The Wall Street Journal’s recent article, “AI Has Upended the Search Game. Marketers Are Scrambling to Catch Up,” highlights a shift we’ve been tracking closely at Dogwood. How people interact with search engines is evolving—and it’s all thanks to artificial intelligence.
This isn’t some theoretical future. It’s happening now. AI-generated summaries are already impacting traffic, disrupting traditional SEO strategies, and redefining how we build and market websites.
What Happens When Traditional SEO Stops Working?
Traditional SEO focused on:
- Keywords and search volume
- Backlinks and domain authority
- Meta descriptions and title tags
But AI tools like ChatGPT and Google’s Search Generative Experience (SGE) often give users complete answers, without ever sending them to a website.
At Dogwood, we’re pivoting. We’re building structured, authoritative content that AI tools can reference confidently. We’ve started:
- Restructuring site architecture for AI readability
- Enhancing image alt text and schema markup
- Optimizing page load speed and content clarity
How Is Dogwood Experimenting with Generative Engine Optimization (GEO)?
We’re not just adjusting—we’re testing what works.
We’ve launched internal experiments across multiple websites. Each site tests a different approach to content structure and tone, including:
- Conversational content: Short answers that mimic how users ask questions
- Formal, detailed content: Long-form content with rich subheadings and structured data
- Q&A format: Direct answers to specific user questions with minimal fluff
These live A/B-style experiments help us learn what AI tools prefer when they pull from third-party sites.
What Is Zero-Click Search, and How Are We Responding?
More users get their answers directly from search engines, without clicking through.
That’s called zero-click search.
At Dogwood, we’ve expanded what we consider a “successful” page. If an AI tool features our content, even without a click, we count that as:
- Increased brand exposure
- Search visibility within AI platforms
- A new kind of metric we’re building tools to track
Why Does Conversational Content Matter in an AI World?
AI tools favor natural, everyday language over keyword-heavy jargon.
That’s why we’re writing more like people talk. Across service pages, blogs, and even alt tags, we’re using conversational phrasing to:
- Match voice and chatbot-style queries
- Increase the chances of being pulled into AI summaries
- Improve readability and engagement for real users, too
For example:
Old style: “Professional lawn maintenance company in Pike Road using high-end equipment.”
New style: “Where can I find a lawn care company in Pike Road that uses professional equipment?”
We’re designing content, and that is the answer.
What’s Next for Dogwood in an AI-First Search Landscape?
We believe AI will keep changing how users discover information online—and we’re committed to staying ahead.
Here’s what’s coming next:
- More AEO-style formatting in all client blogs and service pages
- Continued structured data testing across web builds
- Reporting tools to measure AI visibility (not just click-based analytics)
Want to Know How AI Will Affect Your SEO Strategy?
If you’re wondering how your site can show up in AI-powered search tools, we’re already asking the same questions and running the experiments.
Let’s talk about how your brand can stay visible in a search world that’s getting smarter daily.
