Marketing tech
fromwww.bbc.com
3 hours agoBusinesses scramble to get noticed by AI search
HubSpot lost 140 million visits due to AI changes in search behavior and algorithms.
When a site feels unsafe, unreliable or even slightly "off," users don't rationalize the problem. They react to it. They leave. And in many cases, they don't just abandon the session - they go straight to a competitor.
When AI tools started taking off, Google faced a serious problem: the risk of its search results being flooded with AI-generated spam. If left unchecked, the world's most-used search engine would lose trust - and with it, revenue. Search drives almost 57% of Alphabet's income, totaling over $198bn annually. And that revenue was at risk. AI spam isn't like old-school SEO spam. It's better written, harder to detect, and convincing enough to fool algorithms.
AI visibility means your content is included, cited, and recommended in AI-generated answers. If you think ranking at the top of the SERPs is still the way to go, think bigger. AI has become a primary factor in online search strategy. If AI systems can't read your brand, you could become invisible. Below, I share how AI visibility differs from SEO and five strategies to make your brand AI-visible.
Daren Ng's current analysis underscores that contemporary SEO is no longer defined by isolated technical adjustments or keyword-centric execution. Instead, it has become an interconnected system where technical foundations, content relevance, user experience, and credibility signals collectively influence how digital properties are discovered and evaluated. This shift, according to Daren Ng, has reshaped the responsibilities of SEO practitioners, requiring broader strategic awareness and greater attention to long-term outcomes.