AI’s Impact on Search: Our POV

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AI is transforming search by shifting from traditional SEO to GEO (Generative Engine Optimization). Content must be high-quality, conversational, and optimized for both AI-driven and traditional search engines. Previously, success in search was measured primarily by engagement with search ads—such as click-through rates and impressions. However, as AI-powered search tools like Google’s Search Generative Experience (SGE) and ChatGPT-driven responses become more integrated into user journeys, the emphasis is shifting toward what happens after users arrive on a website. Metrics like dwell time, user interactions, conversion rates, and content relevance now play a more significant role in determining visibility and effectiveness.

To succeed in this new landscape, brands must create content that is not only discoverable but also deeply informative, engaging, and structured in a way that AI can interpret and surface effectively. This includes optimizing for natural language queries, leveraging structured data, and crafting content that aligns with user intent rather than just keywords.

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The 3 biggest impacts on paid search:

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1. Measurement shifts: With AI delivering direct answers on the search results page, users may not need to click through to a website as often, reducing reliance on traditional click-based metrics like CTR (Click-Through Rate). Instead, advertisers will need to focus more on cost-efficiency metrics, such as Cost Per Action (CPA) and Return on Ad Spend (ROAS), ensuring that ad budgets drive meaningful website actions rather than just clicks.
2. Dynamic keyword searches: AI now interprets user intent more fluidly, meaning broad match keywords, smart bidding, and a well-structured website are more critical than ever. Advertisers must prioritize conversion tracking and ensure that their landing pages are optimized for natural language queries to stay competitive.
3. Ad placement changes:  AI-generated search results are pushing ads into new positions on the page, sometimes appearing above or below AI-generated responses rather than in the traditional top spots.

By understanding and leveraging these shifts, marketers can craft compelling copy that appeals to users and aligns with the latest AI-driven search strategies.

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Integrating SEO with GEO 101:

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Unified Content Strategy

Create content that works for both traditional search engines and AI-driven platforms. With formats like Responsive Search Ads (RSAs), every element of your ad copy must be strong on its own. It is key to write in a natural and engaging way, avoiding overly salesly language.

Technical Excellence

Ensure your website is fast, mobile-friendly, and optimized for natural language processing.

Holistic Keyword Strategy

Move beyond rigid keyword targeting. Embrace long-tail, conversational queries that AI algorithms favor.  

By integrating SEO and GEO strategies, brands can create content that not only ranks in traditional search engines but also thrives in the evolving AI-driven search landscape.