Search is no longer just about ranking on page one.
So what does the future of search look like?
If you’re a CMO navigating 2025, you’ve likely noticed a significant shift. AI overviews, chatbots, Reddit threads, voice assistants, and zero-click answers are reshaping how search engines present information. Traditional SEO remains foundational, but the definition of search visibility has expanded.
At Brainz Digital, we’ve been on the front lines of this transformation. From helping B2B SaaS brands capture traffic via generative engine optimization (GEO), to optimizing high-intent pages for conversions, our work centers around one key principle: being the answer.
In this article, we’ll explore what’s changed in the search landscape, where the real opportunities lie, and how to future-proof your strategy.
The Current State of Search: What the Data Tells Us
Let’s take a look at where we are:
- AI chatbot traffic grew by over 80% year-on-year, reaching more than 55 billion visits.
- Google still dominates with over 1.86 trillion annual visits—more than 30 times ChatGPT’s traffic.
- Click-through rates on traditional search results dropped by an average of 15.49%.
So why the decline in clicks?
Because search engines are increasingly answering user queries before the click:
- AI overviews (like Google SGE)
- Featured snippets (Position 0)
- Knowledge graphs
- “People Also Ask” boxes
- Integrations with UGC platforms like Reddit
Users are getting what they need without ever visiting a website. For brands, that means you don’t just need to rank—you need to be the result.
Who’s Still Clicking (and Why It Matters More Than Ever)
Here’s the nuance: while overall clicks may be down, the users who do engage are more serious. They’re often further along in their journey and have higher intent.
These users:
- Use more specific, complex search queries
- Visit multiple pages to learn more about your solution
- Expect a polished, helpful, friction-free experience
In short, they are harder to win, but more valuable when you do.
Future of search opportunities: What Brands Should Be Focusing On
1. Optimizing Core Conversion Pages
Your most important landing pages deserve extra attention. These are your “money pages”, product pages, demo pages, comparison pages.
Ask yourself:
- Is the value proposition immediately clear?
- Are we answering the “Why us?” question?
- Are CTAs aligned with the search intent?
When optimized well, these pages reduce support volume and increase conversion readiness. We’ve seen clients boost conversions by more than 50% simply by aligning content and layout to searcher expectations.
Read my latest MozSEO blog post about the bottom of the funnel
2. Becoming a Credible Source
Brands that consistently publish helpful, credible content are increasingly rewarded, both by users and by AI-driven search tools.
Winning in AI summaries and featured snippets means:
- Structuring content around user questions
- Citing data and using visual aids
- Writing in a clear, concise, and direct style
When you position your brand as a source of up-to-date insights, you boost brand searches, impressions, and authority metrics. It’s a long game—but one that pays.
We actually know that LLM users are more likely to convert, they are more advanced and work harder inside your website. This is an actual LLM conversion from our very own client:
3. Improve Content Page Quality (and Results Will Follow)
Improving your content doesn’t mean rewriting everything from scratch. It’s about elevating the format, depth, and clarity of what you already have. Some proven actions we take with our clients include:
- Structure headings logically for both humans and machines
- Get more specific—avoid broad fluff and vague generalizations
- Make it question-based—mirror how people search
- Create stories with backed data; don’t just say it, show it
- Enrich with visuals—charts, infographics, screenshots
This often results in:
- Higher impressions and CTRs, especially in AI overviews and LLM-based search
- Better brand recall and growth in branded search traffic
- Higher query satisfaction scores and user trust
- Long-term authority as a source of up-to-date, helpful content
SEO Myths Worth Debunking
With all the noise around AI and the evolution of search, it’s easy to get swept up in misconceptions. Here are some common myths we encounter, and the real story behind them.
Myth 1: “SEO is dead.”
Reality: This is one of the most persistent myths, but it’s far from true. SEO is evolving, not disappearing. In fact, foundational SEO, technical performance, crawlability, content relevance, and on-page structure—is critical for visibility in both traditional and AI-powered search experiences. Without solid SEO, your content won’t even be considered for ranking or citation by AI tools like ChatGPT or Google’s SGE. You can’t earn visibility in a generative experience without being discoverable and indexable in the first place.
Myth 2: “Nobody needs SEO anymore.”
Reality: On the contrary, demand for SEO expertise is rising. CMOs are facing more complex digital environments: fragmented platforms, generative engines, and new search behaviors. That means professional SEO support is more valuable than ever. Agencies like Brainz Digital are seeing increasing interest from brands that want to align traditional search with emerging answer engines—and they know they can’t do it alone.
Myth 3: “Just focus on ChatGPT and LLMs.”
Reality: While optimizing for LLMs and AI-generated results is smart, it’s only one piece of the puzzle. First, not every query type or audience segment uses tools like ChatGPT for research or discovery. And second, LLMs themselves pull heavily from the top-ranking content in traditional search. A well-optimized blog post on Google today could easily become the source of a ChatGPT answer tomorrow. The smarter approach is to blend strategies—create content that serves both engines and humans.
Google actually increased its revenue Y/Y from its products:
Myth 4: “AI tools can do SEO for me.”
Reality: AI can support your SEO workflow—helping draft outlines, suggest keywords, or generate FAQs—but it can’t replace strategic thinking, technical audits, or campaign execution. Most AI-generated SEO suggestions are based on generalized best practices. They lack nuance, context, and competitive insight. Worse, they often miss the bigger picture of how SEO fits into business objectives. AI is a tool, not a strategist.
Myth 5: “You can’t measure AI visibility.”
Reality: While it’s true that OpenAI doesn’t offer a Search Console, and visibility in AI overviews is harder to measure, we’re already seeing tools emerge to track brand citations and answer presence across AI-driven platforms. With the right combination of analytics, query monitoring, and manual checks, you can get directional insight into how your content is performing in answer engines—and optimize accordingly.
Case Studies: Real Results in the Field
Case Study 1: Winning Google AI Overviews
We optimized TOF (top-of-funnel) blog posts with pre-written snippet-style content, framed to match natural language queries.
Result: A 15% increase in CTR from organic.
Case Study 2: Boosting Conversions with Better Page Design
We collaborated with product marketing teams to redesign landing pages, using visuals and messaging based on SEO briefs.
Result: 68% increase in demo requests.
Case Study 3: Gaining LLM Traffic Without Creating New Content
For a SaaS client, we rewrote existing content in a more conversational, question-led style.
Result: A measurable uptick in traffic from ChatGPT and Bing AI search, without publishing any new articles.
Your Roadmap for 2025 and Beyond
Here’s what forward-thinking marketers should focus on:
- Double down on SEO fundamentals: Technical health, great UX, and on-page clarity still matter.
- Incorporate AEO and GEO: Structure your content to answer questions directly and win AI-generated visibility.
- Elevate your core pages: Prioritize clarity, conversions, and trust signals.
- Write for both humans and engines: Use natural language, schema, and clear formatting.
- Track the right metrics: Go beyond traffic: measure brand mentions, answer inclusion, and LLM-driven engagement.
Conclusion: From Rankings to Relevance
Search is no longer linear. Users bounce between Google, ChatGPT, Reddit, and LinkedIn before converting. The brands that win are those that answer questions clearly, build authority, and optimize for the platforms where decisions happen.
At Brainz Digital, we’re helping companies do just that—through strategies built on real data, real expertise, and a deep understanding of how search is evolving.
Want to learn more about how we help brands grow through SEO, GEO, and AEO?
Explore our services or get in touch for a personalized strategy session.
Let’s build the future of search, together.
