SEO has survived and adapted to many changes over more than 25 years (JavaScript, mobile-first, structured data). The introduction of AI is no different. The discipline is not outdated because its core goal - Google stressed that content creators should prepare for AI insights and other new features<\/strong> in search<\/strong> to become commonplace. Instead of fighting this trend, they should embrace the change and adapt to it. <\/p>\n\n Content creators should focus on the types of searches<\/strong> that lead to detailed research. While AI can answer simple questions, complex topics, unique data and studies still require a site visit<\/strong>. <\/p>\n\n It is necessary to think about the user's commercial intent<\/strong> and create content that leads to conversion<\/strong>. For example, if users are looking for a product review, they need deeper information than an AI summary can provide. <\/p>\n\t\t\t\t A strong brand<\/strong> will play an even more important role than before. Users will prefer information from trusted and well-known brands. <\/p>\n\n Google plans to improve Search Console <\/strong>to provide more data on how AI Overviews and other features affect click-throughs and user behaviour.<\/p>\n\n Pat Ahern, in his study The ROI of SEO<\/a> in the AI Era, estimates that SEO is less costly over time than paid channels. <\/p>\n\n Although the use of tools like ChatGPT and other LLMs is growing, most users still use traditional search engines<\/strong>. Google has many times more search users than ChatGPT. <\/p>\n\t\t\t\t There is considerable overlap between the citations given by LLMs and the results in search engines. This suggests that SEO is also relevant <\/strong>to how AI tools select their sources. <\/p>\n\n In the US, AI mode <\/strong>has been available for all users since the beginning of June. The rate of AI Mode usage has approximately quadrupled - from ~0.25% of sessions to ~1% by early July. However, it is currently rather stagnant. There has been a similar pattern in the UK territory, with AI mode launching at the end of July. <\/p>\n\t\t\t\t Other highlights:<\/p>\n\n In the case of phrases with AIO or AI mode display, you will also need to track metrics such as \"share of voice\" in AI Mode, tag sentiment, mentions, etc.<\/p>\n\n Organic traffic from Google to news sites has declined from approximately 2.3 billion<\/strong> visits per month in mid-2024 to less than 1.7 billion <\/strong>in May 2025. Since the deployment of Google AI Overviews, the share of zero-click searches has increased from 56% to 69% in May 2025. <\/p>\n\t\t\t\t Big news\/headlines still often have their place (e.g. \"Top Stories\" aggregation), but content outside of the actual \"headline news\" (how-to's, explanations, evergreen content) is heavily influenced by AI Overviews replacing the traditional ways people access this information<\/strong>.<\/p>\n\t\t\t\t The biggest drop is in news portals related to finance and investing<\/strong>, followed by sports, weather, or economics.<\/p>\n\n The portals have already reacted to the drop in performance with a complaint to the European Commission: that Google is abusing its position in the core search engine service<\/strong> by using publishers' content to create AI Overviews - brief AI summaries that appear above traditional links in search results. <\/p>\n\t\t\t\t Criticism is also directed at the fact that publishers do not have the option to \"opt-out\" - i.e., not accept to have their content used for AI Overviews <\/strong>(or for AI model training) - without risking losing the ability to appear in search results.<\/p>\n\n Ahrefs conducted an analysis of the engagement of AI generated content<\/strong> and its impact on rankings. They tested 600,000 pages (top 20 URLs for 100,000 randomly selected keywords). They evaluated the content using a custom AI detector built into Site Explorer. <\/p>\n\n The result is positive:<\/p>\n\n AI content alone does not harm search rankings - quality, originality and user benefit<\/strong> are key. A proven way is a hybrid approach: using AI to help with preparing the skeleton of the article, inspiration for content headings, etc. own research, opinions, data analysis. <\/p>\n\n At the beginning of August, a new version of GPT-5<\/strong>, the most advanced model from OpenAI, was released. What's new? <\/p>\n\n The new features can be useful for everyday tasks, for example, ensuring a higher standard of content quality, generating data-based visualizations, providing faster responses, or enabling personalization.<\/p>\n\n Copilot Mode<\/strong> is a new experimental mode in Microsoft Edge<\/strong> designed to change the way users browse the web.<\/p>\n\n A whole new way to pilot the web | Copilot Mode in Microsoft Edge<\/a><\/p>\n\n The mode integrates AI tools directly into browsing - anticipating user needs, helping to organise work across open tabs and speed up common tasks.<\/p>\n\n Google Search Central APAC 2025 \"SEO is not dead.\" SEO has survived and adapted to many changes over more than 25 years (JavaScript, mobile-first, structured data). The introduction of AI is no different. The discipline is not outdated because its core goal - understanding and satisfying user intent with quality content - remains the same […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_acf":"","inline_featured_image":false,"footnotes":""},"categories":[25,1],"tags":[],"class_list":["post-1282","post","type-post","status-publish","format-standard","hentry","category-novinky","category-seo"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-4.avif\")
\n\t\t\t\t<\/picture>\n\n\tPreparing for changes in search<\/h3>\n\n
AI click-through strategy<\/h3>\n\n
Creating content with the goal of conversion<\/h3>\n\n
![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-8.avif\")
\n\t\t\t\t<\/picture>\n\n\tThe role of the brand in the future<\/h3>\n\n
Search Console and data<\/h3>\n\n
SEO in the AI era<\/h2>\n\n
![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-6.avif\")
\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\nAI mode and AIO user adoption<\/h2>\n\n
![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-3.avif\")
\n\t\t\t\t<\/picture>\n\n\t\n
Traffic to news websites is declining<\/h2>\n\n
![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-2.avif\")
\n\t\t\t\t<\/picture>\n\n\t![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-1.avif\")
\n\t\t\t\t<\/picture>\n\n\tAnti-trust complaint against AIO<\/h2>\n\n
![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-7.avif\")
\n\t\t\t\t<\/picture>\n\n\tAI content and influence on positions<\/h2>\n\n
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![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-9.avif\")
\n\t\t\t\t<\/picture>\n\n\tGPT-5 and its applicability<\/h2>\n\n
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![\"\"](\"https:\/\/keypers.io\/wp-content\/cache\/image\/1024x0-default\/seo-novinky-cervenec-5.avif\")
\n\t\t\t\t<\/picture>\n\n\tCoPilot mode in MS Edge<\/h2>\n\n
Sources<\/h3>\n\n
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