18.07.2025
AI is changing our approach to many areas of our business, including SEO
Search engine optimisation (SEO) has always been a moving target. But recently, the target hasn’t just shifted—it’s been reshaped entirely. At Silverless, we’ve seen it firsthand: websites that follow all the traditional best practices are still seeing drops in traffic.
So… what’s going on?
What’s Actually Happening to Search Traffic?
We’re seeing it across industries: traffic is falling, even for high-ranking content. It’s not just about competition anymore—Google is fundamentally changing how search results are delivered.
- AI Overviews (previously called SGE) now appear at the top of results, summarising answers from multiple sources so users often don’t click through.
- Google-owned content (like YouTube videos, Google Business listings, and image carousels) dominates the screen.
- Algorithm updates increasingly favour genuinely helpful content—based on user intent and trust signals, not just keyword density.
That #1 ranking doesn’t mean what it used to. You might technically be “top”—but below an AI summary, a pack of ads, and a scroll of related questions.
The Shift to AI-Led Search
Search behaviour is evolving. More users are turning to AI-generated answers for quick explanations, comparisons, and summaries.
Rather than digging through a list of links, they want fast, structured answers: bullet points, definitions, pros and cons. With tools like ChatGPT, Google Gemini, and Perplexity.ai integrated into workflows, the traditional search experience is feeling outdated.
But that doesn’t mean SEO is dead. It means it needs to evolve.
SEO Needs to Evolve
The old model—chasing high-volume keywords, stacking backlinks, and waiting—won’t cut it anymore. Today, it’s not just about ranking first; it’s about being visible in the right formats, at the right time, and looking trustworthy when you get there.
1. Establish Real Authority
Google’s latest updates (especially those tied to E-E-A-T) have made one thing clear: thin content won’t cut it. You need to demonstrate true expertise.
Go deep, not broad. Focus your content on narrow, specific topics that showcase your understanding.
→ Creating helpful,
Create cornerstone content with supporting articles. Build a network of related, internally linked pieces that position your site as a topical authority.
→ What is Cornerstone Content? https://yoast.com/what-is-cornerstone-content/
Keep it updated. Outdated content signals neglect. Update articles regularly and add seasonal or trending content.
Cite credible sources. Referencing original research or expert insights builds trust.
→ Read the Search Quality Rater Guidelines: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
This approach tells both users and search engines: you know your stuff.
2. Structure Your Content for AI (and Humans)
With featured snippets and AI overviews taking centre stage, structure matters more than ever.
Use semantic headings (H1, H2, H3) to organise content clearly.
Implement schema markup where appropriate (FAQs, How-Tos, Products).
→ Guide to Schema Markup: https://moz.com/learn/seo/schema-structured-data
Format for scanning: bullet points, lists, short paragraphs, bolded subheadings.
Answer real questions. Think: “What would someone Google to find this?”
Well-structured content is more likely to appear in featured snippets or AI results—even if it’s not the first organic listing.
3. Build Trust (for Search Engines and People)
Trust is the foundation of modern SEO—and it’s not just about links anymore.
Use real author names and bios. Add credibility with professional credentials or lived experience.
Link to reputable sources. Citing studies or official pages shows diligence and expertise.
Secure high-quality backlinks from trusted domains.
Display expertise transparently. Add testimonials, client logos, or case studies to build credibility.
→ E-E-A-T Explained: https://www.searchenginejournal.com/google-e-e-a-t-how-to-demonstrate-first-hand-experience/474446/
4. Use AI to Stay Ahead
AI is disrupting search—but it’s also helping smart creators and marketers stay ahead.
Use AI for smarter research. Identify competitor strategies, trending questions, and content gaps.
Speed up content creation. Use AI to draft outlines, summarise research, or repurpose old posts.
Monitor performance with AI-powered platforms like Clearscope, Surfer SEO, or MarketMuse.
At Silverless, we don’t use AI to replace people—we use it to empower them. It’s about working smarter, not harder.
Final Thoughts
SEO isn’t dead—it’s changing. And for brands willing to adapt, this is a huge opportunity.
The winners will be those who:
- Understand their audience’s evolving habits
- Build content ecosystems rooted in trust and expertise
- Structure content for humans and AI
You won’t always win the click—but if your content is referenced in an AI tool, quoted in a snippet, or bookmarked by a real human, it’s still doing its job.
Modern SEO isn’t about chasing rankings. It’s about becoming the answer.