How Generative Search Optimization Is Defining the New Rules of SEO

Over the past few years there have been lots of questions about AI. These include how user searches are evolving, how AI overviews are effecting SEO and the search engine results, and what changes are occurring to the search engine algorithms. Last and most important, how can generative search optimization increase your digital footprint and online visibility. Our search engine optimization specialists at Delco SEO are here to break it all down for you!

The Rise of AI Overviews

According to a July 2025 Pew Research Study, one in five searches resulted in an AI overview being displayed. That number increases to 36% with searches that have full sentences, and 60% with those that have questions in them. Longer searches such as those with 10 letters also produce a higher rate of AI Overviews at 53% as opposed to 8% for those with one or two words. So what happens when a user encounters an AI overview? Those who encountered an AI summary clicked on the traditional search result link 8% of the time. That numbers doubles to 15% when not encountering an AI overview. In addition, users are more likely to end their session entirely after visiting a search results page within an AI summary than without one. So, what does all this mean? Your site content needs answer a question a user has and must be able to clearly articulate and provide the best possible solution to be and stay visible within AI overviews.

Changes to the Google Algorithm

Google mentions that they will typically release 2-4 core updates per year. The latest coming on Dec. 11, 2025 focusing on surfacing those sites that produce helpful and original content as opposed to AI generated or generic content that has minimal user value. The algorithm continues to be updated to think and interact more like a human. In addition Google strives to provide the best possible results that are most helpful for the user, solves their problem, provides a solution, or answers a question they have with validity and certainty.  

So What Can Be Done to Optimize For AI?

AI agents typically look to a variety of reputable sites to get information specific to the user query. So, your brand needs first be visible outside of your own website. What that means is not just a directory listing and being present. Look at it on a deeper level. What are people saying about your company? What are your company’s core values? What are employees and former employees mentioning specifically? What are some case studies or the results of those who have worked with you? Case studies and content backed by research provide validity and a clear message to the user and search engines that you are verified and reputable. As a result, increasing your mentions and cited pages. 

There are also specific sites that are mentioned on a more frequent basis in AI overviews. Some of the top mentioned sites in AI overviews include YouTube, Wikipedia LinkedIn, and Reddit. So, having a presence on these and other sites and platforms related to your industry is essential. Be active and contribute viable and helpful information.

To summarize, focus on your brand outside of your website and provide quality content that is verified and proven with results and credible sources. AI platforms, similar to a traditional Google search result, want to display the most accurate result in order to provide the best possible user experience. Otherwise, users will not want to use their platform. So ensuring all of your business listing information is accurate and consistent is key. This includes information like the services, the service areas, phone, hours, address, etc. On your website, have content that is easily digestible and broken up into manageable sections with headers that are not stuffed with keywords. Lastly and most important, focus on not what you say about yourself on your website, but rather what others say about you and your brand on external sites.