The Australian startups going all in on a post-SEO, AI-led internet
A 'fundamental shift' is underway with Google search giving way to gen AI chatbots. Linktree, Airwallex and SafetyCulture are among those trying to get ahead of it.
Seeing the exploding popularity of ChatGPT and its peers challenging Google's online search dominance, Linktree co-founder Alex Zaccaria decided a pivot was in order.
The USD1.3 billion ($2 billion) link-in-bio startup had never truly invested in SEO despite its importance, but Zaccaria says it now is investing in the opportunity a shift towards AI search represents.
“We’ve just hired a head of... well, we’re still calling it Head of SEO but I’m looking to change that title to Head of AEO,” Zaccaria said, referring to AI-engine optimisation. “We’re leaning way, way deeper into the category.”
Until now, Google has been helpful to the startup for two reasons. The first, obvious way is to capture creators or marketers searching for the best link-in-bio tool. The second is that if, say, a celebrity's Linktree surfaces on Google before their own official site, it becomes a selling point for Linktree itself.
