Introduction
The impact of AI to search rankings by search engines is notable. We all do observe a drop in click trough rates and experience less pageviews. This leads to a general drop in overall ranking results. As well search is becoming more fragmented, conversational, and competitive.
In this blog we first have a look at the status quo of AI search summarizing information by various sources which we find correct and useful.
Followed by possible solutions, in particular, how we at SEOLAb East Africa could help our customers to minimize the negative impact of AI search to their website.
Because we and industry experts in the field of SEO are convinced that AI will not replace search engines like Google, but it will fundamentally reshape how, where, and why people search.
What is happening with the users’ AI search behaviour ?
In fact, new data already reveals a dramatic change in online search behaviour:
- 58% of Gen Z consumers now prefer AI tools over traditional search engines for finding product and service recommendations.
- One in three U.S. adults now uses AI tools on a weekly basis; 18% use them as their primary search tool.
- 90 million Americans are projected to use AI as their primary search method by 2027.
So why is AI powered search gaining ground?
The short answer is that traditional search engines give you too many options. AI gives you one clear answer, and that’s what users are shifting toward.
- Traditional search is cluttered: Search engines are overloaded with ads, SEO-bloated articles, and outdated content. Users do not want to click 7 links to find one answer. AI skips that step.
- AI gives instant answers: Instead of scanning pages, AI generates clear, summarized responses in seconds. It answers like a person would, based on what you are actually asking.
- AI feels more personal: The response style, tone, and context adjust based on how you phrase your query, so it feels like a conversation
The impact of AI to search rankings –
How users search is now deeply influenced by age, device, and expectation.
- Older generations (Gen X and Boomers) still trust traditional search engines most, but even here, tools like Gemini and Copilot are gaining ground, especially for tasks like trip planning, health research, and product reviews.
- Gen Z and Gen Alpha don’t “Google” everything. They ask ChatGPT, search on TikTok, or get recommendations from YouTube. In fact, eMarketer reports that Gen Z is 25% less likely to use Google for searches compared to Gen X, and 46% favor social media over traditional search engines.
- Millennials use a mix: Google for factual search, ChatGPT for summaries, and Reddit for decision-making.
The impact of AI to search rankings –
some recommendations to stay on top in the internet search
- Define carefully your targeted audience since the search is influenced by age, device and expectation of the end user
- Use clear headings (H2s, H3s), bullet points, numbered steps, and FAQ sections on your website if applicable
- Mark up your pages with Schema.org structured data, especially for articles, how-tos, products, and reviews
- Keep your content informative and easy to read. Especially in key sections that might be pulled into AI summaries.
- Use internal linking to strengthen thematic relevance across your site
- Keep your website technical in good order
- Invest in thorough, original, and expert-led content
- Include author bios, references, external citations, and publishing dates to reinforce credibility
- Align with Google’s EEAT principles (Experience, Expertise, Authoritativeness, and Trustworthiness)
- Do not rely on your website as your sole communication channel. The experience of “searching” is no longer tied to a single box or website
(Sources: This blog post consists of some material by our colleagues at https://writesonic.com)
Let us assist you to be included in the AI search results.