Is SEO Still Relevant In The AI Era? New Research Says Yes

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A new study analyzing 25,000 user searches reveals that websites ranked #1 on Google show up in AI-generated search answers 25% of the time.

This insight underscores that traditional SEO remains highly relevant, despite growing claims that AI has rendered it obsolete.

Tomasz Rudzki, co-founder of ZipTie, examined real-world queries across ChatGPT, Perplexity, and Google’s AI Overviews. His research counters the prevailing notion that AI has rendered conventional SEO strategies obsolete.

Top Rankings Translate to AI Visibility

The data reveals a clear trend: websites holding the #1 spot on Google have a 1-in-4 chance of appearing in AI-generated search results. As rankings drop, so do the chances of being featured.

Tomasz Rudzki explained:

“The higher you rank in Google’s top 10, the more likely you are to appear in AI search results across platforms. This isn’t a theory—it’s backed by real queries from real users.”

The pattern holds across all major AI search platforms, suggesting that they all rely on traditional rankings when selecting sources.

How AI Search Engines Choose Their Sources

The study shed light on how AI search engines select and use content, drawing insights from Google’s antitrust trial. The process follows three key steps:

Step 1: Pre-selection

AI systems begin by identifying the most relevant documents for a given query—typically favoring pages that rank highly on Google.

Step 2: Content Extraction

From those top-ranking pages, the AI pulls specific information that directly addresses the user’s question.

Step 3: Answer Synthesis

Using Google’s Gemini model, the AI combines the extracted content into a single, concise response.

Internal documents from Google revealed an important truth: relying on high-ranking content improves the accuracy of AI-generated answers, highlighting why traditional SEO rankings still play a vital role in the AI search landscape.

The Query Fan-Out Effect, Explained

Occasionally, AI-generated answers include sources that don’t appear in Google’s top 10 search results. The research highlights two main reasons for this:

Reason 1: Personalization

Search results can vary from user to user. A page that ranks high for one person may not show up the same way for someone else, depending on browsing history, location, and preferences.

Reason 2: Query Fan-Out

This is the more impactful factor. According to Google’s internal documentation:

“Both AI Overviews and AI Mode may use a ‘query fan-out’ technique — issuing multiple related searches across subtopics and data sources — to develop a response.”

In simpler terms:

When you search for “SEO vs SEM,” the AI discreetly runs multiple searches:

“What is SEO?”
“SEO explained”
“What is PPC”
Plus several other related searches

Pages that perform well for these additional searches can appear in results even if they don’t rank for your primary search.

Fundamental Shift in Content Strategy Required

The research reveals a fundamental shift in how we should approach content creation.

Traditional SEO has long prioritized building the “best page”—in-depth, comprehensive guides designed to cover every aspect of a topic.

But AI search operates differently. It’s not looking for the most exhaustive content—it’s looking for the best answer to a specific question.

As the analysis puts it:

“When someone asks specifically about iPhone 15 battery life, you may rank #1 on Google, but AI won’t surface your page unless you deliver a precise, relevant answer to that exact question.”

The takeaway for marketers? It’s time to move beyond broad keyword strategies and focus on delivering clear, targeted answers to real user questions.

Practical Implications for Digital Marketers

Based on the research, here are the key takeaways for marketers adapting to the evolving AI-driven search landscape:

Maintain Strong SEO Practices

Top 10 rankings still matter—significantly. High-ranking pages are more likely to appear in AI-generated answers, so don’t scale back your SEO efforts.

Restructure Content for Clarity

Break down long-form content into clearly defined sections that directly answer specific user questions.

Optimize for Related Queries

Cover multiple variations of your primary keywords to align with the AI’s broader “query fan-out” approach.

Write with Precision

AI systems prefer content that delivers direct, clear answers—avoid keyword stuffing and focus on clarity.

Track Visibility Across Channels

Regularly monitor how your content performs in both traditional search results and AI-generated overviews to refine your strategy.

By aligning content with how AI processes and presents information, marketers can boost their presence in this new search environment.

Industry Impact and Future Considerations

This research arrives at a pivotal moment as AI-driven search continues to expand. Understanding how traditional rankings influence AI visibility offers marketers a valuable advantage.

Here’s a striking insight: only 25% of #1-ranked content appears in AI-generated results—meaning 75% doesn’t. This gap highlights a major opportunity for those willing to adapt their content strategy.

Tomasz Rudzki sums it up well:

“Instead of asking ‘How do I rank higher?’ start asking ‘How do I better serve users who have specific questions?’ That mindset shift is the key to thriving in the AI search era.”

For an industry rapidly embracing AI, these findings offer a solid framework for strategic planning. Rather than abandoning traditional SEO, the smarter approach is to evolve it—leveraging what works while fine-tuning content to meet the demands of AI-powered search.