AI in Search: Navigating the New Digital Frontier

1. The AI Overviews Revolution

Understanding AI Overviews and their impact on SEO

AI Overviews are a prime example of how search engines are evolving. Essentially, these are AI-generated summaries that appear at the top of search results. Instead of forcing users to sift through a list of blue links, the search engine now provides a synthesized answer straight on the page.

Google introduced its Search Generative Experience in May 2023 ^[1] and then later rebranded this feature as AI Overviews. These overviews are now available in many countries, including the U.S., UK, India, and more ^[2].

For everyday users, this means immediate, bite-sized answers. But for businesses, it’s a double-edged sword. While users get their answers quickly, fewer clicks mean less traffic to websites and this shift is being seen across the globe. We’re seeing it pose a real challenge for brands that traditionally depend on search traffic for revenue.

Impact on SEO Strategy

AI Overviews are revolutionising how we approach content at Focus. It’s no longer just about producing high-quality content. It’s also about ensuring that the content is structured and formatted for AI as well as humans, to quickly and accurately summarise key information. To achieve this, we follow a detailed process.

For instance, when optimising content for AI Overviews, we start with a thorough analysis of target keywords and user intents. This helps us understand exactly what potential customers are looking for. We then structure the content with clear headings and subheadings, to ensure each section addresses a specific query or step in the process. We also implement relevant schema markup to help search engines understand the content’s technical details.

For a mortgage brokerage client based in the UK, consider a query like “How to apply for a mortgage in the UK.” We would create a comprehensive guide that:

• Breaks down the process into clear, step-by-step instructions (e.g., eligibility criteria, necessary documents, application process).
• Uses specific headings and subheadings to segment the content (such as “Eligibility Requirements,” “Documentation Needed,” and “Step-by-Step Application Process”).
• Incorporates technical schema markup, such as FAQ ^[3], How-to ^[4], and Article schemas ^[5], to structure key content like eligibility criteria, step-by-step guides, and frequently asked questions.
• Crafts a concise summary that directly answers the user’s query, increasing the chances of being featured in an AI-generated answer.

This dual approach — optimising for traditional SEO and AI-driven content summaries — ensures that our clients’ websites remain visible and effective in today’s rapidly evolving search landscape.

2. AI-Generated Content: Efficiency vs. Authenticity

The Rise of AI in Content Creation

AI-generated content is booming ^[6]. With advanced large language models (LLMs), content can be produced at scale, saving time and resources. However, there’s a catch. While AI tools can generate large volumes of text, they often lack the depth, insight, and personal touch of human expertise.

Google’s John Mueller has emphasised that quality is paramount. Many SEOs refer to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) however, it’s important to clarify that E-E-A-T is not something SEOs can directly optimise for as a ranking factor ^[7].

Instead, it is primarily used by Google’s third-party quality raters ^[8] to assess content, particularly for YMYL (Your Money or Your Life) topics, where trust and reliability are critical ^[7].
While the direct impact of E-E-A-T on non-YMYL rankings is a subject of industry discussion, the principles of Experience, Expertise, Authoritativeness, and Trust are central to Google’s evaluation of page quality by human raters.

Balancing Automation with Human Insight

I firmly believe that the best approach is a hybrid one. At Focus, we use AI tools to streamline processes such as content ideation, optimisation, and analysing search intent. These tools help us craft more targeted and relevant strategies, making way for efficiency in identifying opportunities and structuring content.

AI-generated content can provide a strong foundation, but it must be refined and enriched with original insights and real expertise. This is where our clients’ industry knowledge comes into play – they bring years of experience to ensure the content remains accurate, relevant, and in line with the latest trends. By combining AI’s efficiency with authentic, expert-driven content, we make sure our material isn’t just “good enough” for algorithms, but genuinely useful for readers. Ultimately, this balance is what search engines prioritise.

Achieving the right balance between AI efficiency and human insight is key to success. On one hand, AI offers speed and scalability; on the other, human expertise brings authenticity and depth. The key to success in this evolving landscape is seamlessly integrating both – leveraging AI for efficiency while ensuring the content reflects the insights and authority that only human expertise can provide.

3. The Shift Toward Social Search

Social Media as a Search Engine

One of the most interesting shifts I’ve noticed is how younger audiences – particularly Gen Z – are moving away from traditional search engines like Google in favour of social media platforms.

A recent survey by Forbes Advisor and Talker Research highlighted that nearly 45% of Gen Z users now prefer using social media search functions over Google ^[9].

Platforms like TikTok, Instagram, and YouTube aren’t just about entertainment anymore – they’ve become powerful discovery tools. Whether it’s restaurant recommendations, DIY projects, or product reviews; they’re now serving as people are finding answers directly on these platforms.

Implications for Brands

For businesses in the housing sector, this trend means that relying solely on traditional SEO isn’t enough. At Focus, we develop tailored strategies to boost our clients’ visibility on these platforms. For instance, for clients aiming to enhance their presence on TikTok, we create short-form video content that addresses common user queries engagingly and authentically.

A housing developer, for example, might produce a series of videos that highlight new build-to-rent communities, showcase innovative design features, or provide virtual walkthroughs of their latest developments – all while using targeted hashtags to increase discoverability in social search results.

By collaborating closely with our clients – who are experts in their field – we ensure that every piece of content is enriched with industry insights and up-to-date information. This integrated approach ensures our clients remain competitive in an increasingly dynamic digital landscape, optimising their content for both traditional search and social media discovery.

4. Overcoming the Challenges: Our Approach at Focus

Structuring Content for AI and Human Readers

One of the most critical areas we focus on is content structure. With AI Overviews becoming more common, our goal is to ensure that content is easily digestible by both human and AI readers. We achieve this by:

• Using Clear Headings and Subheadings: This makes the content more scannable and helps AI understand the hierarchy of information.
• Implementing Schema Markup: By adding structured data, we help search engines better understand the context of our content.
• Writing Concise Summaries: Each piece of content is supported by a strong summary that highlights key takeaways, increasing the likelihood of being featured in AI Overviews.

Optimising for Multi-Channel Presence

Recognising that search is no longer confined to Google, we create tailored strategies for each platform:

• YouTube and Video Content: We optimise video titles, descriptions, scripts, and transcripts to ensure that our videos appear in both YouTube and Google search results.
• Instagram and Visual Platforms: We focus on high-quality images, engaging captions, and relevant hashtags to improve visibility.
• TikTok and Short-Form Content: With the growing trend of social search on TikTok, we develop creative, authentic short videos that answer common queries and engage the audience directly.

By combining traditional SEO with these social media tactics, we help our clients maintain a strong, omnichannel presence.

5. Final Thoughts: Turning Challenges into Opportunities

The future of search is here, and it’s powered by AI. While this shift presents challenges — such as reduced click-through rates and the need for new content structures — it also opens up a world of possibilities.

At Focus, we’re committed to helping our clients navigate this complex landscape with confidence. While we’re still building our reputation, we take great pride in our ethical approach and dedication to high-quality work. We focus on delivering measurable results, always staying true to the principles that guide effective and transparent digital marketing practices. Whether you’re looking to restructure your content, expand your digital presence across multiple platforms, or simply stay ahead of the curve, our approach is designed to deliver success.

If you’re ready to future-proof your digital strategy and harness the power of AI in search, let’s talk. Together, we can craft a plan that not only meets today’s challenges but sets you up for long-term success.

References:

1. Google. (2023, May 10). Generative AI in Search. Google Blog. Retrieved April 2, 2025.
2. Google. (2024, October 28). AI Overviews in Search (October 2024). Google Blog. Retrieved April 2, 2025.
3. Google Developers. (2025, February 04). FAQPage structured data. Google Search Central. Retrieved April 2, 2025.
4. Schema.org. (n.d.).HowTo Schema.org. Retrieved April 2, 2025.
5. Google Developers. (2025, February 04). Article structured data. Google Search Central. Retrieved April 2, 2025.
6. McKinsey & Company. (2025, March 12). The state of AI: Global survey | McKinsey: How organizations are rewiring to capture value. McKinsey. Retrieved April 2, 2025.
7. Montti, Roger. (2025, March 31). Google Confirms You Can’t Add EEAT To Your Web Pages. Search Engine Journal. Retrieved April 2, 2025.
8. Google. (2025, January 23). Search Quality Rater Guidelines. Google. Retrieved April 2, 2025.
9. Forbes Advisor. (n.d.). Social Media and the New Google Search. Forbes. Retrieved April 2, 2025.