从查询到对话：AI聊天机器人如何重新定义搜索

Cy De la VegaOrganic Search ExpertVisibility today is about being selected, cited,and trusted by AI platforms.Brands adaptingto this change will lead the conversation.MAY 2025 Understanding theTech Powering AI SearchFrom Generative AI to LLMs, here’s how today’s search toolsare evolving and why it matters for discoverability.MAY 2025 Search-CentricUseslive web search asa foundationSocial-DrivenPullsinsights from socialplatformsMeet the AI Platforms Shaping SearchAI chatbots are changing search from static results to fast, real-time conversations.Each platform has unique strengths, from live updates to socialinsights. Users may even move across multiple AI tools to clarify their core need before they ever visit a brand site.All platforms above have some kind of search/citation capabilities available Hybrid PlatformBlendstrained modelswith current web data How LLMs Surface, Cite & Prioritize Brand ContentPlatformTypeCitationsLinks in ResponsesBest ForContent FocusPerplexitySearch-CentricYesTimely, factual answersRewards clear, structured contentGeminiSearch-CentricYesGoogle-focused contentFavors authoritative content withcitationsChatGPTHybridYesInstructional, comparison queriesPrefers concise Bing indexed contentClaudeHybridYesTrusted expert contentPrefers verifiable, trustworthy sourcesCopilotHybridYesBranded docs, help content, FAQsUses Bing and Microsoft SearchGrokSocial-DrivenYesReal-time social visibilitySurfaces brand mentions from XAI platforms vary in how they surface, cite, and prioritize brand content.This snapshot shows where each excels and where SEO efforts are mostlikely to drive visibility and traffic across AI-driven search. Traffic Potentialfor Brand WebsitesValue to Optimizefor Search TrafficMedium/HighHighMediumMediumMediumMediumMediumMediumMediumMediumMediumLowSOURCES:Additional context and full analysis for each platform in appendix.. Where LLMs Learn & Retrieve ContentFoundational SourcesBuilds long-term trustInfluence ChannelsSpreads expertise and authority•High-authority sources(e.g., news, government,academic research, Wikipedia)•Open-access repositories(e.g., Common Crawl,digitized books, academic databases)•Open-source code and developer content(e.g.,GitHub, technical documentation)•Owned content and structured data(e.g., sitepages, blogs, press releases, schema markup)•Community-driven platforms(e.g., Reddit,Medium, Substack)•Industry whitepapers•News mentionsand media coverage•Thought leadership on X and LinkedIn•UCG/Q&Afrom ecommerce/review sites•Vertical/niche sitesTo get found in AI-generated answers, brands must publish content sources LLMs are learning from in a structured format.Focus on high-trust sources,expert insights, engaging formats like podcasts, YouTube, and timely web content to improve brand visibility and discoverability. Many AI platforms alsolicense proprietary data sources (e.g., news archives, subscription media) to enhance training and retrieval quality. Real-Time SignalsKeep content fresh and current•Engagement datafrom user interactions•Forums and discussion threads(e.g., StackOverflow, Quora)•Frequently updated pages•Multimedia formats(e.g., video, podcast, etc.)•Social media activityand trending content (e.g.,X, TikTok, Instagram).SOURCES:Additional context and full analysis for each platform in appendix.. Why Discoverability IsBeing Redefined by AIAI-first search is changing how people discover, engage with, and act on the content theyencounter. Here’s what brands need to watch.MAY 2025 AI Traffic Has Fewer Clicks, But Creates More Conversion OpportunitiesAI chat referrals drive deeper engagement for certain industries—users stay longer, explore more and convert faster. But reachis shrinking,and competition is stronger now more than ever.If your content isn’t in the AI response, it’s invisible.Data:February 2025Credits: Kevin Indig | Seer Interactive PlatformAdvertising StatusPerplexityTesting Sidebar Videos and Sponsored Follow-Ups with selectadvertisers (see right image)CoPilotNo stand-alone product, but ads can serve for select verticals when the advertiser opts in tothe Microsoft Audience NetworkGeminiCurrently under internal considerationClaudeN/AChatGPTCurrently under internal consideration, with ads potentially coming tofree users in 2026GrokOffers an AI tool for advertisers to create sponsored content on X,but no in-tool ad placementsAs LLMs continue to focus on utility and improving accuracy,platforms are beginning to explore nativeadvertising formats that integrate smoothly into the user experience.Perplexity, for instance, plans tolaunch its own browser, Comet, this month. CEO Aravind Srinivas says this effort could improve the userexperience and “maybe... show some ads there.”Advertising is a Potential, Not an Essential, For AI Platforms A New Generation of Search HabitsYounger audiences are rapidly embracing AI, shifting expectations toward speed, convenience, and direct answers.While research is ongoing and insights are being g