With the rise of AI-driven search, however, the rules are shifting. Now it’s not just about the right words — it’s also about context, entities, authority, and conversational intent.

What Makes Generative AI Different From Past AI Search Updates?

Artificial intelligence is not new to the search engine world. Google has used AI in its core algorithm for decades. What is new, though, is the generative AI experience (Google’s Search Generative Experience (SGE)) at the top of the SERP. Instead of the search engine matching queries to a list of pages (which it still does, just further down the page), the search engine now pulls data from multiple sources and compiles it into a single AI-generated overview that it presents to users at the top of the SERP.

How Are Keywords Used in AI Overviews?

In the generative AI environment at the top of the SERP, keywords may not match users’ queries directly to a list of web pages, but that doesn’t mean that they’re not still useful. With generative AI, keywords instead serve as signals that can help the AI connect your content to a larger topic or intent cluster.

For example, if a user searches for “best running shoes for flat feet,” what shows up in that generative AI experience may not actually be a list of the best running shoes for flat feet. Instead, it’ll generate an overview of the topic, citing sources from across the Internet. Whether or not your web page is included as one of those sources depends less on whether your keywords are exact-match for the topic and more on whether your content:

• Covers the broader topic cluster (in this case, running shoes, performance, and foot health)
• Answers the question asked in clear, structured language
• Provides unique and authoritative insights
• Is considered a trustworthy source

Why Does Context Matter More Than Keyword Volume?

Traditionally, keyword strategy was more about volume and competition. The ideal keywords to try to rank for were those that had a high volume of search queries but had a low number of others trying to compete for the top search rankings. And while that’s still relevant for the search results below the generative AI overview, that’s not really the case for the generative AI section itself.

Because AI can interpret synonyms, vocabulary variations, and related user queries, over-optimizing for just one keyword isn’t as effective. It’s more likely for your content to be selected for the AI overview if it’s informational and authoritative across the larger topic rather than just a single keyword.

Why Do Human Insights Matter in AI-Driven Content?

Despite the heavy integration of AI throughout the search process, ultimately, it’s designed to match human users with the answers to their queries. There’s a lot of surface-level content, including content produced by AI, available on the Internet. This means that what makes content stand out is what only humans can add: unique insights, original research, and expert knowledge. Making sure that your content delivers more than what a machine can generate on its own–the creativity, experience, knowledge, and insights that make us human–is what increases the likelihood of ranking at the top of the SERP within the generative AI overview.