[E-Book] Navigating User Behavior Shifts in SEO With Generative AI

If you thought SEO was complicated before, buckle up because the generative AI revolution is here. And it’s not just a trend; it’s a full-blown upheaval. But don’t panic! With the release of Search Engine Journal’s latest e-book, “SEO in the Age of AI,” we get a front-row seat to the changes that are transforming the way users interact with search engines.

In the “Shifts in User Behavior Due to Generative AI” section, Christina Adame — Intero Digital’s VP of SEO and one of the contributors to the e-book — explains how the rise of AI-powered platforms like ChatGPT, Perplexity AI, and Google’s Search Generative Experience is fundamentally changing how users search for information. Instead of the traditional Google search for answers and visiting multiple sites, users now engage with AI to get personalized, relevant results instantly. And yes, these conversations are happening on the search results page itself. Talk about cutting out the middleman! 

Here’s a little data bomb for you: 79% of consumers are expected to use AI-enhanced search by next year. That’s a massive shift away from traditional search engines. In fact, by 2026, Gartner predicts a 25% drop in traditional search volume, with organic traffic tanking by 50% as AI-based search grows. So if your SEO strategy isn’t evolving to incorporate AI, you’re already behind the curve. 

Businesses need to optimize not only for Google, but also for the AIs of the world (hello, generative engine optimization). With generative AI tools favoring well-structured, entity-based, and authoritative content, SEO strategies must evolve to prioritize content quality and relevance even more. Think of it this way: It’s no longer about ranking high on Google but being cited by AI as the trusted source in a search response. 

So what does this mean for marketers? The days of high-volume, low-effort keyword stuffing are gone. Now, it’s about crafting high-quality, authoritative content that AI models deem worthy of displaying. 

The good news? If you’ve been following solid SEO principles — like creating E-E-A-T-friendly content (expertise, experience, authoritativeness, and trustworthiness) — you’re already halfway there. While there’s a lot of new AI stuff to consider, the core of what makes good content remains the same. But don’t get complacent! It’s time to up your technical optimization game to ensure AI recognizes and serves up your content in results. 

This isn’t just another passing fad. The shift in user behavior due to generative AI is real and here to stay. As Adame and the other contributors to Search Engine Journal’s e-book emphasize, integrating AI and GEO tactics into your marketing strategy now will keep you competitive in this rapidly evolving landscape.