AI-powered search experiences demand the same rigour in governance, brand consistency and measurement that stakeholders already expect elsewhere. Get it right, and you not only protect reputation—you expand the reach and relevance of your narrative in a world where answers are often delivered before a single click.
Recently, Positive Change Group companies, Black Sun Global and Stratton Craig, hosted a webinar on “AI and SEO: How to Ensure Your Content Is Visible in a Changing Search Landscape”. Nicole Ferger, Digital Account Director at Black Sun Global, Anna Corbett, Digital Marketing Specialist at Black Sun Global and Nina Whittaker, CEO at Stratton Craig, ran a detailed question-and-answer webinar, delving into the evolving landscape of SEO within the AI era.
1. How does my content get featured in AI-generated answers like Google's AI Overviews or ChatGPT?
AI tools select answers from authoritative, structured content. To increase your chances:
Pro tip from Stratton Craig's Nina Whittaker: Keep content consistent across platforms to build trust with AI and human users alike.
2. Is there a ranking algorithm for AI Overviews like there is in traditional search results?
Not exactly. AI Overviews don't use ranked lists like search engine results pages (SERPs). Instead:
3. Do keywords still matter in an AI-driven SEO landscape?
Yes—but with a shift in focus:
Nicole Ferger noted that “persona-based keyword strategies” are now essential—tailor your keywords to how specific audiences search.
4. How do AI Overviews impact click-through rates (CTR)?
Drastically.
Despite this:
5. Can I pay to be featured in an AI Overview?
Currently, no.
6. Can I track how my content performs in AI Overviews?
Yes—but it’s early days.
Test a few platforms and keep iterating, as the environment is rapidly evolving.
7. Will traditional SEO still work in the age of generative AI?
Absolutely—if you’re doing modern SEO.
If your content is:
8. Do I still need a website if GenAI tools answer everything directly?
Yes—more than ever.
Expect to see growth in on-site AI chatbots and agents (like Black Sun Global’s AIVIA) to keep users engaged without leaving your ecosystem.
9. What if GenAI tools share incorrect or outdated info about my brand?
This is a real risk. Why?
What you can do:
Take ownership of your brand narrative—don’t leave it to AI guesswork.
10. Can I safely use AI-generated content for SEO?
Yes—but with caution.
To do it right:
A Binder study shows 52% of users trust content less if they suspect it’s AI-written—so authenticity is key.
Final Thoughts: How to Prepare for AI-Driven SEO
To stay visible:
Do you have questions about what to do next?
The organisations that act now—auditing their content, implementing structured data and experimenting with AI-optimised formats—will secure disproportionate visibility while competitors play catch-up. If you’d like practical guidance, benchmark data or a tailored roadmap, our digital and content specialists are here to help.
Request the full webinar recording or book a discovery session to see how AI-aware SEO can safeguard your reputation, deepen stakeholder engagement and unlock measurable growth. Contact Bob Crosbie-Dawson at bcrosbie-dawson@blacksun-global.com, or win@strattoncraig.co.uk
About Black Sun
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
For more information, please visit: www.blacksun-global.com
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