Why Search is No Longer Just Search – How to Prepare Your Brand for the Next Era of Search

Search is no longer just about typing keywords into Google. It has become a complex mix of traditional search engines, local discovery, and AI-driven answers. Whether users are discovering a local café, learning how to fix a leaky tap, or seeking expert advice, the way they search has shifted dramatically. Traditional SEO (Search Engine Optimisation) still plays a vital role. However, it’s now joined and increasingly eclipsed by GEO (Geographic/Generative Engine Optimisation) and AEO (Answer Engine Optimisation). The winners will be brands that don’t merely appear- they answer.

SEO – Still a Foundation, But Changing Fast

Despite the rise of AI, SEO remains a crucial pillar. In 2025, Google accounts for over 92% of global search traffic, while around 68% of online experiences begin with a search engine. In the UK, businesses with strong SEO can expect organic sources to deliver more than 50% of website traffic.

Yet the rules are evolving. Businesses must align with mobile-first indexing (now mandatory across all sites) and contend with zero-click queries – where the searcher finds the answer within the SERP itself, without clicking through. It’s no longer about shortcuts; it’s about clarity, quality, and delivering the right content the right way.

GEO – Optimising for Place and Generative Interfaces

Local intent remains vital – especially for SMEs. Nearly 76% of local searches on mobile result in in-person visits within a day, and 28% of those lead to purchases. The “near me” query format continues to grow, embedded in what marketing pros call micro-moments.

But GEO (Generative Engine Optimisation) goes further – it’s about shaping your visibility in AI-powered summaries, by combining local SEO (like updating Google Business Profiles, reviews, NAP consistency, structured local schema) with GEO tactics, which means staying relevant in both map packs and AI-generated results.

AEO – Be the Answer, Not Just an Option

AEO is emerging as the new frontier. While SEO seeks ranking, AEO aims to be the answer – optimised for AI-first formats such as featured snippets, voice assistant replies, and AI chatbot outputs. It’s about structuring your content to be cited, trusted, and conversational.

AEO relies on:

Conversational Q&A formats match the way users ask questions.
Structured data, headings, and lists to help AI parse and extract answers.
Trust signals and EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) that AI systems can cite

A recent Gartner projection warns that by 2026, traditional search volume might drop by 25% as AI chatbots take over more queries.

Why It Matters – The AI Displacement of Web Traffic

AI is shifting search behaviour both at speed and scale. According to the Wall Street Journal, 80% of consumers now complete 40% of their searches without clicking a link – and 42% use generative AI tools like ChatGPT for shopping guidance. Meanwhile, many websites, including brands like Mailchimp, are seeing declines in traditional traffic – forcing a rethink toward being “bot-friendly” in structure and speed.

Business Insider reports a surge of startups and tools dedicated to AEO.

Generative interfaces like Google’s AI Mode further illustrate the shift: they prioritise direct, chatbot-style answers – synthesising information across web sources -and deliver far fewer click-throughs to websites.

From Local Roots to AI Readiness

The convergence of SEO, GEO, and AEO creates a powerful opportunity for businesses and organisations:

Local businesses benefit from enhanced visibility through local SEO tactics, such as verified Business Profiles, review management, and proper structuring.
Structured data and FAQ formats help UK websites feature in both featured snippets and AI overviews – and also support local trust signals.
Conversational content style, tuned to UK language nuances, can improve the odds of being cited in AI assistants.
And emerging signals like sustainability, ethics, or transparency may enhance brand credibility – Google appears to reward such traits subtly in engagement metrics.

Practical Steps Forward

1. Audit across SEO, GEO, and AEO

Measure your organic traffic and SERP rankings.
Identify drops in click-throughs or rising zero-click impressions.
Analyse AI visibility – are you being cited by ChatGPT, Perplexity, Gemini, or Google AI Overviews?

2. Embed structured data and FAQ content

Use schema markup for products, FAQs, local business info, opening hours, etc.
Introduce content with direct Q&A formats – answer the questions your customers are asking.

3. Optimise for machine readability:

Implement llms.txt, site speed improvements, semantic structure, and simplified navigation to support AI crawling.

4. Develop conversational, trust-rich content

Write in a natural, helpful tone.
Provide clear, concise answers – even if they reduce clicks: visibility matters more.
Cite reputable sources to boost credibility (EEAT).

5. Monitor emerging metrics:

Track citations in AI assistant outputs, featured snippet inclusion, and local pack presence.
Feedback from AI visibility may power future content strategy changes.

The New Visibility Trio – Long Story Short

Search has fractured into multiple layers. The organisations that thrive will be those who treat SEO, GEO, and AEO not as separate tactics, but as a unified strategy

SEO remains the foundation – ensuring your site ranks and attracts clicks.
GEO positions your brand in local and generative engines – serving proximity and AI summarisation.
AEO builds brand presence inside AI-led answers, voice, and zero-click environments.

This shift favours brands that combine local roots (GEO) with content clarity (AEO) on top of SEO fundamentals. The future belongs to those who don’t just live on search listings – but who become the answer. We can help organisations navigate these new waters, ensuring they’re discoverable, trusted, and front-of-mind in a world that no longer waits for clicks.