As AI reshapes the search market, website operating strategies are also changing. Alongside search engine optimisation (SEO), generative engine optimisation (GEO) is growing in importance, with companies seeking to have their content cited in AI-generated answers.

On Oct. 19, local time, Japan media outlet ITmedia reported that as generative AI services such as ChatGPT, Gemini and Google AI Overview spread, the way users look for information is changing.

A survey by CyberAgent's GEO Lab in August of 9,278 adults and teenagers aged 15 to 69 found that 52.3 percent said they use generative AI for search, topping half for the first time. That was up 31 percentage points from 21.3 percent in May last year in 1 year and 3 months.

By contrast, usage of traditional search engines fell over the same period to 86.9 percent from 91.9 percent. Search engines still have many users, but the assessment is that AI is establishing itself as a new way to find information.

Zero-click searches are also spreading. AI directly summarises information from websites, allowing users to finish a search without visiting the original page.

Web analytics company Chartbeat said Google search traffic to news and media sites in its analytics network fell about 40 percent from July 2025 to July 2026. Companies and news organisations are paying attention not only to appearing at the top of search results, but also to strategies aimed at being selected as an information source for AI.

One key method is to provide primary data that is difficult to obtain elsewhere, such as proprietary surveys and experimental results, statistics and pricing information. It is also important to present expert opinions and clear sources and to structure content so it is easy to understand.

Still, GEO does not completely replace existing SEO. Google also explains that traditional SEO principles remain important in AI search.

Competitiveness of websites is expected to be assessed by considering not only visitor numbers, but also how often they are cited in AI answers and performance in converting that into actual traffic.