The search landscape is shifting fast. Where SEO and PPC once dominated, AI is now shaking things up. With Google integrating AI Overviews into search results, marketers are being forced to rethink how they approach online visibility. So, what does this mean for your strategy—and where should you focus your efforts?

The New Search Battleground

For years, digital marketers have leaned heavily on two pillars:

● SEO for long-term organic growth

● PPC for fast, targeted exposure

Each had its place, and many businesses balanced both. But now, a third player has entered the scene: AI Overviews. These summaries, powered by generative AI, give users quick answers—sometimes without them needing to click on anything.

This creates a visibility dilemma. Even if your website ranks well organically or you’ve paid for a top ad slot, there’s a chance your content might still get pushed below an AI-generated summary. That means fewer clicks, less traffic, and potentially lost revenue.

How AI Is Changing the Game

AI Overviews don’t follow the same rules as traditional search. They pull information from various sources and present it directly in search results. That’s great for users—but it’s complicated for marketers.

Here’s what’s happening:

● AI Overviews can appear above both paid ads and organic listings.

● Even if your content ranks on page one, it might not show up in the AI section.

● This means SEO and PPC efforts may not guarantee actual visibility.

Marketers are now asking: Is it still worth investing in SEO or PPC if AI summaries are taking up the spotlight?

Finding a Balance: SEO, PPC, and AI

It’s not about choosing one over the other. It’s about understanding how they now interact:

● SEO still matters. Strong, authoritative content has a better chance of being referenced in AI Overviews.

● PPC still delivers visibility—especially in high-competition spaces—but may be less dominant when AI takes the top slot.

● AI is not something you can pay to be part of—but you can optimise your content in ways that increase the chance it’ll be included.

The winning strategy is no longer just about where you rank—it’s about how your content aligns with AI-driven experiences.

Ready to rethink your search strategy?

Let’s talk about how we can help you stay visible in the age of AI. Whether it’s boosting your SEO, refining your PPC, or making your content more AI-relevant—we’ve got the tools and experience to make it happen.