Generative AI is fundamentally changing how people discover information and brands on the internet. Google’s AI Overviews, ChatGPT, Perplexity, and other tools offer an alternative to the “10 blue links” experience with answers that bypass traditional websites altogether – and these new ways of searching are growing fast. For marketing leaders and digital strategists, that raises an urgent question: How do you stay visible when your audience stops clicking … or at least, clicks a whole lot less?

We’re at an inflection point. It’s no longer just about where you rank in search results; it’s about whether your brand shows up in AI-generated answers, summaries, and conversations. That shift demands a broader strategy we’ve started to refer to as Search Ecosystem Optimization: making sure your brand is discoverable, trusted, and referenced across every channel and platform where people seek information — not just in a traditional Google search.

In our new whitepaper, From Engines to an Ecosystem: Generative AI and the Future of SEO, we explore how AI is transforming online search and discovery, and what forward-thinking brands can do to stay ahead. You’ll learn:

• Why zero-click search is surging, and what that means for traffic and visibility
• How AI systems choose what content to surface (it’s not just about who ranks #1)
• What technical factors still matter in AI visibility… and which don’t
• How to begin measuring and monitoring how AI is already reshaping your audience behavior, brand perception, and site traffic today
• What it takes to future-proof your presence with an ecosystem-first strategy

Download the Whitepaper

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The future of search is already here, and the brands that adapt now will be the ones who lead it.

Authors

This whitepaper was developed by a cross-functional team of experts at Fueled:

• Patrick Ahl, Director of Digital Growth (SEO and measurement strategy)
• David Green, Staff Engineer (technical implementation of growth strategies)
• Stephen Iles, Senior Digital Growth Strategist (SEO, data, and AI-powered discovery)
• Jake Goldman, Partner and digital strategy advisor with over two decades of experience