Search has evolved…and it’s not just happening on Google anymore.
People are searching on ChatGPT, Siri, Alexa, Claude, Copilot—basically any AI tool that can take a question and serve you an answer. If someone can type (or say) something into it and get a list of results, that’s a search engine.
The only difference?
They’re not always searching the same way they used to.
But they are still searching.
While you’ll hear “experts” online shout that “no one uses Google anymore,” let’s look at the facts…aka the data:
- Google still gets over 14 billion searches per day.
- ChatGPT handles more than 37 million prompts per day.
- Voice searches? We don’t have an exact number on those because that’s private data and we respect that privacy. But… Siri, Alexa, and other tools process millions of requests every single day.
And the one thing they all have in common?
Websites.
Every one of these platforms relies on website content to generate answers.
That means your website still matters a lot.
The only way to keep your brand relevant is to evolve with the way search works now.
Because SEO isn’t just about Google anymore. It’s not even just about search engines.
It’s about making your brand visible wherever people are asking questions.
Which brings me to what I call the 5 modern “search goals”— my way of explaining the five layers of SEO that matter in today’s world because I’m here to help you make SEO make sense.
I know it might feel overwhelming, but understanding each one is how you’ll make sure your content doesn’t just exist, but actually gets found.
Let’s break them down 👇
5 Types of “Search Goals” in 2025
SEO isn’t just SEO anymore. It’s a layered strategy with each layer having its own role in helping your brand get found online.
- SEO
- AIO
- GEO
- AEO
- SXO
1. SEO — Search Engine Optimization
What it does: Helps your website rank on Google
The goal: Show up at the top of search results
Example: Your site appears at the top when someone searches for “[your service] near me.”
What’s changing:
Google is shifting how results are delivered. AI Overviews now show summarized answers above the traditional links. These summaries often eliminate the need to click into a site at all.
While that might sound like bad news for website traffic, here’s the truth:
Your audience still needs real solutions, not just quick answers.
If your blog post is cited in an AI Overview, your site is still contributing value and earning authority. And when someone is looking for support, not just information, they’ll dig deeper. Especially if your content positions you as the go-to solution.
2. AIO — AI Optimization
What it does: Helps AI tools like ChatGPT understand and accurately summarize your content
The goal: Become a trusted resource AI pulls from
Example: ChatGPT pulls from your blog and summarizes it correctly.
What’s changing:
AI tools are evolving quickly—but they’re still using familiar signals to read your site.
That includes:
- Title Tags
- Header Tags
- Site Structure
- Page Formatting
Think of these like a “form” your website fills out for AI. If the form isn’t filled out (aka your SEO isn’t done), AI doesn’t know what you’re about.
The key:
Keep your content valuable and your structure optimized. Make it easy for bots (and humans) to understand your site at a glance.
3. GEO — Generative Engine Optimization
What it does: Gets your business recommended by AI tools
The goal: Show up as a suggestion in conversational search
Example: ChatGPT recommends your venue when someone asks for the best spots for a 200-guest wedding with a modern vibe.
What’s changing:
People aren’t searching in short keyword phrases anymore.
They’re asking complete questions like:
“What’s a good wedding venue in [city] that fits 200 people and has a modern, romantic aesthetic?”
How to adapt:
Structure your content to feel like storytelling.
FAQ pages, case-study-style blog posts, and client results stories work great for this kind of search visibility.
4. AEO — Answer Engine Optimization
What it does: Positions your site to show up in AI Overviews or Featured Snippets
The goal: Become the answer to a user’s question
Example: Your content appears as a direct answer at the top of Google (without the user needing to click into the site).
What’s changing:
Google is now leading with AI-generated summaries, followed by ads, then links.
That means even if you “rank #1,” you may actually be showing up third or fourth in the visual order of results.
How to adapt:
AEO blends traditional SEO structure with GEO-style storytelling.
It’s not just about keywords. It’s about clear, direct answers written in a way that AI tools (and readers) can quickly understand.
5. SXO — Search Experience Optimization
What it does: Makes your site work once someone lands on it
The goal: Turn visitors into leads with a fast, intuitive user experience
Example: Someone clicks from an AI Overview, skims your page, and fills out your lead form within seconds.
What’s changing:
Users are clicking less, but when they do, they’re ready to act—fast.
That means your website needs to get to the point quickly and make the next step obvious.
How to adapt:
- Place a CTA (call-to-action) button near the top of each page
- Design for clarity and conversion—not endless scrolling
- Don’t make users hunt for the next step
This might be different from what you learned in the “long sales page” era, where the button came after a full scroll. But in today’s world, your reader has often already found their answer and they’re on your site just looking for the next step. Make it easy.
Bottom Line: Search is Changing
SEO isn’t just about ranking on Google anymore. It’s about making sure your brand shows up wherever people are searching. And they’re searching everywhere.
The businesses that will continue to grow in 2025 (and beyond) are the ones that intentionally adapt and prioritize doing the right things on their websites to help the internet talk about their business correctly.
Because your website teaches the internet how to talk about your business.
In an AI-driven world, this is more important than EVER.
Ready to make your website work for your business?
Your website should do more than just look good. It should get discovered, make sense, and convert.
→ Check out my SEO Packages to get expert support that meets you right where you’re at.
→ Or, grab my Free SEO Starter Guide. It includes my favorite free SEO research tools and a checklist to help you optimize your site for visibility and action.
It’s time to make sure your website is working as hard as you are, friend.
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