A business ranking in Google's top three is, by most measures, doing well at search. It has the content, the backlinks, and the technical foundation. And yet a growing number of those businesses are seeing their traffic fall - not because of a drop in keyword rankings, but because their customers are no longer looking at rankings at all.
That shift is what prompted Mrinal Kaushik to found Redefine ROI in 2023. Founded on one observation: AI platforms search discoverability - Google AI Overviews, ChatGPT, Perplexity, Gemini, and Copilot - have become the first stop for a growing share of commercial queries. These platforms don't show ten results and let the user decide. They deliver direct answers, cite 2 or 3 sources, and stop there.
The Problem: Rankings Without Visibility
The data is difficult to ignore. When Google AI Overviews appear above traditional search results, organic CTR drops by an average of 58%, according to Ahref's 2026 analysis.
Another study confirmed that keywords positioned at #1 saw organic CTR fall by 34.5% after the rollout of AI Overviews at the top, a figure that accelerated to 60% by year-end 2026. ChatGPT now handles over 1 billion weekly prompts globally, with more than 10% of those containing buyer-intent queries, per OpenAI's own disclosures.
For Indian businesses, particularly E-commerce brands, D2C startups, and SMEs investing heavily in SEO, they are appearing on page one but yet remain absent from AI-generated recommendations.
Most SEO agencies in India are still optimizing for SERPs such as Google and Bing, which is no longer the priority for their clients' customers," says Mrinal Kaushik. "The search discoverability has changed. The buyers have moved, but the strategies followed by SEO companies haven't.
The Redefine ROI Agency: Built for AI-First Search
Redefine ROI offers AI SEO services, Generative Engine Optimization (GEO), LLM optimization, Answer Engine Optimization (AEO), ecommerce SEO, and Local SEO. The common thread is visibility, where buyers now make decisions - not just Google results pages, but the AI-generated answers that increasingly precede them.
GEO services is the practice of optimizing content so AI platforms can reliably retrieve and cite it in their answers.
LLM SEO optimization addresses how large language models with live retrieval, such as Perplexity and ChatGPT search, evaluate, and select sources in real time.
Since its founding in 2023, the agency has delivered over 100 campaigns across ecommerce, healthcare, professional services, and SaaS, with clients in India, the US, the UK, and Worldwide.
In the Founder's Words
What we hear from clients is that their Google Analytics looked fine, so they assumed everything was working. What they hadn't checked was whether anyone was finding them through ChatGPT or Perplexity. The problem is not that traditional SEO stopped working. The problem is that it's not all for websites to be cited in AI search, and nobody told them."
- Mrinal Kaushik, Founder - Redefine ROI
Looking Ahead
Mrianl Kaushik is clear that GEO and LLM optimization are built on top of conventional SEO, not as a replacement. Google rankings still matter. They are no longer enough on their own.
The agency will publish the first edition of its India SEO Benchmark Report at the end of 2026, covering AI citation rates across GEO campaigns- the first India-specific report by an Indian-based AI-driven SEO agency.
We are not telling businesses to walk away from what they have built in SEO. We are telling them that search has added a second layer, and most of them don't yet have coverage for it.