"Meanwhile, people are completing more of their research directly within AI-generated results, a major departure from the classic "search, click, browse" pattern of the last two decades. Google AI overviews now appear in over 60% of search queries, according to Xponent 21, fundamentally changing how information is consumed and how often users need to leave the search page. For businesses that depend on traditional search visibility, these shifts represent a structural change."
"And they place new importance on something many organizations have historically underestimated: whether their websites are built in ways that AI systems can actually understand. AEO and GEO: The New Rules of Discoverability As AI tools begin interpreting and delivering more of the web's information, two concepts are emerging as essential to online visibility: answer engine optimization (AEO) and generative engine optimization (GEO)."
Search engines served as the primary internet gateway for more than two decades, with users entering keywords and businesses optimizing for rankings. The emergence of AI platforms is shifting discovery, with traffic from AI-powered tools to U.S. retail sites surging dramatically and consumers increasingly relying on AI recommendations. Users are completing more research within AI-generated responses, and AI overviews now appear in a majority of queries, reducing clicks to external sites. These changes create structural shifts for businesses and increase the need to design websites so AI can extract and interpret content, driving adoption of answer engine optimization (AEO) and generative engine optimization (GEO).
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