Businesses Shift Focus to AI Search Optimization as Google Search Evolves

The digital marketing landscape is undergoing a significant transformation as businesses move beyond traditional Google SEO to focus on Generative Engine Optimization (GEO). This new approach aims to ensure that brands, companies, and professionals appear in AI-generated answers from tools like ChatGPT, Google Gemini, and Perplexity. The shift is driven by data from 2025 showing that about 60% of Google searches end without users clicking on external websites, as answers are increasingly provided directly on the search page or through AI tools.

Digital marketing expert Danny Shaked told Maariv that while SEO remains important, it now serves as a foundation for the next step: GEO. This is especially crucial in sectors where consumers conduct thorough research before making decisions, such as healthcare, legal services, finance, professional services, and major purchases. To be featured in AI responses, businesses must create clear, trustworthy, and well-supported content, including direct answers to common questions, naturally phrased headings, verified data, and demonstrated expertise and authority.

According to HubSpot data, a growing number of users rely on AI engines during their purchasing decision process, with Generation Z showing particularly high usage. For the Israeli tech sector, this trend presents an opportunity, as local companies are developing solutions to help businesses understand their presence in AI-generated answers, identify which sources AI models cite, and improve their digital visibility in this emerging landscape.