SEO isn’t dying. It’s splitting.
Traditional search (Google/Bing) is still massive, but a growing slice of discovery is happening through AI-powered experiences: ChatGPT-style chat, Perplexity, Copilot, Gemini, and Google’s own AI summaries. That shift changes what “ranking” even means. You’re no longer just trying to be #1 in 10 blue links—you’re trying to become the source the AI trusts and cites.
The big change: AI search is taking measurable share
We finally have numbers that look like “search share,” not just opinions.
A Wall Street Journal report citing Datos (market intelligence) found that AI searches accounted for 5.6% of U.S. desktop search traffic in June 2025, up from 2.48% a year earlier, and up from under 1.3% in January 2024. In other words: the curve is steep, and it’s accelerating. (Efrati, 2025)
Here’s that two-year trend in plain English:
- Jan 2024: < 1.3% of U.S. desktop searches via AI
- Jun 2024: 2.48%
- Jun 2025: 5.6% (Efrati, 2025)
That’s not “Google is dead.” It’s “AI is becoming a real channel you can’t ignore.”
And it’s not just traffic share—it’s behavior. McKinsey reported that about half of consumers intentionally seek out AI-powered search (based on a US consumer panel survey fielded in August 2025). (McKinsey & Company, 2025) Even if many of those sessions don’t replace Google, they absolutely replace clicks to your website—because AI often answers the question without sending the user anywhere.
So the new job is:
- Stay strong in classic SEO, and
- Become “AI-citable.”
What “AI SEO” really means (no hype)
AI search systems tend to do a few things differently than Google’s classic results:
- They synthesize answers (summary-first).
- They prefer sources that are clear, structured, and authoritative.
- They often cite fewer sources than a SERP shows (sometimes none, sometimes 3–6).
- They do better with content that is entity-rich (names, places, brands, products, comparisons) and unambiguous.
This is why a generic blog post with fluffy wording can rank “okay” but still never get surfaced inside AI answers.
Action steps to make sure your website shows up in AI search
1) Write “answer-first” pages that match real questions
Stop writing only “topic pages.” Start writing pages that answer specific questions your customers ask.
Examples:
- “How long does crown molding installation take?”
- “Divi 5 vs Elementor: which is faster in 2026?”
- “How much does a modular home cost in Michigan?”
Format matters: put the direct answer in the first 2–3 sentences. Then expand. AI loves that.
2) Add FAQ sections that don’t suck
On key service/product pages, add 5–12 real FAQs with:
- The question as a header
- A 2–5 sentence answer
- Specific numbers, steps, and constraints
This increases the chances your content becomes “extractable” for AI summaries.
3) Use structured data (schema) like you mean it
If your site doesn’t speak “machine,” you’re making AI work harder.
At minimum:
- Organization (with logo, social profiles, contact)
- LocalBusiness (if relevant)
- WebSite + SearchAction (site search)
- Article / BlogPosting
- FAQPage (when you truly have FAQs)
- Product / Service where applicable
- BreadcrumbList
This won’t magically “rank” you, but it dramatically improves how confidently systems interpret your site.
4) Strengthen your “entity credibility”
AI systems tend to trust sources that look like real entities, not anonymous content mills.
Do this:
- Put a real About page with: who you are, where you operate, what you do, proof.
- Add author bios on content that implies expertise.
- Show credentials, experience, portfolio, case studies.
- Link out to credible references when making factual claims.
If you look vague, AI treats you as low-confidence.
5) Build a small library of “definitive” pages
Pick 10–20 pages you want to be known for and make them undeniably the best answer.
Each should include:
- Clear definition / summary
- Step-by-step process
- Examples
- Common mistakes
- Tools/resources
- Short FAQ
- A simple “next step” CTA
These “pillar pages” are the ones AI is most likely to pull from.
6) Make your site easy to crawl (this still matters)
AI discovery is often built on the same fundamentals as SEO:
- Clean internal linking
- XML sitemap submitted
- No accidental noindex
- No blocking important pages in robots.txt
- Fast pages, minimal bloat
- Real headings (H1/H2/H3), not just styled text
If bots struggle, AI won’t “learn” you reliably.
7) Get mentioned elsewhere (digital PR still wins)
One of the strongest “AI signals” is independent confirmation:
- Local directories (accurate NAP)
- Industry associations
- Chamber of commerce listings
- Podcasts, interviews, guest posts
- Case studies published by partners/vendors
If the web corroborates you, AI trusts you more.
8) Use AI to improve your SEO workflow (not to spam content)
Here’s how AI helps without trashing quality:
- Generate topic clusters from customer questions
- Create outlines based on SERP + competitor gaps
- Rewrite for clarity and structure
- Extract FAQs from call transcripts/emails
- Build schema drafts (then validate)
The best use of AI is speed + consistency, not “publish 200 junk posts.”
The mindset shift that keeps you ahead
For the last decade, SEO was largely: “rank my page.”
Going forward it’s:
“Become the source the internet agrees is true.”
That’s how you win in classic search and in AI answers.
Because AI search is growing, and it’s not going back in the box. The sites that adapt early—by being structured, credible, and answer-focused—are the ones that keep getting visibility while everyone else complains about disappearing clicks.
At 212 Creative, LLC, we pride ourselves on our excellent SEO results. One way we continue to deliver is by staying ahead of trends, such as AI search. For more information on our SEO plans, check out 212creative.com, email us at info@212creative.com, or call us. (586) 210-5125. Let’s begin.
References (APA)
Deloitte. (2025, September 25). 2025 Connected Consumer: Innovation with trust. Deloitte Insights.
Efrati, A. (2025). AI Search Is Growing More Quickly Than Expected. The Wall Street Journal.
McKinsey & Company. (2025, October 16). New front door to the internet: Winning in the age of AI search.