Having acknowledged the impact of generative AI engines like Google AI Overviews, ChatGPT, and Perplexity AI on search and discovery, let´s consider some possible actionable strategies to adapt our SEO and SEM approaches for success in this emerging ecosystem.

This article summarizes key insights I've gathered from two online courses and several recent articles from reputable sources. While I haven't yet implemented these strategies myself, I hope they spark a productive discussion about practical approaches others might take in their companies.

The Evolving Search Ecosystem: Understanding the New Players

Before diving into tactics, it's essential to understand the key components of the new search landscape.

Traditional search engines like Google are rapidly evolving into what industry experts call "generative engines" – a powerful combination of conventional search capabilities and large language models (LLMs). This transformation is changing how users interact with search results:

Search Engine + Large Language Models = Generative Engines

The three major generative engines dominating the market in 2025 are:

1. Google AI Overviews: Google's integration of Gemini into search results, providing AI-generated summaries above traditional listings
2. ChatGPT Search (SearchGPT): OpenAI's transformation of ChatGPT into a web-enabled search tool
3. Perplexity AI: A dedicated "answer engine" designed specifically for research and analysis

While Google remains dominant with approximately 76 billion monthly visits compared to ChatGPT's 4 billion and Perplexity's 110 million, the growth rates tell a different story. Perplexity AI is experiencing 17-24% month-over-month growth, while ChatGPT sees 5-15% growth, and Google's traffic has plateaued.

Key Optimization Frameworks for the AI Search Era

The rise of generative AI search has spawned several new optimization frameworks that extend beyond traditional SEO:

SEO vs. LLMO vs. GEO vs. AEO: Understanding the Differences

As part of a comprehensive strategy, companies should implement elements from all these frameworks, with emphasis determined by their specific business goals and audience behavior.

Actionable Tactics for Generative AI Search Optimization

1. Ensure AI Crawlability

While traditional SEO focuses on Google's crawlers, generative engines have their own crawling mechanisms with different capabilities. To optimize for these:

Implement llms.txt:

Similar to robots.txt, this file helps control what LLMs can access and index on your site. This emerging standard allows you to specify which sections are available for AI training and retrieval.

# Example llms.txt file

Allow: /blog/*

Allow: /resources/*

Disallow: /private/*

Disallow: /internal/*

Reduce JavaScript Reliance:

AI crawlers from ChatGPT and Perplexity primarily understand static HTML. Heavy JavaScript or dynamic content can be invisible to these systems.

Action steps:

• Conduct an AI crawlability audit of your website
• Serve critical content in static HTML when possible
• Implement proper semantic HTML structure
• Use descriptive alt text for images
  
  

2. Leverage Reddit Strategic Presence

Reddit has emerged as a critical platform for generative AI optimization, with research showing its outsized influence on LLM training and responses:

• Reddit content represented approximately 22% of GPT's training data through WebText2, with 2.9x importance weighting
• In July 2024, Google struck a $60 million deal with Reddit to use its content for AI training, followed by a similar agreement with OpenAI
• Currently, only Google and ChatGPT can retrieve the latest posts from Reddit, giving them an advantage over competitors

Action steps:

• Create valuable, discussion-worthy content on relevant subreddits
• Ensure content aligns with your brand voice and values
• Maintain active participation in discussions
• Focus on niche subreddits relevant to your industry

A strategic Reddit presence has shown particularly high effectiveness for technical products, B2B services, and community-oriented brands, with some companies reporting up to 3x higher mention rates in AI-generated responses after implementing a coordinated Reddit strategy.

3. Strategically Deploy Statistics and Quotes

Research shows that adding specific elements to your content can increase visibility in AI-generated responses by 30-40%

Use Short, Authoritative Quotes:
Keep quotes to 1-2 sentences for maximum effect. For example: "A 2023 study by XYZ found that 60% of businesses plan to adopt AI by 2025."

Integrate Statistics Naturally:
Ensure statistics are contextually relevant and properly sourced. This significantly boosts the likelihood of being cited in AI summaries, particularly for smaller websites trying to build authority.

Action steps:

• Identify key statistics that support your expertise
• Format statistics with clear attribution
• Keep quotes concise and authoritative
• Use statistical data points as section headers or callouts

4. Create Future-Proof Content

With AI-generated summaries potentially causing traffic drops of up to 40%, brands need strategies to ensure their content remains valuable and visible:

Highlight Human Collaboration:
Showcase partnerships and teamwork that AI cannot replicate. Share case studies and stories highlighting the human side of your brand.

Publish Original Research:
AI cannot conduct original research or generate fresh insights. Sharing original studies, whitepapers, or data-driven reports positions your brand as a thought leader.

Implement Founder Videos:
Short videos of founders or key team members sharing their vision or behind-the-scenes stories can help build trust and create emotional connections that AI cannot replicate.

5. Optimize for Auto-Completion Prompts

Understanding and leveraging how LLMs suggest completions can significantly boost your visibility:

Identify Key Prompts:
Use auto-completion features to discover what people are asking about your brand or industry. Try typing "is {brand}..." and see what suggestions appear.

Leverage SEO Tools:
Tools like SEMrush can help identify related questions that users are asking, allowing you to tailor content to address these specific queries.

Create Targeted Content:
Once you've identified common prompts, create content that directly answers these questions to improve visibility in AI-driven searches.

6. Maintain Strong E-E-A-T Principles

Google's E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness) have become even more critical in the AI era:

• First-hand knowledge is a key ranking signal, particularly for reviews and opinion-based content
• AI-written product reviews are unlikely to outrank detailed, hands-on assessments from real users or experts
• Human expertise and editorialization remain crucial for establishing authority

Action steps:

• Ensure content creators have relevant credentials or experience
• Add author bios with expertise information
• Include personal insights and experiences that AI cannot generate
• Cite credible sources and provide proper attribution

Implementation Strategy and Best Practices

Balanced Human-AI Collaboration

The data shows that the most effective approach combines AI efficiency with human creativity:

• 73% of marketers report combining AI-generated content with human oversight
• Companies using this hybrid approach have seen mild increases in traffic, likely due to the scale advantages AI provides

Transparent AI Disclosure

Research indicates that transparency about AI usage can build trust:

• Between 63% and 86% of web users prefer AI-generated content to be disclosed
• Sites that acknowledge AI involvement tend to show improved credibility
• Failing to disclose AI usage can damage audience trust, as seen in high-profile cases with CNET and Sports Illustrated

Monitoring and Measurement

New metrics are needed to track performance in this evolving landscape:

Track AI Mentions and Citations

Monitor how often your brand appears in AI-generated responses using specialized tools like AI Monitor.

Analyze "Zero-Click" Engagement

As more users get answers directly from AI summaries without clicking through, traditional traffic metrics become less reliable indicators of content performance.

Watch Competitive Positioning

Regularly check how competitors are being represented in AI responses to identify opportunities for differentiation.

Conclusion: Six action lines for a new strategy
 

1. Conduct an AI crawlability audit of your website
2. Develop a Reddit engagement strategy for key product/service areas
3. Review content for statistical information and quote opportunities
4. Create a plan for original research and founder content
5. Implement monitoring tools to track AI mentions and citations
6. Establish guidelines for balanced human-AI content creation

Some of these points may seem obvious, while others present more complex tradeoffs (like minimizing JavaScript on what's meant to be a dynamic, interactive website). Please feel free to comment which elements you consider practical levers for adjusting your strategy.