The prediction was that AI search would kill SEO. Reality is more nuanced. Google's AI overviews pull clicks away, but for those who do it right, new opportunities emerge. Here's the current state.
What AI overviews actually do
Since 2024, Google shows AI-generated answers above search results. What that means:
- −40% clicks on informational queries ("how do I X") — users get the answer directly.
- +15% clicks on transactional queries — if you want to spend money, you still go to a site.
- Sources get cited — those mentioned by AI win trust.
- Long-tail content keeps swimming — specific questions find their way.
Shift: SEO used to be about reaching position 1. Now it's about being mentioned in the AI summary above position 1.
What works now
Three tactics that genuinely make a difference in 2026:
- Write for concrete questions — "how much does a website cost in Almere" wins from "what is web development".
- Cite numbers and sources — AI picks authoritative content. Vague claims get passed over.
- Structured data is now critical — Schema.org markup helps AI understand your content.
- Local SEO wins — "tattoo studio Almere" can't be abstracted away by AI.
- E-A-T signals more important than ever — author info, reviews, transparency.
What NO LONGER works
Bad news for traditional content spam:
- 1000-word SEO filler articles — AI summarises those itself now, you add nothing.
- Keyword stuffing — algorithms see this as noise, not signal.
- Generic "ultimate guide" content — anything an LLM can do itself gets no clicks.
Practical: invest in one sharp article per month with real expertise instead of 4 generic posts. Works better, costs less, ranks better.
Conclusion
SEO isn't dead. It's matured. Those who write sharply, work locally, and build authority still win. SEO-spam runners lose. Makes sense, really.