{"id":9364,"date":"2025-07-30T01:16:50","date_gmt":"2025-07-30T08:16:50","guid":{"rendered":"https:\/\/www.kaushik.net\/avinash\/ai-age-marketing-bye-seo-hello-aeo\/"},"modified":"2026-05-19T15:29:24","modified_gmt":"2026-05-19T22:29:24","slug":"ai-age-marketing-bye-seo-hello-aeo","status":"publish","type":"post","link":"https:\/\/www.kaushik.net\/avinash\/ai-age-marketing-bye-seo-hello-aeo\/","title":{"rendered":"AI Age Marketing: Bye SEO, Hello AEO!"},"content":{"rendered":"

My YOY computations indicate, as you head into 2026, you are going to lose 30% of your Organic Traffic from reduced opportunity, and 15% of Paid Traffic from reduced inventory.<\/p>\n

I\u2019ll share tactics that\u2019ll help you recover about half of your lost traffic. As of Aug 2025, my assessment is the other 50% will be gone \u2013 permanently. <\/p>\n

Most companies are unaware, hence doing nothing.😢<\/p>\n

The challenge: Nothing seems to change for a while, then as if overnight everything changes.<\/p>\n

We are living through one such moment.<\/p>\n

Here’s data related to nothing seems to be changing<\/em>:<\/p>\n

\n
  • As of July 2025, ChatGPT received 2.5 billion prompts<\/a> from global users. That’s smaller than Google’s 14 billion daily searches, but growing. (Note: Prompts and Searches are an imperfect comparison, but an indication of relative growth\/size.)\n
  • Gartner: Traditional Search volume will decline by 25% by 2026. (In 5 months!)\n
  • SparkToro benchmarked that 58% of Google searches were already zero clicks (IE no click after search results are presented), a number that is 70% now.\n
  • Ahrefs identified that the presence of AI Overviews (that little paragraph on top G SERPs), reduced clicks by 35%.\n
  • Sites providing informational content (\u201cwhat is,\u201d \u201chow to\u201d) are experiencing Organic traffic drops ranging 18% to 64%. Ex: Biz Insider -55% (04\/22 to 04\/25). Chegg: -49%.\n
  • Decrease in CTR of 15% to 20% from PPC since AI Overviews launched (largely impacting \u201cnon-brand\u201d keywords).\n<\/div>\n

    <\/p>\n

    \nThe nothing seems to change phase<\/em> can last a while, lulling you to complacency even more. Ex: Reflect on how little you\u2019ve done to deal with the above.<\/p>\n

    Today, my sense is we are nearing the point of overnight everything changes<\/em>.<\/p>\n

    To ensure you are ready, I\u2019ll illuminate the impact of all the underneath<\/em> changes that have accumulated and outline immediate Answer Engine Optimization (AEO)<\/strong> actions you need to take to be ready for the overnight everything changes.<\/p>\n

    Your SEO skills remain important as you embrace the new skills required for effective AEO.<\/p>\n

    Please join me in being scared. Please join me in overcoming inertia, lethargic Senior Leaders, to increase agility and the pace of change. Please join me in AEO!<\/p>\n

    [Branding:<\/strong> I did not want the new name to be based on the tech (\u201cgenerative\u201d). Tech changes. Hence, my name honors change in the consumer experience. No, GEO. Yes, AEO.]<\/strong><\/p>\n

    \nThis post was first published as TMAI Premium #468<\/strong>. My weekly newsletter cuts through the noise: Strategic frameworks, actionable advice, zero fluff \u2014 built on decades of doing, not just advising. For serious Marketing and Analytics professionals. Subscribe today.<\/a>\n<\/div>\n

    <\/p>\n

    What the heck\u2019s going on?<\/strong><\/font><\/p>\n

    This: Search is changing to Answers.<\/strong><\/p>\n

    The foundational interaction model has changed:<\/p>\n

    \nPast: I am so clever, just type a key word or two and I CAN GUESS WHAT YOU WANT.<\/p>\n

    Present: Talk to me like a human, don\u2019t be shy, type\/speak as much as you want, and tell me all the nuances.\n<\/p><\/div>\n

    I\u2019m insanely delighted about this\u2026 The UX has changed:<\/p>\n

    \nPast: Here you go, 4 Paid and 10 Organic links to help you do all your homework. <\/p>\n

    Present: I\u2019ve done all the homework; here\u2019s the answer.\n<\/p><\/div>\n

    New normal:<\/p>\n

    \nPast: Search Engine.<\/p>\n

    Present: Answer Engine.\n<\/p><\/div>\n

    It is the most meaningful customer-centric improvement in Internet\u2019s history. It has 100x sped up me getting to an answer. It is a much better answer. In a drastically better user experience.<\/p>\n

    [<\/strong>It reminds me of the Blackberry to iPhone user experience shift. Changed everything.]<\/strong><\/p>\n

    Let me make this real.<\/p>\n

    A simple but layered task:<\/strong> <\/p>\n

    \nMy parents are visiting. I\u2019m taking them to Eataly as I love it. At their age, without tiring them it would be great to show them nearby New York bits they might enjoy. I know which Eataly I want to go to, but I don\u2019t remember the address (I belong to navigate by landmarks<\/em> tribe!).\n<\/div>\n

    <\/p>\n

    Because of how Google has trained me for 15 years, I would not think of using it. What would the keywords be?<\/p>\n

    I go to my favorite Answer Engine, ChatGPT<\/a>, and type a short but layered question: <\/p>\n

    \nCould you please recommend tourist places to see within a couple of miles of etaly which is near flatiron building.\n<\/div>\n

    <\/p>\n

    Answer Engines are so new that the experience still blows my mind…<\/p>\n

    \"ChatGPT<\/center><\/p>\n

    First, notice it answered my simple layered, perhaps complex, question precisely. I do not need to go to 10 links to figure it out myself.<\/p>\n

    Next, notice how excited and encouraging ChatGPT is in the first paragraph. With Google, I\u2019ve always felt I was talking to a machine (and that was totally fine). With ChatGPT, I forget I\u2019m talking to a machine – which is why I instinctively say please, thank you<\/em>.<\/p>\n

    Then, notice the smart elevation of the information\u2019s usefulness. I did not ask for distances or context, but it anticipates: 10 mins to Empire State<\/em>, and directly across for the park.<\/em><\/p>\n

    Finally, notice it going well beyond the call of duty. It gives me Museums and Culture! (Though, I wonder if I\u2019d said I\u2019m visiting with my parents if it would have listed the Museum of Sex first.)<\/p>\n

    I was delighted it gave me helpful snippets: Focuses on Himalayan & Buddhist art<\/em>. I can choose faster.<\/p>\n

    Oh, oh, oh\u2026 It did even more below the fold\u2026 Foodie Finds (the \u201cbesides Eataly\u201d is such a clever touch)\u2026<\/p>\n

    \"ChatGPT<\/center><\/p>\n

    A freaking custom mini walking tour just for me! With super helpful tips (\u201center at 23rd st\u201d). Not one from an expert or influencer which might be a good start but will need tweaking by me.<\/p>\n

    If you switched to Answer Engines already, you are a little used to this radically better user experience. Can I tell you\u2026 Even as I\u2019m typing this, seeing this image for the 10th time, it still brings me joy to reflect on just how exceptional the answer and the user experience are.<\/p>\n

    The cherry on the cake, the last line. My next query: Type in my age and my parents ages, and it gave me an even more customized mini walking tour \u2013 which we could finish in 45 mins.<\/p>\n

    This is the new normal.<\/p>\n

    [Note:<\/strong> On this day, I started to pay for ChatGPT Plus \u2013 though the free version sufficed for me.]<\/strong><\/p>\n

    Much has been made about AIfication<\/em> of Google.<\/p>\n

    What if I typed the same question into Google?<\/p>\n

    The Very First Thing Google does is make me feel bad<\/font> about myself. It tells me I misspelled Eataly.<\/p>\n

    \"Google<\/center><\/p>\n

    ChatGPT did not think it was important to tell me I misspelled Eataly. It understood the Flatiron building location context and automatically made Eatly into Eataly. Google read Eatly as Italy.<\/p>\n

    Google\u2019s experience above is heartbreaking. Other than go figure it all out yourself on Tripadvisor<\/em>, it is a tsunami of irrelevance: Listing my misspelling on the top (useless), Overview of NYC<\/em> on the right (useless to the max), Facebook <\/em>and Quora <\/em>links (irritatingly useless), the People also ask<\/em> (completely useless).<\/p>\n

    Give me a moment to get a napkin to wipe my tears. I spent nearly 16 years at Google, this hurts my feelings. <\/p>\n

    sniff. sniff. sniff.<\/em><\/p>\n

    Ok. Ok. I\u2019m back.<\/p>\n

    See what I mean by the difference between Search Engine & Answer Engine?<\/p>\n

    We are not in Kansas anymore.<\/p>\n

    Don\u2019t trust me. Go to an Answer Engine (ChatGPT, Perplexity, Claude, Mistral, others). Type\/speak your questions, in their full multi-layered, complex, nuanced glory. Speak like you would to a human. <\/p>\n

    Try this common commercially intent use case\u2026 <\/p>\n

    I\u2019m a cyclist. Like me, being patterned to think keywords by Google, you type: \u201cbest wireless headphones<\/strong>.\u201d Please try it in your browser, so Google uses all your personal history it has learned. What does it show? <\/p>\n

    Now, go to ChatGPT and act like a human by typing in the question you really have: \u201cAs an expert in consumer electronics, can you recommend affordable headphones for outdoor cycling, with great sound and fast charging.<\/strong>\u201d What does an Answer engine show?<\/p>\n

    For me, here are the results:<\/p>\n

    \nGoogle: 1. Normal search<\/a>, keywords. 2. Normal search<\/a>, complex question. 3. AI Mode<\/a>, complex question. <\/p>\n

    (I\u2019ve used Google\u2019s default search experience, as it is what everyone uses. But, please switch to Google\u2019s AI Mode for a direct comparison. You\u2019ll discover it is anodyne, less anticipatory, and has a worse user experience than Answer Engines. Click link above.)<\/p>\n

    ChatGPT: 1. Complex question<\/a>. 2. Follow up question.<\/a> <\/p>\n

    (It is delightful that ChatGPT always suggests a polite, can I do more.)<\/p>\n

    Claude AI: 1. Complex question.<\/p>\n

    We are going to discuss Agentic Search in the next newsletter. To experience how Agents working for us might think, feel, and behave, check out Mistral\u2019s \u201cDeep Research\u201d mode results<\/a> for my complex question.\n<\/div>\n

    Fly in the Ointment.<\/strong><\/font><\/p>\n

    If all this is so great, what\u2019s the problem? <\/p>\n

    This:<\/p>\n

    \n

    Customers win. Brands lose. <\/strong>\n<\/div>\n

    We were so used to getting a ton of traffic from Google. We will get less. How much less will vary by industry (and how savvy you are at AEO). The losses stretch beyond traffic. Here are three I anticipate hurting:<\/p>\n

    \n

    A.<\/strong> As a customer I would have visited 15 sites to figure out the answer if I used a Search Engine. Now, I visit zero. Traffic reduction problem.<\/p>\n

    B.<\/strong> During those visits, I might have noticed the site\u2019s name, url, colors, something, remembered it for a future visit or recommend it to friends. Now, I don\u2019t know where the answer came from. Brand growth problem.<\/p>\n

    C.<\/strong> If I\u2019d used Google, because all it educated me was to go to Tripadvisor, I would have done that and might have booked a mini-walking tour there. Now, I don\u2019t need to visit or buy. In cases with commercial intent, headphones, I\u2019ll buy the first one and never consider you. Revenue problem.<\/p>\n<\/div>\n

    You get why the numbers on top of this newsletter scared me? <\/p>\n

    If you are not freaked out, if you still have an old school SEO team\/agency vs. AEO\u2026 I fear you are in for a worrying amount of financial pain.<\/p>\n

    If you are freaked out, like me\u2026 Good news: I\u2019m going to share tactics that I believe will help you do AEO, and recover atleast half of the traffic you are going to lose – which should help resolve the revenue problem as well.<\/p>\n

    If you are a Premium subscriber, you have read 30 newsletters focusing on every dimension of sophisticated Brand Marketing. In the age of LLMs, effective Brand Marketing is 10x more important. If the age of AI Agents arrives quickly, then 15x more important.<\/p>\n

    Before I share the areas of focus for recovery, a strategic recommendation…<\/p>\n

    Protect Your Google Existence. Also, Ignore Google.<\/font><\/strong><\/p>\n

    Anyone who tells you Google is toast, or not important, is unintelligent.<\/p>\n

    For the near future no one is going to send you more traffic than Google (even with zero-clicks exploding). Most humans use the default Search experience, they type keywords. No one is going to help you make more revenue than Google. Ensure your employees are doing what has worked on Google in the past AND quickly work on any changes Google releases. <\/p>\n

    Also\u2026 Actively ignore Google<\/strong> as you imagine the future, or your future will be worse. <\/p>\n

    Google has a gigantic present to protect. Google has been and will continue to be slower to change. Google will take fewer risks. Google will imagine every big new possibility through the lens of adding it to today\u2019s products and features – the innovator’s dilemma vortex has outsized gravitational pull. Google\u2019s workforce of approx. 300,000 FTEs & TVCs has intense cultural and financial incentives to be wired for the present. That\u2019s not unique to Google\u2014it\u2019s what happens to every company at this scale.<\/p>\n

    Lean instead on Claude, Perplexity, OpenAI, Mistral\u2019s vision of the \u201cfuture of Search.\u201d <\/p>\n

    Not because one of them will be the next \u201csearch\u201d monopoly. More because those companies have no present to protect, less to be harmed by making bold, true customer-centric bets, and they are 50x more likely to imagine entirely new possibilities re products. They will deliver the \u201cfuture of search\u201d faster. Learning from their moves will ensure your strategic imagination is upgraded faster, and is bigger, broader, and awesomer<\/em>.<\/p>\n

    If Google retains its Search dominance, you\u2019ll be ready ahead of the competition and win bigger. If someone else becomes the new Google, you\u2019ll be ready ahead of the competition and win bigger. <\/p>\n

    Protect your current Google existence. Ignore Google.<\/p>\n

    Let\u2019s win the \u201cfuture of Search\u201d, and get our traffic back!<\/strong><\/font><\/p>\n

    For my AEO work, I\u2019ve taken the three problems above (A: Traffic reduction. B: Brand growth reduction. C: Revenue reduction), and converted them into four clear areas of action for my companies:<\/p>\n

    \n

    1. Pre-Search<\/strong> clusters the actions we need to take to understand a foundational shift in user behavior to expressing complex destination questions. In our behavior analysis and on our owned digital existence.<\/p>\n

    2. Search Experience<\/strong> clusters the actions we need to take to adapt our Paid Ads and Organic \u201cRelevance\u201d strategies and tactics.<\/p>\n

    3. Pan-Search<\/strong> clusters the actions we need to take to get ready for a world where humans use AI Agents to outsource what we call \u201csearching\u201d and \u201cshopping\u201d today. Early robots to replace humans are already here.<\/p>\n

    4. Measure Different<\/strong> clusters actions to incorporate above shifts into what (KPIs) and how (Methodologies) we measure.<\/p>\n<\/div>\n

    Over the next two Premium editions, I\u2019ll outline thirty specific actions<\/u> spread across the above four areas.<\/p>\n

    Subscribers can expect a career boost. So, if you are not, become one!<\/a> (See the money-back guarantee on the Annual plan.)<\/p>\n

    Bottom line.<\/strong><\/font><\/p>\n

    I am genuinely freaked out about the evolution from Search engine to Answer engine. If my company suffers, there is a cascading impact on my co-workers, on me. And, remember, for many, at least half of these losses are not coming back.<\/p>\n

    If I step outside of that self-view, I am genuinely delighted for us humans. This is an instance of AI truly in service of us, saving humanity billions of hours collectively. Once it becomes Agentic… OMG… What am I going to do with all my free time!!😂<\/p>\n

    Carpe diem.<\/p>\n","protected":false},"excerpt":{"rendered":"

    My YOY computations indicate, as you head into 2026, you are going to lose 30% of your Organic Traffic from […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6,14],"tags":[369,464],"class_list":["post-9364","post","type-post","status-publish","format-standard","hentry","category-marketing-tips","category-search-engine-marketing","tag-digital-marketing-2","tag-search-engine-marketing"],"acf":[],"yoast_head":"\nAI Age Marketing: Bye SEO, Hello AEO! - Occam's Razor by Avinash Kaushik<\/title>\n<meta name=\"description\" content=\"As Search switches from 14 blue links to "end-point answers", we need to evolve beyond Search Engine Optimization (SEO) to Answer Engine Optimization (AEO)!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kaushik.net\/avinash\/ai-age-marketing-bye-seo-hello-aeo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Age Marketing: Bye SEO, Hello AEO! - Occam's Razor by Avinash Kaushik\" \/>\n<meta property=\"og:description\" content=\"As Search switches from 14 blue links to "end-point answers", we need to evolve beyond Search Engine Optimization (SEO) to Answer Engine Optimization (AEO)!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.kaushik.net\/avinash\/ai-age-marketing-bye-seo-hello-aeo\/\" \/>\n<meta property=\"og:site_name\" content=\"Occam's Razor by Avinash Kaushik\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-30T08:16:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-19T22:29:24+00:00\" \/>\n<meta name=\"author\" content=\"Avinash Kaushik\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Avinash Kaushik\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/ai-age-marketing-bye-seo-hello-aeo\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/ai-age-marketing-bye-seo-hello-aeo\\\/\"},\"author\":{\"name\":\"Avinash Kaushik\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/#\\\/schema\\\/person\\\/4833e40c5e82d40b6e6d0cc37d026ad6\"},\"headline\":\"AI Age Marketing: Bye SEO, Hello AEO!\",\"datePublished\":\"2025-07-30T08:16:50+00:00\",\"dateModified\":\"2026-05-19T22:29:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/ai-age-marketing-bye-seo-hello-aeo\\\/\"},\"wordCount\":540,\"commentCount\":4,\"keywords\":[\"digital marketing\",\"Search Engine Marketing\"],\"articleSection\":[\"Marketing Tips\",\"Search Engine Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/ai-age-marketing-bye-seo-hello-aeo\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/ai-age-marketing-bye-seo-hello-aeo\\\/\",\"url\":\"https:\\\/\\\/www.kaushik.net\\\/avinash\\\/ai-age-marketing-bye-seo-hello-aeo\\\/\",\"name\":\"AI Age Marketing: Bye SEO, Hello AEO! 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