Search is not what it used to be. And if you are still playing by 2022 rules, you are already behind.
At Earng Media, we stay up to date with the latest digital marketing trends because our clients depend on them. In our newly released Episode 14 podcast, Jackson Earngey, CEO and Founder of Earng Media, sat down with Raff Andrie Villaruz, Head of SEO, to uncover what is really happening with Google search updates and AI search results. It was not a fluffy chat. It was a serious look at how search trends 2026 are reshaping the way businesses get found online.
SEO is not dead. It is evolving. Fast.
We are seeing Google AI Overviews appear across more search engine results pages. We are seeing AI search results summarise content before users click. We are seeing fewer clicks on informational searches. And we are seeing higher intent when users finally do click.
In this article, we are going to break down what Google AI Overviews are, why this shift is different from Panda, Penguin, or RankBrain, and what you need to do right now to stay visible. We will also share direct insights from Raff in his own words from the podcast, so you can understand how we are thinking about AI optimisation at Earng Media.
If you want to rank in 2026, you need to understand how search is changing. Let’s get into it.
What is Google AI Overviews?
Google AI Overviews are AI-generated summaries that appear at the top of Google search results and answer a user’s question directly before they click a website.
Instead of listing only links, Google now uses artificial intelligence to pull information from multiple sources and present a structured answer inside the search results page. This means users often get what they need without visiting a website.
That changes how visibility works.
As Raff explained in Episode 14:
“Today, Google’s AI, along with platforms like ChatGPT, Claude, Gemini, or Perplexity, often answers the question directly before a user ever clicks a website.”
This is the key shift.
Google AI Overviews are part of a broader move toward AI search results. The engine is no longer just matching keywords to pages. It is synthesising information and delivering a final answer.
For businesses, this means ranking number one is no longer enough. If your content is not strong enough to be cited or referenced inside the AI summary, you may lose traffic even while holding top positions.
To appear in Google AI Overviews, your content must:
- Be structured clearly
- Demonstrate real expertise
- Cover the topic comprehensively
- Be supported by authority signals such as backlinks and brand mentions
- Align with strong E-E-A-T principles
AI systems prefer content that answers a question directly, then expands logically. If your page buries the answer or focuses only on keywords, it is less likely to be extracted.
What Makes this AI Shift Different From Panda, Penguin, or RankBrain?
This AI shift is different because it changes how answers are delivered, not just how websites are ranked.
Previous Google search updates like Panda, Penguin, and RankBrain improved ranking quality. They did not eliminate the need for clicks.
This shift does.
Raff said it clearly on the podcast:
“SEO is not dead. SEO is evolving, just like every other field in marketing has evolved over time.”
He then explained the real difference:
“Now, this AI shift is fundamentally different because it’s not just changing rankings, but more so it’s changing how answers are delivered.”
Panda focused on content quality.
Penguin targeted manipulative links.
RankBrain improved query understanding.
All of those updates still relied on users clicking websites to consume information.
Today, AI may provide the final answer instantly.
Raff added:
“That means you can technically rank number one and still lose traffic because the AI has already summarised the answer for the user.”
This is supported by industry research showing lower click-through rates when AI summaries or rich answers are present.
So what does this mean for you?
It means visibility now happens inside the AI layer. You are competing not just for rankings, but for inclusion in AI generated responses.
How Big a Shift is this Really, and Why Should Businesses Care Right Now?
This shift is massive because search behaviour is changing from “find and click” to “ask and decide.”
Users are increasingly making decisions inside AI interfaces before they ever visit a website.
As Raff emphasised:
“That’s a huge shift, and honestly, I don’t think most businesses fully understand how big it is yet.”
He continued:
“When we say most searches in 2026 will be answered by AI before anyone clicks a website, that’s not just a UI change, that’s a behavior change. Search is moving from ‘find and click’ to ‘ask and decide.’ The moment the answer appears, the decision often happens right there.”
This matters because decision influence now happens earlier.
If someone asks an AI tool for the best provider in their area, they want a short, trusted recommendation list.
Raff gave this example:
“If a prospect opens ChatGPT and asks, ‘What are the best home care services in Wynnum, Queensland?’ they’re not looking to browse ten websites. They want a short, trusted list.”
If your business is not mentioned, the user may never reach your website at all.
If your business isn’t part of that answer, the user may never search Google at all. No click, no impression, no chance to compete.
That is why businesses must care now.
AI platforms may drive lower traffic volumes compared to traditional search. But Raff highlighted the key point:
“What’s important to understand is that this doesn’t mean AI drives massive traffic. It doesn’t. But it drives exceptionally high intent.”
That means when someone clicks after an AI recommendation, they are already convinced.
High intent traffic converts better.
Ignoring AI search trends 2026 means losing early decision moments. And once those moments are gone, it is very hard to win them back.
Why is Keyword-Based SEO Breaking Down Right Now?
Keyword-based SEO is breaking down because AI evaluates meaning and context, not just repeated phrases.
Traditional SEO relied on keyword matching. If someone searched a phrase, you repeated it strategically across your page.
That worked when search engines primarily matched text patterns.
It does not work the same way today.
Raff addressed this directly:
“Keyword-based SEO is breaking down because keywords are no longer how decisions are made or how AI understands content. AI models analyse semantic relationships. They examine how ideas connect. They assess topical coverage and conceptual understanding.”
Raff explained:
“Today, Google’s AI and large language models work very differently. They evaluate semantic understanding, which means they look at meaning, context, and how concepts relate to each other, not just the words you repeat on a page.”
This aligns with broader industry studies showing weak correlation between keyword density and rankings, while topical authority shows stronger impact.
So what should you do instead?
Shift from keyword focus to topic ownership.
That means:
- Creating comprehensive content clusters
- Covering related subtopics naturally
- Answering real user questions clearly
- Building internal links between related pages
- Demonstrating consistent expertise across multiple articles
AI is asking one simple question: Does this source truly understand the topic?
If the answer is yes, rankings improve across multiple related pages. If the answer is no, keyword stuffing will not save you.
How Entity-Based SEO Builds Topical Depth that Lifts Every Related Page You Publish
Entity based SEO builds authority by connecting your brand to specific topics across the web, not just inside one page.
Entities are people, places, brands, and concepts that search engines recognise as distinct and authoritative.
When your brand becomes strongly associated with a topic, every related piece of content gains strength.
Raff explained:
“Every backlink, every brand mention, every citation acts as a trust signal. LLMs scrape data across the web, and when they see your site linked from reputable sources or your brand consistently mentioned in blogs, podcasts, reviews, or social posts, they treat that as evidence that your content is credible and trustworthy.”
Backlinks are still critical. But now they do more than improve rankings.
“Backlinks don’t just improve SEO, they train AI to recognize, trust, and cite your brand.”
That is powerful.
Even unlinked mentions matter.
“Even unlinked mentions of your brand, your description, or location are valuable because they contribute to that signal.”
So how do you apply this?
- Invest in digital PR
- Earn coverage on relevant industry sites
- Get featured in podcasts and interviews
- Encourage reviews and third party mentions
- Maintain consistent brand information across platforms
The more your brand appears in credible contexts, the more likely AI systems are to trust and recommend you.
Entity strength compounds over time. It lifts every related page you publish.
What’s the Worst-Case Scenario You See When Companies Ignore AI-Driven Search Changes?
If your brand does not appear in AI search results, you lose influence before a user ever visits your website.
Consumers are deciding inside TikTok comments, Reddit threads, YouTube reviews, and AI tools.
“If your brand isn’t showing up there, your competitors are capturing those conversions instead of you.”
He shared a real win:
“One of our clients was finally featured in ChatGPT. That is a huge win because AI is now quoting their content directly.”
That visibility builds trust instantly.
And from a revenue perspective:
“AI-driven platforms might only drive a fraction of traditional traffic, but the conversion rates are massive, close to 10 to 11 percent in some cases.”
So ignoring AI search changes does not just mean fewer clicks.
It means losing high intent buyers.
As Raff concluded:
“Essentially, you are not just optimising for Google, but for every pathway that your potential customer goes, you want to make sure you are there!”
That is the mindset shift required for 2026.
You are not just ranking pages anymore.
You are building authority across the entire digital ecosystem.
Ready to Rank in Google AI Overviews and Win More High-Intent Traffic in 2026?
At Earng Media, we help businesses build real authority online. That means stronger content, better digital PR, smarter structure, and visibility across every channel your customers use to make decisions.
If you are serious about ranking higher, earning trust, and attracting high-intent traffic, let’s have a proper chat.
Call us on +61 482 095 249 to discuss your SEO strategy.
And if you want to dive deeper into the conversation behind this article, listen to the full Episode 14 discussion with Jackson Earngey and Raff Andrie Villaruz:
Spotify: https://open.spotify.com/show/7Bfql4z667bqvCk4dbOhrk
Buzzsprout: https://www.buzzsprout.com/2265820
YouTube: https://www.youtube.com/@jacksonearngey
Stay ahead. Stay visible. And make sure your brand shows up where decisions are actually being made.
