Rankings were the start and the end of many SEO report cards for years past, if a keyword went from ranking eighth to third, the campaign was considered a success. The AI-augmented approach changes that. The user can get an AI Summary, ask another question, evaluate the options and only then go to the website. The click could occur at a later stage, yet it will be more educated.

The whole process of searching has dramatically changed during the last two years. The thing is that Google offers not only traditional search results and AI Overviews, but also the AI mode and people are already familiar with asking complex questions, but not typing some keywords.

A business website can be a focused one-page experience or a larger structure with separate pages for services, about information, case studies, blogs and contact details.