For years, business has revolved around one big question: “How do we rank higher on Google?”

But a new reality is emerging. AI search (including Google AI Mode, AI Overviews, ChatGPT, Claude, Perplexity, etc.) is reshaping how people discover and trust information.

This isn’t just another search update – it’s a major shift in how businesses get seen, trusted, and chosen. Let’s find out the details about AI and SEO below!

The Search Game Has Changed

1/ What the Numbers Reveal

Google still dominates online search with over 80% of all digital queries worldwide and 4.9 billion monthly active users, but its share is gradually declining.
ChatGPT is emerging fast. Its 542 million monthly active users spend, on average, 14 minutes per session (nearly three times longer than the average Google session).
Other AI-driven platforms, such as Bing and Perplexity, collectively command 7.4% of queries, showing the market is diversifying beyond a single dominant player.

Source: First Page Sage

By 2028, AI search is projected to surpass traditional search as the primary driver of website traffic.
Even more importantly, one AI search visitor is 4.4 times more valuable than a traditional one, because by the time they land on your site, they already know the options and are closer to buying.

Source: Semrush

Key takeaway: Google remains dominant in online search, but it is no longer absolute.

The rise of ChatGPT and other AI platforms signals a fundamental shift in user behavior: Instead of clicking through multiple websites, they increasingly rely on AI to summarize, compare, and recommend in one place.

2/ What’s Google’s Big Move?

If the numbers show us the direction of change, Google’s product updates reveal just how quickly that change is happening.

Step by step, they’re reshaping how search works

Google has rolled out AI Overviews (AI-generated summaries that appear above traditional search results), pulling information from across the web. For many queries, the answer now appears before you even scroll.

Google is testing AI Mode – a “ChatGPT-like” search experience that completely replaces the traditional search results page.

These moves show Google is shifting from serving up “10 blue links” to delivering direct, AI-powered answers.

How Customer Search Behaviour Is Changing

Before (Traditional Search)

User searches for a short keyword (E.g., “best CRM software”).
Scrolls links and opens multiple tabs.
Compares reviews, narrows down options.
Conversion happens days later.

Now (AI Search)

User asks a long, contextual query (E.g., “best CRM for SMEs under $100/month”).
AI Overview summarizes top picks with pros/cons.
In Google’s AI Mode or ChatGPT, users refine via conversation or detailed prompts.
Instead of browsing 10 sites, they might click only one or two – and when they do, they’re more ready to act

Practical SEO Strategies for Tech Products

For tech products, SEO has been more than just about traffic – it’s about trust, clarity, and being seen as a credible solution. In the AI search era, these principles are even more important.

SEO is no longer just about “ranking” – it’s about being referenced in AI

Traditional SEO was built on ranking. The higher your Google position, the more clicks you get.

But AI search works differently. It curates answers from across the web, pulling “chunks” of content that best match the intent. Long-tail, conversational queries now matter more than ever.

Instead of targeting “CRM software,” companies should write for questions like “What is the best CRM for SMEs in Australia under $100/ month?”

That means your goal isn’t just to rank #1 – it’s to be referenced by AI systems.

➡️ Action for businesses:

Structure your content in clear, “chunkable” formats (FAQs, how-tos, product guides).
Use schema markup and NLP-friendly language so AI can parse your content easily.
Think less like “ranking a page” and more like “feeding an AI knowledge base.”

AI compresses the funnel – fewer visits, but higher intent.

AI gives users much of the information they need upfront. By the time a user clicks through to your website, they’ve already compared options, learned your value proposition, and narrowed their decision

This compresses the marketing funnel: fewer visits, but higher conversion.

➡️ Action for businesses:

Focus on high-intent content (comparison guides, solution explainers, product detail pages).
Publish solution explainers for specific industries (e.g., Best project management app for remote healthcare teams).
Prioritize clarity of your value proposition – AI will repeat what’s easy to digest.
Treat every AI-driven visit as a near-sales-qualified lead.

AI Search Prefers Niche Expertise

According to Semrush, ChatGPT cited pages ranking 21+ on Google nearly 90% of the time.

This is a huge shift. In traditional SEO, if you weren’t in the top 10, you barely existed.

AI doesn’t just favor the big players. It looks for relevance, specificity, and clarity. For tech startups, clarity and depth can beat size and budgets.

➡️ Action for businesses:

Target niche, underserved queries. (E.g., “Best AI scheduling app for small dental clinics.”)
Publish in-depth, authoritative content on very specific problems your customers face.
Position yourself as the expert in your niche, even if you’re not the biggest brand.

Communities matter more than ever

Semrush also found that Quora and Reddit are the most cited sources in Google AI Overviews.

Why? Because communities answer niche questions in authentic, conversational ways-exactly the kind of content AI loves. For tech buyers, peer feedback matters just as much as product specs.

➡️ Action for businesses:

Don’t ignore Q&A platforms and niche forums
Invest in authentic participation: answering questions, sharing expertise, and contributing thought leadership.
Consider community-driven platforms as part of your content distribution, not just social media.

Make Your Website AI-Ready

One striking finding: 50% of links in ChatGPT responses point to business/service websites.

This is a massive opportunity. It shows that AI already sees business websites as credible knowledge sources. But those sites must be AI-ready.

AI systems rely on clarity, accessibility, and structured content. If your website isn’t AI-friendly, you won’t be referenced.

➡️ Action for businesses:

Treat your website as a knowledge hub, not just a digital brochure.
Publish evergreen resources and transparent product/service pages that answer customer questions directly (E.g., integration guides, setup tutorials, ROI calculators).
Create multimodal content: text, visuals, videos – AI interprets better when there are multiple cues.
Publish comparison guides (AI loves structured contrasts).
Write for NLP: use entities, simple grammar, descriptive headings.
Ensure your site is crawlable (avoid heavy JavaScript rendering).

Brand mentions are more valuable

AIO may highlight your company even without linking, but that mention still builds trust and influences decisions.

➡️ Action for businesses:

Strengthen recognition through consistent brand awareness campaigns (FB, Google Ads).
For tech products, case studies, and testimonials can significantly increase the chance of being cited.
Investing in PR, reviews, community discussions, and thought leadership.

Need help with SEO in the AI era?

AI search changes SEO from a race for rankings into a contest for trust and visibility inside AI answers. Success depends on creating structured, referenceable content, building trust signals across channels, and ensuring your website is AI-friendly.

At Enosta, we’ve already helped clients adapt to this new landscape, ensuring their products/services are not only visible on Google but referenced directly in AI platforms like ChatGPT and Google AI Overviews.

Our recent client project achieved 23 keywords ranked in AI-generated answers (USA), as identified via Semrush’s AI Overview tracking.