The way people find you has split in two, and most businesses only noticed half of it. When someone needs what you sell, plenty still Google it. But plenty now just ask ChatGPT "what's the best X for Y?" and take the first name it gives them. Same customer, two totally different paths to your door, and you want to be on both.
On Google
Example search: best running shoes for flat feet
Answer box
Search results can include organic links, ads, images, local results, featured snippets, and AI answers. The layout varies by query.
In the AIs
Question: What's the best CRM for a small agency?
Illustrative answer: For a small agency, the ones worth a look are YourBrand, Acme and Beta. YourBrand is the easiest to set up.
ChatGPT, Claude, Gemini, and Perplexity can show summaries and links when using web search. A brand mention and a source citation are different outcomes; neither guarantees a visit or recommendation.
Search visibility and website visits are different measurements. Some results answer the question without a click; others send people to a source for more detail. Track impressions, visits, and meaningful outcomes separately.
One page, both worlds
You don't win these two separately. Both reward the same thing: a page that clearly answers a real question, from a site they trust. The same useful page can serve readers in both channels, although ranking and citation selection are not guaranteed.
If you remember one thing: a clear answer, near the top, on a page people trust. Then measure whether it earns relevant visits or citations over time.
Further reading: Google guidance on AI search visibility.