"For the last two decades, the internet has operated on a fairly predictable exchange: businesses create content to capture attention, and search engines reward that volume with traffic. The goal was almost always discovery. If you could just get enough people to land on your blog post or landing page, a certain percentage would inevitably buy what you were selling. This incentivized a specific kind of marketing that was loud, promotional and focused on getting the click at all costs."
"That era is ending. The rise of Artificial Intelligence in search engines is fundamentally shifting user behavior from browsing to verifying. When a potential customer asks an AI tool a question, they aren't looking for a list of ten blue links to explore; they are looking for a synthesized answer. By the time they actually click through to your website, they have likely already done the learning."
Over the past two decades, online marketing prioritized creating large volumes of content to capture attention and drive discovery through search traffic. Artificial intelligence in search is shifting user behavior from browsing to verifying; people now ask AI tools for synthesized answers and arrive at websites already informed. As traffic volume declines, visitor intent increases. Flashy promotion and catchy slogans lose effectiveness against skeptical buyers. Trust becomes scarce and buyers seek risk reduction through concrete proof and demonstrable results. Websites must present reliable evidence, clear value, and verifiable claims to convert high-intent visitors.
Read at Entrepreneur
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