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Content & SEO

The Evolution of SERP: Before and After AI

AI Overviews now dominate the SERP. What the shift to answer engines means for your content and SEO strategy.

Paul Wright12 September 20252 min read
Hand-drawn doodle of a search results page with a Gemini sparkle AI overview pushing results down, on a blue background.

TL;DR

  • AI Overviews now dominate the top of the SERP, pushing organic listings and ads down and accelerating zero-click search.
  • Traditional keyword SEO still matters, but it's no longer sufficient on its own.
  • Answer Engine Optimization (AEO) means structuring content to directly answer the questions AI systems want to cite.
  • Resilient strategies diversify beyond search into owned channels you control.

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Overview

Search has shifted from ten blue links to AI-synthesised answers at the top of the page. For B2B marketers that's a paradigm shift, not a tweak — and it changes what 'good' content and SEO look like.

What the full article covers

  • The rise of AI Overviews and the acceleration of zero-click search.
  • What changes for SEO strategy: AEO, topical authority and E-E-A-T signals.
  • How Answer Engine Optimization differs from keyword SEO in practice.
  • Diversifying beyond search so you don't depend on a single algorithm.
Read full article on www.wearemarzipan.com
PW

Paul Wright

Director at Sourcery

Paul founded Sourcery in 2018. He has spent the last 16 years building commercial marketing and operations teams and managing CRM, marketing automation, and digital marketing channels for some of the world's largest B2B organisations.

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