AI and SEO: The New Rules of Search Founders Need to Know

Not too long ago, showing up first on Google was a pretty solid win. You ranked high, people clicked, and traffic followed. But that playbook is changing.

AI-generated search results are reshaping how people find information. Tools like Google’s AI Overviews, ChatGPT, and Perplexity now answer questions instantly—sometimes before users even get a chance to visit your site.

For founders, especially those running lean SaaS or content-driven businesses, this shift matters. At SureSwift, we work with a portfolio of online businesses, and we’re already seeing the impact of this new search experience.

This post breaks down what’s happening, why it’s important, and how you can stay visible when the old SEO rules no longer apply.

Table of Contents

• Search looks different now
• What is a zero-click search?
• Why this hits founders hard
• 4 ways to stay relevant in the AI search era
• Final Thoughts: Think beyond clicks

Search looks different now

Let’s start with what’s actually changed.

When someone searches on Google today, they might see a block of AI-generated content at the top. It pulls in key points from various websites and delivers a summary that answers the question right away. The same happens in ChatGPT, Bing, and newer tools like Perplexity.

In short, users are getting answers without clicking. And when they don’t click, your content may not get credit—even if it helped shape the response.

For our teams at SureSwift, this shift means rethinking content beyond just traffic. Visibility and brand recognition now matter just as much as traditional rankings. If your brand isn't mentioned in the summary, it’s like you weren’t part of the conversation.

What is a zero-click search?

A zero-click search is exactly what it sounds like. The user gets everything they need from the search results page. No website visit, no blog read, no call-to-action click.

These types of searches have been growing for years. Add AI into the mix and they’re becoming the default. According to a SparkToro study, 65% of Google searches already end without a click—and with the rise of AI-generated summaries, that number is likely even higher in 2025.

This is huge if your growth depends on organic traffic. Founders are spending time and resources creating helpful content, but fewer people are actually seeing it on their sites.

We’ve seen this happen with tools in our portfolio too. Ghost Inspector, for example, used to get organic traffic for long-tail search terms around automated testing. Now, those same questions are being answered directly by AI. The takeaway? Even good content needs a visibility strategy that goes beyond clicks.

Why this hits founders hard

This shift doesn’t just affect big publishers or content marketers. It’s especially tough on startups and small online businesses who rely on SEO to drive discovery.

Here’s why:

• You have less control over how users interact with your content. AI tools decide what to show.
  
• Even if you're ranking well, you might not see results if the AI scrapes your info and doesn't link back.
  
• SEO isn’t just about keywords anymore. It’s about trust, authority, and context.

Whether you’re running an affiliate site, publishing educational content, or optimizing your product pages, you now have to think about how your content is being interpreted and used by AI—not just by readers.

4 ways to stay relevant in the AI search era

1. Show up in more places, not just Google

If AI is going to summarize answers based on what’s out there, you need your brand and product to be mentioned everywhere people talk about your space.

That includes Reddit threads, customer reviews, industry roundups, comparison blogs, and YouTube explainers. Even unlinked mentions can help AI understand your relevance.

For example, our Storemapper team works with ecommerce brands. When they’re mentioned in "best store locator tools" lists, that recognition helps with AI discovery—especially in tools that rely on aggregated data.

2. Create content that goes deep

Surface-level content won’t stand out anymore. You need to create resources that bring real insight, depth, and value.

Try these:

• Add real data or use cases
  
• Publish how-tos or explainers based on what your customers actually ask
  
• Include expert insights from your team

This is what helps AI understand that your content is credible. One of our companies, Docparser, does this well. Their technical how-tos often get picked up in forums and niche blogs because they actually solve a problem—not just repeat what everyone else says.

3. Focus on owned channels

SEO is important, but it shouldn't be your only growth lever. If you're getting fewer organic clicks, the next best thing is to invest in direct relationships through channels you control—like email, in-app messaging, and your own community.

That might look like:

• A simple email newsletter
  
• Onboarding flows that ask for feedback
  
• A space where users can ask questions and help each other

Some of our portfolio companies are already doing this well. 

LeadDyno, for example, sends a 10-email onboarding sequence during a user’s 30-day trial. The emails guide new users through setup, share helpful videos, and offer one-on-one support through configuration calls. When users book a call, conversion rates jump to 87%, compared to 28% for those who don’t.

MeetEdgar, another portfolio company, takes a more personalized route. They segment users based on behaviour and trigger tailored emails at key moments—like nudges when someone goes inactive or celebrates a milestone. That small shift led to a 10% lift in open rates and a 60% increase in click-throughs across their onboarding series.

This approach gives you a direct line to your users, no algorithms in the way. Channels like email and in-app messages help you stay top of mind, build trust over time, and keep people engaged even as search habits keep changing.

4. Keep tabs on what’s new

AI-powered tools are evolving fast. What works now might shift again in a few months.

Stay curious. Experiment with platforms like Perplexity, You.com, and Brave’s AI search. Use structured data (like schema markup) to give search engines more context about your content. And pay attention to how your brand appears in tools that summarize across the web.

You don’t need to chase every trend—but you do need to know what’s out there.

Final Thoughts: Think beyond clicks

Founders used to chase rankings. Now, we’re chasing relevance.

The question to ask isn't just “how do I get traffic?” but “how do I get seen?” Because in this new world of AI-powered search, being part of the answer matters more than being on page one.

At SureSwift, we work with companies who don’t have massive marketing teams or million-dollar ad budgets. What they do have is deep domain knowledge, loyal users, and useful products. That’s more than enough to win in this new landscape—as long as you're thoughtful about how you show up.

Let search work for you, not against you. And keep creating content that solves real problems. AI might change how people search, but helpfulness will always stand out.