Traditional search was built around navigation.

A user typed a query, reviewed a list of results, opened a few pages, compared sources, and built an answer manually. The website was usually where the user did most of the reading and synthesis.

Traditional search flow: User query -> Search results -> Website visit -> User synthesis

AI search changes that flow.

The user still asks a question, but the system now does more of the interpretation before the click. It can retrieve sources, compare claims, summarize context, cite pages, and answer follow-up questions.

AI search flow: User query -> AI answer layer -> Source citations -> Optional website visit

That difference changes SEO because the website is no longer only a destination. It is also source material.

Links Are Becoming Supporting Evidence

OpenAI described ChatGPT search as a way to combine a conversational interface with timely web information and source links.…