Digital search optimization (DSO) is a holistic strategy for maximizing brand visibility across digital search platforms
Digital search encompasses the different online channels consumers use to find information. These include search engines like Google and Bing, in addition to AI chatbots like ChatGPT and Gemini. Platforms like YouTube and Instagram also have their own search functionalities.
Digital search optimization (DSO) is a strategy for maximizing brand visibility across these digital search channels.
DSO includes both traditional SEO and AI-driven GEO
Search engine optimization (SEO) is the process of optimizing your digital presence to rank higher in search engine results pages (SERPs) on platforms like Google. This helps improve brand visibility while driving organic traffic to your website.
Generative engine optimization (GEO) is the process of optimizing your digital presence for AI chatbot results. This helps improve brand visibility by ensuring your content is easily discoverable and provided as a response to user queries.
GEO is increasingly important as consumers now use AI to find information
According to the Associated Press, 60% of Americans — and 74% of those under 30 — are now using AI chatbots to search for information.
This has already led to significant decreases in traffic for many websites, as people no longer need to visit them for information. This drains a main source of revenue for businesses that rely on clicks while leaving them in the dark about customer search intent.
Brands lose some control over their messaging when AI chatbots summarize their content. This provides an opportunity for businesses who adapt their content for AI chatbots to gain visibility over those who don't.
SEO will continue to matter, even as more consumers switch to AI as their default search mode
Search engines will still remain a main component of digital search, even as AI chatbots become more popular. Optimized content is more likely to be crawled, ranked, and visible on the open web. Chatbots still use traditional search engines to get current information. Consumers still actively use search engines, keeping traditional SEO demand relevant.
SEO is sure to change, but it will remain a key component of how consumers discover information online.