SEO Is Changing Again

Welcome to the era of answer engines. ChatGPT, Perplexity, Claude, Gemini.
AI platforms that respond directly to questions without sending users to a website.

It’s not a trend. It’s a shift. And it’s already changing how brands win or get ignored in search.

Traditional SEO Still Works. But It’s Not the Full Picture Anymore.

Let’s be clear: ranking on Google still matters. It still drives millions in revenue for our clients every year.

We are not discarding our previous approaches to SEO, we’re evolving them. 

Here is what is happening in parallel:

• Search engine results pages (SERPs) are shrinking – featured snippets, AI Overviews, and zero-click formats are pushing organic listings lower.

• AI tools are stealing attention – platforms like ChatGPT and Perplexity are answering people’s questions without needing your site. As are social platforms like Reddit and TikTok which consumers are increasingly using for research.

• Traffic is leaking – even top-ranking brands are seeing a drop in click-through rates. The content is still being seen, but not always clicked.
  
  

This does not mean SEO is dead. 

But it does mean that being visible is no longer just about where you rank. It is about whether you are part of the answer across platforms.

What Does This Mean for Your Brand?

Your future customers are asking questions. If you are not showing up in the response, whether on Google or in ChatGPT, you lose the opportunity.

That is where we are focusing next.

We are still doing the things that drive proven results: technical SEO, content, UX, link-building, and performance analysis.

But we are also preparing for what is next, generative engine optimisation or GEO, showing up in AI-powered answers.

Here Is What We Are Seeing Work

After months of research, testing and watching how AI engines respond, we are focusing our attention on three key areas:

1. Structured Data and Entities

If your site is not speaking clearly to machines, it is invisible. We improve visibility by:

• Schema markups – the code added to your website's HTML to help search engines understand the content and meaning of the page.

• Clean internal linking – making sure that sites are easy to navigate and information easy to find (for search engines too).

• Entity optimisation – helping search engines understand not just what your content is about, but how it relates to other entities and topics.

These are the new technical SEO basics, and we’re embedding them into every site build or refresh.

2. Authority Through Citations

AI tools do not just crawl the web; they rely on what trusted sources say.

We focus on building your brand's presence in high-authority spaces. Not just for backlinks, but for recognition. If they cite you, AI will too.

3. Natural Language Content

Keyword-stuffing is out.

Content that answers complex, real-world questions in a tone that feels human is what generative platforms reward. We are shifting editorial strategies accordingly.

The New Metric: Share of Model

You have heard of share of voice. This is the next version.

Share of model means how often your brand appears in AI-generated answers.

No clicks. No traffic. Just visibility when it matters.

It is hard to track today, but it will not be forever. And the brands that start thinking this way now will be the ones showing up tomorrow.

Where We Think This Is Going

We believe in search.

We believe SEO is not going anywhere. 

But we also believe the rules of visibility are expanding.

Soon we’ll all be asking: “Are we showing up in ChatGPT’s / Gemini / A N Other LLMs answer?”

If your brand is not being cited, sourced, or referenced, someone else’s is.

And if you are not evolving your strategy, you are slowly being replaced in the conversation.

So, What Should You Be Doing Now?

Here is where we are helping partners start:

• Audit your brand’s visibility on on AI-powered platforms to understand where you currently stand.

• Upgrade technical SEO to improve entity recognition and AI comprehension.

• Refresh and create new content to answer full, nuanced questions, not just rank for keywords.

• Get cited in high-authority sources, not just linked.

• Think beyond traffic, think presence

While we don’t claim to have all the answers in this evolving space, we’re here to help you adapt and evolve your strategy to stay visible and competitive. 

Regular SEO remains critical, but blending it with these new tactics is how you future-proof your growth.

Conclusions

• SEO still drives results, and we’re experts in that
  
  
• Visibility now means more than rankings; it means being the answer
  
  
• We are helping brands stay ahead, not just keep up

Want help future-proofing your search strategy? Because just SEO will not cut it for much longer.