Why is being a primary source better than a top Google ranking?

Luke Meredith

In the world of search engine optimisation (SEO), the notion that there could be a greater accomplishment than achieving the top ranking on a Google search engine result page (SERP) would have sounded ridiculous just a couple of years ago.

However, with artificial intelligence (AI) increasingly gaining relevancy in pretty much everything we do online in 2025, it’s also changing the way we search AND the way search engines present our results.

For example, many common searches made on Google are answered with an AI Overview at the top of the SERP. Here, Google’s AI is compiling what it has identified to be the most helpful pages from across the web, with selected websites functioning as primary sources for the AI’s answers.

Being a primary source, however, can go beyond methods of traditional SEO.

AI summaries of search queries often take into account related discussions and results from community-driven platforms such as TikTok and Reddit. Therefore, it may be necessary for you to expand your search behaviour research to these platforms, in order to establish yourself as the primary source on a topic.

Importance of algorithms

With AI search features more prevalent than ever, understanding how different platforms’ algorithms are performing is more crucial than ever.

If you can figure out what content features are successful in generating traffic on a particular platform, you can exploit these findings in your own content strategy. However, many of these platforms, especially Google, are no strangers to changing their algorithm’s behaviour at the drop of a hat.

Here at Engage Web, our SEO experts ensure we stay on top of developments in the SEO industry so we can provide the best possible results for our clients. Reach out to us now to find out how we can help.

About
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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.