"Summary: Traditional search marketing strategies need a refresh as AI platforms transform how consumers search online. Even market-leading brands risk becoming invisible if they stick with familiar SEO practices. Today, zero-click searches offer fewer consumer touch points, and AI algorithms prioritize results differently than traditional search engines. Companies can adapt by applying the Information Search Marketing framework and reconsidering how they prioritize and allocate resources."
"AI platforms have already upended online search in the first few years they've been available, and businesses were woefully unprepared for them. Depending on your company's strategy, AI-driven search can bring significant opportunity or grave risk to its online visibility. Big brands can gain even more market share if they act shrewdly and with haste, while small brands now have a new marketing channel that can help level the playing field."
"For example, one of the largest U.S. fitness brands with one of the larger search investments conducted AI platform searches as a test. "That was a wake-up call. We were shocked when a small, local company in Houston was landing better in AI searches," said Kate Klein, executive vice president of marketing for Houston Fitness Partners, a major Planet Fitness franchisee."
AI platforms have rapidly transformed how consumers search online, reducing traditional touch points and producing more zero-click outcomes. AI algorithms rank and prioritize results differently than standard search engines, creating new visibility dynamics that can make well-known brands effectively invisible. AI-driven search can be a major growth opportunity for brands that adapt quickly or an existential risk for those that do not. Small companies can outrank larger competitors on AI platforms. Companies should adopt an Information Search Marketing framework, reevaluate SEO priorities, and reallocate marketing resources to optimize for AI platform behaviors and recommendations.
Read at MIT Sloan Management Review
Unable to calculate read time
Collection
[
|
...
]