I want to share my thoughts on an often underestimated aspect that some SEO experts might disagree with, or not pay much attention to. First of all, when it comes to Google, let's not forget – we're talking about a company worth 2 trillion dollars! Yes, even a giant like Google continues to experiment with finding the right recipe to harness AI effectively.
In my opinion, their goal is to enhance semantic understanding and seamlessly blend quality content with monetisation, user experience, and navigating the challenges of SEO manipulation.
But amidst these efforts, there’s a layer of complexity that I believe is getting overlooked: the fundamental shift in how people search.
Traditionally, search involved typing a query into the search bar and sifting through a list of results (sponsored or organic). Now, the paradigm is shifting from passive searching to actively engaging with an AI to obtain explanations and suggestions.
This isn’t just a minor tweak in user behavior; it represents a big transformation in the interaction between humans and machines. From SEARCHING to ASKING, and if we currently have 3.1 trillion searches per year, imagine the volume of conversations in the near future!
The Intent Status Shift
SEO and PPC have long been recognized as two pivotal channels for converting customers, effectively complementing social media awareness and high-reach campaigns like TV advertisements. What’s different now?
The introduction of AI tools such as Gemini, Perplexity, Claude or others has changed the game.
Users might now ask these AIs why one option is preferable over another-like:
- Why is Betano better than Blaze?
- Which game is better for players, Reactoonz 2 or Starburst, in terms of RTP?
- What are the best online casinos offering free games?
… and base their decisions on the AI-driven insights provided.
This shift towards conversational AI tools can significantly influence how brands approach SEO and PPC, as traditional keywords give way to more peculiar, question-based interactions. Probably the role of ‘Search/Ask landscape’ will impact all the stages of the decision-making process and not only the stage known as ‘Conversion’/Purchase
The Rise of Conversational Search
We may soon find that the metrics we track will change. Instead of measuring “share of searches,” we might start looking at “share of dialogue” or “share of conversation.” This shift indicates a deeper engagement with technology, where users expect a conversational partner rather than a passive information repository. Will metrics such as CTR%, clicks to conversions, change or evolve?
Looking Ahead
Some time ago, when only few were discussing SGE and AI overview, I wrote an article where I referred to this as “Search Artificial Intelligence Optimization” (now known as GEO – Generative Experience Optimization). My goal was to explore potential tips and experiments that might help brands or affiliates to be referred by AI.
Every site seeing declines in this new AI-powered era of search will have a different path to sustaining visibility and mitigating traffic loss. At a high level, I’d recommend focusing on links. Not, of course, the nonsensical, unqualified backlinks – but meaningful links DO still matter. As does creating content with clarity, readability, and succinct answers to targeted user questions, building strong EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) signals into all of your content, and covering topics you want to be seen as an authority on thoroughly in your content marketing strategy.
So, what if we want to enter the ‘Ask landscape’? I’ve tried to list some key strategies, challenges, and benefits for navigating this evolving landscape. Nothing is set in stone, but let’s not forget that whether it’s SEO, GEO, or Search AI Optimization, it doesn’t work as a standalone medium. It requires investment in branding, digital PR, social media, and user-centric experiences.
- Valentina Diaco, Marketing Leader and Strategic Business Partner
