Mediaplus: Guiding advertisers through the New Search Era : From SEO to GEO
10.07.2025
Fifteen years ago, Google was unrivaled as the world’s gateway to information. During my time at Google, 20 years ago, the company’s relentless drive for query growth and relevance fueled the rise of SEO as a marketing powerhouse. Today, we stand at the edge of a new era: the shift from classic search to Large Language Model (LLM)-driven Generative Engine Optimization (GEO). This is not just a technical evolution, it’s a profound transformation in strategy and brand visibility.
From Google’s Peak to the Plateau
In the mid-2000s, Google’s search volume soared from 141 billion queries in 2005 to over 1.2 trillion by 2019. Marketers mastered Google’s algorithms, making organic traffic the lifeblood of digital business. The search bar became the starting point for almost every online journey, and Google’s market share stayed above 90% globally.
But even Google’s growth plateaued. By 2024, daily searches reached 13.6 billion, but new query rates stabilized. User behaviour shifted: nearly 60% of searches in the US and EU now end without a click, as answers are delivered directly on the results page. The introduction of AI Overviews and Search Generative Experience (SGE) fundamentally changed how information is accessed, especially for simple informational queries.
The Rise of LLM Search and GEO
Recently, LLM-powered search platforms like ChatGPT, Gemini, Claude, and Perplexity have attracted hundreds of millions of users. By mid-2025, ChatGPT alone had over 500 million monthly users, and LLM search is projected to reach 750 million users globally this year. LLMs now account for up to 8% of global search volume, surpassing Bing, and are on track to overtake traditional organic search by 2028. LLMs are expected to drive the majority of search-related revenue within a few years.
The Impact: Declining Organic Traffic
This shift has real consequences. Brands and publishers are seeing organic traffic drop by 20–30% year-over-year, with some high-profile sites losing up to 80% in 2024–2025. Where AI Overviews appear, click-through rates have fallen sharply. Marketers are reallocating budgets and experimenting with LLM search optimization, searching for new ways to measure value in a zero-click world.
Who’s Leading the Shift?
Gen Z, Millennials, and professionals in tech, marketing, science, and finance are at the forefront, drawn to conversational, context-aware AI platforms. While adoption is highest in North America and Europe, LLM use is accelerating globally as digital infrastructure and AI literacy expand.
When Will the Shift Be Complete?
The tipping point is near. Studies suggest LLM search will surpass traditional search by 2028, or even sooner if AI becomes the default. As LLMs provide more direct answers, the old SEO playbook will become obsolete, making adaptation essential.
What Marketers Must Do
- Rethink SEO: Move beyond keywords and links. Build brand authority, use structured data, and create content that LLMs can easily reference.
- Embrace GEO: Focus on content that answers questions and demonstrates expertise for LLMs to cite.
- Diversify Channels: Invest in social, video, and direct engagement not just search
- Measure Differently: Track brand mentions and citations in LLM responses, not just search rankings.
Mediaplus: Navigating the Shift
In this evolving landscape, Mediaplus supports brands as they transition from SEO to GEO, offering integrated, data-driven solutions that optimize campaigns for both traditional and AI-driven search. Through initiatives like the Growth Hub, Mediaplus equips advertisers with tools helping brands stay agile and competitive as digital and AI technologies reshape consumer journeys.
Conclusion
Search is being reinvented. The focus is shifting from query volume to user intent, conversation, and direct answers. For marketing leaders, adapting to the LLM-driven future is not optional it’s imperative. The next five years will reward those who embrace GEO, invest in brand authority, and build for a world where the search bar is a conversation, not just a destination.
