New Search Engine UIs: Impact on the SEO Landscape

AI is transforming how we interact with search engines, pushing beyond the familiar blue links into a dynamic, multifaceted experience. Searching is no longer just about typing a few keywords—it’s evolving into a conversation, an interactive journey, and a more intuitive way to access information.

Today, search engines are introducing diverse user interfaces (UIs) that cater to different search behaviors, blending AI-powered insights with traditional search elements. Whether it's AI-generated summaries on Google’s AI Overviews, interactive dialogues in Perplexity AI, or instant results from visual and voice search, the search landscape is shifting fast.

In this guide, we’ll explore the four major UI trends redefining search and their impact on SEO. Understanding these shifts is key to staying visible in a world where AI plays an increasing role in shaping how information is delivered and consumed.

The topics covered in this guide include:

Four Emerging Search UI Trends

The way we interact with search engines is evolving rapidly, moving beyond the familiar text box and blue links. Four key UI trends are reshaping the search landscape, each presenting unique opportunities and challenges for SEO:

1. AI-Augmented SERPs: The Enhanced Classic

Imagine your typical Google or Bing search results page, but with a new twist. You enter a query, and before diving into the traditional list of links, you're greeted with a concise AI-generated summary at the top. Powered by tools like Google’s AI Overviews or Bing Generative Search, this summary provides a quick answer, highlights key insights, or offers multiple perspectives—often pulling from various trusted sources. Below this AI summary, the familiar organic search results are still present, allowing users to explore further if they choose.

Example:

You search for "best Italian restaurants near me". Instead of immediately seeing a list of restaurants, you're first presented with an AI-generated summary that covers top-rated options, cuisine styles, and price ranges. Below that, the traditional search results display the restaurant listings with links to their websites.

This integration of AI-driven summaries offers a more streamlined and informative search experience, guiding users with essential details upfront.

SEO Impact:

While organic search results remain a core feature, the prominence of AI-generated summaries at the top of the page may lead to fewer clicks on individual websites, especially for simple informational searches. So, what’s the SEO takeaway? It’s crucial to create content that’s not only authoritative but optimized for AI consumption. If your content becomes the source for an AI summary, you gain brand recognition and have the opportunity to drive traffic when users decide to explore further.

In this evolving landscape, it’s not just about ranking; it’s about making your content the go-to resource that AI is eager to reference and share with users.

2. AI Chat-based Search: The Conversational Search Experience

This UI places a premium on interactive dialogue over the traditional, static list of search results. Instead of merely presenting a list of links, it actively engages users through a dynamic, back-and-forth conversation to refine answers. You type or speak a query, and the AI responds conversationally—often asking clarifying questions or offering personalized suggestions to ensure it fully understands what you're looking for.

Several platforms, such as Perplexity AI, ChatGPT (with its SearchGPT feature), Gemini, and Grok, have begun integrating source citations into their responses. This not only enhances the reliability of the information but also empowers users to verify or explore the sources themselves.

Example:

You ask, "What's the best way to learn to play guitar?"
The AI might respond:
"That depends! What kind of music are you interested in? Do you prefer online lessons or in-person instruction?"
If you reply with "online lessons", the AI could provide tailored suggestions, such as links to popular platforms for online guitar lessons, alongside source citations to back up its recommendations.

This interactive, source-integrated search model is transforming the way we engage with AI, offering a personalized, conversational experience that feels more like chatting with an expert than searching a database.

SEO Impact:

The shift here is monumental—ranking for keywords is no longer the sole focus. Now, content must be structured in a way that enables AI to extract, synthesize, and present it as valuable knowledge for users. The AI becomes a digital representative of your brand or expertise. To succeed, your content needs to be comprehensive, authoritative, and optimized for AI summarization.

In a way, it's not just about creating great content for human readers anymore—it's about ensuring that AI can easily digest and present your content to users, effectively acting as a helpful assistant. By making your content clear and structured, you increase the likelihood that AI models will reference it, helping your brand gain visibility in these emerging conversational search environments.

3. Voice Search: Searching by Speaking

Driven by the rise of smart speakers and voice assistants like Siri, Alexa, and Google Assistant, voice search is revolutionizing the way we interact with search engines. Unlike traditional text-based queries, voice search relies on spoken input, which tends to be longer, more conversational, and often location-based. The way we speak to our devices is different from how we type into a search bar. For example, when using voice search, you're more likely to ask a full question, like "Hey Google, what's the closest grocery store that's open now?" rather than typing "grocery store open now." Voice search is shifting away from simple commands and is increasingly catering to more complex, information-driven queries.

Example:

• "Hey Siri, what are the symptoms of the flu?"
• "Alexa, tell me about the history of the Roman Empire."
• "Google, find me reviews of the latest Marvel movie."

These examples demonstrate how voice search is used for gathering information in a more conversational and hands-free manner, similar to traditional search but with a more personalized twist.

SEO Impact:

As voice search continues to grow, SEO strategies must adapt to prioritize natural language and question-based content. Think about how people speak, not just how they type. Focus on optimizing for long-tail keywords and conversational phrases that reflect the way users verbally ask questions. Ensure that your business information is accurate and easily accessible by voice assistants.

Consider creating content that directly answers common voice search queries. For instance, a bakery might publish a blog post titled "What time does the bakery open and what fresh bread do you have today?" or a doctor’s office might feature a FAQ section on "What are the common symptoms of strep throat?" By anticipating spoken questions and providing clear, concise answers, you enhance your chances of appearing in voice search results, making your content more discoverable and relevant in this rapidly growing search segment.

4. Visual Search: Searching with Your Eyes

Platforms like Google Lens are transforming how we search by enabling users to search using images instead of text. Simply snap a photo of an object—a flower, for example—and Google can instantly tell you what it is. This shift opens up an entirely new world of search possibilities, allowing users to identify objects, find similar products, or learn more about something just by taking a picture.

Example:

• You spot a cool pair of shoes and take a picture. Using visual search, you can find out where to buy them.
• Or, while traveling, you see an interesting building, snap a photo, and use visual search to learn about its history and architecture.

Visual search makes it easier to discover information based on what you see, not just what you type.

SEO Impact:

For businesses aiming to be discovered through visual search, meticulous image optimization is essential. This includes descriptive file names, alt text, and high-quality, relevant images that align with the content on your page. Ensure your images are contextually relevant and provide value to the user experience.

How New Search Engine UIs Change User Behavior

The rise of AI-powered search interfaces is not just changing how we search, but also what we expect from search and, consequently, how we behave as users. These new UIs, from AI-augmented SERPs to conversational chatbots, are shaping our search habits in significant ways, impacting everything from the types of queries we use to our trust in information sources. Here's a closer look at how these changes are playing out:

More Conversational and Contextual Queries

Traditional search engines often rely on short, keyword-based queries (e.g., "best running shoes 2025"). New search UIs, particularly chat-based and voice search, encourage more natural language queries (e.g., "What are the best running shoes for marathon training in 2025?"). This shift reflects a move towards more conversational and nuanced search patterns, where users expect direct answers rather than a list of links.

Reduced Click-Through to Websites

Since AI-driven search engines often provide summarized answers directly within the search interface (whether it's an AI-augmented SERP or a chat-based interaction), users may not click on external links as frequently. This potential decline in click-through rates (CTR) poses a challenge for websites that rely heavily on organic search traffic. While users may still visit sites for detailed explanations, sources, or diverse perspectives, the initial information needed is often met within the search interface itself.

Multi-Turn Interactions and Personalized Results

Chat-based search, in particular, facilitates dynamic, personalized, and iterative interactions. Users can refine their queries within the same conversation (e.g., "What about for flat feet?" after an initial shoe recommendation). This multi-turn interaction model, combined with AI's ability to learn user preferences, makes search a more personalized experience. The AI can tailor results based on past searches, location, and other contextual factors. This makes single-page rankings less relevant than an ongoing engagement strategy, where building a relationship with the user over time becomes crucial.

Increased Reliance on AI and Trust in Authoritative Sources

Users are increasingly relying on AI to filter and synthesize information. They tend to trust AI-generated responses, especially when they include citations from reputable publications or clearly identify the source of the information. This reinforces the importance of content coming from trustworthy and authoritative sources. For instance, if a query about "health benefits of turmeric" returns a summary citing studies from the National Institutes of Health (NIH) (https://www.nih.gov/), users are more likely to perceive the information as credible. AI-powered search is also pushing users to implicitly trust that the AI is selecting the "best" or most relevant information, further reinforcing the importance of E-E-A-T for content creators.

Shifting Expectations for Search

The new search UIs are changing user expectations. They are becoming accustomed to getting immediate, concise answers and engaging in conversational searches. This is leading to a demand for more direct, readily available information, and less patience for sifting through multiple web pages. Users expect search engines to anticipate their needs and provide personalized, relevant results quickly. This shift requires businesses to adapt their content strategies to meet these evolving expectations.

The Impact of New Search UIs on SEO Landscape

The evolution of search engines with AI-driven models and diverse user interfaces is significantly impacting the SEO landscape. SEO strategies must adapt, shifting from traditional keyword ranking to a more comprehensive approach that values topical authority, structured data, user intent, and diverse content formats. Businesses must focus on content quality, conversational engagement, credibility, and a multi-faceted approach to reach users across various search modalities to remain competitive in this changing landscape.

Shift from Keyword Optimization to Topical Authority

As AI-driven search engines emphasize semantic understanding and contextual relevance, websites must go beyond keyword stuffing. Establishing topical authority by comprehensively covering subjects is essential. For example, instead of merely targeting "best hiking backpacks," a site should provide in-depth guides covering materials, weight distribution, durability, capacity, hydration systems, fit for different body types, and comparisons of various brands, even addressing niche hiking scenarios. This demonstrates expertise and provides value to both human users and AI algorithms.

More Value on High-Quality, Well-Structured Content

AI models, whether powering chatbots or generating SERP summaries, depend on structured, factually accurate, and well-organized content. Google's emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) reinforces the importance of well-researched, original content. Websites must ensure their content is concise, authoritative, and rich in context to be cited by AI models and trusted by users. This includes clear writing, proper use of headings and subheadings, and supporting claims with evidence and citations.

Greater Importance of Structured Data and Schema Markup

Structured data, such as Schema.org markup, enables AI models to extract and present information efficiently across different search UIs. Websites optimizing their FAQ sections, how-to guides, product pages, and local business listings with schema are more likely to be referenced in AI-driven search results, rich snippets, and voice search responses. For instance, adding FAQ schema can increase the chances of being featured in Google’s AI-generated answers and voice search results.

Focus on Conversational Content and Long-Tail Queries

With users increasingly searching in a conversational manner, content should be tailored to address long-tail, question-based queries. For example, instead of "productivity tools," a well-optimized article should answer, "What are the best productivity tools for remote teams with asynchronous workflows and tight budgets?" This approach enhances visibility in AI-powered search results and caters to specific user needs. Consider creating content in a Q&A format or using conversational language in your headings and body text.

Increased Need for Brand and Thought Leadership Visibility

Rather than solely chasing rankings, brands must establish themselves as industry leaders by producing research-backed content, industry insights, and expert opinions. Original research, case studies, and contributions from recognized experts increase the likelihood of AI-driven search engines referencing a site and build trust with human users. This can involve publishing white papers, conducting surveys, or hosting webinars.

Alternative Traffic Strategies

The rise of AI-driven search poses a potential challenge to traditional website traffic. As search engines provide more direct answers and summaries, click-through rates to individual websites may decline. To mitigate this risk and maintain online visibility, businesses must proactively diversify their traffic sources beyond organic search. Here are several key strategies:

• Leveraging social media: Platforms like LinkedIn, Twitter, and TikTok can drive engagement and brand recognition, particularly if content is tailored to the platform and audience.
• Email marketing: Direct communication with audiences helps build loyalty beyond search traffic and provides a channel to share valuable content and offers.
• Community engagement: Participating in niche forums such as Reddit, Discord, and LinkedIn groups can enhance brand awareness and establish thought leadership.
• Optimizing video content: AI-driven search increasingly favors YouTube results, making video SEO essential for reaching a wider audience.
• Building a strong brand: Brand recognition and trust are crucial in the age of AI-powered search, as users are more likely to engage with brands they recognize and trust.

The rapid evolution of search engine UIs, driven by AI, presents both challenges and opportunities. Adapting SEO strategies to prioritize topical authority, high-quality content, and diverse engagement methods is vital. As search evolves, staying informed and agile will ensure continued online visibility and success.

Reference links:

An In-Depth Look at Google’s AI Overviews (formerly Search Generative Experience)

WordLift Blog - SEO Trends 2025: Emerging Strategies to Stay Ahead in Search

Forbes - AI Is Driving The Future Of SEO: How To Adapt