The Omni-Channel Future: Optimizing for Google and AI
88% of brands are invisible in AI search results.
While your competitors pour resources into traditional SEO, a new search reality is emerging—and most brands aren't prepared for it. By 2025, users will split their search behavior between two platforms: Google for buying decisions and AI tools like ChatGPT for research and discovery.
Here's the problem: if you're only optimized for Google, you're missing the entire research phase where modern buyers form their opinions. This is the "Discovery Gap"—and it's where market share will be won or lost this year.
The good news? You don't need separate teams or strategies. You need to evolve how you structure content so it works for both platforms. Let's break down what's changing and how to adapt.
How the Search Landscape is Splitting in 2025
Search isn't dying. It's dividing into two distinct use cases, and users are choosing their platform based on what they need.
Google remains dominant for transactions. With approximately 15 billion daily searches, Google still owns the "buy now" moment. Users turn to Google when they know what they want: local services, product pages, quick answers, and website navigation.
AI is capturing the research phase. ChatGPT and similar models are becoming the default for complex questions. Data shows that 93.7% of ChatGPT queries are informational—users are asking AI to help them understand problems before they ever search Google for solutions.
Think about your own behavior. When you need to compare software options for your team, do you start with a Google search? Or do you ask ChatGPT something like, "What's the best project management tool for a remote team of 15 with tight integration needs?"
This shift creates a critical blind spot. If your content only ranks on Google, you're invisible during the discovery phase when buyers are still forming preferences. They've already decided what to look for by the time they reach your SERP listing.
The Discovery Gap: Where Traditional SEO Fails
The Discovery Gap is the space between when a buyer recognizes a problem and when they're ready to search for solutions.
In the traditional funnel, someone searched Google for "CRM software," clicked through to your blog post, and eventually converted. That funnel still exists—but it now starts earlier.
Today's journey looks like this:
User asks ChatGPT: "Compare CRM options for a mid-sized fintech company that needs strong data privacy features"
ChatGPT generates an answer citing 3-4 specific brands
User forms initial preferences based on that answer
Only then do they search Google—but now they're searching for the brands AI already recommended
If your brand isn't cited in step 2, you've lost the customer before they reach Google. This is the Discovery Gap. Your traditional SEO metrics might look healthy while your actual market share erodes.
The brands winning in 2025 are the ones closing this gap by optimizing for both platforms simultaneously.
How to Optimize for Both Google and AI
The solution isn't to abandon SEO. It's to upgrade your approach so the same content works for both systems.
For Google: Keep Building Trust Signals
Your traditional SEO fundamentals still matter:
Technical site health and page speed
Schema markup and structured data
High-quality backlinks from authoritative sources
Clear site architecture and internal linking
These elements tell Google your content is trustworthy and deserves to rank. Don't stop doing this work.
For AI: Structure Content Around Target Prompts
Here's what changes. Instead of just targeting keywords, you need to optimize for how people actually talk to AI.
Traditional keyword: "CRM software"
Target Prompt: "What's the best CRM for a small real estate business that needs automated follow-ups?"
The difference matters because AI models parse content differently than search engines. They're looking for clear, authoritative answers to specific questions—not just keyword relevance.
This is where Generative Engine Optimization (GEO) comes in. GEO means structuring your content so AI can easily understand it, extract it, and cite it when answering user questions.
Practical changes:
Write in clear, quotable statements (avoid vague marketing speak)
Make each paragraph independently useful (AI often pulls single paragraphs)
Include specific data points and sources
Answer complete questions, not just include keywords
The Target Prompt Framework
This is where platforms like DECA become valuable. The challenge with GEO isn't just writing differently—it's knowing which questions to optimize for.
DECA analyzes how your target audience actually prompts AI tools. It identifies the specific "Target Prompts" your brand should own, then helps you structure content that answers those prompts in citation-ready formats.
For example, if you sell project management software, DECA might identify that your target audience frequently asks: "What's the difference between Asana and Monday.com for engineering teams?" You'd then create content specifically structured to answer that comparison in a way AI can parse and cite.
This bridges the gap between Google's link-based ranking system and AI's semantic understanding. You're creating content that satisfies both systems with a single piece of work.
What This Means for Your 2025 Strategy
The era of "Google-only" thinking is over. You don't need a complete overhaul, but you do need to evolve.
Start by auditing your top-performing content. Ask yourself: if someone asked an AI about this topic, would my content be cited? If not, what would need to change?
The brands that adapt fastest will own the Discovery Gap. They'll be cited in AI answers, recommended by ChatGPT, and still rank on Google. The brands that wait will find themselves competing for scraps while their competitors get mentioned at the research phase.
Google will handle the transaction. AI will handle the conversation. Your content needs to work for both.
FAQs
What's the difference between SEO and GEO?
SEO focuses on ranking links on search engine results pages to drive clicks. GEO focuses on optimizing content so AI models like ChatGPT or Google SGE can understand and cite it in their direct answers. SEO targets search engines; GEO targets the AI that increasingly filters what people see before they search.
Will ChatGPT replace Google Search?
No. They serve different purposes. Google remains dominant for transactional queries (weather, local businesses, shopping) and navigation (finding specific websites). ChatGPT and similar AI models handle complex informational tasks (planning strategies, comparing options, synthesizing research). Both will coexist, which is why you need to optimize for both.
How does Google SGE fit into this?
Google SGE (Search Generative Experience) is Google's AI-powered answer box that appears above traditional results. It's Google's response to ChatGPT. When you optimize for GEO, you increase your chances of being cited in SGE snapshots while still maintaining your traditional SERP rankings below.
What is a Target Prompt?
A Target Prompt is the specific question a user asks an AI model. Unlike keywords (short phrases like "CRM software"), prompts are conversational and detailed ("What's the best CRM for a small real estate business?"). GEO means optimizing your content to answer these specific prompts in a citation-friendly format.
Can I measure GEO success?
Yes, though the metrics differ from traditional SEO. Instead of tracking rankings, you measure "Share of Voice" in AI responses—how often your brand is cited when users ask questions in your category. Tools like DECA are developing tracking systems to monitor your visibility in AI-generated answers across platforms.
Do I need a new team for GEO?
Not necessarily. Your existing SEO team can evolve. Keyword research expands to include Target Prompt analysis. Content writers learn to structure information for AI citation. Think of it as upskilling your current team rather than replacing them. The fundamentals of creating valuable, authoritative content remain the same.
References
Search Engine Land | ChatGPT search market share prediction
First Page Sage | Google vs ChatGPT Market Share Report
Rosemont Media | How People Are Searching: Google vs. ChatGPT Market Share in 2025
SEO.com | What is Omnichannel SEO?
Search Engine Land | SEO & Omnichannel Marketing
DECA | Brand Research & Methodology
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