"Picture this: Content visibility is up, but traffic to your website is way down. More than half of Google searches today end in no clicks, according to Search Engine Land. And consumers are looking everywhere - including Google's AI Overviews and Reddit - for instant solutions to fit their needs. Is this your reality? Welcome to the rebirth of how people find information."
"Payoffs from traditional SEO tactics used to be huge. Now, AI has effectively given everyone access to unlimited, personalized knowledge on a diverse set of channels, and Google Search is losing users to AI search engines like ChatGPT. The once reliable marketing playbook has officially been disrupted. You can no longer count on one distribution channel, like search, to do all of the work for you."
Content visibility can rise while website traffic falls because more than half of Google searches end without clicks, and consumers use diverse channels including Google's AI Overviews and Reddit for instant answers. AI democratizes personalized knowledge across many channels, causing traditional SEO payoffs to shrink and prompting user migration from Google Search to AI engines like ChatGPT. Brands can no longer rely on a single distribution channel. Businesses need to diversify content across channels and optimize content for both human readers and large language models. AI adoption is widespread, with 78% of organizations using AI in at least one function in 2024.
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