Forget search as you know it
And how changing buyer behavior is impacting your GTM
To be honest, I was going to write about something else this week… But I couldn’t ignore what’s happening as we speak.
Buyer behavior is changing right now, fast.
This is what I’m talking about:
Google vs. ChatGPT vs. Perplexity
Framing it this way misses the bigger picture. Let me explain.
A recent report from Datos (a Semrush company) shows just how much AI search is reshaping user behavior:
ChatGPT’s search traffic is growing (now at 4.33% market share), but it’s not replacing Google.
Google still dominates (holding 93.57% of the search market), but users are shifting toward interactive, conversational search experiences.
Perplexity is gaining traction by bridging AI-generated answers with verifiable sources.
And it’s not just search share that’s changing- ChatGPT is increasingly driving traffic to external sites:
The same goes for Perplexity- some of my clients are already getting a steady flow of high-intent leads from it:
So what does this tell us? Here’s how I see it:
→ Users aren’t just searching anymore- they’re interacting with AI models to refine and tailor their queries.
→ AI-driven search is actively driving traffic to websites, making it a growing discovery channel.
→ Brands that fail to optimize for AI search risk losing visibility in a rapidly evolving search ecosystem.
What’s the big deal?
For years, SEO and digital marketing were primarily Google-centric. But now, the landscape is shifting.
One thing is clear: SEO isn’t dead, it’s just evolving.
And when it comes to your GTM, it’s no longer about optimizing for one search engine.
It’s about adapting to a hybrid search world where buyers move between Google, ChatGPT, Perplexity, and industry-specific sources to get the most relevant answers.
The real question isn’t whether search behavior is changing- we can already see that happening.
The real question is how B2B companies adapt to this shift based on how their buyers are searching, researching & buying today. And not less important, how that behavior will continue to evolve.
Practically speaking
LLMs like ChatGPT don’t rank pages like Google. Instead, they analyze patterns in text to predict responses based on context, associations, and user intent.
I did some research, and here’s what can help improve your brand’s visibility in AI search:
Build authority
Create content your ICP actually wants to consume, earn backlinks from reputable sites, and get cited in trusted sources.
Make your brand recognizable
Consistently associate your brand with key industry terms across channels so AI can recognize and surface it.
Engage in conversations
Be active in social media, forums, and expert discussions to increase visibility and credibility in AI search.
Use structured data
Implement schema markup so AI can better understand your content and link it to relevant topics.
Optimize for conversational search
Use clear, direct answers and natural language to match how users phrase queries in AI and voice search.
But wait, isn’t this just smart brand-building across multiple channels?
Yes, because the principles haven’t changed.
Good content, credibility, and consistency still win. The difference now is that AI is deciding which brands get surfaced first.
Between the lines
I feel it’s really hard to keep up with all the AI changes happening around us. And honestly, I’m not sure I even want to stay on top of all of them.
But another shift that’s worth paying attention to? AI agents.
Because they’re making GTM more efficient- helping qualify leads, personalize outreach, and surface real-time insights so your teams can focus on what really moves the needle.
No surprise that AI agent startups have secured $8.2 billion in investor funding over the last 12 months.
Simply put, an adaptive and efficient GTM is the name of the game.
Thanks for reading & see you next Saturday!
Alon
P.S. New here? Check out the latest topics.
P.P.S. When you're ready, here are 3 ways I can help you.