For years, 'just Google it' was the default answer to any question you did not know the answer to in an instant. Search meant typing a query, scanning the top results, and clicking through to websites. But the digital landscape has shifted dramatically. With AI-generated answers in Google (currently extending to AI mode, i.e. Large Language Models (LLMs) embedded in search) and at the same time social platforms like Instagram being indexed by Google, discovery is no longer linear. For brands and content producers, this new complexity is both a challenge and an opportunity.
How Search Is Evolving
Generative AI in Search
Google’s AI Overviews—powered by Gemini—are reshaping the search experience by synthesizing information directly in the results. Meanwhile, tools like ChatGPT and Perplexity have carved out a new category of 'answer engines.'
In June 2025, nearly 6% of desktop search traffic flowed through LLM-powered engines, a figure that continues to rise. This signals a clear shift: users are increasingly comfortable receiving synthesized answers rather than clicking through multiple links. And this is already shown in brands' website traffic data.
From SEO to AEO and GEO
Traditional SEO is no longer enough. The conversation has moved to Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). AEO focuses on structured, conversational content that AI engines can easily surface, while GEO is about being cited by generative models. Artificial Intelligence Optimization (AIO) builds on these approaches by focusing on how brands can position themselves to be selected as the single AI-generated answer. As my colleague Rafael recently phrased it in his article on AIO, “SEO is about being found; AIO is about being chosen.”
Social Content Becomes Searchable
In July 2025, Meta opened the door for Google to index Instagram posts from professional accounts. This is a game changer: Instagram content now behaves like web content, surfacing in SERPs for product queries, local searches, or branded hashtags. Other AI platforms cannot access Meta’s ecosystem, giving Google a unique edge. For marketers, captions, alt-text, and hashtags are no longer just for engagement—they’re SEO signals.
LLM Answers vs. Hybrid Models
Not all AI answers are created equal. Some platforms respond purely from the LLM’s knowledge base, limited by training data. Others—like Google AI Overviews or Perplexity—blend LLM reasoning with real-time web searches, citing live sources. This distinction matters: in hybrid models, SEO and structured content remain critical for visibility, while pure LLM answers depend more on brand authority and mentions within training data.
Why This Matters: Impact on Content Production
Organic traffic on the decline
As AI answers proliferate, fewer users click through to websites. Informational queries that once drove top-of-funnel traffic are now answered instantly. For publishers and brands relying heavily on educational content, this represents a structural decline.
Will Websites still matter?
The role of websites in the age of AI-driven search is shifting, and the answer isn’t the same for every industry. The impact will vary widely depending on business model, audience behavior, and content strategy. What used to be the central hub for discovery may increasingly serve different purposes across sectors.
- E-commerce & consumer brands: Likely to shift budget toward product detail, reviews, and partnerships to appear in enriched AI answers. For example, a D2C skincare brand might see fewer visitors landing on its blog posts about “how to build a skincare routine,” but more value in optimizing detailed product descriptions and customer reviews so they appear in Google’s AI Overviews.
- B2B & knowledge-driven sectors: Thought leadership still matters, as authority signals improve chances of citation. A SaaS company might no longer rely on high-traffic explainer articles like “what is CRM,” but instead publish expert whitepapers or research that establish authority and get cited in AI-generated answers.
- Media & publishers: Particularly challenged, as informational content is often absorbed directly into AI responses. For instance, a news site might lose traffic from generic “what happened in today’s markets” searches, as AI answers summarize the story, leaving the publisher with fewer opportunities to capture readers.
Strategically, websites may evolve from being the primary entry point to acting as validation and trust anchors. The big question: Are websites still the gateway to discovery, or are they becoming destinations only after users encounter a brand in AI-generated answers?
Content Budget Redistribution
This evolution could lead to a redistribution of budgets. Should brands reduce spending on generic top-of-funnel content and invest more in product-centric, conversion-oriented, and cross-channel content? The answer likely depends on industry context—but it’s a discussion every marketing leader needs to have.
Adapting Content Strategy for the New Search Landscape
To stay visible in an AI-driven search world, brands need to evolve their content strategy beyond classic SEO tactics. That means thinking more holistically about how content is structured, distributed, and updated across channels. Below are five pillars for adapting.
Optimize beyond SEO
Brands should go beyond keyword targeting and optimize for Answer Engine Optimization (AEO). This means creating Q&A formats, FAQs, and implementing schema markup that signal relevance to AI systems. For example, a financial services firm could build detailed FAQ pages addressing customer questions about mortgage rates or investment strategies, making them more likely to surface in Google’s AI Overviews.
Embrace Multimodality
AI now interprets not only text but also images, video, and audio. Brands should optimize alt-text, provide transcripts, and enrich metadata. A travel company, for example, might publish blog posts with integrated videos and transcripts, ensuring their guides are visible in both traditional and AI-driven search experiences.
Keep Content Fresh
Generative systems favor timely, updated information. Brands should regularly refresh high-value pages, integrate live data where relevant, and update older content to maintain visibility. A SaaS provider might update feature comparison pages monthly so that AI-powered summaries pull in the latest details.
Integrate Cross-Channel
With Instagram posts and potentially other social platforms indexed by Google, SEO and social strategies must converge. Captions, hashtags, and keywords should be aligned across posts and blogs, ensuring consistency. For example, a fashion brand could synchronize Instagram captions with seasonal product landing pages to amplify discoverability.
Build Trust and Authority
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) has never been more critical. Brands should clearly showcase expertise, author credentials, and transparent sources. A healthcare company, for example, could emphasize medical credentials and provide citations to authoritative sources to strengthen trust signals for AI engines.
5 Actions Brands Should Take to Be Ready for the Future
The rapid evolution of search is rewriting the rules of digital visibility, and brands can’t afford to sit back and wait. If you are a brand manager, the key question is: what should you do now? Staying relevant means acting immediately with a mix of strategic foresight and hands-on experimentation. To prepare for the future of search, brands need to think both strategically and practically about how they allocate resources and adapt workflows. The following actions can help:
- Audit current AI visibility: Invest in analytics and tools: Use emerging platforms that track brand mentions and citations in AI outputs. These insights help you measure visibility and adjust strategy.
- Align workflows: Break down silos between SEO, social, PR, and product teams. Integrated planning ensures your messaging is consistent and reinforces authority across channels.
- Experiment actively: Test schema markup, structured data, FAQ pages, and optimized social captions. Learn what increases inclusion in AI-driven search results and double down on what works.
- Strengthen entity signals: Build trust through PR coverage, user-generated content, and authoritative third-party validation. Strong signals improve the likelihood of AI systems recognizing and citing your brand.
Conclusion
Search is not disappearing, it’s evolving into something more fragmented, dynamic, and AI-driven. Brands that cling to traditional SEO alone risk being invisible in this new landscape. Instead, they must integrate AEO, GEO, and AIO into their strategies, align content across channels, and treat their websites as one part of a broader ecosystem. The winners will be those who adapt early, build trust, and create content ready for both machines and humans.
