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Is SEO Still Relevant In The AI Era?

Is SEO Still Relevant

SEO Isn’t Dead — It’s Evolving

What 25,000 Searches Reveal About AI and Google Rankings

Is traditional SEO becoming obsolete in the age of AI-driven search? New research suggests the answer is a resounding no.

In an extensive analysis of 25,000 user searches, Tomasz Rudzki, co-founder of ZipTie, discovered that websites ranked #1 on Google still appear in AI-generated search answers 25% of the time. That’s one in four queries, a powerful reminder that traditional SEO strategies remain highly relevant, even as AI becomes more prominent in search experiences.

This data directly challenges the growing narrative that AI is killing off SEO. Instead, it reveals a more nuanced truth: high-ranking content still matters, and perhaps more than ever.

Top Google Rankings Still Influence AI Search Results

Rudzki’s study covered a wide range of queries across three major AI search tools: ChatGPT, Perplexity, and Google’s own AI Overviews. The findings were clear: if your content ranks in Google’s top 10 results, particularly in the #1 spot, you’re significantly more likely to be included in AI-generated answers.

“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 speculation – it’s based on real queries from real users,” says Rudzki.

This correlation was consistent across all the major platforms tested. Despite the technological advancements driving AI responses, these systems still appear to lean heavily on traditional search engine signals when selecting their sources.

How AI Search Engines Choose What to Include

Drawing from details revealed in Google’s recent antitrust trial, the study outlines a three-step process that AI search systems follow to deliver answers:

  1. Pre-selection: AI tools first identify a pool of quality documents that best match a user’s query. This often involves prioritising pages that already rank well in Google search results.
  2. Content Extraction: From this refined set of pages, the AI extracts information that is most relevant to the question asked. The focus here is on clarity and directness.
  3. AI Synthesis: Finally, using models like Google’s Gemini, the AI synthesizes the extracted information into a cohesive, easily digestible response.

This workflow reveals a critical truth: high-ranking pages remain essential because they feed the AI with trusted, accurate information. Rather than being replaced, SEO is becoming the groundwork for AI-driven discovery.

Understanding the “Query Fan-Out” Effect

Interestingly, not all sources in AI responses come from the top 10 Google rankings. The study outlines two reasons why:

1. Personalisation

Search results can vary depending on the user’s location, history, and preferences. What ranks #1 for one person might not appear at all for another.

2. Query Fan-Out

This is a more technical but vital concept. According to internal Google documentation, AI search systems often use a technique called “query fan-out.”

Here’s how it works: When a user searches for something like “SEO vs SEM,” the AI doesn’t just answer that single query. It breaks the question down into multiple subqueries like:

  • “What is SEO?”
  • “What is SEM?”
  • “PPC explained”
  • “Search engine marketing advantages”

The AI then gathers information from the top results of these related searches and synthesises them into a final answer. This means even if your content doesn’t rank for the primary query, it could still be included if it ranks well for a related subquery.

Rethinking Your Content Strategy for the AI Era

This shift in how AI search works has major implications for content creators and digital marketers.

Old SEO thinking focused on building the most comprehensive page possible, one that would dominate a broad keyword or topic. But AI search has flipped that model on its head.

Now, what matters most is delivering specific answers to specific questions.

“When someone asks specifically about iPhone 15 battery life, you may rank top 1 in Google, but AI doesn’t care about it if you don’t provide a precise, relevant answer to that exact question,” the analysis notes.

This is more than a tweak, it’s a shift in philosophy. You’re no longer optimizing for the best “page.” You’re optimising for the best “answer.”

Actionable Tips for Marketers and SEOs

If you’re wondering how to adapt, here are some practical takeaways from the research:

  • Keep your SEO efforts going: Rankings in the top 10 still matter a lot. Don’t drop your foundational strategies.
  • Break up long-form content: Create sections or even separate articles that answer focused, narrow questions.
  • Target keyword variants: Think about what related queries might appear in a “query fan-out” and optimize for those too.
  • Write for clarity, not just keywords: AI prefers concise, well-structured answers over dense keyword stuffing.
  • Track both AI and traditional visibility: Monitor your presence in AI search results alongside your organic rankings.

The Future of SEO in an AI-Driven World

With AI search becoming more embedded in how users find information, this research offers critical insights into how the game is changing, and how it’s staying the same.

The fact that only 25% of top-ranking pages appear in AI results also signals a major opportunity. There’s still room for smart marketers to gain visibility by aligning their content more closely with how AI systems work.

As Rudzki puts it:

“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.”

The bottom line? SEO isn’t dead. It’s just evolving — and those who adapt will thrive in this new landscape.

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