For years, the main goal of any brand was clear: appear on Google’s first page. If you made it into the top 3, clicks were almost guaranteed. But things are changing. Today, many users no longer open Google — they open an AI chat and ask their question directly. And most importantly: they trust the answer.

According to a 2025 Semrush study, more than 13% of Google searches now trigger an AI Overview — that box with a complete answer that drastically reduces clicks on organic results. In addition, a Search Engine Land report reveals that 71.5% of people already use AI tools to find information, although only 14% do so daily. What does this mean? We’re in the middle of a paradigm shift: SEO is no longer just about search engines, but about how AIs choose their sources.

From searching to asking

Although Google remains the king of web traffic, users no longer always reach your site. With AI summaries in search results and direct answers from chats like ChatGPT, Claude or Gemini, the click itself is becoming optional. In fact, Ahrefs studies show a 34.5% drop in CTR when an AI Overview appears.

The rise of conversational search

We no longer type “best restaurant in Barcelona 2025” but “What’s the best restaurant in Barcelona to have dinner with friends and enjoy the view?”. It’s a long, nuanced, and highly specific query — and that’s where AI models shine, because they can contextualize and summarize in seconds what once required opening five tabs.

SEO isn’t dying — it’s transforming

It’s still essential to optimize your website, but now you also need AI to trust you as a source. That means:

• Deep, clear, and well-structured content.
• Authority (backlinks, external mentions, reputation).
• Freshness: AI rewards what’s alive and up to date.

New metrics of success

It’s no longer just about “ranking positions on Google.” The new questions are: Is my content being cited by AI? Am I appearing in comparisons users request directly from ChatGPT or Gemini?

Before, they went to Google, browsed several sites, and drew their own conclusions. Now, an AI model can directly deliver a shortlist of options — pros and cons included.

How to “convince” AI to show you

• Create high-quality comparative content: guides, tables, objective analyses.
• Answer very specific questions, even niche ones.
• Get others to talk about you: reviews, media mentions, trusted directories.
• Use clear, direct language: AI “prefers” well-structured answers.

Practical tips to appear in AI answers

1. Think in terms of Answer Engine Optimization (AEO) SEO is evolving toward optimization for answer engines. Ask yourself: does my website clearly respond to the questions users ask AI?
2. Structured content, for humans and machines
   • Use clear headings (H2, H3).
   • Answer questions briefly, then expand with detail.
   • Add tables, bullet points, and easy-to-digest comparisons.
3. Authority and credibility
   • Publish data, reliable sources, and studies.
   • Ensure your brand is referenced beyond your own website.
4. Diversify your presence Google remains key, but it’s not enough. Be present in directories, media outlets, marketplaces, and other spaces where AI can “learn” about you.
5. Keep your content fresh AI favors updated content. An outdated blog penalizes you not only on Google, but also in AI-generated answers.

Prepare today not to disappear tomorrow

Artificial intelligence hasn’t replaced Google yet, but it’s already changing the rules of the game. Users want quick answers, clear comparisons, and trustworthy information — and increasingly, they find all that in an AI chat instead of ten Google links.

The challenge isn’t to abandon SEO, but to expand it into the realm of AI: optimizing for both search engines and answer engines. Those who understand this shift today will have a strong advantage when it becomes mainstream.

In short

• SEO is no longer just for search engines — it’s for answer engines too.
• AI favors reliable, updated, well-structured sources.
• Conversational and comparative content is gaining relevance.
• The future of visibility is about better answers, not just higher rankings.

At Madstudio, we’ve been working on this dual approach for a while — traditional SEO and visibility in AI-driven environments — helping our clients be found not only on Google, but also in the conversations and comparisons that matter. Because what truly matters now isn’t just being searched: it’s being mentioned when people ask.