide false or fabricated information so search is needed more than ever to verify.
2. Why do zero-click searches matter?
“Zero-click searches” are queries where users get their answers directly in search results (such as by AI Overviews or featured snippets) without clicking through to any site. These are gaining traction as AI Overviews and answer panels grow more visible. (Exploding Topics)
That sounds scary. That coldbloodedness, fewer clicks, less traffic-everything; it is a signal, not death. It compels publishers and SEO strategists to move away from pure traffic volume towards visibility, brand presence, and in-answer value.
3. So, what about Answer Engine Optimization?
Answer Engine Optimization is basically SEO’s sibling in the AI era. Whereas traditional SEO tries to get the link to rank, answer engine optimization tries to have AI systems pick up content to cite it in the generative answer. (Wikipedia)
Focusing only on SEO for old-school rankings will definitely have you miss out on being placed in AI-powered panels or Overviews.
How does SEO still “run the show” in 2025?
Which pillars of SEO would still be nonnegotiable?
While SEO is in the mix, here are still the many things that are absolutely imperative:
E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness): Google heavily leans upon trustworthiness while picking sources, especially for AI Overviews. This broadens to include brand value, author credentials, citations, and real-world experience. (Exploding Topics)
Technical SEO and site-performance: Speed, mobile-friendly, use of structured data, and crawlability are important considerations to AI systems while reading websites.
Relevance of topic and user intent: These days, keyword stuffing will not work. Your content has to really answer the question or satisfy the need of the user. Intent is the new king.
Authority and backlinking profiles: To reduce misinformation risk, source systems are often chosen by the AI on the basis of domain authority and good backlinks (earned media).
Even generative SEO or “GEO” (Generative Engine Optimization) assumes you are adding to well-indexed, authoritatively ranked content. (arXiv)
How then do AI Overviews change the score?
AI-generated answer panels seem to be sprouting at a rapid pace and transforming traffic patterns. These panels can greatly reduce click rates for the queries they address. (Exploding Topics)
In other words, appearing within the AI-generated answer or as a cited source is almost as important-or sometimes more-so-than being the highest-ranking link.
What should content creators and marketers do now?
Where do I start?
Q: How do I optimize for both AI Overviews and regular search?
Hybrid content is what I call for. It’s content that answers questions in a clean-cut manner (for AI) while providing room for a deeper exploration (for searchers). Use well-structured headers and short paragraphs for each answer. Bulleted lists can show your points clearly, and strengthen with examples or anecdotes. You want a piece of content that is “AI-readable and human-engaging.”
Q: Which keywords should I target now?
The approach to working with high-volume, broad keywords ought to be combined with question-type, long-tail keyword phrases. Let the five secondary keywords (AI Overviews, zero-click searches, answer engine optimization, E-E-A-T signals, generative SEO) flow naturally. The algorithmic systems aim to consider how real humans ask questions, so be sure to give priority to conversational, question-based keywords.
Q: How to get cited in AI or Overviews?
Build solid authority (good backlinks, domain trust).
Use structured data (schema markup) to help AI identify key parts of your content.
Use clear, concise paragraphs that directly answer common questions.
Include citations and references where possible.
Target “answerable” subtopics in addition to general articles.
Q: Should I panic about traffic drops due to zero-click?
Don’t panic while adapting. Stop measuring raw traffic and start measuring visibility, brand impressions, and conversions. Some traffic loss is inevitable for some queries, but have not your brand name or brand message been seen by people in Overviews? That counts for brand equity.
Expert Voices & Real Talk
“AI won’t replace search it rides on it,” says a veteran SEO strategist.
Content strategist Nina Lopez hits it on the head: “AI won’t replace writers, but writers who use AI might replace those who don’t.”
These statements may be illustrative but represent what many SEO practitioners are saying: AI is a tool, not the usurper.
FAQ’s
Q: Will AI wipe out SEO in the next couple of years?
A: Not very likely. AI depends on search architecture, so SEO is still foundational. But SEO is not what it used to be.
Q: What is a zero-click search and why does it matter?
A: It refers to instances when users are served answers directly on the search results page (or within AI Overviews) without needing to click through to any website. This changes the way one values visibility as opposed to traffic.
Q: How do I increase my chances of being cited by AI?
A: Build authority for your domain, implement structured data, answer question queries directly, and provide trusted content in alignment with E-E-A-T.
Q: Should I abandon mainstream SEO and only do answer engine optimization (AEO)?
A: No. AEO is complementary and not a replacement for SEO. You still need solid SEO foundations to feed AI channels.
Q: How will I track results in this hybrid AI + SEO world?
A: Track brand impressions, presence in AI panels or Overviews, conversion metrics, and referral traffic from generative systems besides ranking and traffic.
Conclusion
Artificial Intelligence might feel like the future of search, but search continues to lay the foundation. AI depends on indexing, ranking, authority, and structure, all of which SEO builds. The smart move now is to create content that is optimized for both AI and human readers so that you still get visibility when users either type queries on Google or ask an AI assistant.
If you liked what you saw here, please consider dropping some thoughts or questions in the comments. Let’s discuss what parts feel challenging or exhilarating to you.