The Rise of AI Chatbots: How LLMs Like ChatGPT Are Changing SEO and Search Behavior
The way people search for information is changing fast. If you’ve found yourself asking ChatGPT a question instead of Googling it, you’re not alone. Large language models (LLMs) like ChatGPT, Google Gemini (formerly Bard), and Claude have made it easier than ever to get quick, direct answers—without scrolling through pages of search results.
This shift is starting to have a real impact on Google. Recent studies show a decline in search volume for certain types of queries, and digital marketers are paying close attention. If fewer people are using Google the way they used to, what does that mean for SEO? How should businesses adapt?
Let’s break it down.
Why Are Fewer People Using Google for Certain Searches?
Google has been the go-to search engine for decades. But in the past few years, AI-powered chatbots have given users an alternative way to get answers. Instead of typing a question into Google, clicking on a website, and reading through an article, people can now just ask ChatGPT or Gemini and get an instant response.
This is especially true for:
Quick fact-checking – “What’s the population of Japan?” AI tools provide an immediate answer, no need to click on a Wikipedia page.
How-to guides – “How do I tie a tie?” Instead of clicking on multiple articles, AI lays out the steps in a clear, concise format.
Summarizing complex topics – Instead of reading a 2,000-word blog on “What is cryptocurrency?”, AI can summarize it in a few paragraphs.
Product recommendations and comparisons – “What’s the best laptop under $1,000?” AI can analyze multiple sources and provide a straightforward answer.
For businesses that rely on search traffic, this shift is a big deal. If users aren’t clicking on search results as often, fewer visitors are landing on websites.
Google’s Response: Gemini & AI-Powered Search
Google knows that people are turning to AI chatbots for answers, which is why they’ve been investing heavily in their own AI model: Google Gemini (formerly Bard).
Gemini is designed to compete with ChatGPT, providing users with natural, conversational responses while pulling information from across the web. However, unlike ChatGPT, Gemini is deeply integrated into Google’s ecosystem. It's being built into Google Search, Google Workspace (Docs, Gmail, etc.), and even Android devices to help users interact with AI more seamlessly.
Additionally, Google is rolling out Search Generative Experience (SGE)—a feature that provides AI-generated summaries at the top of search results. Instead of displaying a list of websites, Google itself answers user queries, keeping users engaged within its platform rather than sending them to external sites.
This is both a challenge and an opportunity for businesses. On one hand, AI-generated summaries reduce the need for users to visit individual websites. On the other hand, brands that provide expert-driven, high-quality content could still be referenced within Gemini’s responses—giving them visibility in this new AI-powered search landscape.
What This Means for SEO: Should Businesses Be Worried?
SEO isn’t dying, but it’s evolving. Businesses that depend on organic traffic need to adapt their strategy to keep up with these changes. Here’s how:
Create In-Depth, Valuable Content
AI tools pull from existing content across the web. If your website produces original, well-researched, and insightful content, AI models like Gemini might reference your work when providing answers.
Focus on Long-Tail, Conversational Keywords
People are searching differently now—more like how they talk. Instead of targeting broad keywords like "best running shoes," think about longer, more natural phrases like “What are the best running shoes for beginners with flat feet?”
Leverage AI for SEO Optimization
AI isn’t just a challenge—it’s also a tool. Businesses can use AI to generate content ideas, optimize blog structures, and analyze search trends faster than ever before.
Enhance Brand Authority
With Google prioritizing E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), it’s more important than ever to establish your brand as a trusted source. This means securing backlinks from reputable sites, showcasing industry expertise, and creating original research or case studies that AI-generated content can’t replicate.
Optimize for Google’s AI Search Features
AI-powered search experiences will favor structured content—meaning businesses should use clear headings, bullet points, schema markup, and concise takeaways to improve visibility.
Looking Ahead: The Future of SEO in an AI-Driven World
Google isn’t going away anytime soon, and SEO is far from obsolete. However, businesses need to think beyond traditional rankings and consider how AI-driven search tools will impact their visibility.
Instead of resisting change, smart marketers are embracing AI—both as a challenge and an opportunity. By creating valuable, expert-driven content and adapting to new search behaviors, businesses can stay ahead in this shifting digital landscape.
At PGH Digital, we specialize in helping brands navigate SEO changes, ensuring they stay relevant no matter how the search evolves. Whether it’s optimizing for AI-powered search or crafting high-quality content that ranks, we’re here to help.
Want to future-proof your SEO strategy? Let’s talk.