With the rise of Generative AI, businesses are questioning whether SEO remains essential or if the focus should shift to emerging channels, such as AI chatbots. The main question now is: What is the most effective way to drive leads through SEO, Google Ads, or engagement on platforms like ChatGPT? To answer this, we need to compare the reach and influence of Google Search with AI chatbots.
In the US, Google holds an 86-88% search engine market share. In AI chatbots, ChatGPT leads with about 60-70%, followed by Microsoft Co-Pilot (14%), Google Gemini (13.5%), and Perplexity (6%). Despite chatbot growth, a 2024 Sparktoro and Datos analysis reveals that Google processes 373 times more searches daily than ChatGPT, although this gap may narrow.
AI chatbots are reshaping the digital customer journey. In awareness, they influence the discovery of information. During consideration, chatbots enable deeper, personalized conversations. For example, Gemini Live lets users share and discuss directly. The customer journey is now more complex.
Given these changes, the main argument is that businesses cannot rely only on traditional SEO. Generative Engine Optimization (GEO) must be added as a core strategy. The advantage is that existing SEO efforts support GEO—this is an evolution, not a replacement. GEO demands a stronger focus on creating conversational, authoritative, and verifiable content, as well as the structured use of data, to influence both search engines and AI chatbots.
With the rise of AI chatbots in transforming how people search and interact online, having a sound digital marketing strategy that includes various strategies such as SEO and GEO, which can influence customers’ digital journeys, is key. By evolving businesses’ SEO practices to include GEO, they can stay ahead in both search engines and AI platforms. Adapting and implementing these strategies can ensure continued visibility and consistent lead generation in an increasingly AI-driven environment.
