Is AI really transforming how Google handles our SEO queries?

What does this "revolutionary" change announced by Google really mean?

Martin Splitt and Nikola Todorovic speak of a breakthrough in search behavior. Users are no longer typing "restaurant Paris" but are framing queries like "which restaurant in Paris serves vegetarian food with wheelchair access that is open on Sunday evenings." This shift is not insignificant.

Google's generative AI, deployed in Search Generative Experience (SGE) and then in AI Overviews, enables the handling of these complex queries without requiring the user to break their request into multiple searches. The engine understands the context, prioritizes the criteria, and synthesizes an answer — often without the need for a click.

How does this differ from previous SEO evolutions?

Previous updates (Hummingbird, RankBrain, BERT) aimed to better understand search intent. But they remained rooted in a classical framework: query → list of results → click. With generative AI, Google is offering a direct answer before organic results.

This is where the term "revolutionary" comes into play. We are no longer talking about improving keyword/content matching, but about bypassing the traditional SERP. Websites are becoming sources for AI, not necessarily destinations for the user. Organic traffic may take a hit — and this has already been documented in some verticals.

What are the concrete implications for SEO content?

As queries lengthen and become more complex, content must keep pace. Pages optimized for a single main keyword risk losing relevance. Google now favors content that answers nested questions, with multiple dimensions (what, where, why, how, when).

Featured snippets and structured paragraphs in FAQs or thematic sections are becoming strategic. The AI draws from these blocks to form its responses. Flat content, lacking a clear hierarchy, will be ignored even if it contains the right keywords.

• Long and conversational queries are becoming the norm, not the exception
• Content must address several sub-questions on the same page to remain competitive
• Structuring (semantic HTML tags, FAQ Schema) becomes critical to feed the AI
• Traditional organic traffic may dwindle if the AI answers directly, without a click
• SEO KPIs are evolving: visibility is no longer measured solely in clicks, but in presence in AI responses

Is this statement consistent with what we observe on the ground?

Yes and no. Data indeed shows an increase in conversational queries, particularly on mobile and via voice assistants. However, calling it a "revolution" is exaggerated — it is a continuum that began 10 years ago with mobile-first and voice search. [To be verified]: Google provides no public figures on the actual share of "long and detailed" queries handled by AI vs. traditional queries.

Several verticals (e-commerce, local, informational) report a decline in organic CTR since the deployment of AI Overviews, especially on informational queries. Google claims that AI generates more clicks by facilitating exploration — but third-party studies (Semrush, Ahrefs) show the opposite in certain segments. Let’s be honest: if the user gets their answer without clicking, why would they?

What nuances should we apply to this "revolutionary" vision?

First, not all queries are impacted. Transactional searches ("buy running shoes size 42") and navigational searches ("Gmail login") remain largely unchanged. AI mainly intervenes on complex informational queries, where the user seeks to understand, compare, or explore.

Secondly, Google tests these features progressively and geolocated. AI Overviews are not uniformly rolled out — some markets (especially non-English-speaking) see little or none. Saying that "search is changing" is true for a segment of users but not for all. [To be verified]: no official global rollout schedule has been communicated.

In what cases does this evolution not apply?

If your site relies on transactional traffic (e-commerce with high purchase intent), the impact is limited for now. Google still displays Shopping ads and traditional organic results. AI does not "sell" in place of the site — it guides, but the final click remains necessary.

Similarly, local queries (" plumber near me ") continue to trigger the Local Pack and Google Maps. Generative AI has not replaced these formats; it sometimes adds to them. If your local SEO is solid (optimized GMB, reviews, citations), you remain visible. And this is where it gets tricky: Google talks about revolution but retains its profitable old formats.

What should you do to adapt to these longer queries?

Reframe your keyword targeting. Don’t just settle for "divorce lawyer" — think "how to choose a divorce lawyer for amicable child custody in Paris". Use tools like AnswerThePublic, AlsoAsked, or Google suggestions to identify the actual questions users are asking. These long queries are now your hunting ground.

Next, structure your content around specific sub-questions. A pillar page about "divorce" should include dedicated sections: "How much does a divorce cost?", "What procedure for an amicable divorce?", "How does child custody work?". Each section = an H2 or H3, with a clear answer in 2-3 paragraphs. Google's AI loves this format — and so do users.

What mistakes should you avoid in light of this evolution?

Don’t stuff your pages with artificial questions just to tick boxes. If a FAQ contains 30 irrelevant questions, Google detects and ignores the markup. Prioritize quality: 5 relevant questions are better than 20 filler ones. AI learns to distinguish useful content from SEO spam.

Another trap: thinking that optimization for AI replaces traditional SEO. It does not. Backlinks, loading speed, internal linking, E-E-A-T — all of that remains fundamental. AI relies on existing ranking signals to choose its sources. A technically poorly optimized site will never feed the AI Overviews, even with perfect content.

How can I check if my site is ready for these AI queries?

Test your pages with real long queries in Google. Does your content appear in AI Overviews when displayed? If yes, great. If not, analyze which competitors are mentioned and why. Often, it’s a matter of structuring (Schema FAQ, semantic tags) or depth of response.

Use Google Search Console to spot queries generating impressions without clicks. If a query shows your site but generates no traffic, it may be that AI responds directly. Two options: improve your content to be cited in the AI Overview, or target complementary angles where a click remains essential (detailed guides, interactive tools, exclusive comparisons).

• Identify 10-20 priority long queries in your topic (tools: AnswerThePublic, Search Console)
• Create or restructure pillar pages with H2/H3 phrased as specific questions
• Implement FAQ and HowTo Schema markup on eligible content
• Audit your E-E-A-T: AI favors recognized sources with identified authors and solid backlinks
• Monitor AI Overviews on your target queries — if you don’t appear, analyze the competitors present
• Test your pages with real conversational queries to validate their relevance