Published on 04/16/25
The online search revolution: from SEO to GEO
The SEO revolution has already begun: by 2026, the volume of searches on traditional search engines will drop by 25% in favor of AI chatbots. ARNEO alerts you to this strategic shift that will redefine your online visibility. And time is running out: your brand needs to act now!
The metamorphosis of search behavior
The data speaks for itself: 94% of consumers are diversifying their search channels beyond Google. Generation Z is already leading the way with resolutely new habits: 66% use TikTok and 71% Instagram as their main search engines.
The new search landscape
The hegemony of traditional keyword search is on the verge of a turning point. Users can now bring more context to their searches, changing the way brands need to anticipate their content to adapt to this new trend.
Illustration:
Before - Traditional keyword query: "Energy supplier comparison 2025".
Now - Contextualized query in an AI search engine: "I'm looking to change my electricity supplier. Compare the prices/offers of different electricity suppliers in France, explaining the advantages/disadvantages of each offer.
ChatGPT Search came out on top with 43.1% market share, followed by Google Gemini (35.3%). Perplexity AI is showing remarkable growth, with already 12.8% of traffic. These figures clearly outline the future of online search.
Companies that fail to integrate AI into their digital strategy within the next 18 months risk seeing their online visibility significantly impacted.
Gartner Report 2024
Deep Research: a new standard of excellence
At the beginning of February, OpenAI launched Deep Research, setting new standards in information retrieval. This technology considerably enriches the user experience with in-depth, contextualized source analysis.
Major advances :
- Intelligent multi-source analysis
- Personalized, contextualized answers
- More relevant results
In concrete terms, Deep Research generates a complete and exhaustive report on a researched theme in just a few dozen minutes, by exploiting diverse and deep sources. It extracts information from web pages, PDFs, videos, reports, statistical analyses and even code, saving hours of manual research!
The natural evolution of usage
Users are naturally adopting a conversational approach to search. Queries are becoming more elaborate, more precise, enriched with context. This evolution requires content strategies to be adapted.
Key figures :
- 15 million active users on Perplexity AI
- 50% of B2B searches now integrate AI
- 35% of purchase paths are influenced by AI responses
Preparing for the future now
A strategic investment
Anticipation is key: the earlier you adapt your strategy, the more controlled and effective the investment will be. The first players to optimize their content for AI are already building their competitive advantage.
The strategy to adopt
We tried and tested several use cases by reworking our content and testing how LLMs interpreted it. Here's what we learned:
- Optimize content for LLM understanding:
- Semantic enrichment: Use context-rich keywords and phrases to help language models better understand your content.
- Data structuring: Adopt structured data formats such as schemas (schema.org) to improve search engine understanding.
- Developing intelligent content architecture:
- Dynamic content: Create content that adapts to user queries in real time, using AI tools to personalize the experience.
- Interactivity: Integrate interactive elements such as dynamic FAQs, chatbots and virtual assistants to respond instantly to user queries.
- Create content rich in context and added value:
- Storytelling: Develop engaging narratives that answer users' needs and questions in depth.
- Regular updating: Keep your content up to date with the latest information and trends to stay relevant and useful.
Tomorrow's challenges
There's still time to act and jump on the bandwagon! Here's what brands need to consider as we enter 2025:
- The evolution of your digital visibility: Adapt SEO strategies to include optimizations specific to AI and the new search engines.
- The progressive adaptation of your content strategy: Integrate AI tools to continuously analyze and improve content performance.
- Developing new in-house skills: Training teams in AI technologies and best practices for creating AI-optimized content.
It's a beautiful and rewarding time, but we need to remain continually alert in order to anticipate weak signals as well as the trajectory of these technologies and transformations in user behavior.
AI research is shaping the future of online visibility. ARNEO supports you in this strategic transition to transform your content and ensure your digital performance of tomorrow. Contact us for a personalized analysis of your challenges.