AI Is The Future Of Search—And Business Owners Must Adapt

Forbes

25-03-2025

Guy Leon Sheetrit, Founder & CEO of Guac Digital and Betterweb AI, specializes in digital growth, website optimization, and innovation.
Search is evolving, and businesses must stay ahead. Traditional search engines are no longer the only way people find information. AI chatbots, like ChatGPT, Google Gemini and Microsoft Copilot, are now analyzing websites, extracting key details and delivering instant answers, changing how users interact with online content and how businesses attract customers.
The question is: Will AI recognize your business as a trusted source, or will your website be ignored?
For years, businesses have focused on ranking high in Google search results. The strategy was simple: Get clicks, bring visitors to your site, and convert them into customers. But AI chatbots are changing the rules.
Instead of using a traditional search engine and getting multiple search results, many people now turn to AI for summarized answers to their queries. This shift appears to already be impacting website traffic. For example, a recent study found that as Google's AI Overviews have expanded—they now appear in 42.5% of search results—click-through rates for informational queries have dropped by 7.31%.
Imagine someone searching for the best electric car for city driving. Instead of browsing multiple websites, they turn to an AI chatbot, which compiles all the essential information and delivers a definitive answer. If your website isn't structured clearly for AI, your content may never appear in those answers.
While AI chatbots don't work the same way that traditional search engines do, there are some similarities. For example, chatbots analyze context, and they appear to follow similar standards for content quality and trustworthiness.
It's safe to assume, then, that chatbots are probably looking for things like:
• Well-structured content with clear headings, bullet points and easy-to-read formats
• Up-to-date, fact-based information from reliable sources
• Content demonstrating clear expertise and authority
• Fast-loading pages without intrusive pop-ups or restricted access
Websites meeting these criteria are far more likely to capture AI's attention, while those that don't risk fading into obscurity.
To remain relevant, businesses must optimize websites specifically for AI chatbots. Rather than focusing solely on traditional search rankings, ensure your content is structured clearly for AI.
• Avoid putting important information behind pop-ups or paywalls.
• Use structured data to help AI understand your content. Structured data (also known as schema markup) involves adding standardized tags within your website's HTML that clearly describe content such as product pages, FAQs or events. You can effectively use structured data by identifying key content elements to mark up and then generating schema markup with tools like Google's Structured Data Markup Helper or plug-ins such as Yoast SEO and Schema Pro. Make sure you regularly test markup accuracy using Google's Rich Results Test.
• Format text clearly with headings and easy-to-read paragraphs. To enhance readability, use short paragraphs (two to four sentences each). Add descriptive subheadings to break up text logically. Break down complex ideas with bullet points or numbered lists. Emphasize key points in bold or italics.
• Optimize page load speed by compressing images and minimizing scripts. There are many tools online you can use for image compression—TinyPNG and Imagify are two. You can minimize scripts with easy-to-use plug-ins like WP Rocket or Autoptimize. Regularly test your website's performance with Google PageSpeed Insights or GTmetrix.
• Maintain strong security through SSL encryption and reliable malware protection.
• Publish well-researched and detailed information. Always use credible sources, such as Harvard Business Review, Statista and Gartner. Clearly cite and link to trusted sources to reinforce your credibility. Regularly update your content with new data and insights.
• Keep pages updated with the latest industry insights.
• Provide clear, direct answers to common customer questions.
AI chatbots aren't a passing trend—they're the new reality. Businesses that optimize now will maintain visibility, while those that ignore these changes risk losing relevance.
Search isn't just about ranking first anymore—it's about becoming a trusted source for AI-generated answers. Structuring your content effectively will boost your chances of AI selecting your website to inform and engage potential customers.
The shift is happening now. Is your website ready?
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