A former Google Search engineer is betting on the top of conventional search engine optimisation, and constructing instruments to assist entrepreneurs put together for what comes subsequent.
Andrew Yan, who left Google’s search group earlier this 12 months, 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 corporations.
Athena is a part of a brand new wave of corporations responding to a shift in how folks uncover info. As a substitute of searching search outcomes, persons are more and more getting direct solutions from AI chatbots.
In consequence, the methods that after helped web sites rank in Google might not be sufficient to drive visibility.
Yan instructed The Wall Avenue Journal:
“Firms 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 completely different AI fashions interpret and describe a model. It tracks how chatbots discuss corporations throughout platforms and recommends methods to optimize internet content material for AI visibility.
In accordance with the corporate, Athena already has over 100 prospects, together with Paperless Submit.
The broader development displays rising concern amongst entrepreneurs in regards to the rise of a “zero-click web,” the place customers get solutions immediately 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.
Slightly 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 Avenue Journal, has raised greater than $20 million from enterprise capital corporations. Its platform displays how chatbots collect and relay brand-related info to customers.
Profound has attracted a number of massive shoppers, together with Chime, and is positioning itself as an important software 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 folks, are the first guests to web sites.
Cadwallader instructed The Wall Avenue Journal:
“We see a way forward for a zero-click web the place customers 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 presently “flying utterly blind” with regards to how AI instruments signify their manufacturers.
search engine optimisation Consultants Are Shifting Focus
The shift can be reaching practitioners. Cyrus Shepard, founding father of Zyppy search engine optimisation, instructed the Wall Avenue Journal that AI visibility went from being negligible at the beginning of 2025 to 10–15% of his present workload.
By the top of the 12 months, he expects it may signify half of his focus.
Referring to new platforms like Athena and Profound, Shepard mentioned:
“I might classify all of them as in beta. However that doesn’t imply it’s not coming.”
Whereas investor estimates counsel these startups have raised only a fraction of the $90 billion search engine optimisation trade, their traction signifies a necessity to deal with 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 type of visibility problem.
Firms like Athena and Profound try to fill that hole by giving entrepreneurs a window into how generative AI fashions see their manufacturers and what may be finished 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
