Mumbai, August 2026: Search is moving beyond the traditional model of keywords, rankings and clicks as AI-powered experiences change how consumers discover information. As users increasingly turn to longer, conversational queries and AI systems respond with direct answers, 0101.Today sees discoverability evolving from ranking on search engines to becoming a trusted source that AI can surface, cite and recommend.
Explaining this shift, Ajay Varma, Managing Partner, 0101.Today, said, “People no longer search using a few keywords. They search the way they naturally speak. Instead of searching for the best diabetes medicine, someone is more likely to ask how they can manage diabetes naturally along with medication. Instead of searching for an investment app, they ask which investment platform is best for a first-time investor in India. Organic traffic patterns will continue to evolve because AI increasingly answers questions directly. The focus is shifting from ranking on Google to becoming a trusted source that AI chooses to surface and recommend.”
As AI becomes more selective about the information it surfaces, keywords remain relevant but are increasingly being complemented by authority and credibility. On what this means for brands, Varma noted, “Keywords still matter, but they are no longer enough. AI is looking for trustworthy, well-structured and authoritative information. It is trying to identify which brands consistently demonstrate expertise on a subject. Brands need to stop thinking only about keywords and start thinking about becoming the most trusted source in their category.”
The evolution is also bringing AEO and GEO into the broader search ecosystem. Varma views these as the natural progression of search, explaining, “I see them as the natural evolution of SEO rather than completely new disciplines. SEO helped brands get discovered on search engines. AEO helps answer questions directly. GEO focuses on helping AI platforms understand and recommend a brand accurately. The objective hasn’t changed. Discoverability has.”
0101.Today is a data-driven conversion specialist that helps enterprises drive business growth by integrating Creative, Acquisition, Retention and Data into one unified growth system, working at the intersection of data, media, communication and technology.
As AI becomes an increasingly important starting point for discovery, the bigger shift may be in what brands ultimately optimise for. Varma believes, “SEO is evolving, not disappearing. The biggest change is that brands need to think beyond rankings. Instead of asking how to rank higher, brands should ask how they can become the most trusted answer in their category. At 0101 Today, we believe discoverability has evolved into three connected stages. SEO helps customers find you. AEO helps answer their questions. GEO helps AI recommend you. The brands that succeed in the AI era won’t necessarily be the ones creating the most content. They will be the ones creating the most trusted content.”
