Historically, search engines such as Google were straightforward to navigate. You would publish a page, optimise it, build links and wait for it to rise in the rankings. But that system is changing quickly.
The shift towards generative search, powered by AI, is changing what it means to 'rank'. Rather than providing a list of links, search engines are beginning to offer direct answers, summaries and context, often without directing users to the original sources.
This fundamentally alters the economics of online visibility. If you run a content site, blog or affiliate platform, the old playbook won't guarantee traffic anymore. AI doesn’t just reorganise information — it filters and rewrites it.
So, who benefits?
A recent analysis shows that platforms that have already adapted to provide aggregated, high-quality responses are thriving. AI now favours content hubs with broad topical authority, structured data and utility-driven content rather than just good SEO. Sites such as Stack Overflow, Reddit and Quora are gaining traction in terms of AI-generated responses.
For content creators and SEO professionals, this means:
- Rethink your value: Are you informing, solving problems, or merely existing? Build authority in niche areas — AI systems tend to favour experts over generalists. Understand that AI systems are not just linking to your content, but ranking and rewriting it.
If you receive traffic from organic searches, you should monitor how AI models interact with your site. The tools, signals and behaviours are changing.
Generative AI is no longer an experiment — it’s actively reshaping the web.
Learn more from SimilarWeb’s analysis of shifts in AI referral traffic: https://www.similarweb.com/blog/insights/ai-news/ai-referral-traffic-winners/.