In a remarkable shift in the digital marketing landscape, recent findings from BrightEdge revealed that businesses aiming to enhance their visibility in Google AI Overviews should focus more on deep content rather than traditional homepage optimization. The study indicated that a staggering 82.5% of citations in these AI-driven overviews linked to pages situated two or more clicks away from the homepage, challenging the long-held belief that homepages are the most critical component of a website.
According to BrightEdge, only 0.5% of citations connected back to homepages, adding further emphasis on the importance of specialized and detailed content. The implications are significant, especially as businesses grapple with the evolving nature of search where page depth, rather than mere homepage presence, appears to be paramount. As Jim Yu, the executive chair and founder of BrightEdge noted, businesses need to rethink their strategies in a world where AI “explores every room in your digital home, seeking the hidden gems of expertise.”
In light of these revelations, companies are urged to take proactive steps to ensure that their content is adequately crawled and indexed. As noted in the study's findings, the median search volume for keywords triggering these citations exceeded 15,000 monthly searches—indicating that a single optimized deep page can unlock enormous visibility potential. The median keyword for these citations boasts a remarkable 15,300 monthly searches, with 19% of keywords exceeding 100,000 searches.
Emerging from the data are clear directives for SEO strategies moving forward. Instead of solely focusing on traditional ranking systems, businesses are advised to prioritize content depth, ensuring that they deliver valuable, comprehensive, and contextually relevant materials that AI can prioritize and reference.
Meanwhile, another report highlights the integration of Generative Engine Optimization (GEO) with traditional Search Engine Optimization (SEO) as a crucial strategy for businesses adapting to the AI era. As generative AI transforms how consumers engage with search engines, blending GEO with SEO allows brands to improve retrievability and brand recognition significantly.
The rise of AI-powered search tools marks a new chapter in digital marketing, as users interact in a fragmented search journey influenced by various touchpoints. Notably, ChatGPT has gained significant traction, recording 400 million weekly active users as of February 2025, doubling its user base in just six months. This exemplifies the demand for innovative search solutions as traditional methods see diminishing returns.
The operational dynamics of AI search engines diverge from their traditional counterparts; while classic search relies on crawlability, indexability, and rankability, AI-driven search brings a new layer: retrievability. Crystal Carter, head of SEO communications at Wix Studio emphasizes, “As SEOs, we do not need to abandon the tactics we’ve always relied on, but we do need to evolve them.” Retrievability captures how effectively AI can access and prioritize information about brands when forming responses.
Moreover, authority in AI search is increasingly determined by contextual relevance and consistent brand mentions rather than backlinks, significantly altering previous SEO approaches. The ability to appear frequently in relevant discussions results in enhanced recognition by AI, fundamentally reshaping how brands are perceived within the digital landscape.
Companies are now encouraged to adopt a proactive approach to establishing a consistent presence across digital platforms, demonstrating credibility through mentions in credible environments, and ensuring that their information is structured for easy retrieval. The new landscape pivots on recognition far more than it does on traditional ranking metrics.
Ultimately, the future of search isn’t merely about achieving a high ranking, but about being known across various channels and establishing a robust digital identity that can withstand the evolving nature of AI-driven search tools. Businesses must adapt to this reality, ensuring that they remain relevant and visible within AI’s expansive reach.
