The Search Landscape Has Changed
When it comes to optimizing your website and digital content, it used to be simple. It was predictable and expected that if a customer was searching for you, your services, or products, they just go to Google. Today, it’s becoming more common that customers are searching on social media platforms and LLMs, abandoning the predictable Google.
Now, by no means is Google dead, but it is no longer the solo, dominant force it was when it comes to online, digital searching. FSM launched a new e-commerce website for one of our clients in September and AI platforms are already a consistent referral source for orders.
Customers are already searching everywhere.
Search Behavior Shift
Two major shifts have taken place over the last five years. Both of them have dramatically changed how customers search online.
Gen Z and the Emergence of TikTok
Over the last six to eight years, TikTok has become the most popular social media platform, specifically amongst Gen Z, eclipsing one billion monthly active users in 2021. In 2026, that will have been five years ago and it has only grown since then.
Along with the growth of TikTok, Gen Z is growing up and entering the workforce. Know what platform they utilize most for search? TikTok. As more time passes, they will continue utilizing the platforms they trust most like social media and AI-based search platforms.
AI Platforms and Natural Language Searching
ChatGPT changed search forever when it launched in November 2022. Following in ChatGPT’s footsteps, Perplexity launched in December 2022, Google launched Bard in March 2023 – to later be rebranded as Gemini – and Anthropic also released the first generation of Claude in March 2023. All four of these platforms have only grown in the last three years.
The main reason? They think like humans. On Google, you would have to use a keyword or key phrase. On these AI platforms, you can actually use natural language to search. And, to top it all off, the results are typically better than a traditional Google search.
For example, if I am in the market for a new piece of luggage, historically I would have gone to Google and searched something like, “best luggage companies.” Then I would sift through all the results to hopefully find a fit for what I am looking for.
With AI, now I can search with something like this: “I need a new carry-on. I would like for it to have wheels, plenty of pockets and storage, be durable, last me a long time, and offer a lifetime warranty. I want you to provide me with a list of five different options according to the specifications I listed. Please list them in order of recommendation based on customer reviews and price.” Following that search, I get a list exactly according to what I am looking for.
Even in more complex industries like manufacturing, customers are searching for solutions to their problems before they even land on your website. If your website is not optimized according to new SEO (Search Everywhere Optimization), your company will not be present when it matters most.
Optimizing for AI Searches
Every digital platform you use is now implementing some kind of AI into its search functionality. AI search is the present and future, and nothing is going to change that. That’s why we’re recommending companies start optimizing for this new era of search as soon as possible.
Optimizing for this new era of search is all about building, establishing, and maintaining your online digital entity. What makes up your digital entity? In short, it is answering the four most basic questions: Who, What, Where, Why. Your website, social media, podcast, and third-party platforms—all of it—need to be optimized with the intent of building your entity.
To build your entity well, apply SEO best practices with an emphasis not on keywords, but on credibility and on consistently delivering valuable content.
If you want to improve your SEO performance and stay ahead of the curve, the time is now to begin building your comprehensive, quality, authoritative entity presence. This is the only way to maintain your presence in search results when your target audience is searching for the solutions you offer.
AI-Generated Content Is Not Valuable
The mistake that many people make is seeing these AI platforms as quick, easy content generators, so they use them to pump out loads of content for their website, assuming that since it was created by AI, it is valuable for their target audience, contains accurate information, and will improve their SEO performance. None of those assumptions is correct.
If you believe that AI-generated content is sufficient for your business, you will lose the credibility you have established with your audience. They will lose trust because they are more than able to sniff out quality content from a human and differentiate it from AI slop. And I hate to break it to you, but content fully generated by AI is pure slop.
You have to remember, the value of the AI SEO era is that humans no longer have to rely on keywords to receive valuable results. That is why content generated by humans, for humans, that demonstrates real expertise is what you need to be producing.
Digital platforms are getting smarter, and in the pursuit of recommending quality content, they are even beginning to remove content they deem as being AI-generated. Don’t fall into the trap of taking the easy way out by relying on AI-generated content. Focus on creating quality content by humans, for humans – showcasing your authority in your industry.
Practically Optimizing for AI SEO
The best way to understand the current state of your digital presence is to research yourself. I recommend using all four major AI platforms—ChatGPT, Gemini, Claude, and Perplexity—and ask them what they know about your company, ask them what companies they would recommend in your industry, etc. This is an easy way to evaluate the current state of your entity.
As you go through this process yourself, you may start to see gaps in what the AI platforms know about your business, your services, or your products. When you identify the gaps, start filling them in by answering the relevant questions with your personal expertise. Producing valuable content of this nature will earn you trust with your audience and build credibility with the AI platforms.
Just like SEO has always been, seeing increased performance takes time. But that’s also why starting now is so important. The earlier you begin, the sooner you’re likely to see results. Those who build this competitive advantage—and maintain it—will have a significant leg up on their competitors.
Improve Your Entity With FSM
There’s much more to building your entity than producing quality content that builds credibility. FSM has spent considerable time and resources becoming experts on AI so that we can provide valuable solutions to your problems and save you the hassle of having to learn it yourself. Our AI SEO services make your job easier and bring valuable performance to the table for your company.
We approach building your entity with our four-step approach. Each month, we take a dedicated look into your entity and perform measurable, effective, and valuable tactics that improve your AI SEO performance by further establishing your entity profile.
If you’re interested in growing your business and improving your AI SEO performance, we are the experts who can solve that problem for you.
