AI Overviews, ChatGPT, zero-click results, and other recent developments have all triggered the latest wave of goodbyes to SEO.
Except SEO isn’t dead. It might even be thriving.Â
Search engines still command approximately 88% of all search traffic. But alongside this, AI usage is almost doubling. So what gives?Â
Well, consumers don’t care about AEO versus GEO versus SEO. Or even necessarily choosing between Google and ChatGPT. They simply use both.
Why the either/or narrative is dangerous
The marketing world loves a good binary. But opposing search engines and AI search against one another is a false choice.Â
These aren’t competing realities. They’re parallel streams of discovery that smart brands must master simultaneously.
The psychology behind this false choice is simple: we crave certainty. We want to know where to invest our limited resources. Should we double down on the proven channel or pivot to the emerging one?Â
- Overindexing into AI search over Google organic means giving up the majority of search market share that counts now.Â
- Hesitating means that competitors can open up moats that can’t be closed in the future.Â
So, where are consumers actually searching?
The key assumption of the either-or narrative is that AI search’s growth comes at the expense of Google organic usage. Google’s global search market share dropped to 89.62% as of March, the lowest point in more than a decade.Â
Meanwhile, ChatGPT’s growth trajectory puts it on track to reach 1 billion users by the end of 2025. Seems like an open-and-shut case, right?
Except, consumers aren’t abandoning Google. They’re simply searching more, across a wider range of platforms.Â
ChatGPT adoption didn’t reduce Google organic usage, according to recent Semrush data. Instead, Google search sessions actually increased after users adopted ChatGPT, jumping from 10.5 to 12.6 sessions per week.
People aren’t substituting their typical Googling with ChatGPT – they’re adding AI on top of their existing search behavior.
This creates a compounding opportunity, especially in ecommerce.Â
Search engines remain massive for ecommerce:Â
- At least 43% of ecommerce traffic comes from Google’s organic search.
- Organic traffic accounts for 23.6% of all ecommerce sales.
Alongside this, shopping queries in ChatGPT jumped from 7.8% to 9.8% of all searches between January and June.
The total addressable market for search visibility has multiplied. Consumers are conducting more searches than ever, but now those searches are distributed across traditional and AI-powered channels.
So, how can brands seize the opportunity of holistic search?
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