SEO · Strategy

SEO in the AI Era: How to Rank When Google Uses Gemini to Give the Answers

Google is no longer just a search engine: it is a generative response engine powered by Gemini. Adapting your SEO strategy to keep capturing traffic when AI answers before you is not optional — it is the difference between growing or being left out of the conversation.

For years, the SEO objective was clear: rise to the first position and capture the click. Today Google can respond directly with Gemini before the user reaches that first position. That does not mean SEO has died — it means the rules of the game have changed and you need to understand where traffic and value still exist.

What has changed in Google with Gemini integration

With Gemini integrated, Google has gone from showing ten blue links to building synthesised responses from multiple sources. AI Overviews now appear in more than 58% of searches and occupy the most visible space on the page, pushing organic results down.

For the user this is usually convenient: they get an immediate answer without browsing. For websites, the challenge is dual: it is no longer enough to rank — now you also need to be the source the AI chooses to build its response. It is a mindset change that connects classic SEO with AI positioning.

Which types of searches still generate organic traffic

Not all searches are equally affected. Pure informational queries (definitions, specific data, closed answers) are the most absorbed by AI Overviews, because the AI can resolve them without the user needing to go deeper.

On the other hand, searches with commercial intent (comparing services, choosing a supplier, deciding on a purchase) still generate strong clicks, because the user needs to contrast, see examples and gain confidence before deciding. Local SEO also holds up well: the map pack maintains its prominence for businesses with a physical presence. That is where effort should be concentrated.

How to optimise to appear inside an AI Overview

Appearing as a cited source within an AI Overview has become an SEO objective in itself. Google chooses those sources based on the page's authority and how easily a clear answer can be extracted from it. Well-structured content with headings that answer questions and direct paragraphs has an advantage.

Correct schema markup (FAQPage, Article, Organization) helps disambiguate entities and makes it easier for Gemini to process your content with greater semantic precision. Impeccable technical SEO combined with well-structured content positions you better in both organic results and cited sources. If you also understand the differences between GEO and SEO, you can prepare each page for both scenarios simultaneously.

The content strategy that works in 2026

The content that wins in 2026 combines depth with clarity. Answering a specific question precisely, contributing real experience and structuring information so it is easy to cite is what separates websites that keep capturing traffic from those that run dry.

This means adjusting the keyword mix towards queries with commercial intent, creating content that AI cannot summarise without losing value (comparisons, real cases, decision criteria) and updating existing content so it remains the best available answer.

SEO + GEO: the combination that delivers results

The practical conclusion is that SEO and GEO are no longer separate strategies — they are two sides of the same work. Solid technical SEO and quality content are the foundation for both ranking on Google and being cited by AI. Investing in only one of the two means leaving opportunities on the table.

For an SME, the advantage is that it does not need to double the budget: the same well-done content works on both fronts. What matters is planning it with judgement from the start, rather than reacting when traffic has already dropped.

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