The AI Search Revolution: Why Organic Traffic Is Declining
2024 marked a turning point for digital marketers as AI-generated search results began dominating SERPs. Companies worldwide reported significant drops in organic traffic, with many queries now yielding zero-click results—users get answers directly from AI interfaces like ChatGPT, Perplexity, or Google’s AI Overviews without visiting source websites.
Understanding the New Landscape: GEO vs. Traditional SEO
This shift has birthed a new discipline: Generative Engine Optimization (GEO), sometimes called AI Search Visibility Optimization.
“While similar to SEO, GEO focuses on visibility within AI-generated responses rather than just click-through rates,” explains Thomas Peham, CEO of Austrian startup Otterly.AI. “It’s about maintaining brand presence when users never leave the search platform.”
How Startups Are Addressing the Challenge
Several companies are developing tools to help brands adapt:
- Otterly.AI: Recently exited stealth mode after surpassing 1,000 users
- Profound: New York-based compe***** currently in closed beta
These platforms provide dashboards that monitor and optimize how brands appear in AI-generated search results.
The Google Effect: Why Otterly Had to Pivot
Otterly’s journey highlights the industry’s volatility. After a successful Product Hunt launch earlier in 2024, Google’s May introduction of AI Overviews forced a complete product rebuild.
“When half your SEO keywords start triggering AI answers instead of links, you need new strategies,” Peham notes, referencing a SaaS client’s experience.
Practical Strategies for AI Search Visibility
With LLMs often acting as “black boxes,” Otterly is developing solutions to make optimization actionable:
- Transitioned from monthly to weekly tracking for faster iteration
- Planning to add recommendation engine capabilities
- Encouraging marketing teams to run controlled content experiments
The Founders Behind the Solution
Peham’s marketing background (former VP at Storyblok) inspired Otterly’s creation. He partnered with:
- Josef Trauner: Ex-CEO of Usersnap (acquired by saas.group)
- Klaus M. Schremser: Former Usersnap growth lead
Their complementary skills—operations, product, and technical expertise—position Otterly for sustainable growth without external funding.
The Future of AI Search Optimization
Otterly aims to become the Semrush of AI search, with plans to announce a partnership with the SEO giant. As AI continues reshaping search, brands must adapt their strategies to maintain visibility in this new paradigm.
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