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Is AIO replacing SEO? How AI Optimisation is Transforming Search

The digital marketing world is buzzing with a new acronym: AIO (AI Optimisation). If you’re scratching your head wondering what that means, don’t worry—you’re not alone. AIO is all about optimising how businesses and brands show up in AI-generated answers, like those from ChatGPT or Google’s new AI tools. But what does this mean for the good old SEO (Search Engine Optimisation) we’ve relied on for years? Let’s break it down in simple terms and explore how it’s shaking up the way businesses get found online.

What Are AIO and SEO?

Let’s start with the basics:

  • SEO (Search Engine Optimisation): This is how businesses make sure their websites show up on Google when people search for something. It’s like giving your website a makeover so Google thinks it’s the best answer to a question. For example, if you own a bakery, SEO helps your website appear when someone searches “best cupcakes near me.”
  • AIO (AI Optimisation): This is the next step. Instead of just focusing on Google, AIO helps businesses get noticed by AI systems like ChatGPT or Google Bard. These tools don’t just show links—they give full answers to questions, often pulling information from multiple sources. AIO makes sure your business is part of that answer.

Why does this matter for businesses? Well, if people are asking AI tools instead of Googling, you need to make sure your brand is visible in those answers—or risk being left out entirely.

How Search is Changing (And Why It Matters)

The way we search for information is evolving fast:

  • AI-Powered Answers: Instead of typing a question into Google and scrolling through links, people are now asking AI tools like ChatGPT or Google Gemini for direct answers. For example, someone might ask an AI, “What’s the best bakery in London?” The AI will give a specific recommendation rather than a list of websites.
  • Fewer Clicks on Websites: With AI providing instant answers, fewer people are clicking through to websites. This means businesses could see their website traffic drop—even if they rank high on Google!

For businesses, this shift means they need to think beyond traditional SEO. It’s not just about being on page one of Google anymore; it’s about making sure your brand is included in AI-generated responses.

Examples of using AI search tools and how AIO could be used to get websites appearing in these results.

How This Impacts Businesses Today

Businesses that rely heavily on online visibility—think e-commerce stores, local services, or content creators—are already feeling the effects:

  1. Reduced Website Traffic: As AI tools provide answers directly, fewer people are visiting websites. This can hurt businesses that depend on web traffic for sales or leads.
  2. Unpredictable Rankings: Google keeps updating its algorithm (the rules it uses to rank websites). In 2024 alone, updates focused on “helpful content” caused major shifts in rankings. This means businesses must constantly adapt their SEO strategies—and now also consider AIO.
  3. Increased Competition: With AI pulling information from multiple sources, businesses need to stand out more than ever to be included in those answers.

What Does the Future Hold for Businesses?

Here’s what businesses can expect as AIO becomes more important:

  • Adapting to New Platforms: Tools like Profound are helping brands optimise how they appear in AI-generated answers. Businesses will need to embrace these platforms to stay competitive.
  • Focus on Quality Content: Whether it’s SEO or AIO, creating helpful, accurate content will be key. AI tools prioritise content that genuinely answers user questions—so no more shortcuts like keyword stuffing!
  • New Ways to Measure Success: Traditional metrics like website traffic might become less important as brands focus more on visibility within AI responses.

Whether you’re a small bakery or a global tech company, this shift impacts everyone:

  • Small businesses might struggle to compete if they don’t adapt quickly to these changes in search behaviour.
  • Larger companies will need to invest in both SEO and AIO strategies to maintain their dominance.

The good news? By understanding these trends early and adapting your strategy, you can stay ahead of the competition. Reading this article has already put you ahead of the competition (if you’re reading in early 2025)!

Conclusion: Evolution Over Extinction

AIO isn’t here to replace SEO—it’s here to build on it. Think of it as an evolution rather than extinction. Businesses that embrace both strategies will thrive in this new era of search, while those who stick solely to traditional methods risk falling behind.

So whether you’re optimising for Google or ChatGPT, one thing remains true: success comes down to understanding what your audience needs and delivering value—no matter where they’re searching.

If you want more advice on AIO talk to an Axelerate consultant for free!

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