Sumvaad

Why SEO Is Facing Its Biggest Disruption Ever

For decades, businesses have built their online presence through SEO (Search Engine Optimization). But with large language models (LLMs) like ChatGPT, Claude, and Gemini, and Google’s AI Overviews (SGE - Search Generative Experience), the traditional SEO playbook is rapidly changing.

• More searches are being answered directly by AI, reducing organic clicks.

• Google’s AI-generated answers push organic results further down the page.

• E-commerce and content-driven businesses are seeing major drops in organic traffic.

This shift has massive implications for businesses that rely on SEO, including D2C brands, e-commerce sellers, bloggers, and content-driven platforms. 

Does this mean SEO is dead? No—but it means businesses must adapt fast to survive in the new AI-powered search landscape.

Table of Contents

1. How LLMs and AI Search are changing SEO in 2025

2. What is GEO (Generative Engine Optimisation)

3. SEO vs GEO

4. How to Rank in AI Driven Search Era

   
   
   
   

How LLMs and AI Search are changing SEO in 2025

Google’s AI Overviews Are Killing Clicks

Google’s AI-generated responses are replacing traditional search results, leading to fewer users clicking on websites. Studies show:

• 65% of users prefer AI-generated answers over clicking links.

• Websites relying on SEO traffic have seen a 20-40% drop in clicks since AI Overviews launched.

How AI Overviews (previously SGE) Impacted a Top Content Website

A leading business blog saw its organic traffic decline by 35% in 3 months after Google's AI Overviews rolled out. The reason? Users got their answers directly from AI, without needing to visit the website.

LLMs Are Rewriting Search Behaviour

Consumers now use AI chatbots (ChatGPT, Gemini, Perplexity AI) instead of Google for:

• Product recommendations (instead of review blogs)

• Learning how to do something (instead of tutorial sites)

• Comparing services (instead of business directories)

👉 80% of Gen Z users say they prefer AI-driven search over traditional Google search.

The Impact of AI Search on Indian Businesses (E-commerce, D2C, MSMEs)

D2C & E-commerce Businesses

• Challenge: AI pulls product details directly into search results, reducing the need for users to visit brand websites.

• Example: A query like "Best organic tea brands in India" may show AI-curated product recommendations instead of brand links.

• Solution: Businesses must optimize content to appear in AI recommendations rather than focusing solely on traditional rankings.

B2B & MSMEs

• Lead generation drops as AI provides direct answers instead of directing users to B2B service providers.

• Example: Searching "best logistics providers in India" might show AI-generated summaries instead of a ranked list of service providers.

• Solution: GEO strategies must be adopted to ensure businesses are referenced within AI-generated responses.

For businesses, this means ranking #1 on Google is no longer enough—you need AI models to reference your content directly.

What is Generative Engine Optimization (GEO)?

GEO is about optimizing content to appear in AI-generated responses rather than just ranking in Google’s search results. Search engines are evolving, and businesses must adapt by creating content that AI models recognize as credible, structured, and insightful.

Key Features of GEO:

• LLM-friendly content: AI models prioritize structured, data-backed, and well-explained information.

• Cited by AI Overviews & Chatbots: Instead of fighting for ranking #1 on Google, the goal is to get referenced in AI search answers.

• Long-term discoverability: Unlike SEO, which depends on ranking factors, GEO ensures AI models continuously reference your content.

How GEO Works?

1. Create Authoritative & Data-Driven Content – AI prefers content that is well-structured, factual, and sourced from reliable data.

2. Use AI-Friendly Formatting – Break content into concise sections, tables, bullet points, and structured data for better AI parsing.

3. Optimize for AI Indexing – Ensure your content is ranked and referenced in AI models like ChatGPT, Bard, and Claude.

4. Get Cited in High-Authority Publications – AI trusts sources that are widely cited in major news sites, research papers, and industry reports.

5. Leverage Multiple Content Formats – AI pulls data from blogs, forums, PDFs, social media, and Q&A platforms. Expanding beyond just website content helps increase visibility.

SEO vs. GEO: What’s the Difference?

Action Plan: How to Rank in the AI-Driven Search Era

1️⃣ Optimize for AI Reference & Citations

• Use original data, case studies, and research that AI models prefer to cite.

• Get featured in high-authority sources like industry reports, news sites, and whitepapers.

• Publish content on platforms AI scrapes (forums, Q&A sites, research databases).

2️⃣ Shift From Keywords to Search Intent & Context

• AI understands natural language, so optimize for questions, long-tail queries, and contextual phrases.

• Use structured data and schema markup to help AI better understand your content.

• Write content that solves real problems instead of just ranking for search terms.

3️⃣ Build a Multi-Platform Presence

• AI doesn’t just pull from websites—it pulls from forums, social media, research databases, and PDFs.

• Engage in industry forums, publish on LinkedIn, and contribute to authoritative reports.

• Get cited in multiple online sources to increase AI’s trust in your content.

4️⃣ Focus on Conversational & Voice Search Optimization

• Write in a Q&A format that aligns with how people talk to AI chatbots.

• Optimize content for voice search and smart assistants.

• Use natural language & structured responses for AI-friendly content.

5️⃣ Reduce Dependence on Google & Own Your Traffic

• Build email lists, private communities, and direct engagement channels to avoid over-reliance on SEO.

• Use paid strategies like retargeting ads & influencer collaborations to drive traffic.

• Grow brand authority so AI models recognize and cite your business as a trusted source.

By implementing these strategies, businesses can maintain their visibility even as AI-powered search changes the digital landscape. However, adapting is no longer optional—those who fail to optimize for AI-driven search will see their traffic disappear.

📢 Final Verdict: SEO Isn’t Dead—But Businesses Must Pivot Now

The AI revolution is reshaping how content gets discovered. With LLMs and AI search taking center stage, traditional SEO alone won’t be enough to drive traffic. Instead, businesses must adapt to Generative Engine Optimization (GEO)—a strategy focused on making content AI-readable, authoritative, and reference-worthy.

🔥 Key Takeaways

1. Google’s AI Overviews are reducing organic clicks—businesses must adjust.

2. LLMs like ChatGPT, Gemini, and Perplexity are rewriting search behavior—if your content isn’t cited, you’re invisible.

3. Winning in AI-driven search means shifting from backlinks to AI citations—LLMs prioritize authority and structured knowledge.