Traditional search engine optimization is taking on a new meaning as AI tools like ChatGPT and Perplexity drastically change the way people find information. Companies must adapt their SEO strategy to remain visible in this evolving landscape.
AI responses gather information from everywhere.
When users today pose a question to ChatGPT or Google's AI Overviews, they receive an immediate answer without needing to click through to websites. These AI tools gather information from multiple sources simultaneously, shifting the focus from high rankings to becoming a reliable reference source.
Research shows that AI tools primarily draw from platforms such as Reddit, Wikipedia, YouTube, LinkedIn, Quora, and review sites. Reddit dominates with user-generated content and licensing deals with Google and OpenAI. Wikipedia remains authoritative due to strict quality controls, while YouTube is increasingly appearing in ChatGPT responses.
Business Impact: Collaboration Becomes Essential
For companies, this change means that SEO teams can no longer operate in isolation. They must evolve into internal consultants who collaborate with content teams, PR departments, product marketing, data analysts, and developers to influence visibility where the audience actually seeks information.
The consequences of not adapting are subtle yet significant. Companies may still rank well in traditional search results, but they risk being absent in AI summaries where their target audience makes decisions. Competitors who are present in Reddit discussions, YouTube videos, or review platforms gain more exposure.
Practical approach for businesses
Experts recommend starting small by selecting two to three platforms where the target audience is active. Simple actions such as improving YouTube transcripts, participating in relevant Reddit discussions, or optimizing profiles on G2 and Capterra can already have an impact.
The key is to involve SEO teams early in campaigns, product launches, and content before they go live. Content should be structured so that AI tools can easily interpret and summarize it.
While traditional SEO is still valuable, companies need to evolve their strategy beyond their own websites. The future of visibility lies in becoming a trusted source that AI tools cite when generating answers.