The online search ecosystem is undergoing a profound transformation, something we experience every day, both as marketers and as ordinary users. During the recent webinar organized with our partners, new scenarios emerged that completely redefine the digital marketing strategies we’ve relied on until now.
Let’s explore Avantgrade’s insights and how search engine optimization is evolving.
The traditional search model - where users entered a query, viewed results, and clicked on a link - is becoming obsolete. Today, more than 58% of online searches end without any clicks to external websites, within what are known as zero-click SERPs.
This evolution is accelerating with the massive integration of AI into search engines. Google has already rolled out AI Overview, a conversational answer system that appears even above paid ads, and has recently begun testing AI Mode in Italy, a clear signal of where the future is heading.
This revolution is reshaping digital marketing. Projections suggest that traditional search traffic could decline by up to 50% by 2028, a figure that should make every marketer pause for thought.
But the most significant shift concerns user behavior itself. AI has changed expectations: users now value convenience and immediacy over exploration. AI assistants provide quick, contextual summaries instead of lists of links to click.
One striking insight from the webinar: the average AI search query contains 13 words, compared to the traditional 4 on Google, and far more than the short, keyword-heavy searches of the past. In other words, a single AI prompt equals about 50 simultaneous searches: a more conversational, natural, and detailed way of interacting.
AI integration isn’t stopping at information retrieval. Google is developing AI agents that will enable users to complete checkouts and purchases directly from the SERP, without visiting a brand’s website. Meanwhile, ChatGPT is also experimenting with instant checkout capabilities.
This shift creates new opportunities for user experience but also major challenges: How can brands remain visible and relevant if users no longer visit their websites? The answer: by becoming relevant within AI platforms themselves. Today, millions of users perform their searches on ChatGPT, Gemini, or Perplexity alongside Google.
To address this new scenario, a new discipline is emerging: GEO AI Search, where GEO stands for Generative Engine Optimization.
It encompasses the strategies and techniques needed to ensure that websites and content are found, recognized, and cited by generative AI search engines.
GEO AI Search rests on four core pillars:
AI Search isn’t a future scenario: it’s happening right now. Brands must adapt their digital strategies accordingly or risk losing visibility and competitiveness.
GEO AI Search doesn’t replace traditional SEO, it extends it. It demands new skills, new metrics, and new ways of thinking. Now is the time to act: understanding how AI platforms “see” your brand and optimizing your digital presence accordingly is the first essential step toward the marketing of the future.