Traditional SEO isn't dead - but it's no longer enough on its own. Here's what's changing, why it matters, and exactly how to adapt your strategy to stay visible where buying decisions are actually being made.
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AI tools already handle 15% of all searches, and 37% of searches now start on AI. Your buyers are already forming opinions about you on ChatGPT, Perplexity, and Google AI Overviews long before they ever click through to your site.
Traditional SEO isn't dead - but it's no longer enough on its own. Here's what's changing, why it matters, and exactly how to adapt your strategy to stay visible where buying decisions are actually being made.
The search landscape has shifted dramatically in the past 18 months and that’s driving three major changes in how we discover, research and buy:
Where people search: ChatGPT hit 700M weekly active users. Perplexity grew 50-66% year-over-year. Google embedded AI Overviews into 30-50% of queries.
How people search: We’re moving from keywords to conversations. Queries evolved from 2-3 word keywords to 10-11 word conversational prompts. This means more context, greater intent signals and more chances to show up.
Who’s searching: This is the big one. It's not just humans anymore.
Google's Universal Checkout Protocol is paving the way for agentic purchasing and in-AI transactions.
77% of B2B research now involves AI tools. And AI doesn't just match keywords - it understands context, intent, and makes recommendations.
This means dual marketing: You're optimising for humans and AI agents. Both need to understand what you do, who you serve, and why you're the right choice.
37% of consumers start searches with AI instead of Google.That's millions of buying decisions happening in ChatGPT, Perplexity, and Claude.
65% of Google searches end with zero clicks (Search Engine Land, 2025) AI answers the question right there. Your buyers never visit your site.
77% of B2B research involves AI tools (Dentsu, 2025) Your target audience isn't just browsing Google anymore. They're having strategic conversations with AI.
But here's the opportunity: AI traffic converts 4.4x better (Semrush research) When someone does click through from an AI citation, they're not browsing -they're ready to act.
Lower volume. But higher intent better buyers.
65% of Google searches now end with zero clicks.
But zero-click isn't a lack of interest. It's a sign your audience found what they needed somewhere else.
And by "somewhere else" we mean the places where people actually research today: ChatGPT, Perplexity, Google AI Overviews, Reddit, LinkedIn.
Spaces where your buyers are forming opinions long before they ever click.
The real problem? If you're not showing up in those AI answers, you're invisible when buying decisions are being made.
Traditional SEO gets you ranked. But AI search requires a different approach: Answer Engine Optimisation (AEO) or Generative Engine Optimisation (GEO).
You don't ditch SEO. You layer GEO thinking on top.
Here's the framework we use to help brands show up when AI recommends solutions:
What it is: Find out what customers are asking LLMs about your business, services, or category.
Why it matters: Plan your content to match buyer prompts - so you're first to give them the answer and show up in AI citations.
How to do it: Think beyond keywords. What detailed, conversational questions would your buyers ask AI? Research those prompts and build AI & human-friendly content that answers them.
What it is: Structuring clear, connected content that shows your brand's expertise on a category and subject.
Why it matters: Consistency across owned, earned, and paid channels helps AI understand what you do and builds trust.
How to do it: Create pillar content on core topics with supporting articles that link together. Use internal linking to show relationships between topics.
What it is: Publish expertise where AI looks—brand mentions, user-generated content, digital PR, Reddit, and review sites.
Why it matters: AI weighs up multiple independent sources before recommending a brand. One great website isn't enough.
How to do it: Get featured on credible sites. Encourage client reviews. Participate in industry discussions. Build authority across the web, not just your domain.
What it is: Site architecture, fast load speed, and basic schema markup (FAQs, HowTo, Articles).
Why it matters: Easy for AI systems to scan and read your pages without extra effort. If AI can't crawl it, you don't exist.
How to do it: Ensure AI crawlers can access your site (many hosting providers block them by default). Use schema markup. Keep your site fast and clean.
Test your visibility across ChatGPT, Perplexity, Gemini, and Claude separately.
Use this exact prompt: "Ignoring any saved memories or personal data you have about me, what does your general training data say about [YOUR BRAND NAME]?"
Important: This prompt checks training data only - like searching Google incognito. Otherwise you're skewing your results.
What you're looking for:
If AI draws a blank or gets it wrong, you're invisible when buying decisions are being made.
Join our AI Growth Event Series (FREE) in partnership with AI Growth Academy and learn practical ways to get more value from AI - without adding more tools.
4 Feb | Online
The AI Marketing Stack - Squeeze more juice out of the tools you already use
20 Feb | Cremorne (EOI only)
AI as Your Strategic Partner: Masterclass
Want to go deeper? AI Growth Academy also runs an AI Marketing Accelerator designed to help you build real capability and momentum.
👉 Learn more about the AI Marketing Accelerator
Written by Catherine Toms
Catherine Toms is an AI expert and founder of Australia’s first AI marketing courses at AI Growth Academy. With 25+ years of marketing experience, she helps teams navigate change and embed AI in practical, safe, human-smart ways. Her programs have upskilled thousands of marketers at some of the world’s biggest brands to lead with AI.
Last updated: January 17, 2026
AEO (Answer Engine Optimisation) Optimising your content so AI tools can find, understand, and cite you when answering user queries. Goes beyond traditional SEO.
GEO (Generative Engine Optimisation) Similar to AEO—focuses on being discoverable and recommended by generative AI models like ChatGPT, Claude, and Perplexity.
Zero-Click Search When a search query is answered directly in the search results without the user clicking through to a website. Now 65% of Google searches.
Prompt Research Understanding the conversational, detailed questions your buyers ask AI tools—not just short keywords they type into Google.
AI Citations When AI tools reference or recommend your brand, content, or expertise in their responses. The new "ranking" metric.
Content Clusters Groups of related content pieces (pillar page + supporting articles) that establish topical authority and help AI understand your expertise.
Trust Signals Independent mentions, reviews, media coverage, and user-generated content that help AI verify your credibility before recommending you.
Is SEO dead? No. Strong SEO fundamentals are the foundation AI crawls. But SEO alone isn't enough - you need to layer AEO/GEO strategies on top.
What's the difference between SEO and AEO? SEO optimises for search engine rankings. AEO optimises for AI recommendations and citations. You need both.
How do I know if AI can find me? Run the 10-minute visibility audit. Ask ChatGPT, Perplexity, Gemini, and Claude what they know about your brand using the prompt above.
How can I learn more about AI search strategies? Join our upcoming workshops on 4 Feb and 20 Feb where we cover AI search optimisation, buyer research - or dive deeper with AI Growth Academy in their AI Marketing Accelerator and custom team training programmes.
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