Search Engine Optimization (SEO) is undergoing a profound transformation driven by generative artificial intelligence and the new search experiences introduced by Google. The launch of the "AI Overviews" mode, evolving user search behavior, adjustments in tools like Google Search Console, and new response formats in the SERPs all point to one thing: organic search is no longer governed solely by traditional keyword-ranking rules.
A broader strategic approach has become essential to capture attention in a search engine that increasingly answers queries on its own.
A New Search Experience Centered on AI and Voice
Google has begun redefining its search interface by integrating generative AI into its results. The "AI Overviews" mode automatically generates content summaries to respond to complex queries. These summaries are written in natural language and accompanied by links to the consulted sources.
The experience becomes even more seamless when combined with voice search, especially on mobile devices and smart assistants. This combination changes how users interact with the search engine, encouraging richer, more conversational queries. Google's role as a gateway to websites is fading in favor of an instant-answer model—threatening the volume of clicks on traditional results.
Synthetic Content Directly Generated in the SERPs
With the integration of a project informally known as "SearchGPT," Google is injecting AI-generated text blocks directly into search result pages. These responses can summarize, compare, advise, or explain—without the user needing to click a link. While sources may still be cited, they often appear at the bottom of the page, in a far less prominent position than a traditional featured snippet (position zero).
For websites, the goal is no longer simply to rank first, but to be identified by the AI as a reliable reference worthy of being cited in an automated summary. This requires a higher level of expertise, clarity, and structure in content.
The Rise of Long-Tail Queries
The way users interact with the search engine has also changed. The rollout of AI-driven results has led to a significant increase in the average length of search queries. Users no longer hesitate to ask very specific, detailed questions—or even carry out full mini-conversations with the engine.
This reflects a growing trust in the engine’s ability to understand nuanced intentions and provide complete answers. According to data from Google Ads, the average query length has increased in regions where the AI mode is active.
For SEO strategies, this means moving beyond generic keyword targeting. It calls for a semantic cluster approach—answering in-depth questions, anticipating contextual needs, and producing content that thoroughly addresses targeted topics.
Differentiated Use Across Desktop and Mobile
Device-based variations in how users engage with AI-powered search results introduce another layer of complexity. On desktop, users are more likely to explore AI responses in depth, compare options, or analyze complex topics. On mobile, behavior tends to be more utilitarian—users expect quick, concise, actionable answers.
These differences should influence content production. It's wise to create device-adapted formats—for example, providing summarized versions or quick-reference boxes tailored for mobile use.
Growing Importance of FAQ-Style Responses
The "People Also Ask" module is also evolving under the influence of artificial intelligence. Google now offers more elaborate answers, enriched with data and structured like mini knowledge cards.
These responses are generated by AI using multiple data sources, which improves the perceived quality for the end user. These blocks are increasingly visible and potentially influential within user navigation paths.
To rank in these question-based modules, content must be structured into clear sections, with headings phrased as questions and concise yet information-rich answer paragraphs. Well-written FAQs are becoming an increasingly strategic asset.
Brand Authority Is Now Crucial
In a world where Google autonomously selects the sources it uses to answer queries, brand authority has become a key criterion. The algorithm will naturally favor content from reputable, consistent, and recognized brands in their respective industries.
This calls for dedicated work on E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness). This includes monitoring brand mentions, author credibility, and online popularity to ensure strong visibility in AI-generated responses.
AI-Generated Content: Quality Over Origin
The use of AI in content creation remains a nuanced issue. Google does not explicitly penalize AI-written content but actively targets low-quality material—whether human- or machine-generated. What matters most is quality, relevance, and usefulness.
AI-generated content, when reviewed by a human, contextualized, illustrated, and well-structured, has just as much potential to rank well as manually written content. Google has reaffirmed this multiple times, as noted by Le Blog du Modérateur.
SEO strategists can therefore leverage AI as a productivity tool—provided they maintain high standards in substance.
New Data in Google Search Console: The Example of Forums
SEO is also evolving through better understanding of new result formats within analytics tools. Google Search Console now features a “Discussion Forums” filter, allowing site owners to isolate the performance of content from community-based platforms.
This change signals Google’s growing interest in participatory, authentic content born from user exchanges. The newly released feature enables administrators to more precisely track how these content types appear in the SERPs.
Engaging in forums, discussion spaces, or managing a branded online community is becoming a fully-fledged SEO strategy.
Conclusion: Prepare for Tomorrow’s SEO Today
Google is no longer just a search engine—it is becoming an answer engine, an intelligent assistant, a synthesis tool, and a conversation partner. This transformation challenges the core principles of traditional SEO. Clicks are no longer the ultimate goal; it’s about being integrated into the search engine’s knowledge network—at the heart of its AI-generated responses.
To remain visible in this new ecosystem, businesses must adapt their content strategies:
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Create expert, useful, well-structured content tailored to conversational formats.
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Identify and target recurring questions and long-tail queries, especially through FAQs and how-to guides.
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Strengthen brand image and authority to become a trusted reference source.
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Use Google’s analytics tools to track emerging display trends and user behavior.
The current revolution doesn’t signal the end of SEO—but rather its metamorphosis. Those who adapt to the new rules will gain lasting competitive advantage. It’s no longer about gaming the algorithm—it’s about having a meaningful conversation with artificial intelligence.
The future of SEO is already here—and it’s time to rethink the playbook.
