Traditionally, search engines provided lists of links. The widespread and increasingly useful nature of AI has led users to expect ready-made answers, recommendations, and summaries—shortening the process from question to solution. AI is filling this gap, requiring SEO strategies to adapt to the new reality.
AI-assisted search can be divided into two main categories:
GEO Positioning – AI Overview
AI Overview is a panel above the search results that summarizes your query with the help of AI.
Instead of displaying just a list of links, AI Overview generates a short, contextual response, often enriched with additional sources, products, or suggestions. Most importantly, however, this feature provides users with a quick answer to their query without having to click a link. This has resulted in a nearly 30% year-over-year decline in clicks for queries from AI Overview, making it a priority to position the page so that it becomes a reference for the search engine's AI. The traffic is lower, but significantly more "caloric" – presence in AI responses attracts users with a real intention to purchase or contact.
On Google, almost 20% of queries already trigger AI Overview – a number that will continue to grow.
AIO visibility is a new form of brand exposure – even if the user doesn’t click, they still see the company name or quote – thus the SEO campaign evolves towards building brand awareness.
AI Mode
Google's AI Mode is a new search mode—powered by artificial intelligence—that aims to provide direct, conversational answers instead of just a list of links. Google breaks your query into subtopics while simultaneously scouring the web for the most relevant information. It then combines the results into a condensed answer, which it presents as "AI-generated answers" with links to sources.
GEO positioning – LLM (ChatGPT, Gemini, Claude and other models)
With the widespread adoption of LLM models, not only are search engines themselves changing, but also user habits. AI is increasingly overtaking Google as the first-choice search engine – consumers are entering prompts recommending products and services there, and the presence of Perplexity, Chat GPT, Gemini, Grok, or Claude in the results is becoming an important element of brand exposure.
Positioning in LLM models is an investment in visibility where users' searches increasingly begin. Early presence provides a competitive advantage and the opportunity to establish a brand in AI-generated responses. This allows companies to acquire valuable traffic from people with real needs and purchasing intent.
