Is AI Search Really That Different? Here’s What Google Thinks — and Why It Matters for Your SEO Strategy
In a recent interview, Nick Fox - SVP of Knowledge & Information at Google, shared something that turned a few heads: optimizing for AI Search is essentially the same as optimizing for traditional search.
Now, if you've been wrestling with AI Overviews, zero-click chaos, and a hundred LinkedIn threads debating the future of SEO, this might feel like an oversimplification.
But when you cut through the noise, there’s a core truth here and a big opportunity.
What Did Google Actually Say?
During a panel at the AI Inside podcast, Nick Fox explained that:
“The short answer is no [AI Search isn’t different]. The answer is what you would have built and the way you would’ve done it in Google’s AI experiences is very similar. It really does come down to building a great site, built on great content.”
And that’s the thing, while the medium is evolving, the mission remains the same:
Build what people actually want to read.
Same Rules, Sharper Tools
So what does this mean in practice? It means:
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Search intent still rules. Whether it’s a human or AI summarising the SERP, if your page solves the query clearly and completely, you win.
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Content quality matters more than ever. Thin content gets wiped out instantly by AI snapshots.
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Technical SEO still counts. Fast, crawlable, structured pages remain the foundation.
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Semantic relevance and topical depth become differentiators.
Wait, So Nothing Has Changed?
Not exactly.
The context around SEO has shifted. With AI Overviews dominating visibility and SERP real estate shrinking, your content strategy needs to work harder to earn attention.
But the fundamentals are the same, just amplified. Think of it like this:
| Then | Now |
| Solve user intent | Solve user intent faster |
| Build topic clusters | Build intent-focused topic clusters |
| Write for search engines | Write for summarising engines |
| Optimise metadata | Optimise metadata + passage structure |
So What Should You Do Differently?
Here’s how we’re approaching AI-era SEO at Elanc Media:
Prioritise high-intent, solution-driven content
We write with the assumption that users won’t scroll — so value must be clear from the first 3 lines.
Structure everything for scannability
That means subheadings, bullet points, nested queries, and clear takeaways. AI Overviews love these.
Optimise for summarisation, not just crawling
We break content into crisp, quotable sections that AI tools can lift with context intact.
Always lead with real usefulness
SEO fluff is dead. The new winners are practical, direct, and human-focused.
Google Isn’t Moving the Goalposts. We Are.
It’s tempting to panic every time search evolves. But if you’ve always optimised for clarity, intent, and usefulness, you’re already on the right path.
The only thing left?
Keep doing it - better, faster, smarter.
Want content that performs in both AI and traditional search?
Let’s build it together. Work with us →