AI is changing the way we do business, including how to rank in Google search results. If you Google something right now, chances are an AI overview may pop up ahead of the classic blue links.

These overviews provide a short synopsis of queries related to the search term, summarized by Google Gemini. Given their increasing presence, more users are ending their searches without clicking onto any websites, decreasing organic search traffic.

While Gemini answers are reshaping organic visibility, they mostly affect non-PPC, FAQ-style queries—for now. Here’s more on the exact queries affected and how to optimize your website so it helps the right people find your business and doesn’t get lost in the AI shuffle.

What Is Google Gemini?

Google Gemini is Google’s generative AI model. Similar to ChatGPT or Claude, users can talk directly with Gemini, asking the chatbot for information ranging from recommendations on places to camp this summer to emerging theories in astrophysics. 

Unlike other AI models, Gemini has a unique advantage: it’s integrated into traditional Google searches in the form of AI overviews. These overviews started on May 14, 2024 and gradually became present in more searches, though they’re still not integrated for all query types.

Gemini is also powering Google’s next phase of integration: AI mode. Only certain US users currently have access, and the mode may change before it’s widely available. For now, it utilizes “deep search,” which the company defines as a more comprehensive search mode which can generate a research report, citing multiple sources and connecting disparate information or questions from users in a matter of seconds.

What Types of Queries Trigger Gemini Answers?

We don’t know a ton about AI mode now, but we do know where Gemini is currently integrated into traditional search. AI overviews tend to show up for information and conversational search terms. 

These include long-tail keywords such as: 

• How does cold plunge therapy work?
• Best time to visit Charleston 
• What is SEO for small businesses?

AI and PPC Results Aren’t As Critical Yet.

AI overviews are less likely to show up in queries with a commercial intent, such as a Google search for “yellow summer dress” or “best vitamin B12 supplements.” These queries are PPC-focused, meaning the top search results are usually paid ads. Should Gemini expand into shopping or product-based answers, this might change, but as of now, investing in paid advertising is still a solid avenue for steady search traffic. 

Best Organic SEO Strategies for 2025

While paid search is unaffected by AI results so far, the same can’t be true of organic search. That doesn’t mean it’s time to give up on SEO, but to adapt so your business pops up in relevant AI overviews. 

Use FAQs On Your Site To Get Featured in AI Results

One of the best ways to do so is to add relevant FAQs to your site. This could be on landing pages for offers, on your about or contact us page, or in blog posts. Brainstorm the questions customers ask most frequently and consider where on your website you can answer them.

Dominate the Local Pack 

Top level keywords are ones directly related to your business and user search intent. If you own a flower shop, for example, that could mean optimizing for “flowers near me” and not “best flowers for spring.” 

Alongside optimizing for the right keywords, other ways to optimize for local SEO include:

• Include NAP (Name, Address, Phone Number) consistently on all website pages.
• Have great reviews on your own website and on other sites like Google Reviews or TrustPilot.
• Have active, regular blog posts, especially ones that are Q&A style.
• Check that your Google business profile’s service categories and hours are accurate.

Optimize for Branded + Navigational Queries

Many users bypass AI by searching for specific business names or specific brand types. If you own a pet shop, for example, it may make sense to optimize for searches for your pet store’s name and “best pet shop near me.”

Showing up in branded searches often comes down to establishing authority. Social proof, like community engagement, reviews, and your social media presence, are some of the best ways to do this online.

Capture Leads On-Site With Better UX

As click-throughs decrease, every visit matters more. All your website pages and blogs should be designed to convert, not just look pretty. Ways to improve your wesbite’s functionality and conversion rate include:

• Adding strong CTAs
• Developing lead magnets that allow you to collect for emails
• Investing in services pages that resonate
• Considering a live chat option. 

Assess Success Beyond Rankings or Page Views

As click-throughs decrease, every visit matters more. All your website pages and blogs should be designed to convert, not just look pretty. Ways to improve your website's functionality and conversion rate include:

• Adding strong CTAs
• Developing lead magnets that allow you to collect for emails
• Investing in services pages that resonate
• Considering a live chat option.

Pay Attention to Site Structure

While the structure of your site has always been important for search, structured data and schema play an even bigger role in AI search because AI uses this data and schema to understand your website and when to mention your business in AI search queries.

To add schema and structured data to your website, you can follow four steps:

• Identify the most important pages, such as instructional articles, FAQs, or product pages
• Generate a schema markup using a tool like Google’s Structured Data Markup Helper’
• Embed the code into the HTML of the website, possibly with a website developer’s assistance

Test that the schema or structured data was added with a schema markup validator

Go Beyond Text

While AI is best known for providing text-based search, it also provides images, audio, and video files when appropriate. Adding multimedia components to your website maximizes the chances of being mentioned in AI overviews or other AI-powered search tools. 

Yet adding those elements on their own may not be enough; instead ensure all visual elements are accessible and there’s context added to each. If, for example, you add an image to a website page, fill out the alt text with contextually relevant information. Any videos or embedded podcasts episodes should ideally have transcripts, which AI transcription tools like Otter can help with. 

Key AI Search Takeaways

AI in search doesn’t decrease opportunities for your business, but it does change where those opportunities lie. For affected searches, AI-generated answers often appear above traditional organic listings, challenging businesses to rethink content strategy and visibility.

Businesses can optimize their content to increase the chance of being cited in AI answers by producing content that’s trustworthy, conversational, and well-structured. Local businesses can also thrive organically by targeting local-intent searches, optimizing Google Business Profiles, and building branded authority. 

Additionally, paid search is still a great option. Since Google Gemini answers are primarily reshaping search results for conversational, FAQ-style queries, ranking for high-intent commercial keywords works the same as it did in the past. That said, businesses should monitor how AI evolves to potentially affect ad visibility in the future.

If you’re looking for a partner to help navigate these changes and the ones that will no doubt come as AI mode rolls out, consider Two Wheels Marketing. Our team stays up-to-date on changes to SEO, PPC, and paid digital advertising, creating better alignment between our clients' marketing strategies and business goals.