Sharp decline in website traffic over the last year? You’re certainly not alone. It’s no secret that generative AI platforms and search engine features like Google AI Overviews have dramatically and rapidly shifted consumer behavior.

Rather than typing keywords into Google, people are now turning to AI with conversational queries that generate answers without any need to visit a website.

The marketing strategies and business decisions that leaders must weigh have changed. The concept of “search” is evolving. And while traditional search engine optimization (SEO) is still essential for many businesses, it’s no longer the sole priority for organizations reliant on inbound website traffic for leads and sales.

We’ve entered a new Wild West in search and discoverability, and to help navigate, I’m answering some of the most common questions we encounter.

What is SEO, really? And do I need it anymore?

For many years, I have had to battle misnomers and misconceptions about what SEO really is. Business leaders know they need to be found online, and the term “SEO” gets thrown around loosely. To clarify, search engine optimization is not:

  • A “set and forget it” tactic.
  • A one-time thing you “do” to a new website, nor is it something you can simply “add” to a website.
  • Google Ads, programmatic ads or any other form of advertising that drives traffic to your website.
  • As simple as adding a few keywords to a site. (In fact, keywords only have a small part).

So what is SEO?

SEO is the continuous process of improving a website’s visibility in organic (non-paid) search engine results by strengthening three core areas:

  • Content on your site (on-page SEO)
  • Technical performance of your site and how it performs behind the scenes (technical SEO)
  • External signals that build its credibility, including reputable websites that link to it (off-page SEO)

SEO is a long-term effort and investment that can move slowly, but it can be critical for businesses that need to be found online.

But what about AI search platforms like ChatGPT? Is traditional SEO dead?

It’s not dead, but it is different.

Search engines still play a critical role in how people find information, evaluate options and make decisions, especially for high-intent queries. When someone is actively comparing providers, researching a service or validating a company’s credibility, traditional search is often still the preferred path.

For example:

  • A parent will search “professional tutor near me” when their child needs extra help with homework.
  • A CEO will search “top employment law firms in Phoenix” or “top marketing agencies for manufacturers” when seeking strategic guidance.
  • A procurement team will conduct searches to compare vendors, case studies and capabilities.

These are not passive discovery moments. They are decision-stage behaviors, and they still rely heavily on search engines and websites.

Even with AI-generated summaries, users frequently click through to validate information, explore services or assess credibility. Your website remains your most controlled, comprehensive and conversion-driven asset.

What has changed is how people arrive there.

Instead of relying solely on traditional search rankings, businesses must now also consider how they appear within AI-generated answers. This is where new concepts like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) come into play — expanding, not fully replacing, the role of traditional SEO.

What the heck are GEO and AEO? How quickly can I do that?

As search evolves, so does brand discovery. AEO and GEO are emerging strategies that help businesses increase inbound visibility, traffic and leads.

  • AEO: Focused on structuring content so it can be pulled into direct answers, including featured snippets, voice search and AI-generated summaries.
  • GEO: Focused on how your brand appears within generative AI platforms like ChatGPT, Gemini and Claude, where answers are synthesized from multiple sources.

The key distinction is this: SEO is largely about your website. GEO and AEO extend far beyond it.

AI platforms are not just scanning your site. They are evaluating your credibility across the broader digital ecosystem. They pull from trusted third-party sources, authoritative content and consistent signals across multiple platforms.

This is where we see companies falling behind. They overinvest in the look and feel of the website while undervaluing strategic content. Moreover, they underinvest in the external signals that influence both search engines and AI tools.

Strong GEO typically includes:

Unlike traditional SEO, this is not driven primarily by backlinks or technical fixes. It is driven by authority, credibility and consistency over time — it’s strategic digital PR.

And like SEO, it is not something you can “turn on” overnight.

There is no quick implementation or one-time optimization. AI visibility must be embedded into your broader marketing and PR strategy. Companies that treat it as a short-term tactic will see limited impact. Those that invest consistently will build a durable advantage.

Now I’m confused. What should I do right now so that my company is found online?

The answer depends on your business goals, but one thing is clear: this is not an either-or decision between SEO and AI visibility. You need a coordinated approach.

If your priority is driving leads and conversions:

  • Focus on strengthening your website, which includes technical performance, SEO fundamentals and content that clearly communicates your services and differentiators.
  • Visibility means very little if your site cannot convert.

If your priority is building credibility and awareness:

  • Invest in strategic public relations, thought leadership and third-party validation.
  • These signals increasingly influence both search rankings and AI-generated responses.

If your priority is long-term growth and market positioning:

  • You need integration across SEO, GEO and AEO.
  • This is where most businesses fall short. They treat these as separate tactics rather than a unified strategy.

Regardless of your focus, a few immediate actions apply to almost every organization:

  • Ensure your website is fast, technically sound and easy to navigate
  • Create content that directly answers real customer questions
  • Build credibility through earned media, awards and industry recognition
  • Maintain consistent messaging across all platforms
  • Evaluate how your brand appears in both search engines and AI tools

The companies gaining ground right now are not chasing algorithms. They are building visibility intentionally across every channel where decisions are being influenced.

Search is no longer just about rankings. It is about presence, credibility and discoverability wherever your audience is looking, whether that is Google or AI.