A recent study analysing 25,000 search queries has revealed that securing top positions on Google is still highly important—even when it comes to AI-driven search tools like ChatGPT and Perplexity.

These findings suggest that AI search engines tend to favour results already ranked highly on Google. In other words, if your content performs well in traditional search rankings, it’s more likely to be picked up and referenced by AI platforms too.

This highlights the continued relevance of SEO in an increasingly AI-influenced digital landscape. Despite advances in artificial intelligence, the foundations of search visibility remain unchanged—ranking highly on Google still opens doors across multiple platforms.

However, the way we approach content creation may need to evolve. Experts now recommend moving beyond just creating the “best pages” and instead focusing on delivering the “best answers” to user questions.

By crafting content that directly addresses specific queries and offers clear, concise value, creators and marketers can ensure their material stays visible in both traditional and AI-powered search environments.

This shift also implies that content should aim to be as helpful and accurate as possible—two things AI search engines prioritise when choosing what to present to users.

Ultimately, this research confirms that SEO isn’t going away. If anything, it’s becoming even more vital in the AI era, where visibility now depends not just on search engines, but on intelligent platforms that rely on Google’s signals to deliver answers.

Top Rankings Translate To AI Visibility

Recent data has revealed a noticeable trend: websites that hold the number one position on Google have a one-in-four likelihood of being included in AI-generated search results. As a page’s ranking drops, so does its visibility in these AI search outputs.

SEO expert Rudzki explained that the correlation between Google rankings and AI search visibility is not just anecdotal. He stated that the closer a website is to the top of Google’s first page, the greater its chances of being surfaced by AI platforms. This conclusion is drawn from a large set of actual search queries performed by real users.

The same pattern is evident across all major AI search engines, including those like ChatGPT and Perplexity. These platforms appear to lean heavily on Google’s ranking system when determining which sources to pull from.

This consistency indicates that traditional SEO performance remains a critical factor, even in the age of AI-enhanced search. Ranking well on Google doesn’t just benefit visibility on the web—it now extends into the emerging AI ecosystem too.

How AI Search Engines Select Sources

A recent study has shed light on how AI-driven search engines function, drawing insights from documents presented during Google’s antitrust trial. The findings outline a three-step process that these AI systems follow when handling search queries.

The first phase, known as pre-selection, involves the AI identifying high-quality web pages that are most likely to answer the user’s query. Notably, preference is given to pages that already rank highly on Google’s search results.

Next comes the content extraction stage. Here, the AI combs through the selected pages to pull out the most relevant information. The focus is on content that responds directly to the question being asked, ensuring the final result is as helpful and precise as possible.

The final step is synthesis. In this stage, the AI brings together the gathered information and formulates it into a clear, concise response. This process reportedly uses Google’s own Gemini model to generate the final output.

Internal documents revealed during the trial confirmed a key takeaway: top-ranking content significantly improves the accuracy of AI-generated answers. This finding reinforces why strong performance in traditional search rankings remains just as crucial in the age of AI.

The Query Fan-Out Effect Explained

There are times when you might notice AI search results showing content that doesn’t rank within Google’s top 10. Research has highlighted two main reasons for this.

The first reason is personalisation. Search results are not the same for everyone—Google tailors them based on individual user behaviour and preferences. As a result, a web page might rank highly for one person but not for another, depending on their search history and interests.

The second, and more important, reason is something called “query fan-out”. This is a method described in Google’s own documentation. Essentially, both AI Overviews and AI Mode perform a series of related searches—spanning various subtopics and sources—in order to build a more comprehensive response.

To put it simply, if you search for something like “SEO vs SEM,” the AI doesn’t just stick to that phrase. Instead, it also runs background searches such as “What is SEO?”, “SEO explained,” “What is PPC?” and other related queries.

This means that even if a particular page doesn’t rank highly for your original search term, it might still show up in the AI response if it ranks well for one of the related or follow-up searches.

Fundamental Shift in Content Strategy Required

The latest research suggests it’s time to rethink how we approach content creation.

In traditional SEO, the goal was to produce the “best page” — often a long, in-depth guide that aimed to cover every angle of a topic in one place.

However, with the rise of AI-driven search, the focus is shifting. These systems now prioritise delivering the “best answer” rather than the most comprehensive page. This means content needs to provide concise, specific responses to clearly defined questions.

The research explains this well: if a user asks about the iPhone 15’s battery life, it’s not enough to simply have a top-ranking page on the iPhone 15. Unless your content directly addresses the user’s exact query, AI may bypass it entirely.

This shift highlights a growing need for marketers to move beyond just keyword optimisation. The new priority is clear — craft content that answers real questions in a clear, targeted way.

Practical Implications For Digital Marketers

Based on the recent findings, there are several steps marketers should consider taking to stay ahead in the evolving search landscape.

Firstly, it’s important to maintain your SEO strategy. Securing a position within the top 10 results on Google continues to play a key role in how visible your content is in AI-generated search responses. Abandoning SEO altogether could mean missing out on these opportunities.

Next, consider how your content is structured. Rather than publishing lengthy, all-in-one guides, try breaking your material into smaller sections that clearly answer specific questions. This approach makes it easier for AI systems to extract relevant information.

Additionally, look beyond your core keywords. Focus on variations and related search terms that users might explore when researching a topic. This helps your content appear in a wider range of query results.

Clarity is also essential. AI tools tend to favour content that delivers direct, simple answers rather than pieces packed with keyword stuffing or overly complex language.

Lastly, make sure you’re tracking your performance carefully. Monitor both your traditional search rankings and your visibility within AI-driven search platforms to understand where your content is gaining traction — and where it may need improvement.

Industry Impact and Future Considerations

This research comes at a crucial time, as AI-powered search continues to expand at a fast pace. Gaining insight into how it relates to traditional Google rankings offers marketers a valuable advantage.

One striking finding is that only 25% of content ranked number one on Google ends up appearing in AI-generated search results. That means a staggering 75% is being left out. For marketers willing to adapt, this gap presents a significant opportunity.

As Rudzki puts it, the focus needs to shift. Rather than asking, “How can I rank higher?” the better question is, “How can I offer more value to users with specific queries?” This change in mindset is vital for staying competitive in the era of AI search.

In a sector quickly embracing AI, these insights offer a solid starting point for making smarter decisions. Rather than ditching SEO altogether, the findings suggest refining and building upon what already works effectively.