Why Ranking on Page One Isn’t Everything Anymore: How AI Search Is Reshaping SEO
At a Glance
AI tools like ChatGPT are changing how users find information, and how businesses need to create content. Pages cited in AI search results often rank low in traditional search, meaning high visibility is no longer limited to the top 10 organic positions. Success today means writing content that answers specific, intent-driven questions clearly and conversationally. That’s where strategies like content clustering, blog development, and SEO for AI come into play.
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A recent study from Semrush revealed a surprising trend: nearly 90% of the webpages cited in ChatGPT’s search responses ranked 21 or lower in traditional Google search results. That means the majority of content being surfaced by large language models does not appear on the first two pages of Google.
Why is that happening? It comes down to how AI tools differ from traditional search engines. AI-powered systems are designed to surface helpful information, not just links. These systems can understand natural language, extract meaning from complex queries, and build context across an entire conversation. Instead of relying only on top-ranking results, they scan a much broader range of content to find answers that best match user intent.
This shift challenges the conventional wisdom that you have to rank on page one to be seen. With tools like ChatGPT, even content that isn’t ranking highly in traditional SEO can still earn visibility if it’s written and structured in the right way.
What This Means for Franchise SEO Strategies
For franchise businesses, this changes the SEO playbook. Ranking on page one is still valuable, but it’s no longer the only way to get discovered online. Now, content that clearly answers specific questions or provides detailed, trustworthy explanations has an opportunity to be cited by AI search tools, even if it doesn’t rank highly in organic search.
AI-powered search experiences also favor content that demonstrates expertise, authority, and clarity. These systems look for relevance over rankings. They prioritize helpful content written in a natural, conversational tone that aligns with how real people ask questions.
This evolution calls for a fresh approach: SEO for AI. Franchise brands must consider how their content performs on both traditional search engines and AI-driven platforms.
How We’re Adapting Our Content Strategy
To meet this shift head-on, we’re changing how we develop and structure content for our franchise clients. Our focus is now on creating content clusters and blog articles that answer highly specific, long-tail queries, such as the types of questions found in Google’s “People Also Ask” sections.
By addressing real user concerns and writing in a natural, informative tone, we increase the chances that content will be picked up by AI search assistants like ChatGPT. We also structure content clearly with headings, short paragraphs, and straightforward answers to improve scanability and usability.
This approach ensures that franchise businesses are positioned for visibility, whether a user is typing a question into Google or having a conversation with an AI tool.
Why This Approach Matters for Franchises
“At Enspire, our goal is to always align our clients’ unique service offerings and key differentiators with what users are actually searching for. With the adoption and growth of AI and generative engines like ChatGPT, we adapted our SEO services and strategies to further enhance our clients’ visibility and performance. Since the launch of our new AI SEO service our clients are consistently appearing on all major engines, like ChatGPT, Google’s AI Overview, Gemini, Perplexity, and more.” – Rafael Matusiewicz, Manager, SEO
Franchise businesses often serve specific geographic areas or offer services that require a local or niche explanation. Traditional SEO may not always capture those hyper-specific queries. But AI-powered tools can.
By creating high-quality, question-based content, franchises can tap into new discovery channels. AI search tools are more likely to surface content that answers questions like “How much does pest control cost in Des Moines?” or “What’s included in a professional HVAC tune-up?” even if that content isn’t among the top traditional search results.
In short, optimizing your site with SEO for AI helps increase your content’s chances of being cited, recommended, and trusted, no matter where it ranks organically.
Rethinking Visibility in a New Era of Search
Top rankings still matter, but they’re no longer the only way to be found. As user habits shift toward AI-powered platforms, franchise businesses need to expand their SEO strategies to align with these changes.
At Enspire for Enterprise, we’re helping franchise brands stay visible in both traditional and emerging search environments. Our content strategies are designed to answer real questions, capture nuanced intent, and get discovered by both search engines and AI assistants.
Partner with Enspire to Stay Ahead in the Age of AI Search
Top rankings still matter, but visibility now depends on more than just traditional SEO. As users increasingly turn to AI-powered tools for information, franchise businesses need content strategies built for how people search today.
At Enspire for Enterprise, we help franchises adapt with SEO for AI, creating question-driven, intent-focused content that performs in both classic search engines and AI-driven experiences. If you’re ready to future-proof your online presence and connect with more potential customers, contact us today to get started.