Hey folks, figured I’d share some raw thoughts here because I am of course having this conversation a lot with prospects and clients alike.
I frequently hear offhand comments that no one uses Google anymore. Let’s be clear, that from a search volume standpoint, that couldn’t be further from the truth.
The last accurate data I’ve seen shows Google averaging between 8-14B searches per day. ChatGPT on the other hand, is reported to be fielding about 1B prompts per day (not all of which are even “search” related.
Sidebar: Let me be clear that I am writing this article on April 13, 2026. The landscape and data are changing / evolving fast, so what I state here today may not be true in 2 weeks, 2 months, or 2 years. We’ll have to wait and see!
Anyways, from a raw data standpoint, Google is still far and away the dominant search tool. They also have the most to lose. If I were a betting man, I would put my money on Google to “win” the AI search race.
But let’s recap a few quick items so you have some clear takeaways from this brief article.
Fact 1: Google Is Still The Dominant Search Tool
Again, if we are recognizing and accepting this fact based upon current data, then it means that you cannot simply “ignore” Google and SEO as we know it because you’re excited about having your brand represented in AI results / mentions.
So let’s just put that to bed and move on. Therefore SEO still matters. You must still be focused on exposure in the Google Search results for the time being.
Fact 2: AI Engines Are “Connected” to Google Results
Because Google has shaped how content is created, structured, and optimized for over a decade, AI systems disproportionately benefit from that same ecosystem.
It only makes sense. Websites are tailored for Google. AI is trying to access websites and understand them. So they are looking for key signals that are already readily accessible.
Some AI tools, including ChatGPT when browsing is enabled, can fetch live web content, meaning they will look at websites, and assess content, relevance, authority, etc.
So again, SEO still matters.
Fact 3: Google and ChatGPT are conceptually trying to do the same thing when it comes to “searches”
When a user types a search query into Google or Chat, they want an answer that is accurate, and trust-worthy. Both Google and Chat are trying to accomplish this, just in different ways.
Thus we simply need to be providing both Google and AI with relevant and authoritative information and content.
We need to be providing and creating “proof” that we are experts via backlinks, authority signals in user generated content venues like Reddit, press-mentions, etc. And we need to be using every technical tool available to us to make the information readily and easily available and understandable to both AI and SEO (very similar foundations at this point time).
A Word Of Caution
At the moment, my industry is having a hey day with the buzz around AI. I’d say this is a net negative for business owners that rely on agency partners, because it’s like the early days of SEO. Many agencies and consultants are just finding new ways to push sales for things that business owners don’t need.
So let me be clear. For small and midsize businesses, if you are executing a search marketing strategy right now, and your agency is telling you you need to add on a similar-size AI optimization strategy, you are being hoodwinked.
If you are looking at emails from agencies saying that SEO is dead and you only need AIO (or AEO, or GEO), you are being sold snake oil because it is basically just SEO they’re selling. But it’s a reason for them to get you to jump from your current provider.
Again, this may change soon, who knows! But for the moment, there are only modest adjustments needed to tailor your online presence for visibility in AI engines assuming that you are already executing SEO.
If you have not started on SEO or AEO, well, to be frank and respectfully blunt, I don’t know what to tell you that would change your mind.
Bonus Fact: The business world has revolved around Google for over a decade now, and if you haven’t recognized and adapted to that yet, I doubt anything I say could convince you that you’re leaving money on the table by ignoring it (which, respectfully, you are).
What Can You Do
Take a good hard look at your SEO strategy. Does it include content? Are you thinking strategically about the types of queries that people are typing into AI vs Google? Are you leveraging structured data, FAQs, etc? Have you only done link-building and no UGC, mentions, or press?
Those would be the main indicators that you need to adjust based on the changing landscape.
But overall, hopefully this update will alleviate some potential fears that Google is no longer worth optimizing for, or that you need to ditch your current agency (assuming they’re doing well) in lieu of a shiny new AI optimization agency.
As always, reach out if you have questions and we’d be happy to converse / consult!
