How AI is Changing SEO and What it Means for your Business Strategy

If you haven’t already begun, now is time to rethink your online strategy, and the team at Bubble are here to help you do this. The way people search, fine and digest information is evolving, and businesses must adapt quickly to stay visible on the platforms their audiences are actively looking for answers.

AI is affecting different elements of the search landscape

1. User Behaviour
2. Search Results
3. The interaction Between Users and Results

If you’re having trouble navigating this new era of search or would like a fresh set of eyes on your current SEO strategy, contact the team at Bubble today.

1. How AI is Affecting User Behaviour in Search

One of the most important changes to investigate when considering how AI is affecting marketing is user behaviour. For a successful marketing strategy, you must first understand your audience and how their behaviour is changing. By ensuring your brand is present where your audience is present, you can expect more brand awareness and a higher ROI.

With tools like ChatGPT and AI mode and Copilot becoming part of everyday life, users are searching differently. There is an expectation of a conversational response during searching like never before. The phrase “Ask ChatGPT” is quickly replacing “Google it”.

This shift towards chat bots shows how users are seeking the interaction, the conversation and also the summary that the AI tools provide. Expecting the user to spend time reading and summarising content for themselves isn’t going to cut it in a world that is influenced by AI. Your business needs to be part of the conversations happening within and beyond search engines.

Is your website optimised for how people search today? At Bubble, we can audit your current strategy and see where optimisation tactics can help you stay present in the AI landscape.

2. The Impact AI is Having on Search Engine Results

Search engines are starting to be powered by AI models that are capable of understanding user intent in a way that they couldn’t always get right previously. For example, Google uses AI to summarise search queries with rich, direct answers in their AI Overviews feature.

The smarter crawling methods also means that only the most relevant, high-quality, and human-focused content stands out. There seems to be a real mix at the moment in websites that are making the cut and being features in AI generated search results.

In order to stay visible in these new search engine result formats, you ned to make sure your SEO strategy is incorporating the best practices for AI generated search results. Contact our team to discuss how we can make this work for your website.

3. The Effects of AI on the Interaction Between Users and Results

AI is also affecting the way that users are interacting with search results. This is where AI is having a negative effect on traffic to many websites.

Because the AI bots are getting so good at understanding and regenerating content in an easy to read and understand answer, there is little to no reason for the user to visit a website at all. If AI Overviews or ChatGPT has answered the question they were asking, they no longer need to click through to your website. this is known as “Zero-click search” and may be what is causing a decrease in traffic to your website.

Many businesses may be put off of investing in SEO if traffic doesn’t seem to be increasing, however, visibility is also a key element of your marketing strategy. Brand visibility is what we can strive for when it comes to AI and SEO. Find out more about search intent and how AI Overviews effecting your traffic isn’t necessarily a bad thing https://bubblecs.co.uk/how-ai-overviews-are-changing-the-search-landscape/

In short, the rules of engagement have changed. SEO isn’t just about rankings anymore – it’s about visibility in AI-driven environments.

Get Your Business Thriving in a World of AI SEO

To thrive in an AI-influenced SEO world, businesses need to evolve their strategies. Here are the new essentials that we have been incorporating into all our client SEO strategies:

• Think About Search Intent – Create content to solve actual problems and answer questions your audience has, not keyword focused content. Make it more emotional and less functional.
• Host Readable Content for Humans and Machines – Write for humans but ensure you optimise with structured data and entities that help AI understand context.
• Use Your Expertise – With all the tools we all have available, anyone can write an article on any topic in a matter of minutes. Use your own experiences and knowledge to bring your audience something new, ideas that AI doesn’t already have. Adding value is far more important than re-spinning old ideas.

The goal is to align your brand with how AI understands and surfaces relevant content.

Want to futureproof your SEO strategy? Give us a call and we can talk you through the best way to get your website visible.

How Working with an SEO Agency Can Help Benefit Your Business When Navigating AI and SEO

Navigating SEO in the age of AI isn’t just about learning new tools – it’s about rethinking how you approach visibility, relevance, and trust online. At Bubble, we combine deep industry knowledge with a forward-thinking approach.

We understand how to:

• Integrate AI insights without sacrificing authenticity
• Adapt technical SEO to AI-driven algorithms
• Craft content strategies that perform in both traditional and AI-led search

With the right SEO support, you’ll gain more than search engine rankings – you build a brand awareness and traffic strategy to grow your traffic and increase your conversions.

Ready to move forward with a trusted SEO partner by your side? Let’s talk about how we can help you grow in the era of AI and search.