Google Isn’t Search Anymore — It’s Just One of Many Discovery Channels
For over two decades, Google has been the cornerstone of organic search strategy. But in 2025, the rules of visibility have changed — and they’re changing faster than most marketers are prepared for.
With AI tools like ChatGPT, Perplexity, and Claude rapidly becoming the front door to the internet for millions, and platforms like YouTube, Reddit, TikTok, and even Amazon becoming core search destinations, the modern web is no longer centered on Google.
It’s no longer about being “number one on Google.” It’s about being visible where your audience actually looks — and that’s no longer just 10 blue links.
The Shift: Search Isn’t What It Used to Be
AI-First Interfaces Are Changing User Behavior
According to The Wall Street Journal, over 40% of user queries now end in zero-click results, with users obtaining answers directly from AI-generated summaries. Tools like Perplexity AI and ChatGPT’s browsing mode offer quick, citation-based answers that reduce the need to visit websites altogether.
In a recent Business Insider feature, SEO veteran Eli Schwartz stated:
“Search isn’t dying — it’s decentralizing. Google is no longer the single source of truth, and if you’re still optimizing like it is, you’re already behind.”
This isn’t a niche trend. In the U.S. alone, OpenAI’s ChatGPT reportedly sees over 100 million active users monthly — a significant portion using it for tasks traditionally done in Google.
The Rise of AEO: Answer Engine Optimization
With the explosion of AI tools as search interfaces, a new discipline has emerged: Answer Engine Optimization (AEO).
AEO isn’t just about structured content or schema markup — it’s about authority. And in the age of AI-driven answers, that authority is built through high-quality links.
At Crowdo, we specialize in link building that fuels AEO by:
- Establishing topical authority, so your content is more likely to be selected as a source for AI-generated answers.
- Boosting trust signals, which search engines and AI models use to determine which sites deserve to be quoted.
- Supporting zero-click visibility, where your brand becomes the default answer — even when users never click.
Marketers are now asking: “How do I get my brand mentioned in a ChatGPT or Perplexity result?” That’s a different game than ranking on Google SERPs — and it’s becoming critical.
Case Example: A B2B SaaS company cited by ChatGPT in Gemini’s AI Overviews saw a 23% increase in branded search volume within 2 weeks, despite no new Google rankings during that period. (BusinessInsider.com)
Visibility Is Bigger Than Rankings
YouTube: The Second Search Engine
According to Backlinko, 68% of YouTube users report using the platform for problem-solving searches like “how to fix,” “how to learn,” or “what is.” If your brand isn’t showing up in video, you’re invisible to a large percentage of users.
- Optimize video titles and descriptions with intent-based keywords
- Use chapters and transcripts to support AI indexing
- Cross-link video and website content to reinforce brand authority
YouTube’s AI enhancements now summarize video content and pull citations into Google’s AI Overviews — another bridge between AEO and video SEO.
Reddit, TikTok, Pinterest: Vertical Search Engines
Reddit is increasingly used for real-world reviews and “authentic” insights. TikTok is dominant among Gen Z for product discovery and how-to content. Pinterest continues to power discovery in home, design, and lifestyle.
Each of these platforms requires platform-specific optimization — tags, descriptions, cross-posting, and content format tailored to native behaviors.
Structured Content for AI and People
Schema and Structured Data
AI engines heavily rely on structured data to parse and cite content. Our fully managed SEO solutions include structured data implementation by default — because in today’s AI-driven landscape, structure is foundational to visibility.
Use structured data to:
- Mark up FAQs, reviews, product data, authorship
- Feed LLMs clear hierarchies of content
- Enable citation in AI-generated responses (especially important in Perplexity)
FAQ and How-To Formats
Google’s own documentation recommends content structured as concise answers to clear questions, and this guidance now applies to any AI tool summarizing web content.
Use these formats to win Featured Snippets, Voice Search, and AI citations simultaneously.
Leverage User-Generated Content (UGC)
UGC continues to outperform brand copy in terms of trust and engagement. Platforms like Reddit, Trustpilot, and G2 are now indexed by both traditional search engines and AI tools.
Encourage:
- Verified reviews
- Thoughtful community engagement
- Explainer posts by product users (not just company blogs)
In one 2024 case study, a SaaS company saw a 17% increase in demo sign-ups after G2 reviews started appearing in ChatGPT citations.
E-E-A-T: Still Relevant, Now More Than Ever
Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) guidelines don’t just apply to Google rankings — they’re essential for being cited in AI summaries and alternative search engines.
- Publish author bios with credentials
- Link to real-world proof (studies, results, testimonials)
- Update old content to reflect recent developments (freshness = trust)
AI engines like Perplexity favor up-to-date sources and authoritative tone — traits that align directly with E-E-A-T principles.
Real-World Visibility Wins
Microsoft Shifts SEO Strategy Toward AEO
In a recent interview on The Verge, Microsoft’s Kevin Scott described how Microsoft content teams are refocusing content architecture to serve not just Bing, but AI agents across the NLWeb ecosystem — a decentralized open agent network.
“It’s not about ranking pages anymore,” Scott said. “It’s about preparing content to be consumed by agents, cited accurately, and delivered contextually.”
Zapier Leverages Public Templates for AI Visibility
Zapier’s 6,000+ public integration pages now serve as high-performing answer sources for “how do I connect X to Y” queries. These pages appear in Perplexity and ChatGPT results — even when Zapier doesn’t rank on page one in Google.
What to Do Now: A Practical Action Plan
- Expand Beyond Google
Audit your visibility across YouTube, Reddit, LinkedIn, G2, and AI platforms.
- Implement AEO Best Practices
Restructure high-performing content for clarity, answers, and citations — or let our expert SEO services handle it for you.
- Use Schema Markup Aggressively
Focus on Product, FAQ, How-To, and Author schema.
- Repurpose Content Natively
Don’t just share links — create versions designed for TikTok, YouTube Shorts, and AI digestibility.
- Track Visibility Holistically
Use tools like Brand24, SparkToro, and Semrush to monitor mentions, citations, and cross-platform visibility.
Final Thought: Visibility Is the New Ranking
It’s time to stop thinking about SEO in the old sense of the word. Your job isn’t to be “ranked” — your job is to be present. To be cited, mentioned, shared, and selected — wherever users discover, decide, or ask for help.
Google isn’t dead. But it’s no longer dominant. And if your strategy is still Google-first in a world that’s AI-first, you’re already behind.
