Should we still optimize our site for Google… or for ChatGPT ?

In light of this evolution, many are asking : should we still code and reference our websites with Google in mind first and foremost ? The short answer : yes… but not exclusively anymore. Google remains today the primary entry point to the web – a reflex ingrained in billions of internet users – and neglecting “classic” SEO would be a serious mistake. The fundamentals of SEO (a technically sound site, quality content, trusted inbound links, etc.) remain essential for being visible on traditional search engines. In 2025, Google and its peers still generate the overwhelming majority of search traffic – for example, Google still processes around 14 billion queries per day, while ChatGPT and other AIs combined cap around 2 % of the overall volume. In short, we continue to optimize for Google if we want organic traffic.

However, ignoring new AI tools would be just as risky. First, because these conversational agents are changing habits : a user who gets “the answer” directly via ChatGPT or Bing Chat is less likely to click on your site. On Google itself, the display of instant answers based on AI has led to a 70 % drop in the click-through rate to organic results. Imagine : if someone asks ChatGPT “How to optimize my marketing budget ?”, the AI can provide a complete summary from its knowledge – where previously they would have consulted several blogs. For content creators and businesses, this means fewer visitors being directed to their pages.

Moreover, because these AIs themselves consume existing web content. Bing integrates responses from external sites into its chatbot and cites its sources : if your site appears among the references it displays, you can gain qualified traffic. Google is also testing a generative search interface (SGE) that synthesizes responses from multiple sites. Tomorrow, being well-ranked could equally mean “being chosen by AI as a reliable source” as “being first on Google.” This suggests a future where we will do SEO not just to please Google’s algorithms, but also to be understood and served by conversational AIs. In other words, SEO is expanding : it remains necessary to please Google, but we must start thinking about how our content is read and used by AIs.

Adapting to the AI Era : 4 Strategies for Entrepreneurs

Far from making SEO obsolete, the rise of AI mainly invites us to elevate our game. Here are some tips to adapt your strategy :

• Focus on quality, expertise, and authenticity of content. At a time when AI allows for mass text generation, generic content stuffed with keywords stands no chance of standing out. Instead, you need to provide real added value : useful, accurate information, with demonstrated expertise and concrete examples from the field. Google, for its part, continuously reinforces its E-E-A-T (Experience, Expertise, Authority, Trustworthiness) criteria to highlight credible and relevant pages. An in-depth article with trustworthy sources, written by a recognized author in their field, will be much more likely to be well-ranked – and this assessment will hold just as true in a world of AI-provided answers. In short, now more than ever, “premium” content is king.

• Do not overlook the technical fundamentals of SEO. Just because ChatGPT is trendy does not mean the basics of web referencing have become obsolete – far from it. Ensure that your site remains fast, well-structured, and accessible to engines. Clean code, optimized loading time, properly used semantic tags, schema.org markup to aid content understanding… all these are still crucial. These technical optimizations benefit both Google (for efficiently crawling and indexing your site) and the potential AI algorithms that might exploit your content. In a word, take care of your site, both humanely and technically : that’s the basis for being visible, regardless of the channel.

• Diversify your visibility channels. The era of everything Google is over. Today, consumers can seek advice on YouTube or TikTok as much as on a traditional engine. Invest in the relevant platforms for your audience : tutorial videos, LinkedIn posts, podcasts, interactive FAQs… this multichannel presence will strengthen your brand and allow you to reach users you would otherwise have lost. Likewise, watch the evolution of AI assistants : if your industry lends itself to it, why not offer a specialized chatbot on your site (for example, a virtual assistant guiding your clients) ? The idea is not to spread yourself thin everywhere, but to be present where your audience is asking their questions. By diversifying your touchpoints, you also distribute the risks in case of traffic drop on a given channel.

• Stay agile and attentive to trends. SEO has always been a constantly evolving field, and the arrival of AI only accelerates the pace. No one can predict exactly what search will look like in 5 years, but one thing is certain : we will need to continue to adapt. Keep a close eye on announcements from Google, OpenAI, Microsoft, and others. Test new features (for example, Google Bard, Bing Chat, ChatGPT plugins, etc.) to understand how they present information. Finally, keep in mind that what really matters is where your target audience is and how they prefer to interact with information. If your clients start using chatbots en masse, pay attention to those tools. If they remain loyal to Google, keep nurturing them through classic SEO. In short, don’t put all your eggs in one basket, and align your strategy with the real habits of your users.

In conclusion, the rise of generative AI is an exciting evolution that pushes SEO out of its comfort zone. No, we do not code only for Google in 2025 – but we certainly do not forget it either. It is more about enriching our approach : continuing to optimize our sites for traditional search engines and anticipating how AIs present (or extract) our content. For tech-friendly entrepreneurs, it’s a stimulating challenge : to remain at the forefront of innovation, while maintaining the best practices that ensure a successful website. Ultimately, whether for Google or ChatGPT, the goal remains the same : to provide users with the best answer, where they seek it. And that’s the foundation of good SEO – whatever the platform.