I often reflect on the evolving landscape of search and how tools like Google Search and AI platforms such as ChatGPT are reshaping how we discover content. With these shifts, I’ve learned how crucial it is to track, optimize, and convert customers effectively across both platforms.
Recent developments like AI Overviews, ChatGPT, and zero-click results have led many to speculate about the end of SEO. However, I believe SEO is far from dead – in fact, it might be more vibrant than ever.
Search engines are still responsible for about 88% of all search traffic, while AI usage is nearly doubling. This dual rise tells me that consumers aren’t just choosing between Google and ChatGPT – they’re using both together.
The narrative that we must choose between SEO or AI search can be misleading. I see them as parallel paths of discovery that need to be mastered together.
People like certainty and often look to focus resources on either a tried-and-true channel or explore a new one. Yet, I’ve realized overindexing in AI while ignoring classic SEO forfeits current market share, and hesitating gives competitors a head start.
The assumption that AI growth reduces Google usage is flawed. While Google’s share fell to 89.62%, ChatGPT’s user base is soaring. Yet, from where I stand, consumers aren’t leaving Google – they are just using more platforms.
From my perspective, ChatGPT adoption has led to increased usage of Google, with sessions rising from 10.5 to 12.6 sessions per week. AI complements traditional search, enhancing the scope of our discovery process.
This expansion in search activity presents a ripe opportunity for ecommerce. Remarkably, 43% of ecommerce traffic comes from Google’s organic search, and organic traffic supports 23.6% of all ecommerce sales. Meanwhile, shopping inquiries in ChatGPT grew from 7.8% to 9.8% in the first half of the year.
The total addressable market for search visibility has multiplied, with searches now distributed across various channels. I ask myself how brands can capture this holistic search opportunity.
Tracking is essential. Implementing comprehensive tracking allows me to see the full picture of our search performance. This often requires managing traditional search statistics separately from AI results, yet the integration of tools like Semrush Enterprise AIO has been invaluable for tracking visibility across different platforms.
On the content side, key SEO principles support AI search performance, but the structure might need tweaks for optimal topical coverage. I always ask if my content answers users’ actual questions effectively. Covering vital questions upfront boosts relevance and the potential for AI citation.
Giving content full context is another principle I adhere to. AI models view topics as connected ideas. Writing about sustainable products means also discussing eco-friendly materials and related subtopics, but without resorting to keyword stuffing.
Ensuring my content is accessible to both AI and humans means prioritizing readability, clarity, and logical structure. It means everything from heading hierarchy to scannable formatting must be on point.
Platforms like Semrush Enterprise AIO help by offering dual-channel optimization capabilities that I find reduce guesswork and provide guidance for maximizing search performance.
Profit is the ultimate focus, and I’ve found that AI search visitors are 4.4 times as valuable in terms of conversion. Coupling this with search engines’ role in brand discovery shows the importance of optimizing across both avenues.
To me, the outdated choice between SEO and AI is a misunderstanding of modern search discovery. Customers aren’t choosing – they use both Google and ChatGPT, often simultaneously.
By embracing this dual-channel approach, brands are poised to dominate the search landscape, ensuring they are present wherever customers begin their search journey.
Inspired by this post on Search Engine Land.
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