What's Happening?
The landscape of online search is undergoing a significant transformation as traditional search engine optimization (SEO) practices are being challenged by the rise of 'clickless search.' This new trend involves search engines like Google providing answers directly on the search results page, reducing the need for users to click through to external websites. Features such as featured snippets, data cards, and knowledge graph panels are designed to deliver immediate answers. The introduction of AI Overviews (AIOs) in May 2024 has further accelerated this trend, with reports indicating a decline in organic click-through rates (CTRs) when AIOs are present. Additionally, AI-first platforms like ChatGPT are becoming popular tools for information retrieval, prompting Google to introduce 'AI mode,' which offers AI-generated responses. This shift is not limited to search engines, as social media platforms are also adopting strategies to keep users within their ecosystems.
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Why It's Important?
The shift towards clickless search has significant implications for brands and publishers, particularly those whose business models rely on driving traffic to their websites. As search engines and social media platforms aim to retain users within their ecosystems, brands face the challenge of maintaining visibility and influence. This trend necessitates a reevaluation of traditional SEO strategies and a focus on content creation and distribution across various platforms. The emergence of Generative Engine Optimisation (GEO) highlights the need for brands to shape their visibility in AI and LLM-powered platforms. While some fear the 'death of SEO,' the evolving landscape presents opportunities for brands that can adapt to the changing user behavior and redefine their approach to visibility and success.
What's Next?
Brands will need to rethink their strategies to remain relevant in this new search environment. This includes focusing on influencing the narrative around their brand across various platforms, such as Wikipedia, YouTube, and social media channels. As search becomes more conversational and AI-driven, understanding user behavior and tailoring strategies accordingly will be crucial. The shift also presents opportunities for businesses engaged in lower-funnel activities, such as product searches, where some are experiencing increased traffic. Brands that can evolve with the landscape and leverage the ecosystem of content that shapes AI perceptions will find opportunities to maintain and enhance their influence.
