The inclination towards AI applications for inquiries is challenging traditional search engines, evidenced by a 10% decline in search impressions among multi-location businesses. Industry experts predict that brands shall rethink strategies to engage customers meaningfully in this 'answer economy.' Apple noted a decrease in Safari searches, hinting at possible AI alternatives. To stay relevant, marketers must prioritize specific, customer-focused content over general SEO strategies and adapt to Generative Engine Optimisation (GEO) practices for AI system trust.
The shift from traditional browsers to AI apps is happening faster than most realize, leading to significant drops in organic traffic for businesses.
Those stuck in outdated content models risk fading into obscurity. Marketers must adapt to the new 'answer economy' to survive.
The role of SEO is evolving. Generative Engine Optimisation (GEO) focuses on being the trusted source for AI tools instead of just fighting for rankings.
Marketers will need to provide tailored information that meets specific customer inquiries instead of relying on generic SEO-driven content.
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