A few months ago, I caught myself doing something different.

Instead of Googling “how to structure a LinkedIn newsletter,” I opened ChatGPT — and within seconds, I had a structured answer, examples, and even a tone suggestion.

It hit me then: search is changing.

And I’m not alone.

New Search Behaviours Are Emerging

📊 According to fresh Semrush data:

  • 52.2% of ChatGPT users show informational intent
  • Google still dominates navigational queries (49.6%)

That means people are turning to AI tools not just to find links, but to learn, generate ideas, or problem-solve in real-time.

From Search Engines to Answer Engines

Tools like ChatGPT, Claude (Anthropic), Perplexity, DeepSeek, and Google’s own Gemini are training us to expect:

  • Instant, summarised insights
  • Contextual follow-ups
  • Human-like, conversational experiences

We’re no longer just typing keywords. We’re having conversations.
And that changes everything.

What It Means for Content Creators and Marketers

We’re entering a hybrid search future — one where:

  • Google = real-time news, credibility, live links, product comparisons
  • AI = depth, ideation, creativity, summarisation

If your content only works on traditional SEO principles, it’s time to evolve.

Modern content must:

✅ Be structured for natural language
✅ Be easy for LLMs to interpret
✅ Answer questions directly and clearly
✅ Link back to credible, relevant sources

The Rise of AI SEO

Just as Google once changed the way we write online, AI tools are doing it again.

We’re now optimising not just for algorithms — but for language models.

Whether you’re building blogs, product pages, or video scripts, your content must:

  • Work well inside AI interfaces
  • Provide value instantly
  • Be crawlable and contextually useful to an AI reader

But Will Google Disappear?

Not likely.

Google isn’t going anywhere — but it is evolving. Tools like Search Generative Experience (SGE) and Gemini integration are early signs of this shift.

The real trend isn’t one tool replacing another — it’s users spreading their intent across multiple platforms.

How Should You Adapt?

Here’s your playbook:

  • Start testing how your content performs in ChatGPT, Perplexity, or Claude
  • Structure content like FAQs, summaries, and value-first sections
  • Create a knowledge base AI can access (PDFs, structured HTML, public pages)
  • Stay ahead with tools that track AI visibility (some SEO tools are catching up)

Final Thought 💭

This isn’t a war between Google and ChatGPT — it’s a shift in how humans seek information.

Want to future-proof your content?
👉 Optimise for both.

Let’s discuss:
Are you using AI tools more than Google lately? What’s changed for you?