This week, we’re diving into a surprising revelation from MozCon London: a staggering 98% of SEO professionals aren’t actively optimizing for AI search results. This is happening at a time when organic traffic is shifting, and understanding where that traffic is going is key. We’ll break down what this means for your business and why ignoring AI search is a major misstep.
Key Takeaways
- Only 2% of SEO professionals are actively optimizing for AI search (ChatGPT, Gemini, Perplexity, AI Mode).
- AI overviews are rapidly replacing featured snippets in search results.
- Brand mentions and digital PR are becoming more important than traditional backlinks for AI search.
- AI search, including AI Mode, is designed to facilitate purchases, not just provide information.
- Ignoring AI search is a significant mistake with long-term consequences for businesses.
What Happened at MozCon London?
Charlie Marchant, CEO of Exposure Ninja, recently spoke at MozCon London, the first-ever UK event hosted by the well-known SEO tool provider. Moz, famous for its "Whiteboard Fridays," is a major educator in the SEO industry. Charlie’s talk focused on AI search, sharing practical examples, client case studies, and early work with Google’s AI Mode. He discussed how AI is changing search results and what businesses can do to adapt.
The Rise of AI Overviews and AI Search
One of the biggest shifts in search is the increasing presence of AI overviews at the top of Google results. These AI-generated summaries appear on about one in ten searches, primarily for informational queries. Getting your business featured here is prime real estate.
Beyond AI overviews, there’s the broader landscape of Large Language Models (LLMs) like ChatGPT, Gemini, and Perplexity. While traditional SEO principles still apply, optimizing for these platforms requires a different approach. LLMs use their own training data and search engines, meaning they provide personalized responses based on context and pattern matching. It’s not just about backlinks anymore; it’s about how your brand is mentioned and the context surrounding those mentions.
AI Search vs. Traditional SEO
Think of it like this: just as local SEO differs from e-commerce SEO, AI search optimization has its own nuances. While the fundamentals of SEO are still relevant, AI search places a much greater emphasis on brand presence and digital PR. Instead of focusing solely on do-follow or no-follow links and specific anchor text, AI is more concerned with your business name, how it’s mentioned, and the sentiment around those mentions. Even unlinked mentions can be important for LLMs.
This means a broader strategy is needed, encompassing how your brand is perceived online and what publications are talking about you. It’s about building brand authority and ensuring your business is consistently and positively represented across the web.
Surprising Poll Results
At MozCon, Charlie conducted polls with an audience of 300 experienced SEO professionals. The results were eye-opening:
- AI Overviews: About 25-30% of the audience were optimizing for AI overviews.
- AI Search (LLMs): A mere 8-10 hands (around 2%) were actively optimizing for AI search across platforms like ChatGPT, Gemini, and Perplexity.
- AI Mode: Even fewer, about 4-5 hands, were specifically targeting Google’s AI Mode.
These numbers are surprising given the audience’s expertise and the growing importance of AI in search.
Why Ignoring AI Search is a Big Mistake
It’s clear that Google is moving towards more AI integration in its search results. While ChatGPT has a significant user base, Google still dominates in terms of daily visits. However, LLMs are growing rapidly, and users are increasingly turning to them instead of, or alongside, Google for answers.
Google’s AI Mode is a direct response to this shift, aiming to retain market share. They’ve stated they will integrate AI Mode features into standard search results. Ignoring AI optimization now means potentially missing out on crucial traffic and visibility as these changes roll out.
The Evolution of Search Experience
AI-powered search offers a more natural, conversational way to find information. Unlike the keyword-focused searches of the past (think early Ask Jeeves), AI understands natural language queries and provides more comprehensive answers. Platforms like Gemini and AI Mode are already personalizing search results, making the experience more intuitive for users.
This shift is not just a trend; it’s an evolution. Just as Instagram grew from a niche platform to global dominance, AI search tools are likely to see widespread adoption over time. Failing to adapt now is a significant oversight.
Reasons for Hesitation
Several factors might explain why so few SEOs are prioritizing AI search:
- AI Mode’s Sophistication: Some experts believe AI Mode isn’t yet sophisticated enough to be a default search option. Users may be hesitant to change their search habits until the technology feels more polished and superior.
- Impression vs. Click Concern: There’s a worry that AI overviews might provide answers without driving traffic to websites. This leads to questions about whether investing time in AI overviews is truly worthwhile.
- Habit: Decades of using traditional search engines have ingrained certain habits. Shifting to a new way of searching, especially for older demographics, can be challenging.
The Future of AI Search and Featured Snippets
Data shows a clear trend: AI overviews are rapidly increasing, while featured snippets are declining. This suggests that AI overviews are the future of prominent search result placement.
| Date | Featured Snippets (%) | AI Overviews (%) |
|---|---|---|
| January 2024 | 4-5% | Negligible |
| July 2024 | Declining | Exploded |
While some argue that AI overviews don’t drive clicks, being visible here builds brand authority and trust. Even if users don’t click directly, seeing your brand associated with answers to their questions creates recognition. This is especially true when AI Mode starts integrating more direct links and shopping features.
AI Mode and the Compressed Buying Funnel
It’s a misconception that AI Mode is just about providing information. Google’s business model relies on purchases and advertising. AI Mode is designed to compress the buying funnel, allowing users to research and purchase products more directly within the AI interface. This means businesses need to be visible and optimized within these AI-driven shopping experiences.
For example, searching for a specific product like an iPad Air case or lawn fungicide in AI Mode can lead directly to product pages and purchasing options, streamlining the customer journey.
Integrating AI Search into Your Strategy
Optimizing for AI search isn’t just about traditional SEO. It requires an integrated strategy that includes:
- Solid SEO Fundamentals: Ensure your website is technically sound, loads quickly, and has a clear user journey.
- Consistent Brand Messaging: Define and consistently use your brand positioning statement.
- Digital PR and Brand Mentions: Focus on how your brand is discussed online, both linked and unlinked.
- Conversion Rate Optimization: Make sure your website effectively converts visitors into leads or customers.
As AI continues to evolve, staying ahead of the curve by understanding and adapting to these changes will be crucial for long-term success. Ignoring AI search is not an option; it’s a necessity for businesses looking to thrive in the evolving digital landscape.
Upcoming Events and Resources
- Measure Fest (Brighton SEO): Charlie will be speaking on October 24th about optimizing forms for an 8% conversion rate, focusing on generating Sales Qualified Leads (SQLs).
- Live Session (August 20th): A session on using heat mapping and redesign to increase leads for 2026.
- MozCon New York: Happening in November, with high-caliber speakers and tickets selling fast.
Remember to subscribe to the podcast for more insights on AI search optimization, SEO, content marketing, and digital PR.
Rodney Laws is an ecommerce expert with over a decade of experience helping entrepreneurs build and grow online businesses. He specializes in reviewing ecommerce platforms, optimizing user experience, and guiding brands toward higher conversions. His insights have been published on leading industry sites including UsabilityGeek, G2, Spendesk, and PPC Hero.
As the editor at EcommercePlatforms.io, Rodney combines hands-on knowledge with clear, actionable advice to help business owners choose the right tools and strategies. When he’s not testing the latest software or analyzing trends, he’s sharing practical tips that make complex ecommerce decisions simple.
