Introduction: The Rise of AI and SEO Doubts
With the explosion of AI-powered tools like ChatGPT, Perplexity, and Google’s AI Overviews, many marketers are asking the same question:
“Is SEO still relevant in 2025?”
The answer, backed by new research, is a resounding YES. A detailed analysis of 25,000 real user queries confirms that top-performing content on Google continues to influence AI-generated search results. So, despite the noise, Search engine optimization isn’t dead it’s evolving.
New Study: 25,000 Searches Prove Search engine optimization Still Matters
What the Research Shows
Conducted by Tomasz Rudzki, co-founder of ZipTie, the study analyzed how websites appeared in AI responses from:
- ChatGPT (via web search plug-ins)
- Perplexity AI
- Google AI Overviews (formerly Search Generative Experience)
The result?
Websites that rank #1 on Google appear in AI answers 25% of the time.
That’s a big deal.
Top Google Rankings Influence AI Search Results
The study revealed a consistent pattern across all major AI search platforms:
“The higher a page ranks in Google, the more likely it is to be featured in AI answers.”
This means traditional Search engine optimization strategies, like ranking on Page 1 of Google, still significantly influence your visibility in AI-driven environments.
What This Means for You
- Ranking in the Top 10 on Google is now a gateway to AI discovery.
- Top 3 rankings increase the likelihood of being cited in AI responses.
- Lower-ranking content? You’re likely invisible to both human and AI readers.
How AI Search Engines Select Sources
The 3-Step AI Search Process
Based on data from Google’s antitrust trial and Rudzki’s research, AI systems follow a three-stage selection model:
Step 1: Pre-Selection
AI identifies potential sources, starting with high-ranking pages on Google. Algorithms prioritize relevance, authority, and ranking.
Step 2: Content Extraction
The AI scans selected pages and extracts specific answers to the user’s question. It favors clear, concise, direct information.
Step 3: Synthesis
Using models like Google’s Gemini, the AI synthesizes these bits of data into one coherent, summarized answer.
Why Rankings Still Matter
According to internal Google documents:
“Using top-ranking content improves the factual accuracy and trustworthiness of AI responses.”
This reinforces the importance of Google’s ranking signals in the AI age.
Also Read: Writing SEO Blogs Faster with ChatGPT: A Simple Guide
The Query Fan-Out Effect: Why Lower Ranked Pages Sometimes Win
You may occasionally notice sources in AI answers that don’t appear in Google’s Top 10. That’s due to two main reasons:
1. Personalization
Search results are tailored per user, based on location, search history, and preferences.
2. Query Fan-Out
This technique, disclosed in Google’s documentation, explains how AI expands a single question into multiple subqueries. For example:
Original search:
“Search Engine Optimization vs. Search Engine Marketing”
Fan-out queries may include:
- “What is search engine optimization?”
- “What is search engine marketing?”
- “SEO vs SEM for small business”
- “Is SEM paid or organic?”
If your page answers any of these sub-questions better than others, AI might include you even if you didn’t rank for the original search term.
Traditional SEO vs. AI SEO: What’s the Difference?
| Traditional SEO | AI SEO (AI Search Optimization) |
| Focus on keyword optimization | Focus on direct answers to questions |
| Long-form, in-depth guides | Short, precise, targeted responses |
| Link building & metadata | Structured content and clarity |
| Ranking for a single keyword | Ranking for multiple subqueries |
The shift is from writing for Google crawlers to writing for AI reasoning models.
Actionable SEO Strategies for the AI Era
If you’re a digital marketer, content creator, or business owner, here’s what you need to do right now:
1. Continue Traditional SEO
- Don’t drop keyword research, backlinks, or technical SEO.
- Top 10 rankings still determine AI inclusion.
2. Create Question-Focused Content
- Break down content into FAQs, subheadings, and answer snippets.
- Use tools like AlsoAsked, AnswerThePublic, or Google’s “People Also Ask” for ideas.
3. Structure Your Content Smartly
- Use H2-H6 headings to signal sections clearly.
- Use bullet points, numbered lists, and tables to improve scannability.
4. Target Fan-Out Queries
- Write multiple blog posts around your core topic.
- For example:
- Main page: “SEO vs SEM”
- Sub-pages: “Benefits of SEO”, “When to use SEM”, “SEO for eCommerce”, etc.
- Main page: “SEO vs SEM”
5. Write Like a Human
- Keep your language simple, clear, and direct.
- AI chooses content that answers, not content that rambles or over-optimizes.
6. Monitor AI Search Appearance
- Use tools like Perplexity, Poe, and ChatGPT with web browsing to test your visibility.
- Look for traffic shifts from AI mentions.
Why Only 25% of #1 Pages Make It to AI Answers
While a 25% inclusion rate sounds decent, it also means 75% of top-ranking pages don’t appear in AI responses.
Why?
Lack of Direct Answers
Long guides may miss the specific question the AI is trying to answer.
Poor Structure
Unorganized content confuses AI models looking for quick takeaways.
Keyword-Stuffed Pages
AI models are trained to avoid spammy or keyword-stuffed content.
What This Means for the Future of SEO
This study provides valuable insights into the evolving SEO landscape:
- AI and Search engine optimization are not enemies they are intertwined.
- Traditional Search engine optimization practices lay the foundation for AI visibility.
- Optimizing for AI requires strategic content restructuring, not abandoning what works.
In short, Search engine optimization isn’t dead it’s being reborn through AI.
Final Thoughts: SEO Is Evolving—Not Dying
Tomasz Rudzki, the researcher behind the study, sums it up perfectly:
“Instead of asking ‘How do I rank higher?’ start asking, ‘How do I better serve users who have specific questions’?”
This is the new mindset of Search enginge optimization professionals in 2025.
It’s not about gaming search engines anymore; it’s about serving real humans with real questions.
FAQs
Is SEO still worth investing in 2025?
Absolutely. SEO not only drives Google traffic but also helps your content get picked up by AI systems.
How can I appear in ChatGPT or Google AI results?
Focus on ranking in Google’s Top 10 and answer specific user questions clearly.
What’s the best way to structure content for AI?
Use question-based headings (H2s and H3s), write concise answers, and avoid unnecessary fluff.
Do backlinks still matter for AI search visibility?
Yes. AI systems prioritize trustworthy, authoritative sources—which often have more backlinks.
What is AIO (AI Optimization)?
AIO is the process of optimizing your content not just for search engines, but also for AI language models like Gemini, GPT, and Claude.
