The Rise of AI Search and Generative Engine Optimization
The search landscape has fundamentally shifted with the rise of AI-powered search engines. About 50 percent of Google searches now include AI Overviews, a figure expected to exceed 75 percent by 2028. Half of consumers actively seek out AI-powered search engines, with a majority saying it's their top digital source for buying decisions. This shift has given rise to Generative Engine Optimization (GEO), which works alongside traditional SEO to ensure visibility across both conventional and AI-powered search results.
Why Traditional SEO Still Matters
While AI is reshaping how people discover information, it relies heavily on the same trust signals that Google has rewarded for over a decade. E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), Core Web Vitals, and quality backlinks remain fundamental ranking factors. AI systems are trained on and reference content from authoritative sources—the same sources that perform well in traditional search. By building genuine authority through quality content and trusted backlinks, you're optimizing for both Google and the new generation of AI answer engines simultaneously.
The Financial Stakes Are Higher Than Ever
By 2028, an estimated $750 billion in US revenue will flow through AI-powered search. Brands that fail to adapt may experience traffic declines of 20 to 50 percent from traditional search channels. However, this represents an opportunity rather than a threat for businesses that invest in comprehensive SEO strategies now. Those who build topical authority, earn citations from trusted sources, and maintain strong technical foundations will be well-positioned to capture traffic from both traditional and AI-powered search channels.