The search engine landscape is undergoing fundamental change. Google is no longer the only relevant search engine; AI-based systems are changing the way we search for and find information. Where is this journey headed? And what changes will it bring for online marketing?
Online marketing in transition
Online marketing is change, and always has been. Its essence is a constant process of adaptation, change and further development. There is currently a lot going on again: new competitors are emerging to challenge Google, which could establish themselves as alternatives to the search engine giant. The biggest challenge for online marketing in 2025 and beyond can be summed up in two words: STAY VISIBLE!
SEO traffic from Google will decline
The data speaks for itself: zero-click searches are on the rise, and with them, classic SEO traffic is declining. Rand Fishkin, one of the most renowned experts in the field of SEO, stated at SMX in March 2025:
‘The way we’ve done organic for 25 years is dying. Traffic can no longer be the goal. Zero-click search is growing!’
‘AI Overviews likely reduced organic clicks in Google by 20-40% even as total searches grew.’
These trends illustrate a fundamental change in search. New technology enables new search variants and offers different search experiences. But are they really better?
The new search engine landscape: Google vs. AI search engines
Alongside Google, various AI-based search engines have established themselves and are revolutionising search behaviour:
1. Google with AI Overviews
Google has responded with AI Overviews: AI-generated summaries appear after Google Ads and before organic search results. This pushes the organic search results further down the page.
Although these AI responses are partially collapsed, in many cases a featured snippet is followed by additional questions before the first organic search result appears. AI Overviews are particularly prevalent for information-oriented search queries.
2. ChatGPT Search and Perplexity
AI search engines such as ChatGPT Search and Perplexity do not just deliver search results. The sources for the text response are listed directly above as links. Clicking on a source opens a bar on the right with all sources.
- ChatGPT Search offers the most links, sorted by ‘source references’ and ‘more’ in the sense of further links. When you hover over a source, the relevant passages in the text response are highlighted in yellow.
- Perplexity works similarly to Google, also offering a map with links to providers and a clear list of providers.
How the ranking is determined – the big unknown
Interestingly, it is not clear how the AI search engines rank providers. The rankings do not correspond to Google SERPs, nor are they found in any of the sources cited. It seems that AI systems combine different sources, information and mentions. The logical conclusion:
It is important to be known as a brand on the internet.
Advantages and disadvantages of AI search engines
Disadvantages | Advantages |
|---|
AI answers may contain errors (hallucinations) | Fast, direct answers to complex questions |
Less research required → risk of ‘knowledge reduction’ | Summary from multiple sources → broader perspective and greater user-friendliness |
Rankings are volatile | Citation references generate traffic |
Risk of traffic decline | Possibility of being cited as a trustworthy source |
Content is ‘used’ without every user clicking on the page | Brand impact: mention in AI text response can strengthen authority |
Chat offers countless prompt possibilities (search volume unknown) and unclear ranking factors (LLM search engines) | Conversational search with follow-up questions possible (LLM search engines) |
Fewer clicks on organic results and unclear metrics in Search Console (AIO) | Seamlessly integrated into classic search (AIO) |
Table 1: Advantages and disadvantages of AI search engines
SEO is not dead – it is evolving
‘SEO is dead’ – we’ve been hearing this statement for years. But every supposed ‘death’ has merely marked a shift in best practices and a move towards greater user focus.
The volatility in SERPs is a sign of evolution, not decline. SEO remains important, but the factors are changing: high keyword relevance, good rankings and strong backlinks are still crucial. This is demonstrated by studies on ChatGPT Search conducted by SEMrush and ahrefs.
What does this mean for online marketers?
Rand Fishkin summed it up perfectly at SMX in March 2025: ‘In summary: Traffic is dying. Attention is rising. Stop optimising for traffic. Start optimising for influence.’
The focus of your content and SEO strategy in 2025 should be on branding, not pure traffic. It’s best to follow Mike King, who pointed this out at SMX Munich this year: ‘Search is a brand channel and always has been. It’s time for us to stop undervaluing our channel.’ Users have always come into contact with brands and information there. This then leads to navigational and brand searches. 44% of Google searches are already brand-specific – a clear sign of the importance of brand awareness.
The goal should be to become the brand that is searched for, not just the page that is found.” (Bastian Grimm, SEOkomm, 11-2024)
Search experiences by target group and search intent
There is no longer THE search engine; it depends on the search query. The decisive factors are the user’s intent and motivation, as well as their age, which determines which search engine is most appropriate at that moment.
Different search engines are suitable for different types of searches:
Search | Navigational (e.g. brand search) | Quick informational (e.g. ‘When does e-billing become mandatory?’) | Complex informational (e.g. ‘restful sleep’) | Quick transactional (e.g. ‘red nail polish’) | Complex transactional (e.g. ‘patio roof’) |
|---|
Classic search engines | Primarily Google | Google | Google | Google, Amazon | Google |
LLM search engines | Increasingly also Perplexity and ChatGPT | Gemini, Perplexity | Gemini, Perplexity, | | Perplexity, ChatGPT, Gemini |
| | | TikTok, Instagram, YouTube | | YouTube, TikTok, Instagram |
Table 2: Search experiences at a glance
Content & SEO strategy 2025
AI can deliver masses of average SEO texts – but this type of content is becoming less and less relevant. It is no longer about SEO texts, but about providing the best content:
- Content needs something unique → AI can create summaries itself
- Look at the entire customer journey: Which touchpoints can I use to reach my target group?
- Short answers → AI overviews
- Complex topics → in-depth information still counts here
- Focus on long tails: address topics where purchasing decisions can be influenced
- Differentiate yourself from the competition with unique content
What makes content successful?
- Topic authority creates trust → plays an increasingly important role in AI
- Deliver added value content, use additional content formats (video, etc.) and channels
- Authentic storytelling, emotional intelligence & empathy
- Real experiences that can be shared
- Bring experts or influencers/content creators on board
Practical approach: keyword clusters instead of individual keywords
To remain visible, you should think more in clusters when creating content, rather than in individual keywords that you want to target. The prompts in AI search are more complex than classic search queries. Topic clusters connect related topics through a logical link structure, thereby strengthening thematic relevance.
Conclusion: Don’t be afraid of Gen AI Search & AI Overviews
This development brings both challenges and opportunities:
- SEO is evolving towards ‘answer engine optimisation’ or ‘generative engine optimisation’
- New SEO goals: visibility in AI responses, not just in search result rankings
- Generational change: younger people are more AI-savvy, so new search engines should not be neglected in online marketing
- AI overviews primarily affect informational search intent
- Traffic is shifting – it is decreasing in quantity but is more qualitative when it comes from AI responses, as users have already had a touchpoint with the brand
- Branding effects through mentions in AI responses are valuable!
