"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, replacing long link lists with AI overviews and chat-based answers. Users increasingly consult chatbots and answer engines like ChatGPT and Perplexity when researching purchases. About half of US consumers use AI-powered search to evaluate and discover brands, according to McKinsey. The shift is disrupting traditional SEO practices that rely on page design and high-quality backlinks. New disciplines such as generative engine optimization (GEO) and answer engine optimization (AEO) are emerging to preserve brand visibility and representation. Core SEO principles and good site and structured-data hygiene remain important.
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