You’ve probably seen the “SEO is dead” headlines. They grab attention, but they miss the point. Here’s the truth: SEO isn’t dead, it’s expanding. Traditional search engines remain dominant, but AI-powered tools like ChatGPT, Gemini, and Copilot are reshaping how information is delivered. 

Winning in this new era doesn’t mean abandoning SEO. It means evolving your approach so your brand shows up in both traditional search and AI-driven search experiences. 

The State of Search in 2025

Traditional search still dominates, but the rise of AI-powered search is undeniable. 

• Traditional Search Still Rules: 95% of users still turn to Google or Bing, with Google holding 88% of that share.¹

• AI Search Is Accelerating: 5% of users now rely on AI search tools, an 80% YoY increase. ChatGPT leads with 86% share, while challengers like DeepSeek already capture 3%.¹

• Impact Varies by Industry: Legal, finance, health, small business, and insurance drive 55% of all AI search sessions, while retail sees less than 1%.²

• Platforms Are Shifting: Google’s AI Overviews and AI Mode keep users on-platform, fueling zero-click searches and lowering CTR. Plus, ads are soon coming to generative AI results.³

The 5 Pillars of an AI-Enabled SEO Program

To win, brands need to dominate traditional search while preparing for AI-driven experiences. The good news? Our experts estimate 85% of what AI engines value are SEO foundations: high-quality content, authority signals, and solid technical foundations. Here’s how we recommend structuring your program: 

1. Content: Structure Content for Humans and AI

Content is still king, but now it needs to serve two audiences: people and AI models. The best programs won’t just answer questions with depth—they’ll anticipate them. How to adapt: 

• Use modular content chunks and topic clusters to improve readability and AI pickup. 

• Provide trustworthy, scannable content—the same qualities both humans and AI reward. 

2. Discoverability: Get Technical Foundations Right

If content is the engine, technical health is the fuel. Both traditional search and AI models rely on clear signals to understand and elevate your site. How to adapt: 

• Maintain strong crawlability, indexing logic, and structured data. 

• Eliminate rendering issues so bots can access your content without friction. 

3. Industry Relevance: Optimize for Your Vertical

AI search looks different across industries. What matters most for a healthcare provider isn’t the same as for a retailer or SaaS company. Prioritize what drives the most impact for your space: 

• Retail: Catalog feeds, product content, and shopping integrations. 

• Healthcare: Trust signals, authoritative content, and compliance. 

• B2B SaaS: Thought leadership and solution-focused content. 

• Local services: Maps visibility, reviews, and local citations. 

4. Authority: Build Credibility Beyond Backlinks

Today, authority is about being a trusted, referenced, and credible voice across the digital ecosystem—not just in link-building. AI models and search engines look at: 

• Communities and forums where real users are asking questions. 

• User-generated content that validates your products or expertise. 

• Reputation signals like reviews, social mentions, and engagement. 

5. Measurement: Track What You Can, Prepare for What’s Next

Measuring success in AI-powered search is still in its early days. While visibility is harder to quantify than in traditional SEO, there are already ways to track impact—and more are on the horizon. The key is balancing current reporting with testing, advocacy, and readiness for the next wave. 

What you can measure today:

• CTR shifts from Google’s AI Overviews or AI Mode. 

• Referral traffic coming from AI chatbots into your site. 

• Approximate generative AI rankings using third-party AI SEO tools. 

What’s coming:

• Direct query reporting from AI chatbots and Google AI features. 

• Search volume and category-level trends for AI-generated queries. 

• Visibility metrics like impressions, mentions, and share of voice in generative AI snippets. 

• Attribution models that better capture AI-influenced conversions 

Beyond SEO: Building a Holistic Search Strategy

The strongest programs are holistic, connecting SEO with the broader marketing ecosystem: 

• Holistic Search: Coordinating paid and organic across both traditional and AI platforms. 

• Site Optimization: Once people land on your site, it must engage, convert, and build trust. 

• Social and Influencer: Social increasingly shapes what people search for. Tying search insights into social strategies ensures your brand shows up where your audience is. 

Is Your SEO Strategy AI-Era Ready?

Search is evolving fast, but the fundamentals remain the same: brands need to show up where consumers are with credibility and consistency. Winning today means maximizing traditional search visibility while adapting to AI-driven experiences. 

At Ovative, we take a forward-looking approach to SEO. By aligning traditional and AI-driven search, paid, site, and social, we make your brand not only visible but positioned for long-term growth. Ready to take your search program into the AI era? We’re here to help. 

Sources: 1) OneLittleWeb, 2) Search Engine Land, 3) Digiday