Generative AI has changed SEO in two ways: search engines now generate answers, and businesses can use AI to help create content. The fundamentals have stayed the same, helpful, accurate, trustworthy content on a technically sound site, but measurement now includes mentions and citations as well as rankings.
By Trux Nguyen, Founder and Director of Unitrux, with 5 years in marketing and SEO. Published 25 October 2026. Last updated 25 October 2026.
What changed and what did not
| Changed | Stayed the same |
|---|---|
| AI answers above or instead of links | Need for helpful, accurate content |
| New metrics: mentions, citations | Importance of technical health |
| AI-assisted content production | Value of real expertise and reputation |
The click picture
Pew Research Center followed 900 U.S. adults making 68,879 Google searches in March 2025: with an AI summary on the page, people clicked a traditional result on 8% of visits, against 15% without one, and only 1% clicked a link inside the summary.
Our expert view
Generative AI raises the bar rather than lowering it. When anyone can produce text, the advantage moves to businesses with real expertise, original data and genuine reputation.
Demand
In Google Keyword Planner (United States, retrieved 25 October 2026), "generative ai seo" shows 100 to 1,000 monthly searches, with top-of-page bid estimates around $37.
Related reading
- AI Optimization
- AI Content and SEO
- What Is Generative Engine Optimization?
- Google AI Overviews SEO
- Google Gemini SEO
- Perplexity SEO
- All AI search guides
About the author
Trux Nguyen is the Founder and Director of Unitrux, with 5 years of experience in marketing and SEO. Areas of work: SEO, AEO, GEO and AIO, local SEO, content strategy, schema markup, keyword research, Google Ads and analytics. Contact: [email protected].
Frequently asked questions
Is SEO dead because of generative AI?
No. Google says foundational SEO practices still apply to its AI features.
Should I use AI to write content?
As a helper, with human review and fact-checking.
What new metrics matter?
Mentions and citations in AI answers, alongside rankings and enquiries.
Limits and honest expectations
Search engines and AI assistants change their answers over time and no one controls them. Results vary by industry, city and competition, and we do not guarantee a position, a mention or a number of leads. We report what is measurable, plainly.
Sources
- Google Ads Keyword Planner, volume ranges and bid estimates for the keywords named in this article, retrieved 25 October 2026.
- Pew Research Center, "Google users are less likely to click on links when an AI summary appears in the results," 22 July 2025: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/
- Google Search Central, AI features and your website: https://developers.google.com/search/docs/appearance/ai-features
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