Search Evolution: Why Traditional SEO is Dying and GEO is the Future
The Search Revolution Is Already Here
GEO (Generative Engine Optimisation) is replacing SEO because search behaviour has fundamentally shifted from keyword-based queries to conversational AI interactions – and I know you’re doing it too!
Last week, a potential client told me during a strategy call that she discovered her business mentor by asking an AI assistant for “female entrepreneurs who help women scale their coaching businesses without burning out.” Within seconds, she had three specific recommendations with detailed explanations of why each coach would be perfect for her situation. She booked a discovery call immediately and was ready to go all-in!
This isn’t an isolated incident. It’s the new reality of how your ideal clients are discovering service providers, coaches, and course creators in 2025. All of us are all over the AI chat sessions and we’re discovering new information without ever firing up our Google browser.
When I transitioned from SEO to GEO within the last few months, fellow business owners thought I was mental. “SEO isn’t going anywhere,” they said – and they’re still saying it. “Hold your horses” they’re saying, “nobody knows what’s happening”.
But I was seeing something they weren’t: the writing was on the wall. Traditional keyword searches were giving way to conversational queries. Women weren’t just looking for information anymore – they were asking AI systems to be their personal business advisors and therapists.
In fact, I was scrolling Reddit this morning reading all the “SEO isn’t dead” and “nobody knows what they’re doing” – and honestly? I chuckled.
Because Google, ChatGTP, Perplexity et al are never going to be giving away their trade secrets or printing a “Rule Book”. What we can do though, is leverage our expertise and knowledge in the AI and LLM worlds to navigate a path and spot patterns through this transition in search behaviour so that we come out months – if not years – ahead of our competitors.
As someone who’s worked with hundreds of female entrepreneurs and women business owners, I can tell you this shift is happening faster in our space than anywhere else. Why? Because women naturally research thoroughly before making decisions. They want to understand not just what you do, but whether you’re the right fit for their specific situation. AI search delivers exactly that kind of nuanced, personalised recommendation. Men on the other hand seem to be in this arena at least – very very reluctant to let go of what they know… They can try and resist AI coming at us like a speeding train – but you probably don’t want to stand on the tracks trying to halt the damned thing!
The question isn’t whether search behaviour will continue evolving. The question is whether your online business will be visible and recommended in this new landscape – or whether you’ll become on of the invisible businesses directed to the digital scrap yard as your ideal clients shift to AI-powered discovery.
Anyone working in the online world will have already been very much aware that AI is happening – whether you like it or not!
How Your Ideal Clients Are Already Searching
AI-powered search now accounts for 13.14% of all Google queries as of March 2025, representing a 72% growth in just two months. Voice search queries have grown exponentially, with 8.4 billion voice assistants used globally in 2024 – that’s more than the entire world population.
But this is what’s really happening in our industry: AI-powered search interfaces are becoming the default way women discover business support. Google’s AI overviews now appear for 13.14% of all search queries as of March 2025, up from just 6.49% in January 2025 – that’s a staggering 72% growth in just two months.
Conversational Discovery means your clients are asking complete questions instead of typing keywords. Instead of searching “business coach,” they’re asking “Who’s the best business coach for women business owners who want to scale to £100k without working 70-hour weeks?”. They’re going back and forth in their conversations with ChatGTP while it learns more about them and helps them hone in on what they’re really after.
Zero-Click Behaviour is becoming the norm. While total search impressions have increased by over 49% since AI overviews launched, click-throughs have steadily declined by nearly 30%. Your ideal clients are getting recommendations directly from AI systems rather than clicking through to websites, which means you need to be part of those AI-generated responses. Don’t believe me? Check out your GA4 reports and take a look at what’s happening there. Open your Google Search Console and check how many pages/posts have been de-indexed already in 2025.
Values-Based Matching is replacing generic searching and they’re asking AI systems for personalised recommendations based on their specific values, working style preferences, and business goals rather than just browsing generic results – and because your conversations with Gemini, ChatGTP, Perplexity etc. are growing in terms of “memory bank” – these AI engines are getting really clever at working out your values and what makes you tick – and making recommendations and suggestions which are the perfect fit for you.
Problem-Specific Queries are the new normal. Women are asking AI things like “I need a course creator who understands imposter syndrome and can help me launch without perfectionist paralysis” or “Find me a life coach who specialises in working mothers transitioning from corporate to entrepreneurship.”
AI Adoption Among Your Target Market
Global AI adoption is expected to increase by 20% in 2025, reaching 378 million users worldwide. The speed of AI adoption among professional women is unprecedented, and this surge is fundamentally changing how your ideal clients discover and choose service providers.
Log on to any female entrepreneur community, read any newsletter and you cannot help but notice how much people are talking about how AI is saving them time, helping them strategist and helping them make big moves in their online business.
Professional Women Are Leading AI Adoption:
- 20.5% of people globally use voice search, with professional women aged 25-49 showing higher adoption rates
- 153.5 million Americans are expected to use voice assistants in 2025
- 75% of households will own smart speakers by 2025
- 65% of adults aged 25-49 speak to voice-enabled devices daily
Business Research Patterns are shifting dramatically in the coaching and service provider space. Women business owners who understand GEO are seeing 40-60% increases in qualified leads, whilst those focused only on traditional SEO are watching their visibility decline as their ideal clients change how they search and Google quietly de-indexes their content kissing goodbye to traditional SEO.
Decision-Making Behaviour shows that professional women are particularly drawn to AI recommendations because they save research time. Women business owners are increasingly turning to AI to map out strategies and processes for getting more work done faster, and they trust AI recommendations when they’re detailed and values-aligned.
Google’s AI Integration and What It Means for Your Business
Current Reality is extensive. AI Overviews are now available in over 200 countries and territories, and more than 40 languages and Google is training your potential clients to expect AI-generated recommendations rather than traditional search results.
Performance Data shows this isn’t a passing trend. In their biggest markets like the US and India, AI Overviews drives over 10% increase in Google usage for service-related queries. Women who use AI Overviews for business recommendations return to search more frequently, creating a feedback loop that accelerates adoption. I think this probably has something to do with allowing your AI conversation to retain it in memory – saving us busy mums yet another thing to try and remember. It’s easy to come back to your desk after the weekend and your ChatGTP remembers where you left off… even when you’re still trying to rub that dot of toothpaste off your shirt!
Service Provider Discovery is being revolutionised. Google’s AI is becoming sophisticated at understanding business specialisations, coaching styles – and client-coach fit – and the service providers who position themselves clearly for AI understanding will dominate recommendations in their niche. Others will take more and more desperate attempts on social media to try and get noticed.
Course and Programme Recommendations will transform how women discover online education. AI-powered course suggestions, comparison tools, and learning style matching will determine which course creators capture the majority of AI-driven enrollments.
The Expanding AI Search Ecosystem for Service Businesses
Google isn’t the only platform reshaping how your clients find you. The emergence of multiple AI-powered search platforms creates both opportunities and challenges for coaches and service providers.
ChatGPT Search Integration represents a major shift in business discovery. My clients tell me their ideal customers are using ChatGPT to research coaches, compare approaches, and get personalised recommendations based on their specific challenges.
Industry-Specific AI Assistants are emerging for business and personal development. AI tools specifically designed to help women find business support, career coaches, and personal development resources are creating new discovery channels. Many coaches and course creators are now offering Custom GTPs as part of their offerings to provide more value to their clients.
LinkedIn AI Integration is becoming crucial for B2B service providers. Microsoft’s AI integration across their platforms affects how professional women discover business coaches, consultants, and corporate trainers.
Emerging Platforms like Perplexity, Claude, and other AI systems are creating new ways for your ideal clients to discover and evaluate service providers. Each platform has its own algorithm and recommendation style and draws data (knowledge) from different platforms and at different percentages which is why when you have a chat with ChatGTP and then the same again with Gemini, you’ll get very different results!
Why This Creates Massive Opportunities for Women-Owned Service Businesses
Women-owned service businesses have natural advantages in AI search because AI systems prioritise authentic storytelling, relationship-focused approaches – and values-based positioning. The shift from traditional SEO to GEO creates unprecedented opportunities for female entrepreneurs and women business owners in the coaching and service provider space who are determined to get ahead in the visibility game and not get left behind in the AI revolution.
Authentic Storytelling Advantage: AI systems are getting remarkably good at recognising and valuing authentic brand stories, personal transformation journeys, and values-driven business approaches. This is exactly where women-owned businesses naturally excel. Your story of overcoming challenges and helping others do the same is precisely what AI systems want to recommend. Dry data can be taken from any old text book or help manual – but it’ the personal touch and note of experience that is going to make the difference between getting cited in these AI search engines – and not.
Relationship-First Positioning: The conversational nature of AI search aligns perfectly with how women business owners naturally build businesses – through relationships and genuine connection. AI systems value service providers who demonstrate authentic care and personalised approaches.
Niche Specialisation Benefits: Female entrepreneur businesses often succeed by serving specific niches or underserved markets. AI systems excel at matching specific client needs with specialised service providers and this is why it’s all so special for us. We’re moving away from the “vague” or “number 1” if you’ve been going for 20 years, have a list of a million and are an “industry name”.
If you’re niched down and very clear about what you do and how you help, if for example you help “corporate women transition to entrepreneurship” or “overwhelmed mothers build profitable side businesses,” AI can match you perfectly with ideal clients.
Values-Based Business Models: As AI systems become sophisticated at understanding client values and preferences, businesses that authentically represent specific values will benefit from highly targeted recommendations because the AI chat has learned to understand your client and what their values are – and has quietly behind the scenes been assessing you – like some form of Cyber Dating Match! 😂 Your commitment to work-life balance, sustainable growth, ethical business practices or 2 over-active toddlers suddenly becomes a competitive advantage.
Results-Focused Positioning: Women business owners often focus heavily on client results and transformation and AI systems are learning to recognise and recommend service providers based on genuine client outcomes rather than just marketing claims.
Preparing Your Online Business for the AI Search Revolution
To optimise for AI search, focus on entity-first optimisation, conversational content strategy, and clear methodology documentation.
The businesses positioned to thrive as search continues evolving will be those that adapt proactively. 99% of people are sat there saying “it’s never going to happen” – but we’re seeing it happen right in front of our eyes and you can choose to get ahead of the curve (likely 18 months before the rush) – or you can cling to the old, broken traditional SEO way of introvert marketing!
Essential GEO Strategies for Service Providers:
- Entity-First Optimisation: Ensure AI systems understand your business as a distinct entity with specific expertise, methodology, and ideal client profile
- Conversational Content Strategy: Create content answering natural language questions your ideal clients ask AI systems
- Authority Building Systems: Demonstrate genuine expertise and client results through documented methodologies and case studies
- Multi-Platform Presence: Establish visibility across various AI systems rather than depending on Google alone
- Methodology Documentation: Help AI systems understand and explain your unique approach clearly
The Timeline: My Predictions for AI Search
This is how I think the transition from traditional SEO to GEO is going to shake down.
Next 6-12 Months: AI integration accelerates across the platforms your clients use. ChatGTP (AI) search becomes the primary channel for discovering coaches and course creators. Traditional SEO effectiveness continues declining whilst GEO importance increases for service-based businesses.
1-2 Years: AI-powered recommendations become the norm for finding coaches, consultants, and online courses. Service providers not optimised for AI visibility experience significant inquiry declines as clients shift to AI-powered discovery.
The herd will start its stampede…
2-3 Years: Traditional search becomes secondary to AI-powered discovery for service businesses. Client behaviour shifts almost entirely to conversational, recommendation-based searching for business support.
3-5 Years: ha! I’m not brave enough at all to try and predict AI outcomes 5 years from now! 😉🍹
Strategic Implications for Your Online Business
The shift from SEO to GEO isn’t just a marketing trend or fad – it’s a fundamental change in how your ideal clients discover and choose service providers.
And the strategic implications extend far beyond website optimisation and traditional SEO as we know it.
Client Acquisition Strategy must evolve to focus on AI discovery rather than traditional search traffic. This means different content approaches, positioning strategies, and measurement methods as we embrace AI-first search.
Brand Positioning becomes critical as AI systems evaluate service providers based on clear expertise areas, proven methodologies, frameworks, and authentic value propositions rather than keyword stuffing, flowerly language and psychological guilt trips!
Content Investment should shift toward comprehensive, helpful content that AI systems want to cite during conversations with your ideal clients. It’s going to require a total re-vamp of your content, hitting the delete button on a lot of it and coming up with a better content strategy poised to deliver just what the AI engines are asking for.
Authority Building through genuine expertise demonstration becomes non-negotiable. AI systems are getting sophisticated at evaluating real credibility versus marketing fluff & BS (can I have a amen as someone who’s been in high-tech since the mid-90s and an AI enthusiast since 1996!).
Niche Clarity becomes a massive advantage. The more specific and clear your positioning, the better AI systems can match you with ideal clients who need exactly what you offer. No more fluffy “soulful,” “purpose-driven,” or “heart-centred” psychobabble. It’s time to drill down on exactly what you do, for whom, and what specific results you deliver.
The Choice Every Service-Based Business Owner Faces
Every coach, consultant, and course creator today faces a critical choice: continue optimising for yesterday’s search landscape – or adapt to today’s AI-powered reality.
The female entrepreneurs and women business owners making this transition now are seeing remarkable results. They’re being recommended by AI systems to ready-to-buy clients who are perfect fits for their services. They’re showing up in AI recommendations for highly specific queries that bring them ideal clients rather than tyre-kickers.
The service providers who are waiting are watching their visibility decline daily. As ideal clients shift toward AI-powered discovery, traditional SEO becomes less effective at connecting you with the women who need your help most.
Your online business has unique advantages in this transition. Your authentic story, specialised expertise – and relationship-focused approach are exactly what AI systems are learning to recognise and recommend. The question is whether you’ll leverage these advantages or watch competitors capture the traffic and clients who should be working with you.
The Reality Check: Your Clients Have Already Moved
Your ideal clients aren’t waiting for you to catch up. They’re already using AI to find business support, compare options – and to make decisions.
Every day that your business isn’t optimised for AI discovery is another day that perfect-fit clients are getting recommendations for your competitors instead of you.
Professional women are practical. They want efficient ways to find exactly what they need without wading through endless search results – and AI search is giving them personalised recommendations based on their specific situation and goals. If you’re not part of that conversation, you’re not part of their consideration set.
The coaches and service providers who master GEO early will dominate their niches as AI search becomes even more prevalent. They’ll be the names AI systems automatically recommend when someone asks for help in their area of expertise.
The future of client discovery isn’t coming – it’s already here. The only question is whether your business will be part of the answer when your ideal clients ask AI systems for recommendations – or whether you’ll become invisible as the business world moves beyond traditional search.
Your next client is probably asking an AI system for recommendations right now. Make sure your business is part of that conversation.
Ready to Future-Proof Your Business for AI Search?
The shift to AI-powered search is happening whether you’re ready or not. But here’s the good news: you don’t have to figure this out alone because I’ve created a comprehensive 50-point GEO audit checklist specifically designed for women-owned businesses like yours. This free resource walks you through everything you need to check to ensure your website is “AI search ready” – from high-priority items that will give you maximum impact on visibility, to strategies that work across Google AI Overviews, ChatGPT, Perplexity, and other emerging AI search platforms.
Download your free GEO audit checklist now and start implementing the changes that will keep your business visible as search continues evolving. Because every day you delay optimising for AI search is another day your competitors could get ahead.
