The ways of consuming information through search results are changing. Earlier keywords played a vital role in determining which blog would rank at the top; now the criteria have shifted from being keyword-centric to intent-oriented.
For websites to be relevant in this new phase of SEO and be considered the best AI SEO firm, it is essential to incorporate traditional digital marketing practices and trending AI SEO services.
While using traditional practices will ensure that the old market doesn’t abruptly slip out of their grasp, AI in SEO will help expand their footprint in the new dimensions of SEO.
What are AI Search and AI Agents?
To understand AI Search and AI Agents, let’s start with a simple example. Imagine your website sells a product, and to promote or advertise it, you need to find the best AI marketing agency.
What AI Search will do is scan multiple blogs/website pages to give you a list of the top 10 AI marketing agencies in India. Here, half of your job is done, but you still need to compare these top agencies to select one. This comparison can be automated by using AI Agents. In simple language, AI Agents are goal-centric. They will follow your command and complete the hard part for you by analyzing your business model and selecting the most appropriate agency for your company.
AI Search – Going by definition, AI Search is an advanced AI model that understands the intent and context behind a search and provides the best possible results.
A key difference between traditional and AI search is that, instead of matching keywords, it matches the user’s intent.
The most commendable feature of AI Search is that it understands natural language and gives answers accordingly.
AI Search is the reason behind zero-click searches(not clicking on any website by bouncing off after reading the ‘AI Overviews’ response).
AI Agents – Comprehend the command, understand the goal, make a decision, perform the task, and learn from the task; that’s AI Agents for you. AI Agents are proactive; they will automate workflow to achieve a goal.
Disclaimer: Don’t confuse AI Agents with AI Assistants like Alexa and SIRI. While AI Assistants are reactive, AI Agents are totally proactive.
Zero-click searches and the role of Generative AI in changing SEO in 2026
You must have witnessed it yourself that the rate of clicking on websites after searching for something on SERPs has declined. Earlier, to read a certain topic, we used to open multiple tabs, but now, with AI Overviews/feature snippets, the click rate has lost its substantial importance.
As stated earlier, zero-click searches mean reading enough information on AI Overviews regarding a search that the search engine journey ends after it. The emergence of zero-click searches has sidelined traditional digital marketing and stressed the need for SEO agencies to reform their old practices to be featured on ‘AI Overviews’.
Pros and Cons of Zero-click Searches
Pros
- Enhanced User Experience
- Better and Accurate Search Results
- Improved Content Quality and Structure
Cons
- Decline in Website Visits
- Reduced Lead Conversion Scope
For more details on AI Overviews, refer to our blog, ‘How to Rank in AI Overviews Using AI SEO.’
AI’s Role in Transforming SEO Practices
Inclined towards Search Intent – AIs have shifted the focus from matching the keywords phase to matching the user’s intent phase swiftly. AIs have created a user-centric search result approach.
Increase in Zero-click searches – A 2024 study of Rand Fishkin of SparkToro states that 58.5% of Google searches in the US ended without a click. Yes, AI systems have increased the frequency of Zero-click searches, and the primary reason for this rise is the depth of content. AI Overviews/featured
snippets analyze a vast number of pages to deliver the most accurate results that precisely match the user’s search intent.
Content-centric approach – Earlier, traditional digital marketing practices used to capitalize on the SERPs. Applying a few SEO methods made it easy to get a position in organic ranking.
To reap the benefits, websites need to focus on providing users with relevant and meaningful content, avoid keyword stuffing, and unnecessary backlink integration.
To provide quality content, focus on:
- Topic Relevance
- Systematic Structuring of Content
- Originality
- In-depth Information
- Intent and Context
Applying these principles will enhance your Brand’s visibility and increase your chances of getting featured in AI SEO searches.
Understanding the new AI SEO shift and role of E-E-A-T
Google prioritizes E-E-A-T, one of the major reasons search results are intent-oriented and content-centric.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, i.e., these four factors will influence how the content is ranked.
Experience – Can someone teach you how to hold a Cricket bat if they themselves don’t know how to hold it? Experience in E-E-A-T requires that the content provided be authentic and reliable.
Expertise – Information from an expert in the subject matter will always make it easy for users to understand the depth of the topic.
Authoritativeness – Authoritativeness is reputation. Information coming from an expert is valued more if the publishing source is reputable.
Who would you want as a cricket coach, a coach who has produced many national cricketers, or a coach who has just started giving coaching but has the same expertise?
Authoritativeness for Google is similar to selecting a cricket coach; the higher the reputation, the greater the preference.
Trustworthiness – Being honest with the audience, avoiding malicious practices in content structuring, and providing plagiarism-free content are the pillars of trustworthiness.
Way Forward
To stay relevant in this changing SEO dynamics and to adapt to new ranking metrics, Brands must reinvent their strategy by integrating AI SEO techniques. Being more user-friendly and delivering valuable content is the correct approach to compete in the emerging SEO market. The primary focus should be on matching users’ intent and context, and minimizing the use of traditional SEO practices.
If you successfully tick the Google E-E-A-T requirements and refine your old strategies, your Brand will have a higher chance of seizing the new AI SEO market. Ensure that your content aligns with AI-led search, and don’t forget to implement AB testing for better results.
FAQs
- How is AI search changing traditional SEO practices in 2026?
AI is more focused on providing structural and conversational answers to users’ queries. AI search is inclined towards matching the intent and context of the user, while traditional SEO practices focus more on adding SEO tricks to rank on SERPs.
- What role do AI agents play in modern search optimization?
AI agents scan multiple information sources to provide data to users. They put more emphasis on what the user means through their search rather than just going by what they type.
- How can businesses optimize their websites for AI-driven search and agents?
Businesses should develop a user-centric approach if they want to stay relevant in this new SEO landscape. Try to provide answers similar to the Generative AI approach if you want your business’s ranking to improve.
