AI and SEO: the New Paradigm of Search Everywhere Optimization

For years, SEO was about one thing: getting to the top of Google. If you weren’t on page one, you might as well have been invisible. But thanks to generative AI, the rules have changed — and so must your strategy.

This shift has introduced a new marketing paradigm: Search Everywhere Optimization.

What Is Generative AI Doing to Search?

Generative AI tools like Google Gemini, Microsoft Copilot, and ChatGPT don’t just point users to websites. They create complete answers, summaries, and recommendations instantly. That means your prospect may never click a link at all — unless your content is optimized to appear in the answer itself.

The scale of adoption is staggering. As of September 2025, ChatGPT has 782 million unique users, and Microsoft Copilot (powered by ChatGPT) adds another 93 million. Together, that’s about 838 million monthly users — a 116% year-over-year increase. ChatGPT now holds 74.5% of the overall AI search and chat market share, while Google Gemini accounts for 13.4% and Perplexity 6.5%.

Why Search Everywhere Optimization Matters

Your prospects are no longer patient researchers. Industry analysis shows users increasingly value the convenience of information over quality. A recent survey found most ChatGPT users prefer quick, straightforward answers — even if they bypass longer, higher-quality sources.

This is where Search Everywhere Optimization comes in. It is the practice of ensuring your brand and content are findable across every platform where people are searching — not just Google. That means optimizing for:

• AI-driven engines like Gemini, Copilot, and ChatGPT
• Social search on platforms like LinkedIn, Instagram, and TikTok
• Traditional search engines that are still driving traffic

Generative Search vs Traditional SEO

One of the top questions people ask is, “What is the difference between generative search and SEO?”

Generative search, or generative AI-driven search, doesn’t just return a list of links. It synthesizes information, provides answers, cites sources, and even summarizes. Traditional SEO, by contrast, focuses on optimizing for search engine result pages (SERPs) — ranking pages, getting clicks, building backlinks, and similar tactics.

Another common question: “Will SEO die with AI?” The answer is no, but it is evolving. SEO as we know it will not vanish overnight, but it is no longer sufficient on its own.

Generative Engine Optimization (GEO) is not a replacement for SEO, but an added layer. You still need SEO fundamentals, but if your content has zero presence in AI-driven results, you are losing a large part of the market.

Finally, “How do I optimize for generative search?” Best practices include:

• Use concise, direct answers, especially in the first 40–50 words of your content.
• Structure content to be data-rich, well-cited, and clear in entity relationships so AI can easily reuse it.
• Use schema, structured data, and metadata so machines can parse your content more effectively.
• Think in answer units, like snippets, bullets, and Q&A, rather than only long-form prose.
• Keep content fresh and accurate, as AI engines favor current, verified information.

Bing, Google, and the Changing Balance of Power

The partnership between Microsoft and OpenAI has pushed Bing into the spotlight. ChatGPT uses Bing as its default search engine, meaning Bing results influence what millions of ChatGPT users see every day.

While Bing’s overall global market share sits at 3.88%, it controls 11.73% of desktop search thanks to its integration with Windows and Edge. In North America, Bing’s overall market share is 7.36%, including 7.5% in the U.S.

Google, meanwhile, still dominates with over 90% global market share, and its financial results prove its resilience. In Q2 2025, Google reported $96 billion in revenue, with $71 billion from advertising, up 10% year over year.

The Google Search segment earned $54 billion in Q2 2025 alone, a 12% jump, thanks to AI Overviews, which now reach more than 2 billion monthly users. Over 2 million advertisers are actively using Google’s generative AI tools for ads, a 50% increase from the previous year.

The takeaway: Bing has gained visibility thanks to ChatGPT, but Google remains an advertising powerhouse. For business leaders, the message is clear: you must optimize for both.

Invest In-House or Upgrade Vendors

CEOs face a choice: invest in their in-house marketing resources or upgrade their outsourced vendors to meet the demands of generative search. Neither option is optional anymore if you want to stay competitive.

In-house investment provides control, cultural alignment, and the ability to iterate quickly, but it comes with a learning curve and training costs. Outsourced vendors may deliver faster results and specialized expertise, but only if they are up to speed on generative optimization. The key is to demand proof of competency, require transparency, and test with small pilot projects before committing fully.

What to Do Next with AI and SEO

1. Audit your presence. Identify which of your pages are already showing up in AI outputs and AI Overviews.
2. Train your team or vendor. Ensure they understand Generative Engine Optimization (GEO), not just old-school SEO.
3. Repackage content. Break content into Q&A, bullets, snippets, and data-rich nuggets that AI engines prefer.
4. Measure AI visibility. Track AI mentions, in-answer citations, and impressions — not just traffic.
5. Use the right tools. Adopt AI platforms that support your strategy:

• • ChatGPT (OpenAI) for content ideation and draft creation
  • Google Gemini for research and integrated Google ecosystem visibility
  • Microsoft Copilot for workplace integration across Word, Excel, and Outlook
  • Perplexity.ai for source transparency, citations, and competitor research
  • Jasper or Copy.ai for marketing teams creating scalable branded content
  • SEMRush or Surfer SEO with AI add-ons for technical SEO and content optimization
  • SparkToro for audience research and uncovering where your prospects spend time online

The ideal stack is one AI research tool (Gemini or Perplexity), one content generator (ChatGPT or Jasper), one SEO analytics tool (SEMRush, Ahrefs, or Surfer SEO), and one audience insight tool (SparkToro). Together, these create a lean but powerful Content Generation Machine.

The Bottom Line

Generative AI has ushered in a new era of search, and leaders who embrace the idea of Search Everywhere Optimization will hold the competitive advantage. Those who don’t risk becoming invisible in the very places where their customers are making decisions.

The future of SEO is not just about being found on Google. It’s about being findable everywhere.

Want to learn more? Then check out Heather’s discussion, AI and SEO: A CEO’s Guide to Finadability. The discussion includes a Q&A session with Vistage Chair Jeff Oak.

0 views