For years, SEO strategies have revolved around keywords. The approach was simple: identify the terms people were searching for, create pages that matched them and optimise around those phrases. But as search engines have grown more sophisticated – especially with the rise of AI-driven results like Google’s AI Overviews – the focus has shifted. It’s no longer just about ranking for keywords. It’s about answering real questions.
This change isn’t just theoretical. We’ve seen it in action.
Take our client, Tradesman Roof Racks. For years, we focused on targeting keywords like ‘roof racks Australia’ or ‘heavy-duty roof racks’ – the kinds of terms people might type into search. But more recently – with the launch of AI Overviews – we’ve shifted our strategy to focus on answering the actual questions people are asking.
One of those questions was: “Are roof racks noisy?”
Instead of just optimising around the product, we created content that addressed the query head-on – clearly, honestly and in detail. We explained why roof racks can create wind noise, which designs are quieter and what customers can do to reduce it.
You can read it here.
The result? That content now appears in Google’s AI Overview for the exact query ‘are roof racks noisy’.
That placement matters more than a traditional ranking. AI Overviews don’t just list websites – they summarise answers and they sit in top position ahead of paid ads. To be featured, your content has to be the answer. It has to be trustworthy, relevant and clear. No keyword stuffing, no fluff – just real value.
What this means for SEO Strategy
This is a fundamental shift:
- From keywords → to queries
- From optimisation → to explanation
- From visibility → to usefulness
To compete in AI-powered search results, brands need to anticipate the exact questions their audience is asking – and then answer them better than anyone else.
That means rethinking content strategy. FAQ pages, blog posts, comparison guides and how-tos have new value. Voice search, featured snippets and AI Overviews reward content that sounds like a conversation and feels like a solution.
Want to win in the new era of search? Start by listening to your audience. What are they asking? What are they confused about? What do they wish they understood better? Then write for that.
Because in 2025, the best SEO isn’t about being found. It’s about being helpful.
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