By Dorota Burzec, AI GP Expert

Why Google Is No Longer the Gatekeeper

The biggest shift in online visibility is happening right now — and most brands don't see it coming.

People no longer “google” everything.

They ask ChatGPT.

They ask Claude.

They ask Perplexity.

They want answers, not links.

So the real question is:

How do you become the answer?

How AI Overviews Actually Work

When you ask a question in ChatGPT or Google’s AI Overview, the system pulls answers from documents it trusts.

But it doesn’t work like classic SEO.

AI doesn’t just scan keywords or backlinks. It evaluates:

• ✅ Authoritativeness (Is this a known expert or source?)
• ✅ Clarity and structure (Are the paragraphs, lists, and headlines easy to read?)
• ✅ Consistency of message (Does this source talk about the topic repeatedly, not once?)
• ✅ Freshness (Has the content been updated recently?)