MUMBAI: Search is no longer just a numbers game of keywords, rankings and clicks. As AI starts answering questions before users even reach a search results page, brands are being pushed to rethink what it means to be discoverable online.
According to 0101.Today, consumers are increasingly moving from short keyword searches to longer, conversational queries, while AI-powered platforms are responding with direct answers rather than simply serving up links. That is shifting the battleground from “Where do I rank?” to “Will AI trust me enough to recommend me?”
Ajay Varma, Managing Partner, 0101.Today, said search behaviour is becoming more conversational, with consumers asking complete questions rather than relying on a handful of keywords. For instance, instead of searching for the “best diabetes medicine”, a user may ask how to manage diabetes naturally alongside medication. Similarly, someone looking for an investment app may ask which platform is best for a first-time investor in India.
The shift could have a direct impact on organic traffic as AI systems increasingly answer queries themselves. Varma believes brands therefore need to focus not only on appearing in search results but on becoming sources that AI platforms can surface, cite and recommend.
That does not mean keywords are disappearing. Rather, their role is changing. According to Varma, keywords remain relevant but are increasingly being weighed alongside factors such as authority, credibility and structure.
“Keywords still matter, but they are no longer enough,” Varma said, adding that brands need to establish themselves as trusted sources with consistent expertise rather than simply producing content designed around search terms.
This is where AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) are entering the conversation. Rather than replacing SEO, 0101.Today sees the two approaches as an evolution of the traditional search discipline.
In simple terms, SEO helps customers find a brand, AEO helps answer their questions, while GEO helps AI platforms understand and recommend the brand accurately.
The change also alters what marketers should measure. Traditional SEO has largely focused on rankings, traffic and clicks, but AI-led discovery introduces another layer: whether a brand is considered credible enough to become part of an AI-generated answer.
For brands, that could mean a rethink of content strategy. The objective is no longer simply to produce more articles or target more keywords, but to build a body of information that consistently demonstrates expertise and can withstand the scrutiny of AI systems.
0101.Today describes itself as a data-driven conversion specialist working across Creative, Acquisition, Retention and Data, combining data, media, communication and technology to drive business growth.
Varma believes SEO itself is not disappearing but becoming part of a wider discoverability journey. In this emerging model, brands that understand how search, answers and AI recommendations connect could have an advantage over those still treating Google rankings as the finish line.
The bigger shift, then, may be deceptively simple: search is still about being found, but AI is increasingly deciding whom to believe.
