Website owners have seen it all, but the volatility in the search rankings over the past six weeks is some of the most significant changes we’ve seen – ever. Following the June 2025 Google Core Update rollout, many sites plunged in the SERPs, while others regained traffic (my sites regained traffic, and I’ve explained why in this week’s Monday Marketing Motivation).
Here’s the thing: the SEO strategies you relied on for the past decade or more are gone. Gone. Forget them. Filling your site with top of funnel (TOFU) content aligned with high traffic keywords, answering simple questions, or building glossaries in the hopes of ranking for a term are gone. Smart SEO strategies are now focused on middle of funnel (MOFU) and bottom of funnel (BOFU) traffic, clustering long tail keywords naturally in articles, and GEO – GenAI engine optimization.
The AI Revolution in Search Results: SEO and GEO
At the heart of this volatility lies a transformative force: the rapid expansion of AI-powered search features. It’s been dubbed “GEO” for “generative AI search engine optimization”. Watch that buzzword. As buzzwords go, it’s not bad. Others are calling it zero-click search, which simply means that people are getting the answers they seek on search engines without having to click through to web pages.
GenAI Search Results: GEO Is The New Norm
We’re witnessing a fundamental shift in how search engines present information to users. AI-generated summaries, conversational search interfaces, and intelligent answer boxes are no longer experimental features. Like it or not, they are now the focus of the search experience.
This change is profoundly changing user behavior patterns. Where users once clicked through to the top-ranking pages to find answers, they’re increasingly satisfied with the information presented directly within the search interface. This is moving traffic away from websites, hence the declining organic search traffic on many sites.
The End of Set-and-Forget SEO
Ah, the good old days of SEO. When I began writing search engine optimized copy years ago, I was handed keywords with numbers next to them to calculate how many times to use them in the copy of the article. That shifted a few years later into the current pattern of finding 1-3 keyword phrases that are high traffic generators and use them in certain places in the copy. Once the articles are published, allow 6-8 weeks to see how they rank, then tweak as needed.
Ah, but today…today, AI search is changing everything. It’s constantly shifting the algorithms, making it difficult to predict keyword volume. It’s making it even harder to simply publish articles and rank well. There’s so much going on under the hood, some things known, some unknown, and some only partially known.
This has created a lot of uncertainty among marketers, which is leading them to put the brakes on new content creation. (I have not; I keep creating content. AI search engines like my copy. It ranks in GEO. I’m still analyzing why.)
It’s no longer enough to target traditional ranking factors. Everyone needs to consider how our content will perform in AI-generated summaries and conversational search contexts.
Strategies for Success in an AI-Driven Search World
To maintain visibility in this rapidly changing landscape, marketing professionals need to develop a more sophisticated understanding of how AI is reshaping user search behavior. This involves recognizing that users increasingly expect immediate, contextual answers rather than links to explore. Content strategies must evolve to provide the kind of comprehensive, well-structured information that AI systems can easily parse and present to users.
The most successful organizations will be those that view this disruption not as a threat, but as an opportunity to build more meaningful connections with their audiences. By focusing on creating genuinely helpful content that serves user intent, regardless of how it’s delivered, marketers can position themselves to thrive in whatever search landscape emerges next.
I told a friend that instead of looking at pure numbers, we have to get inside our target customer’s heads. We have to think about their questions, the weird, the offbeat, the unusual. Because, frankly, that’s the only thing AI can’t answer easily. She asked a logical question: Yes, but how do you know what they want to know? I can’t answer that easily. I do research – a lot of it. I look at Reddit, Quora, forums, and my own website and social media comments. I people-watch and eavesdrop. I even watch commercials on television to pick up on trends. I continue to do keyword research, but I pay more attention to the questions people are asking than the simple phrases used. It’s a combination of all of these things that enable me to develop content that continues to rank in this SEO/GEO-powered world.
Looking Ahead: A Whole New World Awaits!
I’m actually excited by these changes. I see them as a competitive advantage. Marketers and writers like myself who always enjoyed the quirky, unusual, offbeat articles can now produce them without worrying about slotting in specific awkward keyword phrases. AI is good at understanding context, so you don’t have to worry as much about direct keyword matches. You can write more from the heart, and especially, from personal experience, which I love.
While the recent volatility may feel unsettling, it’s also creating opportunities for forward-thinking marketers to differentiate themselves. Those who can successfully navigate this transition, by understanding AI’s impact on search behavior and adapting their strategies, will survive for the next Google Core Update to shake things up again!
Jeanne Grunert is the heart and soul behind Seven Oaks Consulting and a passionate storyteller with over 30 years of experience in writing, marketing, and business. As an award-winning writer and content marketing pro, Jeanne loves helping others shine through smart, authentic communication. She’s a frequent speaker, teacher, and writer on topics like content strategy and personal branding—and she does it all with a deep love for words and people. Jeanne also serves as the Branding and Marketing Expert for the National Association of Independent Writers and Editors (NAIWE). She holds an M.A. in Writing and an M.S. in Direct and Digital Marketing (awarded with distinction) from NYU. Jeanne’s also the author of eight books, including the beloved Majek Family Mysteries and the practical favorite Pricing Your Services: 21 Tips for More Profit.