Search used to be a performance channel.

Search is changing forever

Thanks to AI, the game is changing. We’re moving away from optimizing for the click. Google is already sending less and less traffic to websites. ChatGPT offers answers instead of links. And more and more people are skipping the traditional search engine, turning to AI for guidance. The classic search results page becomes less relevant.

The rise of the post-click world

AI filters. AI curates. AI prioritizes. So we are entering a post-click world where Gemini, ChatGPT and Perplexity insert themselves between the brand (or publisher) and the user.

Stop chasing page one

For a deeper dive into this shift, I highly recommend Markus Caspari’s brilliant piece in the FAZ (German). But here’s the excerpt of one fundamental aspect:

Marketers need to stop asking: “How do I get to page one on Google?” or “How do I drive the most clicks?”.

Instead, we’ll measure success with new KPIs. It’s not about performance alone anymore. It’s about visibility. Think in terms of Share of Search – or better yet, Share of LLM.

Think in terms of audience reached, a metric we already know from social media.

Yes, there is still some correlation between a strong Google ranking and the likelihood of being quoted in AI Overviews, ChatGPT or Perplexity. A page that ranks number one on Google has about a 25 percent chance of also being cited in AI-generated answers.

But new factors are rising in importance.

LLMs favor, what’s frequently mentioned, searched and shared. They follow digital trust signals: authority, structure, relevance and contextual visibility.

From ranking to references

The race for rankings becomes a race for references. Search evolves from a pure performance channel to a holistic one – blending branding with performance in a completely new way.

5 practical steps

So how do you ensure your brand lives in the AI’s digital memory? Here are 5 practical steps

Invest in PR and earned media: Every credible mention increases the likelihood of being cited by an LLM.

#1 Invest in PR and earned media: Every credible mention increases the likelihood of being cited by an LLM.

#2 Structure your content for AI: Clear sections, precise statements, clean sources, tables – LLMs love that stuff.

#3 Let go of keyword obsession: Meaning trumps phrases. Context beats syntax.

#4 Build digital authority: Expertise, trust and reach are the new currencies.

#5 Think in brand moments, not just clicks: The user may not click – but they’ll remember you. And they’ll trust you.

Why strong brands win

As this list suggests, branding and reach will play a bigger role in search optimization moving forward. The brand becomes the anchor of visibility. Because if you want to be part of the AI answer, your brand has to be embedded in its digital consciousness.

That’s not easy. LLM optimization is more complex than classic SEO. Which is why a strong, focused brand is your best strategy in this new landscape.

The sharper the positioning, the better. Brands that stand for something will outperform those trying to stand for everything. If your profile is blurry, you’re at a disadvantage.

And that’s not new. But the pressure is rising. Because in this world of AI search, one truth becomes crystal clear:

Brand is the new SEO.