They don\u2019t reflect the growing number of users turning to AI chatbots for answers, which is why separate measures \u2013 like AI Chatbot Market Share<\/a> \u2013 are starting to emerge.\u00a0<\/p>\n For now, the two data sets can\u2019t be directly compared.<\/p>\n AI chatbots generated 34 times fewer visits<\/a> than search engines, per One Little Web\u2019s April 2025 study. Even so, chatbot traffic grew 80.9% between April 2024 and March 2025.\u00a0<\/p>\n They may still be the underdog, but the growth trajectory is hard to ignore.<\/p>\n By June 2025, Chillibyte found that ChatGPT alone had attracted 55.2 billion visits in that same 12-month period \u2013 an 80% year-over-year increase<\/a>.<\/p>\n Chillibyte noted that chatbots seem to be supplementing search engines rather than replacing them.\u00a0<\/p>\n Still, divided usage between search engines and AI will inevitably chip away at Google\u2019s overall share.\u00a0<\/p>\n That\u2019s why content strategies now need to account for both search engines and generative AI.<\/p>\n Dig deeper: How to optimize your 2025 content strategy for AI-powered SERPs and LLMs<\/a><\/p>\n How search rankings differ from AI citations<\/p>\n Creating content for both search and AI starts with understanding how each cites or ranks information.<\/p>\n Search engines: Simple inputs, complex algorithms<\/p>\n Search engines typically receive simpler input and deliver simple output.\u00a0<\/p>\n For example, the keywords you type into Google are usually shorter and less complex than an AI prompt.\u00a0<\/p>\n Google\u2019s output is also simpler. (This is changing with AI Mode, though. We\u2019ll focus here on traditional output rather than modern AI-driven results.)<\/p>\n Typical search engine input and output:<\/p>\n A simple query usually produces a simple list of URLs.\u00a0<\/p>\n But does that mean search engines are less complex than their generative AI counterparts?\u00a0<\/p>\n Not at all.\u00a0<\/p>\n While input and output may look simple, search engines are algorithmically complex in determining what that output should be.<\/p>\n Once a query is processed, layered algorithms define the results. Users can\u2019t see this layer, but it\u2019s always at work. A search engine may consider:<\/p>\n Content relevance, including metadata, headings, and keyword use.<\/p>\n Content quality, trustworthiness, and authority (e.g., Google\u2019s E-E-A-T<\/a>).<\/p>\n Popularity signals such as inbound links.<\/p>\n Link quality, with filters against spammy practices.<\/p>\n Pricing for product results.<\/p>\n Local signals.<\/p>\n Schema and structured data.<\/p>\n Reviews and testimonials.<\/p>\n Over the years, Google has evolved to disqualify pages that rely on manipulative techniques.\u00a0<\/p>\n Algorithm updates<\/a> like Penguin<\/a> (targeting spammy link practices), Caffeine, Panda, Mayday, and Farmer were eventually folded into Google\u2019s core algorithms.<\/p>\n The point is clear: Google remains algorithmically complex.<\/p>\n Generative engines: Complex prompts, simpler filters<\/p>\n In contrast, AI chatbots handle richer input and produce more complex output.\u00a0<\/p>\n Their defensive algorithmic layer, however, is far less developed than that of leading search engines.\u00a0<\/p>\n Simply put, generative engines have had less time to build the protective algorithms that surround vectorized, LLM-based response systems.<\/p>\n Here\u2019s an example of typical generative engine input and output:<\/p>\n Both the input and the output are clearly more complex.\u00a0<\/p>\n That said, generative engines are usually algorithmically simpler.\u00a0<\/p>\n Yes, they can crawl the web for new information when their LLM lacks the required data.\u00a0<\/p>\n But they\u2019re far less sophisticated in determining which information to surface as authoritative or trustworthy.<\/p>\n A study<\/a> I published here on Search Engine Land shows that AI RAG agents rely on far fewer sources than search engines.\u00a0<\/p>\n Generative engines also place greater value on co-citations \u2013 mentions of a term alongside a brand, even without a link \u2013 than on traditional backlinks.<\/p>\n This presents new opportunities for content creation and placement. <\/p>\n Many tactics that Google\u2019s algorithmic complexity has pushed aside could be adapted and repurposed to earn AI citations and traffic. <\/p>\n In that sense, AI offers a fresh marketing opportunity. <\/p>\n AI may not yet command the lion\u2019s share of traffic \u2013 but the traffic it does generate is, in many ways, more accessible.<\/p>\n That\u2019s why it\u2019s essential to include AI in your marketing mix and consider how to produce content that satisfies both search engines and generative engines.<\/p>\n Dig deeper: Why your best content is invisible to AI search engines (and how to fix it in 30 minutes)<\/a><\/p>\n Producing content that serves search and generative engines<\/p>\n Fortunately, much of what search engines prefer also works well for generative AI. For native content:<\/p>\n Create well-structured pages with clear headings, supporting statistics, and rich media.<\/p>\n Ensure content is accessible, even with JavaScript disabled. (Less of a problem for Google now, but AI crawlers are less sophisticated.)<\/p>\n Build strong E-E-A-T<\/a> signals for your content, authors, and brand.<\/p>\n Address code elements such as alt text and metadata so they properly support your content.<\/p>\n Use accessible, indexable URLs with unique, descriptive slugs.<\/p>\n Cover topics in depth, including related keywords and common questions. Repeating exact-match keywords is no longer effective for SEO<\/a> and even less so for AI. Instead, use semantic richness and engage with broader search entities.<\/p>\n Include Q&A or answer-style formatting, since AI prompts are often phrased as questions.<\/p>\n Don\u2019t hide primary content (e.g., in linked PDFs).<\/p>\n Provide summaries and key takeaways.<\/p>\n Because AI interrogates vectorized information, additional techniques apply:<\/p>\n Co-citations are often more valuable than hyperlinks. Being cited alongside key terms on a high-authority site can be more effective for AI than earning a traditional link.<\/p>\n External placement may help. Even without a link, branded citations can improve the likelihood of AI recognition.<\/p>\n Consistency matters. AI blends vectorized information, so once citations enter the LLM, they may no longer be treated as separate documents. Consistent details (addresses, phone numbers, etc.) remain essential \u2013 don\u2019t let local SEO slip.<\/p>\n Disambiguation works differently for AI. In SEO, trying to clarify that you don\u2019t provide a service can ironically increase rankings for that service. AI, however, is better at separating negatives from positives.<\/p>\n Structured summaries are especially valuable. While they also help search engines, generative AI relies more heavily on them when interpreting main content.<\/p>\n Keep critical information concise. Short, precise statements of facts or data vectorize more effectively.<\/p>\n Shorter search terms still matter. RAG agents often distill compact terms from complex prompts, making FAQ-style content important for both SEO and AI.<\/p>\n Dig deeper: The search visibility framework: Dominating every corner of the SERP in 2026<\/a><\/p>\n \n Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. Search Engine Land is owned by Semrush<\/a>. Contributor was not asked to make any direct or indirect mentions of Semrush<\/a>. The opinions they express are their own.\n <\/p>\n","protected":false},"excerpt":{"rendered":"For years, optimizing content meant focusing almost entirely on Google and other traditional engines.\u00a0 But with the rapid…\n","protected":false},"author":2,"featured_media":100979,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,6884,86,56,54,55],"class_list":["post-100978","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-opinion","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/100978","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=100978"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/100978\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/100979"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=100978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=100978"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=100978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Google](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/google-search-classic-car-insurance-uk.png\"\/)
<\/p>\n![\"chatgpt](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/chatgpt-classic-car-insurance-uk.png\"\/)
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