Competitive Analysis
SEO & AI Strategy: What Public Companies Said in H1 2025
As AI reshapes how we search, businesses are adapting fast. Here is a compilation of key remarks from US public firms, highlighting how they’re navigating this seismic shift, from classic SEO to AI and “generative search.”
20 July 2025
8 min read
Below are standout quotes categorised by theme.
1. From SEO to GEO (“Generative Engine Optimisation”)
CarMax ($KMX) aptly renamed the trend:
“The big new buzzword is GEO instead of SEO… SEO is still super important… but now you have to kind of also be really good at GEO.”
2. AI Platforms Are Becoming Search Gatekeepers
TechTarget ($TTGT) on diversifying for ChatGPT, Gemini, Claude & co.:
“We’re learning how to play all of those games… original, unbiased authoritative content… garbage in, garbage out” .
Booking Holdings ($BKNG) teaming up with OpenAI and Microsoft to reach AI-native users.
Tripadvisor ($TRIP) partnering with Perplexity to optimise “user experience in an LLM-based SEO environment.”
These firms openly acknowledge that traditional search is fragmenting and that AI-first platforms are becoming new frontiers for capturing attention.
3. AI Overviews: Opportunity or Threat?
Chegg ($CHGG) feels the impact:
“Google’s broad rollout of its AI overviews… keeps users on Google… disintermediating content sites like Chegg.”
NerdWallet ($NRDS) sees nuance:
AI handles “simple educational questions,” but “for more complex… you need deeper user experience.”
Ziff Davis ($ZD) downplays AI’s impact so far, showing AI-overview rates stay low (approx. 12 %), with no material CTR changes.
4. SEO Still Drives Results—When You Double Down
Lovesac ($LOVE): Migrating to Adobe Edge powered up organic traffic by ~40% YoY.
1stDibs ($DIBS): Cleaned up site structure, removed thin pages, saw organic rebound.
LendingTree ($TREE): Saw SEO revenue jump ~30% YoY after focusing on quality, user-centric content.
Extra Space Storage ($EXR): Boosted local listings and moved SEO rankings from ~8% to ~4–5%.
5. Relying Less on Google. Spreading the Net
Yext ($YEXT):
Google dipping under 90% in search share—fragmentation doesn’t shrink search, it grows it.
Ziff Davis ($ZD):
Strategically diversified revenue—we’re not solely reliant on search.
Gannett ($GCI) adapting fast:
Google algorithm changes hurt—but our vast network and flexible approach helped us pivot.
6. Marketplaces & Vertical Players: Rising to the Challenge
Fiverr ($FVRR) bluntly stated:
“Google Search is dead… I don’t use Search anymore… it feels like the 90s.”
Sprout Social ($SPT) notes the rise of discovery via social and zero-click AI, beyond traditional search.
Expedia ($EXPE) is ensuring relevance across AI-powered discovery channels. ()
📊 What This Means Moving Forward
SEO tactics still work but now they must feed into AI platforms. Brands are transitioning from keyword-driven campaigns to AI-prominence.
AI overviews threaten simple query traffic, but more sophisticated, high-intent content remains valuable.
Diversification is key. Relying solely on Google is no longer sufficient. Brands are scaling across social, AI discovery, and niche engines.
🔍 Final Take
GEO is the new frontier, mastering generative engine optimisation is becoming essential.
AI platforms are the new battleground, connecting with users via ChatGPT, Gemini, Perplexity etc.
Adapt or get left behind, site structure, speed, domain authority, and multi-channel content distribution now matter more than ever.
Disclaimer: This post is based on commentary collated by Glen Allsopp at Detailed, up to July 1st, 2025.
1. From SEO to GEO (“Generative Engine Optimisation”)
CarMax ($KMX) aptly renamed the trend:
“The big new buzzword is GEO instead of SEO… SEO is still super important… but now you have to kind of also be really good at GEO.”
2. AI Platforms Are Becoming Search Gatekeepers
TechTarget ($TTGT) on diversifying for ChatGPT, Gemini, Claude & co.:
“We’re learning how to play all of those games… original, unbiased authoritative content… garbage in, garbage out” .
Booking Holdings ($BKNG) teaming up with OpenAI and Microsoft to reach AI-native users.
Tripadvisor ($TRIP) partnering with Perplexity to optimise “user experience in an LLM-based SEO environment.”
These firms openly acknowledge that traditional search is fragmenting and that AI-first platforms are becoming new frontiers for capturing attention.
3. AI Overviews: Opportunity or Threat?
Chegg ($CHGG) feels the impact:
“Google’s broad rollout of its AI overviews… keeps users on Google… disintermediating content sites like Chegg.”
NerdWallet ($NRDS) sees nuance:
AI handles “simple educational questions,” but “for more complex… you need deeper user experience.”
Ziff Davis ($ZD) downplays AI’s impact so far, showing AI-overview rates stay low (approx. 12 %), with no material CTR changes.
4. SEO Still Drives Results—When You Double Down
Lovesac ($LOVE): Migrating to Adobe Edge powered up organic traffic by ~40% YoY.
1stDibs ($DIBS): Cleaned up site structure, removed thin pages, saw organic rebound.
LendingTree ($TREE): Saw SEO revenue jump ~30% YoY after focusing on quality, user-centric content.
Extra Space Storage ($EXR): Boosted local listings and moved SEO rankings from ~8% to ~4–5%.
5. Relying Less on Google. Spreading the Net
Yext ($YEXT):
Google dipping under 90% in search share—fragmentation doesn’t shrink search, it grows it.
Ziff Davis ($ZD):
Strategically diversified revenue—we’re not solely reliant on search.
Gannett ($GCI) adapting fast:
Google algorithm changes hurt—but our vast network and flexible approach helped us pivot.
6. Marketplaces & Vertical Players: Rising to the Challenge
Fiverr ($FVRR) bluntly stated:
“Google Search is dead… I don’t use Search anymore… it feels like the 90s.”
Sprout Social ($SPT) notes the rise of discovery via social and zero-click AI, beyond traditional search.
Expedia ($EXPE) is ensuring relevance across AI-powered discovery channels. ()
📊 What This Means Moving Forward
SEO tactics still work but now they must feed into AI platforms. Brands are transitioning from keyword-driven campaigns to AI-prominence.
AI overviews threaten simple query traffic, but more sophisticated, high-intent content remains valuable.
Diversification is key. Relying solely on Google is no longer sufficient. Brands are scaling across social, AI discovery, and niche engines.
🔍 Final Take
GEO is the new frontier, mastering generative engine optimisation is becoming essential.
AI platforms are the new battleground, connecting with users via ChatGPT, Gemini, Perplexity etc.
Adapt or get left behind, site structure, speed, domain authority, and multi-channel content distribution now matter more than ever.
Disclaimer: This post is based on commentary collated by Glen Allsopp at Detailed, up to July 1st, 2025.