Everyone’s Freaking Out About AI in Search. Here’s Why You Don’t Have To.

There’s a lot of noise in the digital world right now. Clients are asking why their sites aren’t showing up in Google's new AI Overviews. SEO managers are scrambling. And the recent announcements from Google Marketing Live only added fuel to the fire: a free AI Mode rolled out across the U.S., paid ads now appearing in AI-generated summaries, and a new "zero-click" culture shaking up everything we thought we knew about search.

But here’s the thing: you don’t need to panic. You just need to reframe.

At its core, AI in search, especially with Google’s AI Overviews, isn’t some mysterious new beast. It’s just like SEO, through a slightly different lens. The fundamentals haven’t changed as much as the format. We’re still solving for authority, clarity, and structure, but now with a renewed focus on helpful, digestible, and semantically rich content.

Why Everyone’s Nervous

Businesses are starting to notice that their content isn’t being cited in AI Overviews, even when they rank well organically. It feels like SEO 2.0 has arrived overnight. And with AI answers now taking the very top of the results page, often above both ads and organic links, it’s easy to feel left behind. For those in highly competitive spaces like law, real estate, or healthtech, this shift is even more pronounced.

Add to that the news that Google is incorporating paid ads into AI summaries, and many are wondering: is this a pay-to-play game? Is organic search still relevant? How much does PPC matter in this?

Let’s Break It Down

The short answer: yes, PPC matters especially for visibility in highly competitive categories. But when it comes to AI Overviews, it’s not the main game. These summaries are driven by content, not ad spend.

Ranking in AI-generated results is less about bidding and more about earning your place with well-structured, authoritative content that clearly answers user questions. It’s about semantics, clarity, and relevance.

In practice? It starts looking a lot like a refined version of SEO, with a slight adjustment to your paid media strategy.

Practical Tips to Stay Ahead in the AI Search Era

Here’s a breakdown of what businesses can do to show up in AI Overviews and adapt to this new search landscape:

1. Target Smart, Informational Keywords

Focus on queries people are actually asking. Use tools like Ahrefs and Google Search Console to identify long-tail, informational keywords, the “how tos” These are the kinds of queries AI Overviews love.

2. Structure Your Content for AI

Think skimmable. Aim for ~100-word answers per question. Use one-question-per-section formats, headers, bullets, and schema markup (FAQ, How-To, Article, Video) to help Google parse your content.

3. Create Timely, Useful Content

Update regularly and tie content to legal changes, industry shifts, or trending topics. Build out pillar pages and use internal linking to create topical authority.

4. Build Authority Across Platforms

Google’s AI prioritises trustworthy sources. Repurpose helpful content into YouTube videos, earn mentions in digital PR, and build backlinks from credible industry publications.

5. Optimise for Local & Mobile

AI Overviews favour local context. Make sure your Google Business Profile is fully complete, and your site loads fast, reads well on mobile, and uses local schema.

6. Track AI Overview Performance

Tools like Ziptie, Ahrefs, and SEMrush are starting to monitor AI citations. Use them to reverse-engineer what’s working, and tweak accordingly.

The Bottom Line

AI is definitely changing the shape of search, but if you zoom out, it's more evolution than revolution. We’re still solving the same problems: helping users find what they need. It just requires a sharper, more strategic approach.

So yes, AI is shifting the game. But no, you don’t need to tear up the rulebook. Just adjust the balance.

Continue your PPC for visibility in competitive categories. But also invest in content that earns its place, especially for informational, high-intent searches.

AI is here. Search is changing. But the smartest thing you can do is pause, get practical, and approach it like any other digital shift: one clear step at a time.

Contact Us and Navigate AI Optimisation for Search with a Personalised Strategy Built by Punkt Digital for Your Business.