The digital search landscape is changing right before our eyes. The way we seek out information is changing. We are increasingly less likely to go to Google.

Now, with the introduction of AI, we have more options than ever to find what we are looking for. We can find answers much quicker without having to scroll through endless Google search results or go to the linked websites.

Search Engine Optimization (SEO) has been hyper-focused on Google since its inception. Maybe a few brave SEOs have ventured over to Bing for a gander here and there.

SEOs now have to consider how to help businesses establish prime real estate in ChatGPT, Google AI Overview, Google Gemini, Claude, Perplexity,  Bing Copilot, Llama, and many others.

Redefining SEO in the Age of AI

As an SEO, the introduction of AI as an information tool offers a wide-open opportunity if you are willing to adapt. There has been a lot said about AI being the death of SEO. I even joined in and shared my take on the supposed “death” of SEO a while ago.

Rather than a demise, AI is an opportunity for those of us willing to adapt, learn, and experiment.

But what do we call it if it’s not just search engines we are optimizing for? Do we need to consider a new name that will cover all the search avenues from traditional, to LLMs, to AI-enhanced search, to cutting-edge AI? Something broader and more flexible? Before we get to that, let’s briefly discuss the role of AI in search.

The Emergence of AI in Search

As Generative AI technologies, such as Large Language Models and other AI-driven search tools become more commonplace in how we search online, the traditional role of search engine optimization is being challenged.

As of January 2024, Google captures an 82% market share. This is representative of how SEO focus has been allotted. Mostly focused on Google, and maybe checking in on Bing here and there.

Find more statistics at Statista

Traditionally, people would go to Google, enter their query, look at the results, and click on the blue link to the corresponding website. As SEOs, we optimize web content to match those queries. We consider it a success when a page ranks in the top 3 results and people click on it.

With AI tools such as ChatGPT and Claude, people can find full answers to their questions immediately. All you have to do is go to ChatGPT, enter your prompt and you’ll get the answer right there in the prompt box. This eliminates the need to go to the source website.

However, this creates a conundrum for businesses and website owners. How can we leverage AI that isn’t designed to drive traffic to their sites?

Specifically for ChatGPT, you need the paid version for it to access the internet and pull in the most up-to-date information. Even then, ChatGPT doesn’t always provide links to its source information. You often have to request that in your prompt.

Further, ChatGPT is not offering any type of data regarding visibility and interactions in its responses to users’ prompts. This makes it quite difficult to effectively optimize for visibility.

On the other hand, AI-enhanced search tools like Google’s AI Overview and Bing Copilot do provide links to sources in their responses. Like ChatGPT, there are no meaningful metrics available.

While you might be inclined to disregard AI because of the lack of measurability, doing so will likely put you at a disadvantage. Gartner is forecasting that search volume through traditional search engines will decrease by 25% in 2 years. Why? AI technologies are expected to take a huge bite out of search traffic. That is not a long time away. It’s 24 months or just 2 Christmases away.

Within this forecast lies a huge opportunity for early adopters who value innovation and adaptation.

Introducing Intelligent Search Optimization (ISO)

To account for search expanding beyond traditional search engines, a more inclusive title may be warranted. While the term Generative Engine Optimization (GEO) was recently introduced, I feel that it is not inclusive or flexible enough to account for emerging AI technologies. Also, its focus on generative technologies limits its applicability to other types of AI technologies.

A name that is future-proofed and will encompass existing and potential search and AI is Intelligent Search Optimization (ISO). I did not coin this term. I believe it first originated at NASA in 1978 but not in this context.

What is Intelligent Search Optimization?

ISO focuses on optimizing websites and online digital content for all potential digital search areas including traditional search engines such as Google and Bing; LLMs like ChatGPT, Google Gemini,  Claude, and Perplexity; and AI-enhanced searches such as Google AI Overview and Bing Copilot.

The aim is to adopt a more holistic approach to search optimization. Optimizing websites and content not just for Google’s algorithms, but also for a broad spectrum of AI-driven search platforms.

The Strategic Imperative of Intelligent Search

Embracing intelligent search is about understanding the shift towards a more integrated and intelligent information landscape. It’s also about meeting those challenges directly.

To succeed, businesses and digital marketers will need to:

• Have a more holistic understanding of search and the AI landscape
• Adapt content strategies for both traditional and intelligent search
• Continue to focus on user experience
• Lean into the data and analytics

Intelligent Search: This is the Way

Intelligent Search is certainly a more complex challenge but, more importantly, it’s a wide-open opportunity at this nascent stage. Rethink your search strategies. Innovate. Embrace the changing digital landscape. Dream of and take advantage of the wide-open possibilities.

By adopting ISO, you can still optimize for today’s searches but also set the foundation for digital real estate in a not-too-distant AI-enhanced future.  

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