Artificial Intelligence (AI) is changing the way we search online. With tools like ChatGPT and Google’s new AI Overviews and AI Mode, we are getting faster and more detailed answers to our questions. And more often than not, without needing to click through to the original source material.
How are users changing how they search
In the past, finding an answer to a specific question might have meant numerous Google searches. AI can now pull information together instantly and present it in a single, easy-to-read response. This is great for users, but it also means businesses may see that clickthrough rate is reduced, even if their content is being shown in search results.
Nevertheless, search isn’t disappearing. Google still receives around 14 billion searches every day, compared to ChatGPT’s 2 billion. And when people are ready to take action (that could be booking, buying or enquiring) they are still clicking through at very healthy rates and converting. AI may be helping with the research, but business websites remain essential for building trust and driving results.
When users are searching for general information, it is Google’s AI Overviews that tend to show up the most. That said, for local searches, data shows these still rely more on Google Maps results which is what SEO services, such as Adtrak’s, deliver.
It’s important to remember that Google’s AI tools still pull a lot of their answers from well-optimised websites. This means that businesses with strong content, a clear website structure and good online reviews have a better chance of being featured. Thus emphasising the importance of a strong digital strategy.
How do I rank for AI Search?
The same SEO fundamentals still apply: clear, keyword-rich content, well-coded websites and business citations (listings) across the web, all make a difference. Adding in quality content with EEAT (experience, expertise, authoritativeness, trust), such as articles, FAQs, case studies, extended landing pages and industry insights can further boost visibility in AI-driven results.
In addition to SEO, building credibility through social media, PR and review platforms is also more important than ever. AI takes signals from across the web, so the more consistent and trustworthy your online presence, the greater your chances of being included in AI responses.
Can you track how well you do in AI search?
The tracking of AI and the impact it is having is still developing. Tools like Google Analytics don’t yet separate out AI traffic, but at Adtrak we’re already using additional tracking and testing tools to help businesses understand their visibility in the evolving search landscape.
AI is undoubtedly making search quicker, smarter and more convenient. And whilst it may reduce the number of clicks from search results, businesses with a strong digital presence will continue to generate interest and leads online. And at Adtrak, we’re always helping our clients stay ahead of the game by making sure our digital marketing strategies tick all of the boxes ready for the AI era.
