The way people search online is changing rapidly. Artificial Intelligence (AI) is no longer just a buzzword. It is becoming a powerful force in how websites are ranked, how content is discovered, and how customers interact with your brand online.
At teclan, we have been monitoring these changes closely. Here is what you need to know about how AI is transforming SEO, and what your business can do to stay ahead.
1. Search Engines Are Becoming Answer Engines
Google is rolling out AI-generated summaries in search results, known as AI Overviews, which provide quick answers without users needing to click through to websites. Tools like ChatGPT and Perplexity are also being used in similar ways, offering direct responses to search queries.
What this means:
Fewer users will scroll through pages of links. The content that is featured in these summaries will capture most of the attention.
What you can do:
Create high-quality, informative content
Use structured data to help AI understand your content
Establish your brand as a trustworthy source of expertise
2. Content Must Be Genuinely Helpful
Search engines are responding to the flood of generic, AI-written content by rewarding sites that publish useful, people-first information. Google’s Helpful Content Updates focus on real value over volume.
What this means:
Thin, repetitive, or overly keyworded content will no longer rank. Pages must genuinely address user needs.
What you can do:
Regularly audit and improve your website content
Remove or rewrite pages that are underperforming
Focus on answering real customer questions with clarity
3. SEO Is No Longer Just About Text
AI is influencing how users interact with search, with voice search, visual search, and video content all gaining ground. Google Lens and voice assistants are being used more frequently, and platforms like YouTube and TikTok are increasingly being treated as search engines.
What this means:
Optimising just for written content is no longer enough. Your SEO strategy needs to consider visuals, voice, and video.
What you can do:
Use descriptive alt text for images
Ensure your website is accessible and mobile-friendly
Create helpful videos that answer common questions
4. Search Is Now Multichannel
AI is blending traditional search with social platforms, chat tools, and recommendations. A typical customer journey may start with a social video, continue through an AI assistant, and end with a branded Google search.
What this means:
Your brand needs to be visible across multiple touchpoints, not just search engine results pages.
What you can do:
Align your SEO with paid ads, email campaigns, and social media
Build a consistent brand voice and presence across all channels
Encourage user reviews and mentions on third-party platforms
5. AI Is Changing How SEO Is Done
AI tools are helping marketers work faster and more efficiently. From keyword research to content planning, machine learning is becoming a key part of the SEO process.
What this means:
The right tools can give your business an edge, but they still require human insight to get the best results.
What you can do:
Choose a digital partner that blends AI tools with strategic thinking
Use data to inform your SEO decisions
Focus on long-term visibility and ethical practices
The Takeaway
SEO is not going away, but it is evolving. If your business depends on search traffic, now is the time to adapt. AI offers new ways to reach your audience more effectively, but it also demands a smarter, more considered approach to content and visibility.
At teclan, we are helping businesses like yours stay visible in a changing search landscape. From technical audits to AI-informed content strategy, we offer solutions that are built to last.
To learn more about how your site performs in this new AI-driven world:
Call us on 01463 898043
