In 2024, businesses have faced a seismic shift in how search engines deliver information, fueling noticeable declines in organic traffic for many websites. The emergence of AI-generated search results has disrupted traditional SEO practices, creating challenges for companies trying to capture user engagement. As users increasingly rely on conversational AI like ChatGPT, organizations are finding themselves challenged over how to adapt their strategies in this evolving landscape. This article delves into the concept of Generative Engine Optimization (GEO), the work of startups like Otterly.AI, and what these changes mean for the marketing domain.
The rise of AI technologies has transformed the way information is found online. Not only do many search queries lead to results without click-throughs, but the context surrounding those queries has also become elusive. Users accessing information through AI may find it quicker and easier to have their questions answered without needing to navigate to an external site. This dynamic, termed by industry experts as ‘zero-click searches,’ results in a significant loss of valuable traffic for businesses that traditionally thrived on good SEO practices.
As competition intensifies in the digital landscape, brands face the challenge of adapting to an environment dominated by AI-powered tools that reshape user expectations and behavior. The result is increased urgency in the need for businesses to rethink how they engage with their target audiences through digital channels.
Responding to the challenges posed by AI, marketing experts have coined terms like Generative Engine Optimization and AI Search Visibility Optimization. These concepts strive to highlight the importance of maintaining visibility not just within conventional search engines, but also across AI platforms that generate responses automatically. Otterly.AI, an emerging player in this space, exemplifies how companies are addressing these pressing needs. Founded by Thomas Peham and his experienced co-founders, Otterly.AI focuses on equipping businesses and advertising agencies with analytics and dashboards that streamline their approach to navigating this new digital landscape.
Otterly recently transitioned from development mode after surpassing 1,000 users, a notable achievement reflecting the burgeoning demand for AI-centric optimization tools. The startup’s swift evolution was necessitated by Google’s introduction of AI Overviews, which launched globally and further exacerbated competition for organic search traffic. Peham openly acknowledged that the development team had to rebuild their product to ensure its relevance in a world where traditional methods of web traffic acquisition are being overhauled.
To support companies grappling with the new dynamics of AI-driven search, Otterly.AI has incorporated features to analyze the visibility of brands in the AI search space. Organizations that once saw steady organic traffic from search engines are beginning to understand where their visibility has faltered — often discovering that significant portions of their SEO keywords have entered the algorithmic responses of tools like ChatGPT. Otterly’s ability to distill this complex data into actionable insights represents a pivotal turning point for brands aiming to reclaim their market position.
Recognizing the need for rapid adaptability, Otterly has shifted its tracking methods from monthly to weekly. This adjustment allows marketing teams to test and optimize their content more frequently, providing immediate feedback on what strategies are resonating with their audiences. Peham emphasized that while clicks may be less of a focus than in traditional SEO, understanding brand visibility is essential. This nuanced approach marks a significant shift in how marketing professionals will need to think in an AI-dominated landscape.
Despite the challenges, Otterly.AI is carving out an ambitious path. With aspirations to become the leading optimization tool in the AI search sector comparable to popular SEO tools like Semrush and Ahrefs, the startup seeks to expand its reach without resorting to external funding. Instead, Peham and his co-founders are committed to nurturing their user base and innovating based on customer needs. Encouragingly, potential collaborations are on the horizon, with plans to partner with established players in the SEO field.
As we move forward into a rapidly changing digital ecosystem, understanding the implications of AI technology on user search behavior remains crucial. Businesses that embrace the principles of Generative Engine Optimization will be better positioned to thrive in this new environment, leveraging insights and tools that can redefine their strategies and overall digital presence.