A former Google Search engineer is betting on the tip of conventional website positioning, and constructing instruments to assist entrepreneurs put together for what comes subsequent.
Andrew Yan, who left Google’s search workforce earlier this yr, co-founded Athena, a startup centered on serving to manufacturers keep seen in AI-generated responses from instruments like ChatGPT and Perplexity.
The corporate launched final month with $2.2 million in funding from Y Combinator and different enterprise companies.
Athena is a part of a brand new wave of corporations responding to a shift in how individuals uncover data. As an alternative of looking search outcomes, individuals are more and more getting direct solutions from AI chatbots.
Because of this, the methods that after helped web sites rank in Google might now not be sufficient to drive visibility.
Yan instructed The Wall Road Journal:
“Corporations have been spending the final 10 or 20 years optimizing their web site for the ‘10 blue hyperlinks’ model of Google. That model of Google is altering very quick, and it’s altering endlessly.”
Constructing Visibility In A Zero-Click on Internet
Athena’s platform is designed to indicate how totally different AI fashions interpret and describe a model. It tracks how chatbots speak about corporations throughout platforms and recommends methods to optimize net content material for AI visibility.
In response to the corporate, Athena already has over 100 clients, together with Paperless Submit.
The broader pattern displays rising concern amongst entrepreneurs concerning the rise of a “zero-click web,” the place customers get solutions instantly from AI interfaces and by no means go to the underlying web sites.
Yan’s shift from Google to startup founder underscores how significantly some search insiders are taking this transformation.
Relatively than competing for rankings on a search outcomes web page, Athena goals to assist manufacturers affect the outputs of enormous language fashions.
Profound Raises $20 Million For AI Search Monitoring
Athena isn’t the one firm engaged on this.
Profound, one other startup highlighted by The Wall Road Journal, has raised greater than $20 million from enterprise capital companies. Its platform displays how chatbots collect and relay brand-related data to customers.
Profound has attracted a number of giant shoppers, together with Chime, and is positioning itself as an important device for navigating the complexity of generative AI search.
Co-founder James Cadwallader says the corporate is getting ready for a world the place bots, not individuals, are the first guests to web sites.
Cadwallader instructed The Wall Road Journal:
“We see a way forward for a zero-click web the place shoppers solely work together with interfaces like ChatGPT. And brokers or bots will turn out to be the first guests to web sites.”
Saga Ventures’ Max Altman added that demand for this sort of visibility information has surpassed expectations, noting that entrepreneurs are at present “flying fully blind” in relation to how AI instruments signify their manufacturers.
website positioning Consultants Are Shifting Focus
The shift can be reaching practitioners. Cyrus Shepard, founding father of Zyppy website positioning, instructed the Wall Road Journal that AI visibility went from being negligible firstly of 2025 to 10–15% of his present workload.
By the tip of the yr, he expects it might signify half of his focus.
Referring to new platforms like Athena and Profound, Shepard stated:
“I might classify all of them as in beta. However that doesn’t imply it’s not coming.”
Whereas investor estimates recommend these startups have raised only a fraction of the $90 billion website positioning business, their traction signifies a necessity to handle the challenges posed by AI search.
What This Means
These startups are early indicators of a bigger shift in how content material is surfaced and evaluated on-line.
With AI instruments synthesizing solutions from a number of sources and sometimes skipping over conventional hyperlinks, entrepreneurs face a brand new form of visibility problem.
Corporations like Athena and Profound are attempting to fill that hole by giving entrepreneurs a window into how generative AI fashions see their manufacturers and what could be carried out to enhance these impressions.
It’s not clear but which methods will work finest on this new setting, however the race to determine it out has begun.
Featured Picture: Roman Samborskyi/Shutterstock
