I lost 30% search traffic to AI… What do I do?

Summary

This video explores the evolving landscape of search engines and the impact of AI on content creation and marketing strategies. It discusses the importance of data, authority, and social proof in SEO, emphasizing that content creation will still be valuable for visibility in the new generation of search. While direct traffic may decline, brand awareness through AI-driven platforms like LLMs becomes more crucial. The speakers suggest diversifying marketing efforts, experimenting with new channels like influencer marketing, and staying proactive in content creation to adapt to future changes in search technology.

Takeaways

• 😀 Content creation remains valuable, but its role in driving direct traffic is diminishing due to AI-driven search engines.
• 😀 AI search engines like ChatGPT and Perplexity aggregate information from multiple sources, reducing the need for users to visit individual websites.
• 😀 The decline in SEO traffic for informational content is significant, with some businesses seeing drops of up to 30%.
• 😀 Despite this disruption, content still plays an important role in maintaining brand visibility and social credibility in AI-driven search environments.
• 😀 Paid advertising costs are expected to rise, with increased competition for clicks as organic search traffic declines.
• 😀 Diversifying marketing strategies beyond SEO (e.g., social media, influencer marketing) will help mitigate the impact of rising ad costs.
• 😀 Building social credibility and acquiring mentions for products or services is crucial to remain relevant in AI search engines.
• 😀 Businesses should experiment with new platforms and tools (such as AI search engines) to stay ahead of industry changes and adapt their strategies.
• 😀 AI-driven tools are evolving rapidly, and businesses must keep track of how this affects their visibility and engagement with consumers.
• 😀 Being proactive and experimenting with different content formats (e.g., video, social media, influencer marketing) will help businesses adjust to the changing landscape.

Q & A

What is the central concern of the speakers regarding the future of SEO and search engines?

The central concern is how AI, especially large language models (LLMs), will disrupt traditional search engines and SEO. While AI may change the way search results are generated, the importance of content, mentions, and social credibility remains a key factor in SEO success.

How do the speakers suggest businesses should adapt to the changing search landscape?

Businesses should continue to focus on creating high-quality content, diversifying their marketing efforts (e.g., through social media, influencer marketing), and experimenting with new tools like AI search engines. They should not stop investing in content but instead adapt to the evolving SEO environment.

Why do the speakers emphasize the importance of social credibility and mentions in the future of search?

Social credibility and mentions are crucial because they act as validation and authority signals in the AI-driven search landscape. Just as page rank and backlinks were important in traditional SEO, mentions and validation across social platforms will help ensure visibility in future search results.

What is the difference between traditional search and AI-driven search engines, according to the speakers?

Traditional search engines, like Google, were directly monetizable, meaning they drove traffic to websites, which could then convert visitors into customers. In contrast, AI-driven search engines (like LLMs) primarily provide awareness and recommendations, but they don't necessarily drive direct traffic to websites. This changes how businesses must think about their online presence.

What challenges do smaller websites face in the context of AI-driven search engines?

Smaller websites that rely on organic traffic face uncertainty because they don't have clear incentives in an AI-driven search environment. There's concern that AI models might not need human-generated content as much, potentially leaving smaller content creators without a profitable way to attract attention.

What do the speakers predict about the future role of content in the AI-driven search ecosystem?

Content will still play a critical role in the future, but the nature of its importance will evolve. Businesses will need to produce high-quality content that is widely mentioned and shared across the web to ensure visibility in AI-driven search results, even if that content doesn't directly drive traffic.

What is the expected impact of AI on paid advertising and ad costs?

The speakers suggest that as AI-driven search becomes more dominant, ad costs are likely to rise. Therefore, businesses should prepare for higher costs and explore other marketing channels, such as social media and influencer marketing, which may offer better returns compared to traditional paid advertising.

How does the role of influencers differ from traditional paid advertising in the context of AI search?

Influencer marketing is gaining more traction as it provides better performance compared to traditional programmatic paid advertising. Influencers can help generate awareness and trust, which is more aligned with how AI search engines work—driving recommendations and building brand recognition rather than direct conversions.

What strategies should businesses experiment with during this transition period of AI disruption?

Businesses should experiment with new channels, especially AI-powered search platforms like Perplexity or GPT-based search engines, and adjust their marketing strategies by diversifying into areas like social media marketing, YouTube, and influencer partnerships. The goal is to stay ahead of the curve and understand how these new systems impact consumer behavior.

What final advice do the speakers give to businesses navigating this period of disruption?

The speakers advise businesses to stay curious, vigilant, and adaptive. They suggest that businesses should experiment with new search tools, track how AI-driven changes are impacting their industry, and adjust strategies accordingly to ensure they are well-positioned for the future.