The way we search is changing fast. With AI now woven into Google Search, people aren’t just typing quick questions - they’re exploring more ambitious ideas, digging deeper, and finding content that keeps them engaged.

For publishers and content creators, this shift opens the door to stronger visibility, higher-quality clicks, and audiences who stay longer.

Search is Becoming More Conversational

Features like AI Overviews and AI Mode are changing how users interact with Search. Instead of short, functional queries, people are experimenting with broader, more complex questions.

Think less “best restaurants in London” and more “compare local London restaurants offering sustainable menus with vegan options.”

This curiosity-driven behaviour means searchers are discovering more sites, not fewer - and it’s creating new opportunities for the web.

More Clicks That Actually Matter

Despite the noise about AI reducing traffic, Google’s data shows a different picture:

Click volumes remain steady year-over-year

Engagement is improving, with people spending more time on the pages they land on

Quick, factual queries might be answered instantly (“when’s the next solar eclipse?”), but for anything deeper, such as comparisons, advice or reviews, users still want to dive into websites, forums and videos.

That’s good news for publishers investing in quality.

Why Quality Content Wins

As AI-powered search evolves, it highlights authentic, in-depth content. Articles that go beyond surface-level information, sharing unique perspectives, original research, or rich storytelling are rewarded with more visibility.

Creators that produce diverse formats, from long-form blogs to expert explainers, are seeing their work surfaced more often in AI-enhanced results.

AI Isn’t Replacing the Web - it’s Elevating It

Google is clear: AI in Search is designed to point people toward the wider web, not replace it. Every AI-powered response includes links and attributions, giving credit and visibility back to publishers.

And publishers remain in control, with open standards to manage how their content appears.

What This Means for You

This is a pivotal moment for content creators and publishers. Rather than fearing AI search, it’s time to embrace it. By producing content that is insightful, engaging, and genuinely useful, you’re more likely to capture the new wave of exploratory traffic.

Key Takeaways

  • AI-driven search is sparking longer, more ambitious queries
  • Clicks are becoming higher quality and more engaged
  • Authenticity and depth in content matter more than ever
  • Google’s AI is designed to send users back to the web, not replace it

Final word: The rise of AI in search isn’t the end of web discovery - it’s the start of a new chapter. If you create content that rewards curiosity, you’ll thrive in this AI-powered search era.