A few months ago, a client called me in desperation. “I show up on Google, but ChatGPT doesn’t know me,” she said. And there it was, the problem of the 21st century summed up in one sentence: it’s no longer enough to be well-positioned on traditional search engines. The data is clear: 60% of Google searches end without any clicks, and the organic CTR for the first position has dropped from 28% to 19% between 2024 and 2025. At the same time, 38% of internet users are now using AI-powered search tools as a complement to classic search engines. For example, ChatGPT has gone from 100 million users at the beginning of 2023 to receiving over 5 billion monthly visits in 2025, consolidating itself as the fifth most visited website in the world. The rules of the game have definitely changed.
At Canela, we’ve been closely monitoring this transformation, and the conclusion is clear: digital visibility is no longer what it used to be. That’s why we’ve developed Findability by Canela, our new service that tackles something as simple as it is complex: the ability to be found in a world where searching for information has become an increasingly diverse and sophisticated experience.
When Google is no longer enough
Let’s remember how things used to be. A solid SEO strategy, optimised content, a few well-placed keywords, and voilà: your brand appeared in the top results on Google. It was a game with clear rules, although constantly changing (let’s not forget those sleepless nights with every change to Google’s algorithm).
But now, the landscape has become considerably more interesting. Users consult ChatGPT, Gemini, Perplexity or Claude for product recommendations, ask Alexa or Siri for nearby services, search on Google Maps while walking down the street or simply chat with AI assistants that suggest options based on who knows what algorithmic criteria.
The term “findability” refers precisely to this: how easily a brand can be located by its target audience across all these new digital channels. And it’s far more complex than it seems at first glance.
The search revolution
What we are experiencing is a revolution in the way people discover brands, products, and services. While we remained obsessed with appearing on the first page of Google, users have been steadily changing their search habits in an unstoppable way.
Now we ask things like “What communications agency do you recommend for my startup?” to ChatGPT or “Find a payroll management tool” to our generative AI app while in the car. And here’s the interesting part: the answers don’t necessarily match the first results from a traditional Google search.
This is where GEO, or Generative Engine Optimisation, comes into play, the perfect complement to traditional SEO. Because yes, SEO is still fundamental, but it’s no longer enough.
Two worlds, one strategy
Findability by Canela is structured around two pillars that work complementarily. On one side, we maintain traditional SEO because, let’s face it, Google is still the king of searches. Here we continue applying the best practices in technical and content optimisation to maintain our clients’ visibility and authority on classic search engines.
On the other side, we develop GEO strategies to ensure that brands are properly represented in generative AI systems. This means analysing how and where AI collects information about our clients and preparing content specifically designed to appear in their responses and recommendations.
A methodology that works
Let’s be honest: this requires a completely different approach from what we’ve used before:
- We begin with an in-depth audit of a brand’s current digital visibility, assessing not only where it appears on Google, but also how it is perceived by different AI platforms.
- Then we create a dual strategy with specific actions to improve positioning on both fronts: from traditional search results to AI-generated outputs. Content optimisation takes on a whole new dimension here, as the message must be crafted to be easily recognised by both conventional algorithms and digital assistants.
- And of course, we monitor and adapt continuously, because in this world, the rules change every few months, and staying alert to new trends and technologies is essential.
The future is already here (and some haven’t notice)
I must admit, I thought this evolution would unfold more gradually. But the mass adoption of generative AI tools has accelerated everything in ways that even the most optimistic among us didn’t foresee.
Brands that fail to adapt to this new reality will find themselves in an increasingly difficult position. This isn’t alarmism, it’s simple logic: if your target audience is seeking information in new channels and you’re not present there, they will inevitably find you less. You simply don’t exist for them.
Findability by Canela was born precisely to prevent that. We combine our communications expertise with technological insight to ensure our clients are found, considered, and chosen — wherever their audience is searching for solutions.
Because ultimately, that’s what it’s all about: being present at the crucial moment of decision, positioned to be the chosen option. And in 2025, that means far more than just appearing on Google.
So, what do you think? Shall we talk?
Arantxa Aguilera, Head of Digital at Canela
