Vox Media study<\/a> found that 61% of Gen Z and 53% of millennials now turn to AI tools for search instead of traditional search engines. Even Google’s global search market share recently dropped below 90% for the first time in almost a decade.<\/p>\n\n\n\nWhat Does This Mean for SEO and Earned Media?<\/h2>\n\n\n\n
With Ai delivering answers upfront, companies can’t just focus on ranking high in traditional search results anymore. Now, companies have to think about how AI platforms interpret and present their content, newly referred to as “generative engine optimization (GEO).”<\/p>\n\n\n\n
Tejas Totade, CTO at Ruder Finn, says, “As communicators and marketers, our focus had always been, ‘How do we show up positively on the first page of Google?’ Now it’s not just about showing up; it’s also about understanding what the LLM is going to say about you, because of how prescriptive it is.” This shift has huge implications, not just for businesses but also for anyone relying on search traffic. If AI provides the summary, do people still care who wrote the original article? Does a brand’s reputation even matter if it’s all getting funneled through an AI-generated response?<\/p>\n\n\n\n
Navigating the New Search Landscape<\/h2>\n\n\n\n
Companies and agencies are already adapting. Ruder Finn launched rf.aio to track how different AI models handle brand-related searches. Edelman is rolling out a service to help brands stay visible in AI-driven search results. And PR professionals are debating the impact of AI on everything from paywalls to credibility. Todd Ringler, head of U.S. media at Edelman, explains, “Unlike SEO, GEO focuses on authoritative content to give it a leg up on discoverability within AI platforms. Among other changes, multimedia integration and earned media stories, including those behind the paywall, take on new currency in this changing value equation. Earned media and content strategies need to be savvy to where and how AI search is finding and structuring its answers and actively work to shape the information.”<\/p>\n\n\n\n
The Future of Search: More Clicks or Fewer?<\/h2>\n\n\n\n
The obvious question is whether AI search will drive curiosity, or kill traditional traffic altogether. Some experts think smarter summaries could encourage users to click through for more details. Others worry that if AI gets too good at providing the answers, people may never visit original sources. Ephraim Cohen, global head of data and digital at FleishmanHillard, summarizes it well by saying, “Optimizing for GEO helps, but we still need to make content worth reading in full so that the message can be delivered in the full brand context, be it a story or information page.” The challenge is figuring out what’s valuable enough to click on.<\/p>\n\n\n\n
One thing is for sure: search is evolving fast, and brands that want to stay relevant will need to adapt. Whatever that means for how businesses will modify their content, the future of search is all about shaping how AI presents your story.<\/p>\n","protected":false},"excerpt":{"rendered":"
For so long, Google’s rankings were primarily focused around website links. Then came a mix of videos, images, and more for a comprehensive search. Then it was “knowledge panels” that showed quick summaries of information. But recently, things are shifting in an even bigger way, and that is through AI-driven search. The Rise of AI […]<\/p>\n","protected":false},"author":103,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3562","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\n
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