In the ever-evolving landscape of search engine optimization (SEO), 2025 brought a flurry of changes that left many in the industry scrambling to keep up. Mark Williams-Cook, a seasoned SEO expert, has been closely monitoring these shifts. In this Ask Me Anything (AMA) session, he sheds light on declining clicks, new Generative Engine Optimization (GEO) tactics, and the search skills that will be crucial for success in 2026. Let’s dive into the insights he shared.
AI Visibility & Google Search
The Quality of AI Overviews
Google claims that AI Overviews drive “higher quality” clicks. Is that just public relations (PR) spin, or are you seeing evidence of something else in the data?
Google reported a 20% increase in searches from 2024 to 2025, but total organic clicks remained “relatively stable.” This means fewer clicks per search, particularly on informational queries where AI Overviews provide direct answers. Google’s claim is that the average click quality has improved, not that all clicks are better. In reality, we’re seeing fewer clicks overall, but the ones that do occur may be more valuable.
This is a clever way of saying: “You’re not getting more traffic, but what you do get is higher quality.” So yes, there’s definitely some PR spin in how it’s presented. However, the underlying data suggests that the clicks that do happen are more meaningful, which is a positive development for SEO.
The Role of Chrome Data
How much does Chrome data support Google’s monopoly and profitability?
Well, the antitrust trial didn’t find it impactful enough to force them to drop it. I think Chrome data probably plays a bigger role in Pay-Per-Click (PPC) than in SEO, mainly in profiling user behavior. What caught my attention was how the DOJ trial lined up with the content warehouse leak. There were mentions of Chrome passing URL popularity scores.
However, Google insists they don’t use Chrome data in rankings, and I tend to believe them, but they phrase things very carefully. Still, it wouldn’t surprise me if Chrome data is used to determine which URLs should be crawled, indexed, or even re-ranked based on popularity. However, I don’t think it’s as powerful as SERP usage data, such as who clicks what, how long they stay, and whether they bounce or reform queries.
Looking ahead, browsers will matter a lot more. Large Language Model (LLM) search platforms often rely on web search in the background, which heavily depends on SERP usage data. If search moves into LLMs, we lose that data. That’s why I think we’re seeing companies like Perplexity and ChatGPT building browsers as a way to track what users find helpful and to bring agentic AI experiences directly into the browser. So yes, browser wars are definitely coming!
Multilingual Queries and LLMs
What insights do you have about LLMs ranking for multilingual queries?
This is a fundamental issue with a model based on language rather than on documents delivered in containers or websites that can provide important context. We’ve seen similar issues for years with features like People Also Ask because those suggestions are also language-model-driven.
For example, if you do a search in the UK, you’d get answers like Walmart and U.S.-centric results that are completely irrelevant to local users. If the AI system uses retrieval-augmented generation (RAG), standard optimizations still apply. But for the base model’s behavior, unless the user explicitly sets their region or context, there’s not much you can do to control it.
Honestly, this feels like a platform problem, not a publisher problem. Until the AI search providers build in better contextual awareness, there’s only so much we can do.
SEO & Content Strategy
Defining Quality Content in 2026
What does “quality content” look like in 2026 when generative AI can produce endless copy?
That’s the billion-dollar question. I don’t think SEOs have ever fully nailed what quality content means. We’ve called it unique, helpful, or good, but those labels are vague. At an SEO FOMO event, Gary Illyes said Google will be focusing more on original content. That’s not new, but what counts as original has changed.
Ten years ago, it meant rewriting existing info. Then we discussed information gain, which involves adding something new. More recently, it’s about offering a personal point of view, because AI can’t replicate lived experience.
I think of content in two buckets: Solved information: Slow-changing facts that AI can confidently generate. If your website relies on top-of-the-funnel information, expect it to get eaten up by AI answers. LLMs don’t need to perform any grounding or retrieval for these queries because they’re so confident in their ability to generate the answer.
Human content: Copy that reflects emotion, opinion, or storytelling. I’ve developed a sixth sense when reading something that’s AI-related, and I immediately feel disappointed, disengaged, and don’t want to continue reading it. People are craving something more human, which is why creators like Ed Zitron have thriving, paid newsletters.
Ultimately, it comes down to your business model. If you rely on cranking out high-volume, low-differentiation content, this change may be existential. But for everyone else, it’s an opportunity to do better work and stop rewarding fluff.
The Rise of Video in SEO
Is video now a required SEO tactic to increase visibility in AI and PAA results?
Video isn’t necessarily a required tactic, but it can certainly help. In the past, Google has used video signals to understand content better. However, with the rise of AI, video is becoming even more important. AI can analyze video content to understand context, emotions, and other nuances that text alone cannot capture.
For example, if you have a how-to video, AI can understand the steps involved and provide more relevant answers in search results. This can lead to more clicks and engagement, ultimately boosting your visibility. However, it’s not just about having video; it’s about optimizing it for AI.
This means using descriptive titles, tags, and transcripts. It also means ensuring your video is high-quality and engaging. After all, if your video is boring or low-quality, AI won’t be able to extract meaningful insights from it.
So, while video isn’t a requirement, it’s definitely a tactic worth considering as AI becomes more integrated into search.
Conclusion
The search landscape is evolving rapidly, and it’s crucial for influencers and SEO experts to stay ahead of the curve. Mark Williams-Cook’s insights provide a roadmap for navigating these changes, from understanding AI Overviews to optimizing content for LLMs. As browser wars loom and multilingual queries become more complex, the skills and strategies we employ will make all the difference.
In the coming years, influencers who can adapt to these shifts will not only survive but thrive. So, let’s dive into the future of search together!
FAQ: Browser Wars Are Coming To AI Search
What is the impact of AI Overviews on search clicks?
AI Overviews are driving higher quality clicks, but the total number of clicks remains relatively stable. This means fewer clicks per search, especially on informational queries where AI Overviews provide direct answers. The average click quality has improved, indicating that the clicks that do occur are more meaningful.
How does Chrome data support Google’s monopoly and profitability?
Chrome data plays a bigger role in PPC than in SEO, mainly in profiling user behavior. While Google insists they don’t use Chrome data in rankings, it’s possible that this data influences which URLs are crawled, indexed, or re-ranked based on popularity. However, SERP usage data is likely more powerful.
What are the challenges of LLMs ranking for multilingual queries?
LLMs struggle with multilingual queries because they are language-model-driven rather than document-based. This can lead to irrelevant results, such as U.S.-centric answers for a UK search. Until AI search providers build better contextual awareness, optimizing for multilingual queries remains challenging.
What does quality content look like in 2026?
Quality content in 2026 is personal, human-centric, and offers a unique perspective. AI can generate slow-changing facts, but it struggles with emotion, opinion, and storytelling. Content that reflects lived experience and provides a personal point of view will stand out.
Is video a required SEO tactic for AI and PAA results?
Video is not a requirement but can help increase visibility. AI can analyze video content to understand context, emotions, and other nuances. Optimizing video with descriptive titles, tags, and transcripts, and ensuring high-quality content, can enhance its visibility in AI and PAA results.
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