How Communicators Must Adapt to AI Search Results

Digital communication is changing faster than we can refresh our feeds, and no, it’s not just the memes getting funnier. AI-powered search engines like Google’s Search Generative Experience and ChatGPT are giving us answers at lightning speed, and suddenly, the old strategies of chasing page-one rankings and obsessing over click-through rates seem... a little outdated.

It’s like being handed the keys to a shiny new car, but realizing the road you thought you were driving on is now completely different. We’re facing a challenge, yes, but also an opportunity—an opportunity to adapt and dominate in this AI-driven era.

HOW AI SEARCH IS SHAKING THINGS UP

Remember when you had to plug in your search query and sift through page after page of results? You’d read snippets, click links, read more snippets, and maybe, just maybe, find what you needed. Now, AI search engines grab information from across multiple sources, instantly serving up an answer that’s packaged just for you—context, nuance, and all. It's like a super-powered version of Google, minus the long scrolling.

For example, if you’re Googling crisis communications strategies today, AI doesn’t just send you on a scavenger hunt. Instead, it aggregates insights from experts, offers concrete examples, and packages it all into a neat, digestible response.

This means we need to shift our content strategy. Forget the one-size-fits-all approach to keywords and meta descriptions. AI’s smarter than that—it values deep, real-world expertise over surface-level fluff.

E-E-A-T: THE NEW GOLDEN RULE

If you’re familiar with Google’s E-E-A-T (Experience, Expertise, Authority, Trust), then you know this isn’t just a bunch of buzzwords. It’s the guiding principle that’s now taking center stage. Google and other AI search engines are getting pretty good at spotting content that actually shows depth of knowledge, not just SEO-friendly filler.

In practical terms, this means we need to ditch the “Top 10 Tips” lists and instead focus on:

• Case studies that dig into real-world problems
• Data-driven insights that offer genuine value
• Expert commentary that goes beyond the usual advice
• Credible citations to back up what we’re saying

It’s all about going from “meh” to “wow” in your content. No more fluff. Only real, actionable value. This is the content AI search engines want to highlight, and honestly, this is where we shine.

RETHINKING TRAFFIC: THE SHIFT IN METRICS

So here’s the thing: traffic doesn’t mean what it used to. That’s right, the click-through rates we used to obsess over aren’t as important anymore. Sure, AI search results might mean fewer people visiting your website directly, but that doesn’t mean you’ve lost out.

Now, success is about building your authority across multiple platforms where your audience actually spends time. Think beyond your website—LinkedIn, YouTube, podcasts, newsletters, you name it. These places are just as valuable as your website when it comes to getting your content cited in AI-generated answers.

You’re not just trying to drive traffic; you’re creating a network of authoritative content that AI will naturally pull from.

OWNED MEDIA: CONTENT THAT WORKS FOR BOTH HUMANS AND AI

Forget about churning out blog posts stuffed with keywords. AI doesn’t care about that anymore. Instead, your owned media strategy should focus on crafting content that truly demonstrates your expertise and gives readers something new and valuable.

Here’s what you should be doing:

• Share unique insights based on your experience
• Offer original research that can’t be found elsewhere
• Tackle industry questions in-depth, offering authoritative answers
• Feature expert commentary from people who actually know their stuff

On a technical note, it’s crucial to make your content discoverable by AI. Schema markup (yes, it’s a thing) is a simple way to help AI understand your content. Think of it as a map that tells AI exactly what your content is about. It’s a little extra work but totally worth it for better visibility.

EARNED MEDIA: BE THE GO-TO EXPERT

Media outlets are evolving, too, and more are using AI tools to filter pitches and assess content. If you want to be featured, you’ve got to bring something special to the table—something beyond the usual press release.

To thrive in this new landscape:

• Pitch angles that highlight original research or unique insights
• Cultivate relationships with journalists who work at authoritative publications
• Create content (think charts, infographics) that makes their stories pop
• Position your team as the expert voices people want to quote

And remember—if the media outlet isn’t allowing AI to index their site, maybe it’s time to pitch elsewhere.

SHARED MEDIA: BUILD A COMMUNITY

AI search might reduce the direct traffic to your website, but it doesn’t mean you should abandon building communities. In fact, now more than ever, it’s important to connect with your audience on platforms where they already hang out.

Get active on places like:

• LinkedIn (share your expertise with the professionals who care)
• TikTok (share quick, fun insights)
• Discord or Slack (build a community of engaged followers)
• Industry communities (participate in discussions and share your unique take)

The key is consistency. Your community should see you as the go-to expert, whether they’re engaging with you on your blog, your social media, or an industry-specific group.

PAID MEDIA: AMPLIFY YOUR EXPERTISE

Now, paid media is a little different in this AI search world. Instead of just driving traffic to your site, you should use it to amplify your expertise. Here’s how:

• Boost your top-performing LinkedIn articles to reach more industry professionals
• Promote media placements that show off your thought leadership
• Use targeting to reach decision-makers in your field
• Support your community-building efforts with paid promotions

It’s all about creating a cycle where your paid content drives even more visibility for your high-value insights.

MEASURE SUCCESS: TRACKING THE RIGHT METRICS

Traffic, engagement, click-throughs—they don’t matter the way they used to. Success in the AI era is about tracking the visibility of your content across platforms and AI search results. Here’s what to monitor:

• How often your content gets cited by AI search engines
• Your share of voice across platforms (mentions, references, backlinks)
• Engagement in community spaces, both private and public
• Relationships with your audience (think newsletter replies, private messages)

And remember: it’s all about building connections. Your community, whether it’s on your website or on social media, is where your real success lies.

EMBRACE AI SEARCH IN 2025

In 2025, the communication world will look very different. If you want to stay ahead, focus on these key strategies:

• Create content that shows real expertise and is structured for AI visibility
• Build relationships with journalists and publications that AI trusts
• Develop engaged communities where your audience can interact with you
• Use paid media to amplify your authority and reach

Don’t wait for the world to change—start adapting now. Focus on what you’re best at and how you can show up for your audience, no matter where or how they find you. The future of communications is in your hands. Let’s go make it happen.

Ready to elevate your content strategy and tackle AI search head-on? Contact the Winsome team today to start creating content that stands out!