The New Position Zero: The Value of Appearing in AI Search Results

Digital marketers are facing a new frontier: AI-powered search results.

Streamlined overviews, concise answers, and interactive platforms make AI-powered search results more valuable for consumers. However, these new and improved tools are also rewriting the playbook for digital marketers.

Foundational Organic Search strategies are still essential, but companies that prioritize AI search optimization will improve their ability to thrive alongside these new search tools.

In this guide, we’ll cover:

Search engines have utilized artificial intelligence and machine learning for years to analyze search intent and deliver relevant results. So, why has AI search optimization recently become such a trending topic?

AI-powered search has been around for decades, but generative AI tools gained popularity around 2022. This technology has revolutionized the way people find information and how brands gain visibility online.

Here are a few types of generative search results digital marketers should know about.

AI Overviews are helpful summaries that appear at the top of a Google SERP, often in response to an informational search. Using the query fan-out technique, an AI search engine can break complex questions into multiple searches, pull from a wide range of sources, and condense information into a digestible paragraph.

Although Google has tested various placements for these overviews, they typically occupy the most valuable spot on a SERP: position zero, a space historically associated with the highest click-through rates and engagement.

Both chatbots and AI Overviews are powered by generative AI. Standalone AI tools and chatbots typically offer a more personalized, interactive experience for users. Generative search engines utilize large language models (LLMs) trained on vast datasets to synthesize information and deliver conversational responses directly within the search results, particularly for long-tail queries.

ChatGPT, Perplexity, Google AI Mode, and other conversational search options are quickly becoming a preferred search method, especially among Gen Z and Millennials. AI SEO strategies can help brands connect with the next generation of consumers.

Depending on a person’s privacy preferences, their preferred search engines can create tailored results. Drawing on search history, demographic information, app usage history, and location data, AI-powered search tools can deliver a personalized search experience.

Google AI Mode, ChatGPT, and Perplexity all feature some degree of personalization, making it easy to see why they are becoming such valued search tools.

AI results are changing search behavior, so marketing teams must adapt to improve their AI search visibility. But what can your brand gain by improving your visibility in these AI search features?

A recent study from Search Engine Land revealed that AI Overviews are having a significant impact on click-through rates for informational queries. This applies to both organic and paid results, with organic CTRs dropping by 61% and paid CTRs declining by 68% since mid-2024.

These statistics point to what savvy marketers are already preparing for: a no-click, or low-click, search future.

AI Overviews occupy the most valuable spot on SERPs, and allow searchers to find what they’re looking for without a single click. If they just need some quick information, the AI Overview can often satisfy that query.

To regain traffic that your company may be losing to AI search results, your brand needs to appear in them. Optimizing your digital marketing strategy for AI results helps your brand earn mentions and citations in AI results, redirecting lost traffic back to your site.

When someone has an informational query, they read an AI Overview. When someone is ready to make a purchase, they ask a generative search engine to compare products. AI results help high-value searchers make informed decisions.

A 2025 study by Ahrefs found that visitors from an AI search platform converted at a 23 times higher rate than visitors from traditional search results.

Appearing in AI results helps companies meet people at key stages of their buying journeys. This means that when traffic is redirected back to your site, thanks to a citation or brand mention, you’re connecting with high-quality, motivated buyers.

Appearing in an AI Overview or being mentioned by a generative search engine doesn’t always lead to clicks, but this visibility is still worthwhile. Even if they don’t visit your site, being seen early in a user’s journey boosts brand recognition, builds trust, and establishes credibility.

Why is this valuable for businesses? This expanded reach means that when a person is ready to make a purchase, they’re already familiar with your brand, making them more motivated to convert.

Now that we’ve covered why AI results are valuable, let’s explore how to appear in them. Here’s what digital marketers should know about optimizing for traditional search, answer engines, and generative engines.

If your brand already has a strong Organic Search strategy, you’re in luck. Appearing in AI search results is about establishing your company as a trustworthy and authoritative source, which is why impactful SEO is the foundation for effective AEO and GEO.

A strong Organic Search campaign should include these five strategies:

Building your backlink profile with high-quality, keyword-rich content that aligns with Google E-E-A-T guidelines signals to search engines and consumers that your company is credible.

Technical, off-page, and on-page SEO deliver a more user-friendly experience and help search engines crawl your website.

At VELOX, we specialize in combining these essential SEO elements to create impactful, ROI-driven Organic Search campaigns that help brands thrive in AI search.

Answer engines strive to make it as easy as possible for searchers to find the answers to their questions; brands that want to appear in these results need their websites to do the same.

Technical and on-page SEO make it easier for search engines to pull information from your product pages, blog posts, and other landing pages.

Formatting content for scannability is also key; Q&A pages, how-to guides, and other easy-to-read formats can help pages rank in answer engines.

Conversational chatbots, AI Overviews, and other search tools that rely on generative search engines share one goal: to provide accurate and digestible information.

These search engines are rapidly evolving, making it difficult for digital marketers to pinpoint exactly how they choose which pages to cite and companies to reference.

Here’s what we do know: These search engines are looking for credibility.

Generative engine optimization starts with building authority. Creating high-value content and developing a rich backlink profile signals that your brand is worth citing. Impactful, human-generated content is more valuable to brands than ever.

At VELOX, our in-house content development team specializes in creating optimized, authoritative content that’s digestible for generative engines and real readers.

If you’re wondering how much to spend on SEO, especially if you want to rank for AI search results, you’re in the right place. The cost of an effective SEO campaign depends on several factors, including industry and keyword difficulty, company size, and overall goals.

A good guideline is to dedicate 5 to 10% of your revenue to an Organic Search campaign that includes GEO and AEO strategies. For small businesses, this typically involves an investment of $1,000 to $5,000 per month, while enterprise-level companies may have a monthly spend of up to $100,000.

Organic Search campaigns often take between four and six months to begin driving results, which is why combining these efforts with a Paid Ads campaign is ideal. Over time, high-quality SEO drives exponential growth, with many companies experiencing rapid visibility and traffic once their campaigns gain momentum.

Here’s an example of what this success looks like for a company in a highly competitive industry:

IMAGE Skincare, a scientific leader in the skincare industry, partnered with VELOX in an effort to grow its revenue by 30% year-over-year, acquire new customers, and enhance brand awareness.

We expertly crafted Google Ads that boosted conversions and laid the groundwork for scalable growth, ultimately driving over $10 million in total revenue.

Meanwhile, our Organic Search efforts propelled their high-value keywords to the top of SERPs, sparking organic success.

Within just six months, revenue grew by 17%, putting IMAGE Skincare on track to exceed its original goal.

Search is changing rapidly, so the best way to appear in AI search results is to trust the experts. At VELOX, we offer advanced analytics, a world-class content creation team, and expert on-page technical optimization to create tailored, modern digital marketing campaigns.

With expert insights and high-touch services, VELOX can help your brand compete in an AI-powered search world.

Explore VELOX case studies to learn how our services have helped similar brands exceed their goals, and contact our team to start building your Organic Search strategy today.