There is no “ranking #1 on Google” anymore … and honestly, it hasn’t been a thing for a couple of years now.
Pull out your smartphone right now and search for something on Google. You’ll have to scroll two screens before you see one of the traditional results links. AI Overviews, ads, Maps, Google Business Profile information, Google Shopping information and suggestions all take up that critical space at the top of the page.
Put another way: even if you do have the first organic position on Google, you’ve spent all that time and effort to put yourself a whole screen below the fold.
A lot is changing in SEO.
- AI Overviews are taking over queries, SERPs and links
- Alternative search tools are being used to find information, particularly generative AI
- Voice search is ubiquitous, and these queries tend to be long-form and conversational
Trying to game the system to get “#1 on Google” is a sucker’s game. Smart marketers have been aware of this for a while, but if you’re not as tapped in (or you’re looking for a way to convince a client that isn’t aware), this article is for you.
We need a mindset shift. SEO is bigger than rankings — it’s about meaningful visibility.
Step Back from SEO
What is the purpose of SEO?
It’s not just “to get the #1 position on Google.”
When getting to the top of the SERP mattered more, #1 meant you had the best content to meet the searcher’s need. The search engine got to satisfy the searcher and you got traffic: win/win.
The goal wasn’t to get to the top of the page … that was just the means to accomplish the goal. The business goal of SEO is to maximize brand visibility. Yesterday that meant “skyscraper” content, answering questions, optimizing a page for a handful of keywords. Today we’re looking at visibility for more than just a vanilla Google search engine results page (SERP).
The best way to maximize your visibility now? It still starts with your content. Create useful, meaningful content that can be distributed through search engines, search widgets, AI, and social.
We used to have to get really technical about optimization to get our content to rank, because the ranking algorithms were still fairly crude tools. Now that they’re more sophisticated, useful content wins. Today, we don’t have to “chase the algorithm.” Instead, we focus on creating content that serves our audience anywhere they find us online. There are three key ways to do that.
1: Focus on dominating areas of expertise.
A lot of AI search queries pull from deeper in the website — not the home page, but blog or resource pages, particularly if the information there is unique. Focusing on E-E-A-T doesn’t just work for classic Google search. Use your experience and expertise to create something that’s unique to your brand. You have areas you know better than your competitors — use them.
2: Use consistent phrasing around your brand.
SparkToro has done some great experimentation with brand visibility on AI results. They tested a handful of phrases they wanted to be associated with, then started using those phrases next to their brand name in articles and interviews. That specific phrasing began showing up in AI search very quickly around their brand. It makes sense; it’s good branding to have some phrases that are touchstones so your audience associates them with you. But it’s also good for AI search results.
3: Create content that can’t be chopped up and summarized in an LLM.
Tools. Resources. Courses. eBooks. Unique experiences and expertise. Personal perspective. These are all things that are hard to replicate, and more likely to still drive traffic over standard informational content. Think about building resources, not just pages or posts.
Find Visibility
Remember, the goal of your website isn’t a specific ranking. The point is visibility wherever your audience is looking for you. Google, Bing, ChatGPT, Gemini, Perplexity, Google AI Mode … chasing a single algorithm is wasted time. Use these three tips to build content that will get you attention everywhere. And if you need a hand, don’t hesitate to reach out. Just drop us a line, anytime.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services