The Future of Search as seen by Eliott Colson (Yourban.ai): What ChatGPT, Google and AI reveal 🚀

The world of search is changing, and at Yourban.ai, we have a front-row seat to observe these changes. At SIEC, the commercial real estate trade show in Paris, our co-founder and COO, Eliott Colson, shared crucial insights on the impact of AI, changing user behaviors, and new strategies for staying visible online. This article deciphers the key points of this intervention, focusing on the role of ChatGPT and Google in this new era of search.

1. Search and Behavior: The Key Figures of a Paradigm Shift 📊

Eliott Colson emphasized that user behavior has changed radically. Here are a few figures to illustrate this transformation:

- 90% of purchasing paths begin with an online search.

- More than 80,000 queries are sent every second worldwide.

- Google dominates the market with 94.1% market share, but its usage is evolving.

- ChatGPT records +13% growth in traffic, offering a more conversational experience.

- TikTok Search captures the attention of 18-34 year-olds, redrawing the audience map.

These figures reveal a clear expectation: users want instant, synthetic and contextualized answers. The simple list of links is obsolete. Brands must adapt to offer immediate relevance.

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2. AI Redefines the Role of Search Engines 🤖

The rise of generative AI, notably with platforms such as ChatGPT and Perplexity, does not replace Google. These tools step in and formulate queries themselves via plugins such as Search-GPT. Internet users no longer “search” manually; AI searches for them. It's a revolution in the way information is accessed.This evolution has two major impacts:

- An explosion in the number of queries.

- A reduction in the time spent on traditional search engines, as answers are more direct.Visibility is now played out in the answers generated by AI, and not just in traditional SEO results. Understanding how to optimize content for these new interfaces is crucial.

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3. Three recommendations to get the best out of your game

For companies and locations with a strong physical presence (retail chains, real estate companies, territories), this shift to search means that strategies need to be adapted. Here are a few key recommendations:

N°1 : Create Structured AI-Adapted Content

At a time when AI is transforming the way content is read and interpreted, it's becoming essential to structure your articles with care. By clearly dividing your texts into coherent sections, you make it easier for AI engines to come up with precise answers to users' questions. And don't forget to write like people talk, as queries are increasingly conversational. To appear in Google's rich snippets or ChatGPT's answers, it's best to answer simply, with complete sentences, well-chosen keywords... and, above all, real usefulness.

N°2: Monitor Emerging Trends

Monitoring trends means understanding that demand no longer simply follows established cycles: it is constantly renewing itself. Every day, 15% of Google searches are entirely new - queries never seen before. This staggering figure shows just how quickly consumer expectations evolve, driven by local contexts, cultural phenomena or personal discoveries. With Yourban, these emerging signals don't go unnoticed. By analyzing local requests, we can identify emerging interests, up-and-coming brands and needs specific to a given territory. Better than a barometer, it's a real-time radar that captures what people are looking for... even when they've never looked for it before.

N°3: Think of Information as an Immediate Service

Shopping malls, city centers, retailers, institutions: you need to produce content. Today, information is an immediate service. Residents are looking for where to go, what to buy, what to do - and they're doing it online, via Google, ChatGPT or TikTok. If you don't answer their questions, you don't exist. 15% of searches are new every day: demand is constantly evolving. Creating content isn't about “communicating”, it's about being present at the right moment, capturing attention, guiding choices, and fulfilling your mission - be it commercial, territorial or public. Not publishing means leaving room for others.

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Need a helping hand? Don't hesitate to get in touch with our team to find out how we can help you save time and meet your expectations!

Frequently Asked Questions (FAQ)

> How does ChatGPT influence SEO?

ChatGPT influences SEO by changing the way users interact with search engines. Queries are becoming more conversational, with AI acting as an intermediary. This is known as “GEO” (Generative Engine Optimization). To optimize your SEO and GEO, you need to do more than just have a website: you need to create content to be picked up and recommended by AIs.

> Is Google still relevant to the rise of AI?

Yes, Google is still relevant, but its role is changing. Although the importance of AI is increasing, Google remains a crucial source of information to feed AI responses. So it's essential to continue optimizing your content for Google, while adapting it to AI requirements.

> What are the first steps in adapting my search strategy to AI?

The first step? Understand what interests your audience! And just in time, Yourban has built a tool to enable you to do this on any geographic scale you wish. When you create content, you create content for your audience.