Generative search engines are redefining online information consumption. Between drop in traffic and new visibility rules, companies must adapt their SEO strategy to remain competitive.
The new landscape of access to online information.
The rise of solutions like ChatGPT Search or Perplexity AI is profoundly transforming online search. The user no longer browses a list of links: he obtains a direct, synthetic and contextualized response.
This change results in a decline in traditional organic traffic. According to Gartner, up to 25% of searches could shift away from traditional search engines by 2026. At the same time, Google is accelerating the deployment of its enriched responses, further reducing clicks to sites.
That said, visibility is no longer just about the first page of results. It now depends on a brand’s ability to be integrated into the information generated by AI.
To support this change, specialized agencies such as https://agencepierrot.fr help brands adapt their content and master these new challenges.
From SEO to “GEO”.
SEO is evolving towards a logic of Generative Engine Optimization (GEO). It’s no longer just about optimizing websites for keywords, but becoming a trusted source for generative engines.
These aggregate several contents to produce a response. They favor sites that demonstrate strong authority and editorial consistency.
For businesses, this involves:
- strengthen their presence on multiple channels
- publish expert and sourced content
- structure information to make it usable
Thus, competition is no longer limited to Google results, but extends to the entire information ecosystem.
The EEAT remains a strategic lever.
The criteria of expertise, experience, authority and reliability are becoming increasingly important. Generative engines must limit errors, which pushes them to favor credible content.
According to Google Search Central (2025), content deemed reliable is significantly more likely to be included in enriched responses. This involves promoting authors, citing sources and providing real added value.
Generic or poorly differentiated content is now unlikely to emerge.
Three priority actions for businesses in 2025.
Faced with these changes, companies must adopt a concrete and rapid approach.
First, they must work on their notoriety. A recognized brand is more likely to be cited by AIs. This involves regular publications, speaking engagements and a multi-channel presence.
Next, it is essential to optimize content for conversational queries. Users formulate complete questions, to which the content must answer directly (FAQ, definitions, etc.)
And finally, the editorial structure plays a determining role. Well-organized content, enriched with reliable data and sources, with clear titles, increases its likelihood of being picked up by generative engines.
According to Statista (2025), more than 40% of users under the age of 30 already use conversational interfaces for their complex searches. This development confirms an underlying trend: contrary to popular belief, long content is not disappearing. On the contrary, they become an essential basis for powering generative models.
Conclusion
SEO is not disappearing, but its nature is profoundly changing. Generative engines redefine visibility criteria by placing quality, credibility and structuring of content at the center of the game.
Companies that can quickly adapt their editorial strategy will maintain a decisive competitive advantage. Others will see their visibility erode, even with solid traditional SEO.
