02/06/2026
Whether you like it or not, search is changing 👊
For years, the goal was simple - rank on Google, drive clicks, generate leads.
That still matters, and it will continue to matter for a long time.
But more people are now using ChatGPT, Gemini and Perplexity to research products, compare providers and get answers to questions that would previously have started with a search engine.
In many industries, these platforms are becoming part of the buying journey.
That doesn’t mean brands should panic.
In fact, businesses that have invested in SEO properly over a long period of time are often in a stronger position than they realise.
Strong brands, authoritative content, trusted links, PR coverage and clear expertise are the same signals that tend to perform well across both traditional search and LLMs.
But it does mean you should understand your visibility...
→ Are you being mentioned?
→ Are competitors appearing when you aren’t?
→ Are LLMs understanding who you are and what you do?
These are questions marketing teams should already be asking.
