In the past, online presence was mainly about being high in Google searches. Although traditional SEO techniques remain crucial, the process of searching for relevant data and discovering businesses has completely transformed.
Nowadays, many internet users rely on AI-based solutions such as ChatGPT to find answers to specific questions, discover solutions to problems and receive recommendations.
On the top of that, AI-generated summary results may even be shown before traditional Google search results, impacting the way in which users will seek out information online. As a consequence, most of the research and decision-making is done before a user reaches a particular company’s website.
Hence, companies should not only aim at achieving good rankings. They have to make their presence felt in any platform used by potential clients – whether it is Google or AI-based conversational search tools.
How the two experiences differ
Google is now a mix of things: regular results, AI Overviews, AI Mode, ads, Maps, Shopping, images and video. Even its AI features link out to websites and rely on the same Search systems underneath.
ChatGPT Search works more like a conversation. It can search the web when current information helps, then answer with links to its sources. The person can keep asking follow-ups, such as “what about on a smaller budget?”, without starting over.
In practice, that means a Google user often runs several searches and opens several tabs, while a ChatGPT user stays in one thread and refines. Google is still stronger for local discovery through Maps and business listings, and it has a mature advertising system. ChatGPT is built for exploring and comparing.
The point isn’t that one beats the other. Both are becoming more conversational, and your customers probably use both.
Searches are getting longer and more specific
Compare these two:
- digital marketing agency
- I run a small e-commerce store and want more organic traffic so I’m less dependent on paid ads. What kind of agency should I hire?
The second one tells you the business type, the goal, the concern and roughly where they are in deciding. That’s much richer than a keyword, and it’s the kind of question people increasingly ask.
So when you plan content, don’t stop at “what keyword do we want?” Ask what situation the person is in when they type it.
The customer journey is messier now
The old path was tidy: search, click a result, read, compare, get in touch.
Now it might go like this. Someone asks ChatGPT to explain their options, checks a couple of claims on Google, looks up your company on LinkedIn, reads reviews, and then comes to your website, or comes back a week later by typing your name directly.
By the time they arrive, they often already know the basics. Your site doesn’t need to explain what SEO is. It needs to show why you’re the right person for their specific problem.
This also means a click isn’t always the first sign you see. Watch branded searches, direct visits and “how did you hear about us?” answers, not just clicks.
Is Google SEO less important now?
No. AI search optimization does not make traditional SEO irrelevant. AI search tools still rely heavily on information available across the web, while Google’s AI features are connected to its core Search systems. That means the fundamentals still matter: your pages need to be crawlable and indexable, technically sound, useful, well connected through internal links and backed by genuine authority.
What has changed is the competition. You’re no longer trying to win only one of the traditional blue links. Your content may need to become a trusted source across Google Search, AI Overviews, ChatGPT and other AI-driven search experiences.
You may hear terms such as AEO (Answer Engine Optimization), GEO (Generative Engine Optimization) and AI SEO used for this approach. While the terminology varies, the goal is similar: create content that is clear, genuinely helpful, easy for search systems to understand and strong enough to be trusted. These strategies build on good SEO rather than replace it.
What I’d actually do
Start with real questions. Keep your keyword research, but add question research. For “digital marketing services,” that might be: how much should I spend? SEO or PPC first? How long until results? How do I pick an agency? Ask your sales team what prospects ask on calls, because that’s your best source.
Be the source worth citing. The web has thousands of identical “What is SEO?” articles. A page with your own case study, real numbers, a test you ran or a lesson you learned the hard way stands apart. Ask yourself what you can say that others can’t.
Go deep on a few topics. One page chasing a competitive keyword rarely does much. Build a main service page backed by well-linked pages on the specifics, such as local SEO, PPC, content or conversion optimization. That helps visitors move around and helps search systems see what you’re expert in.
Say plainly what you do. Compare these two:
“We deliver innovative next-generation solutions that transform businesses.”
“We provide SEO, PPC, social media and website development for businesses that want measurable growth.”
The second is something a customer, Google or an AI tool can actually use. Make sure your site clearly states who you are, what you offer, who you serve, where you work and how to reach you.
Show up beyond your own site. People meet brands on Google, LinkedIn, YouTube, review sites, directories, podcasts and communities. Be present where your customers spend time, and be genuine about it. Manufacturing just to look authoritative is not worth the risk.
Keep the technical side healthy. Check indexing, robots.txt, sitemaps, page speed, mobile usability, broken links and duplicate pages regularly. If search systems can’t reach your content, nothing else matters.
Use structured data accurately. Markup like Organization, LocalBusiness, Article or Product helps search engines understand your pages. It’s useful, but it isn’t a guaranteed way into AI answers.
Measure the business, not just the rankings
Rankings and clicks tell only part of the story now. Track impressions, branded search, referral traffic, enquiries, conversion rates and revenue together. If people are seeing you but not contacting you, look at your landing pages, your offer and your forms before blaming visibility.
Don’t pick a side
You don’t have to choose which one to use whether Google or ChatGPT as your customers won’t choose either. First, the user will discover your company through ChatGPT, check your information through Google, look at your LinkedIn page, and visit your website. The other user might come across your website at first and further discover you via AI and social media.
In this scenario, the most reasonable approach would be to become present throughout the whole search process. Your business should have strong SEO basics, create valuable content, clearly express its message, and be reliable on the platform where your audience operates.
However, it does not mean that you should tailor your business exclusively for a certain search engine or AI platform.
How Ansuv Groups can help
We work with businesses on the full picture: SEO, AI SEO and GEO, AEO, PPC, social media, performance marketing, and website design and development. The aim is to connect search visibility to results you can measure, such as leads and revenue.
The takeaway
Not about ChatGPT being a replacement for Google; not about Google becoming ChatGPT. Searching is changing. People begin asking more conversational queries and comparing the data obtained via various tools.
The businesses that manage to adapt to the change would be those that stay noticeable throughout the entire customer journey. Should you begin searching for the required information via Google, ChatGPT, social networks or other channels, it must become possible for your business to get hold of you and earn your trust.
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