Generative AI tools like ChatGPT, Perplexity, and Google’s AI Overviews are redefining how people search for answers. Instead of just displaying links, they now offer conversational, synthesised responses.
However, traditional SEO is still the core driver of online visibility. According to research by ZipTie Co-founder, Tomasz Rudzki, analysing 25,000 real search queries, found that websites ranking #1 on Google appear in AI-generated answers about 25% of the time. Lower-ranked pages are rarely featured.
If your business isn’t ranking highly on Google today, your chances of appearing in AI search results are significantly lower.
Why Google Rankings Still Drive AI Search Visibility
As AI continues to reshape the way people search for information, many assume that traditional SEO is becoming irrelevant. However, ranking high in Google search remains crucial, even in AI search experiences. That’s because AI systems typically follow a three‑step process that still relies on top-ranking content.
Here’s how it works:
- Selection: AI pulls from top-ranking, credible websites
Before generating a response, AI systems start by scanning the web for information. But, they don’t pull information from just anywhere. They prioritise trusted, authoritative websites that already rank high in search results. If content is ranking well, it’s unlikely to be chosen by AI as a source for summaries or answers.
In short: better rankings = better chances of being seen and cited by AI.
- Extraction: AI identifies relevant content based on the query
Once the system has identified top-performing content, it moves to the extraction phase, pulling out snippets, facts, or ideas that directly address the user’s query. At this stage, content clarity, structure, and keyword relevance all matter. AI is looking for easily digestible, high-quality information that can be turned into a useful response.
In short: Structured headings, bullet points, and well-optimised keywords improve your chances of being selected.
- Synthesis: AI rewrites the answer using models like Gemini or ChatGPT
The final step is where AI uses models like Gemini, Claude or ChatGPT to paraphrase and repackage the extracted information into a concise, conversational answer. Although the final result may not be a direct quote of your content, if your wesite was part of the training or extraction set, your influence is still there.
In Short: If you’re not visible in search, your content can’t influence AI answers, even indirectly.
The New Frontier: AEO and GEO
Two emerging optimisation strategies are shaping how businesses approach content in the AI era:
- Answer Engine Optimisation (AEO) : Creating content structured for direct answers in conversational formats, using FAQs, bullet points, structured data, and clear language.
- Generative Engine Optimisation (GEO) : Formatting and structuring content so it is more likely to be referenced and cited by AI‑powered search engines.
Both AEO and GEO build on traditional SEO best practices. They’re not replacements, they’re extensions.
Links and Core SEO Still Matter in 2025
A recent survey conducted by Search Engine Land of SEO professionals revealed 73% believe link signals still influence AI search visibility. This means you still need to:
- Earn high-quality backlinks from trusted sources.
- Maintain fast-loading, mobile‑friendly websites.
- Use clear site architecture for easy indexing.
- Write content for both humans and AI systems.
What Australian Business Leaders Should Do Now
| Focus Area | Action Steps |
| Invest in SEO | Continue building Google rankings, they’re the key to AI search visibility. |
| Adopt AEO & GEO | Structure content for direct answers and AI referencing. |
| Maintain Technical SEO | Ensure fast, mobile‑friendly, well‑structured websites. |
| Build Authority | Acquire authoritative backlinks and publish in‑depth, expert content. |
| Track AI Search Presence | Monitor your visibility in AI-generated answers alongside traditional SEO metrics. |
The Bottom Line
SEO isn’t dead, it’s evolving. AI‑powered search is expanding the way people find information, but it still relies heavily on the core SEO principles of visibility, authority, and technical performance.
By combining SEO fundamentals with AI‑friendly optimisation strategies like AEO and GEO, Australian businesses can secure their place in both Google search results and AI‑generated answers.
The message is clear: adapt your strategy now, or risk becoming invisible in the AI search era.
For more information on Ai’s impact on SEO and how it can benefit your business, book a free 30-minute call with our digital strategists today.
Reference:
Lily Ray, “AI search is booming, but SEO is still not dead” (July 18, 2025). Published in Search Engine Land.
Danny Goodwin, “Survey says: AI is changing search, but links still matter to SEOs” (June 27, 2025). Published in Search Engine Land.
