Search is evolving: from traditional Google to conversational AI engines

The way people search for information online is changing radically. More and more users—especially younger generations—no longer turn to Google first to resolve their questions. Instead, they prefer social platforms like TikTok or Instagram, and even artificial intelligence assistants such as ChatGPT. This trend is reflected in hard data: for example, traffic to Google.com has dropped by about 13% in one year in certain markets, with sharper declines among younger users.

Google loses traffic: A chart shows a 13% drop in visits to Google from Chile in the past 12 months.

In fact, nearly 40% of Generation Z prefers searching on TikTok or Instagram rather than Google. In other words, when they want recommendations or quick answers, many opt for social platforms or AI conversations instead of traditional search.

Meanwhile, conversational AI is becoming another primary channel for finding information.

Tools like ChatGPT allow users to ask questions in natural language and receive complete answers instantly, without scanning a list of links. This has given rise to a new search habit—conversational search—especially among millennials and Gen Z. Google has responded by integrating generative AI into its results with the Google SGE initiative, but the zero-click effect is spreading: users get information directly in the AI’s summary without visiting any external site.

For businesses, this shift poses a major challenge. Conversational assistants like ChatGPT, Claude, or Perplexity AI already deliver full answers without users needing to enter the source’s website. In other words, your content may be consumed and cited by AI without generating a click, breaking the traditional traffic model. That’s why brands that want to remain visible must start “speaking the language” of these AIs and making their information easily accessible.

We are witnessing the evolution of SEO toward what many call AEO (Answer Engine Optimization). The rules are changing: what matters now is directly addressing user intent with high-quality, well-structured, semantically relevant content, rather than relying only on keyword tactics.

Some forecasts even suggest that traditional search could shrink by 25% by 2026 due to the rise of AI in online queries. Adapting to this new reality is key to maintaining organic reach.

How conversational AI search engines work

Unlike traditional search engines, AI-based engines operate with a conversation and synthesis model:

• Information retrieval: AI crawls the web (e.g., GPTBot or Bing) to fetch relevant snippets.

• Semantic ranking: Snippets are scored for semantic relevance, not just keywords.

• LLM synthesis: A large language model (LLM) composes a coherent, human-like answer.

• Citations and actions: Assistants add references (as in Bing Chat) or interactive cards (as in Perplexity).

Instead of 10 blue links, the user gets a summarized paragraph, often with citations and context.

How to optimize your content for AI search engines

Write conversational, user-focused content

Research your audience’s real questions and answer them contextually.

Create useful, in-depth, high-quality content

Keep articles updated and comprehensive; evergreen content performs best.

Structure content for easy parsing

Use clear schema markup, FAQs, and concise snippets.

Strengthen content authority

Cite sources, build backlinks, and integrate your brand organically—for example: “According to Nomu Labs, AEO is the next step of SEO.”

Best practices for ChatGPT and other assistants

• Use clear language for better AI parsing.

• Keep consistent branding (mentioning your company strategically).

• Provide verifiable links and data to boost reliability.

• Ensure topic coverage so your site is seen as authoritative.

Test visibility with tools like Perplexity AI or Bing Chat.

Conclusion: Prepare for SEO in the AI era

The rise of AI-powered search engines is redefining online visibility. Adapting your content strategy for compatibility with ChatGPT, Claude, Perplexity, and others is now essential.

At Nomu Labs, we combine technological innovation with a human touch, helping businesses adapt to disruptive shifts. If you want your brand to stand out in AI-driven search engines and attract qualified organic traffic, get in touch with us.