Omnirank expands into AI search optimization

Omnirank, led by Calvin Tedja, says it is expanding beyond conventional SEO into AI Search Optimization, bundling keyword research, topical relevance, content production and link-building into a single approach. The agency is betting that brands will need to adapt their content to generative AI systems that summarize information rather than simply list websites.

The broader market context points to why this is gaining traction. Alphabet’s Google remains a dominant search channel, but investor sentiment has improved around the idea that AI can enhance rather than replace search, while platforms such as YouTube are adding AI search features of their own. The implication for marketers is a more fragmented discovery landscape, with visibility increasingly split across Google, AI assistants and commerce platforms.

For investors and business owners, the practical takeaway is that search strategy is becoming a defensive and offensive spend item at the same time. Brands that adapt early may protect traffic and lower customer acquisition costs; those that do not risk losing relevance as AI-generated answers reshape how users find products, services and information.

The next test is whether AI search produces durable referral traffic and conversions, or merely new forms of brand exposure. That will determine how fast companies in Indonesia and elsewhere shift budgets from traditional SEO toward agencies built for the AI search era.