"Artificial intelligence is transforming online search. Rather than peruse the list of long links on a search engine results page, users are increasingly being served AI overviews - snippets of content that aim to immediately answer their questions - or consulting chatbots and answer engines like ChatGPT and Perplexity when researching purchases. About half of US consumers are using AI-powered search to evaluate and discover brands, per a recent McKinsey report."
"The shift is upending the world of search engine optimization (SEO), a practice that involves designing web pages and securing links from high-quality sites to help brands rank highly on search engine results pages. New cottage industries like generative engine optimization (GEO) and answer engine optimization (AEO) are emerging as companies strive to keep their brands visible - and accurately represented - within AI-driven interfaces."
Artificial intelligence is transforming online search. Users increasingly receive AI overviews and consult chatbots or answer engines instead of scanning long result links. About half of US consumers use AI-powered search to evaluate and discover brands. The shift is disrupting traditional search engine optimization, which centers on web page design and securing high-quality links to rank on results pages. New practices like generative engine optimization (GEO) and answer engine optimization (AEO) are emerging to help brands remain visible and accurately represented within AI-driven interfaces. Major AI platforms offered practical GEO tips for brand positioning in conversational search.
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