Search Experience: Beyond SEO, How to Orchestrate Your Visibility in the Age of AI?

Interview with Virgile Quenum, Head of Search Experience at WPP Media

The era of the keyword king is over. In the age of generative AI and fragmented user journeys, brand visibility now operates on a multidimensional playing field. Virgile Quenum shares the keys to “Search Experience” (SXO) for navigating this evolving ecosystem, where new standards like AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are reshaping the rules of the game.

WPP Media: The term “Search Experience” goes far beyond traditional SEO. What does this concept encompass at WPP Media, and how does it transform your approach?

Virgile Quenum: “Search Experience” represents a paradigm shift: we’ve moved from a siloed vision to a holistic approach—“Search is Everywhere.” We no longer view Search as merely an acquisition channel; instead, it’s a continuous interface between the user and the brand, wherever the need is expressed.

Whether it’s on Google, Amazon, TikTok, Reddit, or an LLM like ChatGPT, our role is to craft a coherent narrative. The goal is a harmonized presence where all signals converge to optimally position the brand, adapting to the user’s intent specific to each platform.

We help brands be understood wherever intent exists. Search is no longer just about keywords—it’s a fusion of intents, audiences, and signals. Our job is to orchestrate this complexity to reach the right audience, at the right time, on the right platform.

WPP Media: Generative AI is transforming search engines. How do you prepare brands for this ecosystem where “zero-click” is becoming the norm?

Virgile Quenum: This is a major transformation in user behavior. We’re witnessing an explosive adoption of AI-powered search engines, with traffic increasing tenfold in just one year. Simultaneously, the nature of search itself is evolving: users now seek direct answers, which disrupts the traditional click-based mechanics. This trend will accelerate further with the imminent rollout of AI Mode. Decisions can be made almost instantaneously, sometimes even by bots (Agentic AI). To prepare, brands must appeal not only to users but also to the algorithms of LLMs.

Preparation begins with a technical audit to ensure your site is “LLM ready”—can it be effectively crawled and analyzed by LLMs? Additionally, KPIs are shifting: clicks are becoming less relevant, while “mentions” and the presence of source links are gaining importance. To stand out in AI-driven conversational responses, activating the “Earned Media” lever (PR, mentions on third-party sites, forums) is essential. This approach requires breaking down silos within advertiser teams to target the right sources, such as Reddit or YouTube, extending beyond the brand’s own website.

That said, SEO remains the foundation. Mastery of owned assets is critical. This is particularly evident with the introduction of the Shopping feature in ChatGPT: our analyses show that its results are primarily derived from reprocessed Google Shopping feeds. The takeaway is clear—performing well on Google is a prerequisite for visibility on ChatGPT.

WPP Media: Search is fragmented across TikTok, Amazon, Reddit... How do you integrate this “omni-channel” reality?

Virgile Quenum: We’ve moved beyond the concept of the “Messy Middle.” Today, we’re navigating a pinball-like consumer journey, as theorized by Rand Fishkin (founder of Moz). The user journey is chaotic, fast-paced, and full of unpredictable bounces. You scroll through a video, perform a “click-to-search,” switch to an LLM for a summary, and then verify on Google. The acceleration from the information phase to the purchase phase has been remarkable since the advent of LLMs, and this will continue with the development of Agentic AI.

To orchestrate this complexity, we rely on CIM (Customer Intent Modeling). This proprietary WPP tool audits a brand’s visibility across multiple dimensions. It goes beyond Search, cross-referencing visibility data from Google, Retail platforms (Amazon, Leclerc), and Social channels (TikTok, YouTube). Recently, we’ve integrated an LLM module to analyze how a brand is perceived and mentioned by AI systems. By combining these insights with our marketing operating system, Open Media Studio, we adapt the “Own, Earn, Paid” strategy in real time to engage consumers where they make purchasing decisions.

We no longer focus on optimizing individual channels; instead, we optimize the entire journey. Our internal model is guided by one principle: be relevant wherever attention is generated.

WPP Media: A strategic tip for 2026 to stay ahead?

Virgile Quenum: In 2026, the challenge is no longer technological—it’s organizational. Brands must manage their visibility as a strategic asset. The key is to align Owned, Earned, and Paid efforts to become a true “source of truth” for AI systems.

This also requires rethinking the roles within your teams. At WPP Media, we’re developing the “augmented consultant” model. Our teams already leverage AI platforms, such as our OMS studio, to automate parts of production and accelerate analysis. This frees up valuable time for what truly matters: strategic advice and continuous adaptation.

SXO Glossary

• SXO (Search Experience Optimization): The integration of SEO (visibility) and UX (user experience) to optimize the entire search journey, from query to conversion.

• AEO (Answer Engine Optimization): Techniques designed to optimize content so it is cited as a direct answer by voice assistants and AI chatbots (e.g., ChatGPT, Perplexity).

• GEO (Generative Engine Optimization): The art of tailoring content to be favorably synthesized and highlighted by generative search engines (e.g., Google AI Overviews).

• LLM (Large Language Model): A language model trained on vast datasets, capable of understanding and generating text (the “brain” behind ChatGPT or Gemini).

• Agentic AI: Autonomous AI capable of acting and making decisions (such as completing a purchase) on behalf of the user, without direct human intervention.

• Earned Media: “Earned” visibility (e.g., press articles, reviews, mentions on forums), which is critical for credibility with LLMs.

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