Here’s what Flanagan advised in a recent article:

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Screenshot showing the example of an AI overview that comes up on Google for the query, “time machine where would you go”

Source

HubSpot’s Kieran Flanagan expects AI to shift SEO in three main ways. It will:

Decrease click-through rates on search engines.
Force search engine experts to be more holistic digital marketers.
Make customer-centric strategies more important than keyword-focused ones.
So, what can we do?

Tips to achieve this marketing manager goal:
Graphic showing quote from Kieran Flanagan, SVP Marketing at HubSpot


Create high-quality, expert content: Your content can't cyprus phone number material just answer common questions with relevant information anymore. Everyone can do that. Now, it needs to provide credible perspectives, authoritative tips most readers won‘t find elsewhere, and other elements that comply with Google’s EEAT philosophy.
Optimize for featured snippets: Structure your content so it's easily scannable and provides direct answers to common queries. As AI overviews are slowly replacing featured snippets, we believe the criteria for appearing here may be similar.
Focus on user intent: Tailor your content to address specific user needs, which can improve your chances of being recommended as an answer in LLM-generated search results.
Build authority and backlinks: Like search rank in general, high-quality backlinks and mentions can signal to LLMs that you're a trusted source. Keep making this a priority.
You can also check out these resources from HubSpot:

How to Write Content that Generative AI Search Engines Will Cite, According to Experts
6 Steps Bloggers are Taking to Prepare for AI in Search [New Data]
Setting (And Achieving) Goals Like a Marketing Leader
Determining your top goal depends on your company’s needs.