AI is changing the way people search and discover information online. For businesses, that means traditional SEO strategies need to evolve.

I recently sat down with Charles Travers, an e-commerce SEO specialist, on the Born to Be Found podcast to explore how generative AI is reshaping search visibility, and what brands can do to stay ahead.

Below are the key takeaways from our conversation, with practical advice you can start applying today.

The Changing Nature of Search

Generative AI platforms, such as ChatGPT, Gemini, and Perplexity, are already influencing search behaviour. Google’s new AI Overviews often provide answers instantly, which reduces clicks through to websites.

Charles pointed out a noticeable trend: impressions are up, but click-through rates are falling. This is most evident on blogs and informational sites, while e-commerce product and collection pages are holding stronger.

“Clicks are down, but impressions are up. The biggest driver of that shift is AI overviews and LLM responses.” – Charles Travers.

Why E-commerce Brands Are Less Exposed (For Now)

E-commerce sites are less dependent on blogs for traffic and lean more on transactional pages — the very pages Google still prioritises. That gives them a degree of protection.

However, the research stage of the buying journey is moving elsewhere. More people are using ChatGPT to compare products, weigh up specifications, and get tailored recommendations before making a purchase.

“I bought my new camera entirely through ChatGPT research. My whole journey bypassed Google search.” – Danny Daley.

The Rise of LLM Traffic

Early data suggest that 95–99% of traffic from large language models originates from ChatGPT. Tools such as Ahrefs and Gemini Overview are starting to reveal how often content appears within AI-generated responses, providing SEOs with a glimpse into this new traffic channel.

Charles’ advice was simple: know your numbers. Identify where your visitors are actually coming from and determine whether Google or ChatGPT should be the primary focus of your strategy.

How to Optimise for AI-Driven Search

1. Build Entities, Not Just Keywords

SEO is shifting from keyword targeting to entity building. Search engines and AI platforms want trusted brands and individuals with consistent signals across the web.

• Maintain accurate and aligned information across directories and social media platforms.
• Strengthen both your personal brand and your business profile.
• Use digital PR to earn coverage on authority sites that AI tools frequently cite.

2. Structure Content for Clarity

AI models favour content that is easy to scan and extract from. Blog posts and landing pages should include:

• Clear summaries at the top
• Subheadings written as direct questions
• Tables for quick comparisons
• FAQ sections with schema markup
• Clean site architecture and open crawl access

3. Think Beyond Google

Content published on Reddit, Substack, Medium, Trustpilot, and social media is being increasingly incorporated into AI-generated responses. Brands that create value directly on these platforms will gain visibility far beyond their own websites.

Technical SEO Still Matters

Site performance and Core Web Vitals remain essential for a good user experience, but Charles noted that they are not the deciding factor for AI visibility. Instead, structured data and schema markup are more influential.

“If you’re unsure, upload your page’s source code to ChatGPT and ask what schema you’re missing. It’ll save development time.” – Charles Travers.

Preparing Your Brand for the AI Era

Charles summed it up clearly: brands need to get mentioned across the web.

• Use digital PR platforms such as Quoted or HARO to secure press features.
• Collect reviews on Trustpilot and other third-party platforms.
• Build consistent and active profiles on LinkedIn, Instagram, and other key networks.

These signals are becoming critical ranking factors not only for Google but also for AI platforms.

Final Thoughts

SEO is no longer just about ranking on Google. AI is transforming how people search, evaluate, and make purchases. The brands that adapt early,  by building authority, publishing structured content, and establishing a presence where AI gathers information, will secure a clear advantage.

“Don’t bury your head in the sand. The brands that adapt early will dominate in the future of search.” – Charles Travers.

Ready to Future-Proof Your SEO?

At Circulate, we help ambitious brands adapt to this new search landscape,  ensuring your content isn’t just published, but discovered. Get in touch today to stay ahead in both traditional search and the AI-powered future.