Google Search vs AI Search
What's Really Changing?
Frequently Asked Questions
What's the fundamental difference between Google and AI search?
Google ranks pages using keyword matching, backlinks, and domain authority—then shows you a list to click through. AI search understands context and intent, synthesises information from multiple sources, and delivers direct answers. One shows links; the other provides solutions.
Will AI search replace Google?
Not entirely, but the relationship is shifting. Google is integrating AI (AI Overviews). AI tools are adding search. The likely future is hybrid: Google for navigational queries and broad exploration; AI for specific questions and task completion. Smart marketers optimise for both.
How does ranking work differently in AI search?
Google ranks by backlinks, domain authority, and metadata. AI search evaluates source trustworthiness, content relevance to the specific query, factual accuracy, and how well content can be synthesised into an answer. High domain authority doesn't guarantee AI visibility.
What happens to website traffic with AI search?
AI search reduces click-through—users get answers without visiting sites. But this isn't necessarily bad: being cited builds brand awareness and trust. When AI recommends your brand, users who do click are more qualified. Quality over quantity. Track citations, not just clicks.
What's the difference between SEO and GEO optimization?
SEO optimises for keywords and structure to rank in Google SERPs. GEO optimises for meaning and clarity to be cited in AI responses. SEO asks "Will this rank?" GEO asks "Will AI cite this?" Both require technical foundations but prioritise different content attributes.
How does AI search know what sources to trust?
AI systems evaluate: consistency across multiple sources, author expertise signals, factual accuracy they can verify, structured data they can parse, and mention frequency in authoritative contexts. It's less about backlinks and more about being a reliable, consistent information source.
Is Google's data source different from AI search?
Yes. Google indexes the public web in real-time. AI systems were trained on web snapshots (with knowledge cutoffs) plus proprietary datasets. Some AI tools now do real-time search. This means: Google knows what's current; AI may have stale information but better synthesis.
How should my strategy change for AI search?
Add to your existing SEO: structure content for extractable answers, build entity presence (Wikidata, knowledge graphs), focus on meaning and clarity over keyword density, track AI mentions alongside rankings, and test how AI platforms describe your brand. Don't replace SEO—expand it.